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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.

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Diagnose architecture and context, plan agent-team responsibilities, then organize project context and session handoffs. Memory and cost-runtime reviews remain outside this pack.

Conversion and Activation Review

Review the journey from landing page and lead capture through registration, first value and transparent upgrades.

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Plan a campaign, draft its channel content and review the work against actual brand guidance.

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Prioritize an editorial roadmap and plan how to launch and distribute it across suitable channels.

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Choose a relevant lead magnet, then draft a permission-based nurture journey with entry, suppression and exit rules.

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What the MCP returns at this step

80 · Marketing · Ads Analysis

Meta Ads Deep Analysis

Structure a Meta audit across hierarchy, breakdowns, time and attribution; use Meta Account Performance Analysis for account baselines.

metatiefenanalysemeta-depth-of-analysis

Meta Ads Deep Analysis Framework · Original SKILL.md

---
name: meta-depth-of-analysis
description: "Use for any Meta Ads audit, performance review, optimization request, strategy question, or funnel analysis. Covers 8 analytical dimensions: hierarchical drill-down, breakdowns, temporal trends, attribution rigor."
---
# Meta Ads - Depth of Analysis

> **When to apply**: Audits, performance reviews, optimization requests, strategy questions, funnel analysis.
> **Skip for**: Simple data fetches, campaign listings, metric lookups.

## 1. Hierarchical Drill-Down

Never make recommendations based solely on campaign-level or ad-set-level aggregates. Before concluding on any entity, drill one level deeper.

**Required flow:**
- Asked about a campaign → check ad set performance within it
- Asked about an ad set → check individual ad performance within it
- Asked about ads → check creative-level patterns (same creative across multiple ads)

**How:**
```
facebook_get_adaccount_insights at level="adset" with campaign filter
facebook_get_adaccount_insights at level="ad" with adset filter
```

Identify which specific child entities are driving or dragging the parent's aggregate numbers. Quantify the contribution (e.g., "Ad Set X accounts for 72% of campaign spend but only 40% of conversions").

## 2. Objective-Contextual Evaluation

Do not apply universal KPIs. Evaluate each campaign against its actual objective.

**Check first:**
- `promoted_object.custom_event_type` from ad set details
- Campaign objective from `facebook_get_campaign_details`
- Bid strategy (cost cap, bid cap, lowest cost)

**Apply correct KPIs:**
| Objective | Evaluate on | NOT on |
|-----------|------------|--------|
| Sales/Purchase | ROAS, CPA, Revenue | Reach, CPM alone |
| Lead gen | CPL, lead volume | ROAS |
| Traffic | CPC, CTR, landing page views | Conversions |
| Video views | Cost per ThruPlay, hook rate | ROAS, CPA |
| Awareness | CPM, reach, frequency | CPA, ROAS |

**Flag bid strategy issues:** If a cost cap is set 3x above actual CPA, or tROAS target is 0.5x when achieving 3x — the algorithm isn't actually constrained. Call this out.

## 3. Breakdown & Segmentation Analysis

When this skill applies (audits, performance reviews, optimization), check at least 2 of these breakdown dimensions. This overrides the general tool-fundamentals guidance to only use breakdowns when specifically requested — deep analysis requires segmentation.

**Required breakdowns:**
```
facebook_get_adaccount_insights with breakdowns="publisher_platform,platform_position"
facebook_get_adaccount_insights with breakdowns="device_platform"
facebook_get_adaccount_insights with breakdowns="age,gender"
```

**What to look for:**
- Placement CPA differences (Feed vs Stories vs Reels vs Audience Network) — quantify the gap
- Device performance divergence (mobile vs desktop)
- Age/gender segments receiving delivery outside target — flag Advantage+ expansion leakage
- Out-of-target segments consuming budget with poor conversion rates

**Statistical significance check:** Do not make segment-level recommendations from <100 impressions or <3 conversions in a segment. Call out low-confidence segments explicitly.

## 4. Temporal & Trend Analysis

Never treat a date range as a single static number. Always compare time windows.

**Required comparisons:**
```
facebook_get_adaccount_insights with time_increment="1" (daily data)
```

Analyze at minimum:
- Last 7 days vs previous 7 days
- Identify direction for each key metric: improving, declining, or stable
- Flag inflection points: "CTR started declining on [date], 3 days before CPA started rising"

**Connect the chain:** Frequency rising → CTR falling → CPA rising → this is creative fatigue, not audience exhaustion. Correlate timing across metrics to establish cause, not just observe symptoms.

## 5. Cross-Entity Dependency Mapping

Do not analyze campaigns in isolation. Map the funnel.

