mmcmedia Ad Audit — Paid Advertising Analysis for OpenClaw
When to Use
Analyzing and optimizing paid advertising campaigns across Meta (Facebook/Instagram), Google, TikTok, and other platforms. Use for:
- FB bonus content optimization (We Heart This)
- Etsy shop ad strategy (TheSunDaisy, etc.)
- Pre-launch planning (PsalMix)
- General ad performance audits
Based On
Claude-ads skill by AgriciDaniel (https://github.com/AgriciDaniel/claude-ads) — adapted for OpenClaw.
Quick Commands
| Task | Ask Me |
|---|---|
| FB bonus audit | "Audit my We Heart This FB bonus setup" |
| Etsy strategy | "Create an Etsy ad strategy for TheSunDaisy" |
| Meta checklist | "Run the 46-point Meta audit checklist" |
| Benchmarks | "Show me paid ad benchmarks for [platform]" |
| Creative fatigue | "Check if my FB content has creative fatigue" |
Meta Ads Audit — 46 Point Checklist
Pixel / CAPI Health (Critical — 30% weight)
| Check | What to Verify | Tool/Location |
|---|---|---|
| M01 — Pixel installed | Firing on all pages | Meta Events Manager |
| M02 — CAPI active | Server-side events sending | Events Manager → Settings |
| M03 — Event deduplication | event_id matching ≥90% | Events Manager → Test Events |
| M04 — EMQ ≥8.0 | Event Match Quality for Purchase | Events Manager |
| M05 — Domain verified | Business domain verified | Business Manager |
| M06 — AEM configured | Top 8 events prioritized | Events Manager |
| M07 — Standard events | Using Purchase, AddToCart, Lead | Event setup |
| M09 — Attribution window | 7-day click / 1-day view | Ad set settings |
Action for FB Bonus:
- Check EMQ score in Events Manager
- Verify domain is verified
- Ensure attribution is 7-day click / 1-day view
Creative — Diversity & Fatigue (30% weight)
| Check | Target | Warning Sign |
|---|---|---|
| M25 — Format diversity | ≥3 formats (static, video, carousel) | Only 1 format used |
| M26 — Creative volume | ≥5 creatives per ad set | <3 creatives |
| M27 — Video aspect ratios | 9:16 vertical for Reels/Stories | No vertical video |
| M28 — Creative fatigue | No CTR drop >20% over 14 days | CTR drop >20% + frequency >3 |
| M29 — Hook rate | <50% skip rate in first 3s | >70% skip rate |
| M31 — UGC content | ≥30% UGC/social-native | <10% UGC |
| M-CR1 — Creative freshness | New creative in last 30 days | >60 days no new creative |
| M-CR2 — Frequency (prospecting) | <3.0 in 7 days | >5.0 = exhausted |
| M-CR4 — CTR | ≥1.0% | <0.5% |
FB Bonus Specific:
- Your hair graphics + collages = UGC-style ✅
- Refresh creative every 3-4 weeks
- Watch frequency — if >5, audience is exhausted
Account Structure (20% weight)
| Check | Best Practice | Common Error |
|---|---|---|
| M11 — Campaign count | ≤5 per country/funnel | >8 = over-fragmented |
| M13 — Learning phase | <30% in "Learning Limited" | >50% = structure problem |
| M14 — Learning resets | No edits during learning | Frequent resets kill performance |
| M16 — Audience overlap | <20% between ad sets | >30% = significant overlap |
| M17 — Budget distribution | All ad sets ≥$10/day | Ad sets <$5/day |
| M36 — Bid strategy | Cost Cap for margin protection | Bid Cap below historical CPA |
| M37 — Frequency cap | Campaign-level <4.0 (7-day) | >6.0 |
| M39 — UTM parameters | All ad URLs tagged | No UTMs = no GA4 attribution |
Audience & Targeting (20% weight)
| Check | Action |
|---|---|
| M19 — Audience overlap | Check Audience Overlap tool in Meta |
| M20 — Custom Audience freshness | Refresh website audiences within 180 days |
| M23 — Exclusion audiences | Exclude purchasers from prospecting |
| M24 — First-party data | Upload customer list for Lookalikes |
Meta Benchmarks for Content/E-commerce
| Metric | Target | Notes |
|---|---|---|
| ROAS | 2.19 (median), 4.52 (ASC) | Advantage+ Shopping performs 2x |
| CPC | $0.70-$1.32 | Jan 2026: $0.85 (24% below prior year) |
| CTR | ≥1.0% | <0.5% = fail |
| Frequency | <3 (warning >5) | >5 = audience exhausted |
| Creative refresh | Every 3-4 weeks | For top-of-funnel content |
| EMQ | ≥8.0 | 87% of advertisers below this |
E-commerce Ad Strategy (for Etsy Shops)
Recommended Platform Mix
| Platform | Budget % | Role |
|---|---|---|
| Meta (FB/IG) | 50-68% | Primary — Prospecting + ASC |
| Google Shopping | 23-30% | High-intent product searches |
| TikTok | 5-15% | Product discovery, UGC |
| 5% | Retention, repeat purchase |
Creative Requirements
| Platform | Min Creatives | Refresh Cadence |
|---|---|---|
| Meta ASC | 150+ in campaign | 2-4 weeks |
| Meta Standard | 5+ per ad set | 2-4 weeks |
| TikTok | 6+ per ad group | 5-7 days |
Benchmarks
| Metric | Target |
|---|---|
| Meta ROAS | 2.19 (median), 4.52 (ASC) |
| Google Shopping ROAS | 3.68 |
| Meta CPC | $0.70-$1.32 |
| Google Shopping CPC | $0.50-$1.50 |
| CPA (e-commerce) | $23.74 median |
| Min viable budget | $3,000+/month |
What Works for E-commerce Creative
- UGC unboxing/review — authentic customer content (Spark Ads ~3% CTR vs ~2% standard)
- Product demos — show product in use
- Before/after — transformation content
- Price anchoring — was/now pricing
- Social proof — review count, star ratings, "best seller" badges
- Lifestyle imagery — product in context
The "3x Kill Rule"
Any ad group with CPA >3x target gets flagged for immediate pause
This prevents wasted spend on underperforming campaigns.
