Meta Ads Reporting and Dashboards
Turn raw Meta numbers into a decision. This skill pulls live performance, analyzes it against the operating system in the meta-ads skill, and renders a clean, client-ready dashboard.
What this covers
- Performance analysis - pull live spend, leads, CPL, CTR, CPM, reach at account and campaign level, then read it like an operator (leading vs vanity signals).
- Reporting - weekly or period-over-period rollups: what changed, what is working, what to fix first.
- Dashboards - a self-contained HTML dashboard branded with the Frontal logo, that you open in a browser or send to a client.
Scripts
Run from .claude/skills/meta-ads/scripts/ (shared client + .env) unless noted.
| Task |
Command |
| Account snapshot (all KPIs, one call) |
python account_overview.py |
| Campaign performance table |
python get_campaign_performance.py --date-preset last_30d |
| Pull active ad copy (for a creative/audit read) |
python get_active_ads_copy.py |
| Branded HTML dashboard |
cd ../../meta-reporting/scripts && python generate_dashboard.py --date-preset last_30d |
The dashboard (with your logo)
generate_dashboard.py writes a shareable HTML file: KPI tiles (spend, leads, cost per lead, CTR, CPM, reach) plus a per-campaign table, sorted by spend.
cd .claude/skills/meta-reporting/scripts
python generate_dashboard.py # last 30 days -> meta-dashboard.html
python generate_dashboard.py --date-preset last_7d --out weekly.html
It ships with the Frontal logo by default. It's your dashboard - rebrand it:
- Set
DASHBOARD_LOGO_URL and DASHBOARD_BRAND_NAME in .env, or
- Pass
--logo https://yourbrand.com/logo.png --brand "Your Brand".
No image API, no external service - just the Meta API and Python. Open it with open meta-dashboard.html or attach the file to an email.
How to analyze (not just report)
Reporting is describing the numbers. Analysis is deciding what to do. Always:
- Lead with the outcome metric, not vanity. Cost per lead and lead volume first. Impressions, reach, and CPM are context, never the headline. (See /skill/ads-measurement-scorecard.)
- Separate leading from lagging signals. CTR and CPM move first; CPL and lead volume confirm. A rising CPM with flat CPL is fine; a rising CPL is the alarm.
- Read at the right altitude. Account -> campaign -> ad set -> ad. Find the level where the money is leaking before recommending a fix.
- Tie every number to an action. "CPL up 40% week over week, driven by the retargeting campaign fatiguing (frequency 4.2). Action: rotate creative, cap frequency." Not "CPL went up."
- Never fabricate a benchmark. If you do not have the account's own history, say so. Use the B2B benchmarks in
meta-ads/knowledge-base/optimization-playbook.md as reference ranges, labeled as such.
Output standards
- Dashboards are client-ready: clean, branded, no jargon, no source citations.
- Written reports lead with wins, then concerns, with week-over-week numbers at the campaign level.
- Follow /skill/ads-writing-style for everything you write. No AI slop, no em dashes, no emoji.
1---2name: meta-reporting3description: Use this skill when analyzing or reporting Meta Ads performance — pulls live Meta insights, reads them like an operator (leading vs vanity signals), and generates a shareable branded HTML dashboard. Triggers: Meta report, Meta dashboard, Meta performance, analyze Meta ads, cost per lead, CPL report, Meta account audit, weekly Meta report, client dashboard, ad spend report.4---56# Meta Ads Reporting and Dashboards78Turn raw Meta numbers into a decision. This skill pulls live performance, analyzes it against the operating system in the `meta-ads` skill, and renders a clean, client-ready dashboard.910## What this covers11121. **Performance analysis** - pull live spend, leads, CPL, CTR, CPM, reach at account and campaign level, then read it like an operator (leading vs vanity signals).132. **Reporting** - weekly or period-over-period rollups: what changed, what is working, what to fix first.143. **Dashboards** - a self-contained HTML dashboard branded with the Frontal logo, that you open in a browser or send to a client.1516## Scripts1718Run from `.claude/skills/meta-ads/scripts/` (shared client + `.env`) unless noted.1920| Task | Command |21|------|---------|22| Account snapshot (all KPIs, one call) | `python account_overview.py` |23| Campaign performance table | `python get_campaign_performance.py --date-preset last_30d` |24| Pull active ad copy (for a creative/audit read) | `python get_active_ads_copy.py` |25| **Branded HTML dashboard** | `cd ../../meta-reporting/scripts && python generate_dashboard.py --date-preset last_30d` |2627### The dashboard (with your logo)2829`generate_dashboard.py` writes a shareable HTML file: KPI tiles (spend, leads, cost per lead, CTR, CPM, reach) plus a per-campaign table, sorted by spend.3031```bash32cd .claude/skills/meta-reporting/scripts33python generate_dashboard.py # last 30 days -> meta-dashboard.html34python generate_dashboard.py --date-preset last_7d --out weekly.html35```3637**It ships with the Frontal logo by default. It's your dashboard - rebrand it:**38- Set `DASHBOARD_LOGO_URL` and `DASHBOARD_BRAND_NAME` in `.env`, or39- Pass `--logo https://yourbrand.com/logo.png --brand "Your Brand"`.4041No image API, no external service - just the Meta API and Python. Open it with `open meta-dashboard.html` or attach the file to an email.4243## How to analyze (not just report)4445Reporting is describing the numbers. Analysis is deciding what to do. Always:46471. **Lead with the outcome metric, not vanity.** Cost per lead and lead volume first. Impressions, reach, and CPM are context, never the headline. (See [/skill/ads-measurement-scorecard](/skill/ads-measurement-scorecard).)482. **Separate leading from lagging signals.** CTR and CPM move first; CPL and lead volume confirm. A rising CPM with flat CPL is fine; a rising CPL is the alarm.493. **Read at the right altitude.** Account -> campaign -> ad set -> ad. Find the level where the money is leaking before recommending a fix.504. **Tie every number to an action.** "CPL up 40% week over week, driven by the retargeting campaign fatiguing (frequency 4.2). Action: rotate creative, cap frequency." Not "CPL went up."515. **Never fabricate a benchmark.** If you do not have the account's own history, say so. Use the B2B benchmarks in `meta-ads/knowledge-base/optimization-playbook.md` as reference ranges, labeled as such.5253## Output standards5455- Dashboards are client-ready: clean, branded, no jargon, no source citations.56- Written reports lead with wins, then concerns, with week-over-week numbers at the campaign level.57- Follow [/skill/ads-writing-style](/skill/ads-writing-style) for everything you write. No AI slop, no em dashes, no emoji.
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