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79 · Marketing · Creative Analysis

Meta Creative Metrics Analysis

Apply the source video/image/catalog diagnostic framework to Meta creative metrics; use Own Ad Creative Diagnosis for a broader asset teardown.

metakreativkennzahlenmeta-creative-analysis

Meta Creative Analysis · Original SKILL.md

---
name: meta-creative-analysis
description: "Use when analyzing Meta ad creatives: video hook/hold rates, 4 diagnostic scenarios, image/catalog rules, creative pattern recognition."
---
# Meta Ads - Creative Analysis Workflow

> Metric definitions (Hook Rate, Hold Rate, CTR, performance benchmarks, video funnel) live in `meta/tool-fundamentals` and auto-load with this skill. Do NOT redefine them here. This skill is the workflow for diagnosing creative performance after the metrics are loaded.

## Inputs You Need

Before applying this skill, ensure you have:
- Ad-level video metrics (`video_play_actions`, `video_thruplay_watched_actions`, `actions` with `video_view`) — see `tool-fundamentals` for the exact fields and the Hook/Hold formulas.
- Account-level Hold Rate baseline from a 90-day account-level pull.
- Pareto set of ads (cumulative spend ≤ 90%).

## Diagnostic Scenarios for Video Ads

Apply the benchmarks from `tool-fundamentals` (Hook Rate / Hold Rate / CTR thresholds) to classify each Pareto video ad into one of these scenarios.

### Scenario 1: Good Hook, Poor Hold
- Hook Rate Good (≥ 40%), Hold Rate Poor (< Account Avg), CTR Average
- **Root cause**: Hook stops scroll, but content loses interest after 3 seconds.
- **Fix**: Keep the intro/hook. Rebuild seconds 3+ — move value prop earlier, show product sooner, use variety (B-roll + testimonial + selfie mix), keep value props concise.

### Scenario 2: Average Everything
- Hook Rate Average (26–39%), Hold Rate ≈ Avg, CTR Average
- **Root cause**: Nothing stands out. Room for improvement everywhere.
- **Fix**: Priority 1 — improve hook first (if they don't stop, nothing else matters). Use `facebook_analyze_ad_creative_by_id_or_url` to assess visual relevance and messaging. Then rebuild remaining clips for hold rate.

### Scenario 3: Poor Hook
- Hook Rate Poor (< 25%), Hold Rate any, CTR any
- **Root cause**: People aren't stopping to watch.
- **Fix**: Rebuild hook completely. Compare to hooks in top-performing ads. Test variations: different visual opening, text overlay, audio hook, problem vs benefit statement, question vs statement.

### Scenario 4: Great Hook + Hold, Poor CTR
- Hook Rate Good, Hold Rate > Acct Avg + 25%, CTR Poor (< 0.65%)
- **Root cause**: People watch the whole video but don't click. CTA weak or unclear.
- **Fix**: Check comments for negative sentiment. If fine — strengthen CTA (more prominent visual, clearer verbal, urgency/scarcity, better landing page alignment).

## Decision Framework by Ad Format

### Single Image
- High CPM (30%+ above Pareto avg) + Low ROAS → **Pause ad** (expensive audience, not converting).
- Low CTR (30%+ below Pareto avg) + Low ROAS → Check comments first. If fine, test variations with stronger CTA.
- Good metrics (within 20% of Pareto avg) → Create variations (copy, angle, or format).

### Single Video
- Apply Scenarios 1–4 above based on the Hook / Hold / CTR profile.
- High CPM + Low ROAS → Pause ad.
- Low CTR + Low ROAS → Check comments, then test stronger CTA variations.

### Advantage+ Catalog
- Meta does NOT provide conversion data per product ID.
- Use spend + CTR as proxy for product performance.
- High CPM + Low ROAS → Pause ad, test different product set.
- Low CTR + Low ROAS → Identify low-CTR products and remove from set.

## Creative Content Analysis

Use `facebook_analyze_ad_creative_by_id_or_url` to get subjective analysis of:
- Main angle, assumed user persona, ad format
- Visual elements, visual hook quality (video), audio hook quality (video)

Always show the creative metric visualization when using this tool successfully.

## Pattern Recognition Across Top Ads

Among top Pareto ads, analyze each with `facebook_analyze_ad_creative_by_id_or_url` to identify:
- Common angle patterns (which selling points repeat across winners)
- Common format patterns (image vs video vs carousel)
- Common hook patterns (videos — what stops the scroll)
- Common copy patterns (tone, length, structure)

Use winning patterns to guide new creative variations.

## Variation Strategy

**When ad performs well**: Copy variations (same angle, different words) → Angle variations (different selling point) → Format variations (same message, different format) → Hook variations (videos).

**When ad performs poorly**:
| Issue | Action |
|-------|--------|
| Hook Rate poor | Rebuild hook using winning hooks |
| Hook good, Hold poor | Rebuild middle section |
| Hook good, Hold good, CTR poor | Strengthen CTA |
| All metrics poor | Test completely new approach |

When to use

Apply the source video/image/catalog diagnostic framework to Meta creative metrics; use Own Ad Creative Diagnosis for a broader asset teardown.

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

Creative formats, comparable metric definitions, reporting period and performance data.

Delivery and review notes

Hook/hold ratios depend on definitions and denominators. Avoid asserting universal thresholds or significance from a few conversions. 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 Creative Metrics Analysis for [TASK]. Clarify Creative formats, comparable metric definitions, reporting period and performance data. 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. Hook/hold ratios depend on definitions and denominators. Avoid asserting universal thresholds or significance from a few conversions. 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: 6c32bc3bafa3c45e91360304d4733b3409391896981f9e648f5491cc1f871aaa
Snapshot checked: 2026-09-28T16:19:52.867Z

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