FB Bonus Content Optimization
Why Some Posts Hit $159 vs $0.11
Based on Meta audit checklist and your data:
High Performers ($100+):
- Specific hair styles/colors ("Short hair, don't care!")
- Aspirational framing
- UGC-style graphics/collages (not polished studio)
- Likely fresher creative (not fatigued)
Low Performers ($0-0.11):
- Generic content
- Overused creative (fatigue)
- Wrong audience targeting
- Frequency too high
Action Items
- Audit creative freshness — When was each graphic last refreshed?
- Check frequency — Are you showing the same content too often?
- Format diversity — Test video if only using static
- EMQ check — Verify Event Match Quality in Meta Events Manager
- UTM tracking — Add UTM parameters for GA4 attribution
Mobile App / SaaS Strategy (for PsalMix)
Platform Mix
| Platform | Primary Use |
|---|---|
| Meta | App installs, lookalike audiences |
| Google UAC | Universal App Campaigns |
| Apple Search Ads | iOS app store visibility |
Key Metrics
| Metric | Target |
|---|---|
| CPI (Cost Per Install) | Varies by category |
| LTV:CPI ratio | >3:1 for sustainable growth |
| Day 1 retention | >40% |
| Day 7 retention | >20% |
Tracking Requirements
- MMP (Mobile Measurement Partner) — Adjust, AppsFlyer, Branch
- In-app event tracking
- SKAdNetwork (iOS) compliance
Quality Gates (Hard Rules)
Never violate these:
- Never Broad Match without Smart Bidding (Google)
- 3x Kill Rule — CPA >3x target = pause immediately
- Budget sufficiency — Meta ≥5x CPA per ad set
- Learning phase protection — No edits during active learning
- Compliance — Check Special Ad Categories (housing/employment/credit/finance)
- Creative — Never silent video on TikTok (sound-on platform)
- Attribution — Default to 7-day click / 1-day view (Meta)
Quick Wins Checklist
5-Minute Fixes
- M05 — Verify domain in Business Manager
- M09 — Set attribution to 7-day click / 1-day view
- M35 — Confirm attribution settings
- M39 — Add UTM parameters to all URLs
15-Minute Fixes
- M02 — Set up CAPI Gateway (simplified server-side)
- M23 — Create Custom Audience exclusions for purchasers
- M25 — Add video if only using static images
This Week
- M04 — Improve EMQ score to ≥8.0
- M28 — Audit creative for fatigue (CTR drop >20%)
- M31 — Ensure ≥30% UGC-style content
- M-CR1 — Test new creative if >30 days old
Full Audit Process
Ask me to run: "Run a full Meta audit for [site/shop]"
I will:
- Check all 46 checkpoints
- Score each (Pass/Warning/Fail)
- Calculate weighted health score
- Prioritize fixes (Critical/High/Medium/Low)
- Provide specific action items
Reference Files
Full analysis cloned from claude-ads:
/projects/claude-ads-repo/ads/references/meta-audit.md— 46-point checklist/projects/claude-ads-repo/ads/references/benchmarks.md— Platform benchmarks/projects/claude-ads-repo/skills/ads-plan/assets/ecommerce.md— E-commerce strategy/projects/claude-ads-repo/skills/ads-plan/assets/mobile-app.md— App launch strategy/projects/claude-ads-repo/skills/ads-plan/assets/saas.md— SaaS strategy
Example Requests
"Audit We Heart This FB bonus setup" → I'll run through the 46-point Meta checklist with FB bonus-specific context
"Create Etsy ad strategy for TheSunDaisy" → I'll reference the ecommerce template with specific platform mix, creative requirements, and benchmarks
"Check if my FB content has creative fatigue" → I'll ask about CTR trends, frequency, and last creative refresh
"Show me paid ad benchmarks" → I'll provide Meta, Google, TikTok, LinkedIn benchmarks relevant to your business