**Check:**
- Which campaigns are prospecting (broad/lookalike audiences)?
- Which campaigns are retargeting (custom audiences, website visitors)?
- Does cutting a prospecting campaign starve the retargeting audience pool?

**How to detect:**
- `facebook_get_adset_details` → check `targeting` for custom audiences vs broad targeting
- Prospecting: low frequency, lower CPM, lower CTR, broader audience
- Retargeting: higher frequency, higher CPM, higher CTR, smaller audience

**Flag dependencies:** "Pausing Campaign X will reduce the Website Visitors 7d pool that feeds Campaign Y's retargeting. Expect retargeting CPA to rise within 1-2 weeks."

## 6. Platform Mechanic Awareness

Explain how Meta's mechanics affect the specific situation. Do not just mention them — explain the compound interaction.

**Common compound effects to check:**

| Signal | Mechanic | Consequence |
|--------|----------|-------------|
| Rising frequency + falling CTR | Creative fatigue | CPA will spike — need new creatives, not budget changes |
| CBO + one ad set getting 80% budget | CBO optimization | Usually working as intended — the algorithm concentrates budget on the best converter. Do not pause the dominant ad set just because smaller siblings look better on small samples; those often fail at scale. Only intervene if the dominant ad set itself is underperforming on ROAS/CPA. |
| Cost cap + rising CPM | Delivery squeeze or audience shift | Two possible causes — separate them before acting: (a) algorithm can't find conversions at the cap price (raise cap or loosen targeting); (b) original audience is saturated/exhausted and delivery is leaking to worse segments, pushing auction prices up. Check frequency, reach trend, and audience size to decide which. |
| Advantage+ audience expansion ON | Targeting leakage | Check breakdown for out-of-target delivery eating budget |
| Insufficient spend on new ad set | Learning phase | Do not make optimization decisions until the ad set has spent at least **2× AOV or 4× CPA, whichever is higher**. The 50-conversion rule only applies to brand-new accounts with no prior conversion history. |

## 7. Proactive Signal Detection

After answering the user's question, always surface 2-3 additional concerns or opportunities they did not ask about.

**Scan for:**
- Any entity with frequency >3 and rising — creative fatigue incoming
- Any ad set spending >30% of campaign budget with 0 conversions — budget waste
- Any campaign where top ad has declining CTR over 7+ days — performance degradation ahead
- Any retargeting audience pool that's shrinking (declining reach week over week)
- Any metric that looks fine now but the trend predicts problems in 7-14 days

**Format:** "Outside your question, I noticed [signal] in [entity] — this suggests [predicted consequence] within [timeframe]."

## 8. Attribution Rigor

Do not take reported conversion numbers at face value.

**Always check:**
- What attribution window is active? (1-day click, 7-day click, 1-day view?)
- What share of conversions are view-through vs click-through?
- Is the reported ROAS inflated by view-through on high-impression campaigns?

**Flag these situations:**
- Retargeting campaign with very high ROAS + mostly view-through conversions → likely over-attributed
- Two campaigns targeting the same audience → conversions may be double-counted
- ASC/Advantage+ Shopping targeting existing customers → attributed ROAS includes conversions that would have happened organically

**Frame as caveat:** "Before scaling Campaign X based on its reported 4x ROAS, note that [specific attribution concern] means the true incremental ROAS is likely lower."

When to use

Structure a Meta audit across hierarchy, breakdowns, time and attribution; use Meta Account Performance Analysis for account baselines.

What you get

The complete original GoMarble guidance, with source attribution and declared limits.

How it works

Clarify scope, use available evidence, and apply the relevant source workflow within actual user authorization.

Requirements

Account objective, hierarchy, sufficiently complete reports, attribution windows and review question.

Delivery and review notes

Report exclusions and attribution limitations; no account changes are authorized by an audit request alone. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Starting prompt

Use Meta Ads Deep Analysis for [TASK]. Clarify Account objective, hierarchy, sufficiently complete reports, attribution windows and review question. Separate observed evidence from heuristics and recommendations. Check actual connector availability and approval semantics before any external action.

Not for

Claiming installed GoMarble tools, proven campaign outcomes or authorization to launch ads merely from loading this source.

What M11 added

German routing and explicit scope. Original attribution: GoMarble. Report exclusions and attribution limitations; no account changes are authorized by an audit request alone. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Original authorship remains with gomarble-ai/marketing-agent · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 GoMarble

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: cec50487ac8347e52f384745767fdeaf94fdc2ca19a5cf2e02b8f6fcd6912888
Snapshot checked: 2026-09-28T16:19:52.867Z

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