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Meta Ads (Facebook & Instagram)

meta_ads_adset_write_create

Create or update Meta Ads ad sets. Actions: create — new ad set linked to a campaign (targeting, budget, schedule) update — change fields on existing ad set Targeting is a JSON object: { "geo_locations": { "countries": ["BR"] }, "age_min": 18, "age_max": 65, "genders": [1, 2] } Budgets in cents. BUDGET (most common create failure): the ad set REQUIRES daily_budget or lifetime_budget, UNLESS the parent campaign already carries the budget (campaign budget optimization) — in which case the ad set must NOT send one. lifetime_budget also requires end_time. optimization_goal must match the campaign objective: OUTCOME_TRAFFIC → LINK_CLICKS / LANDING_PAGE_VIEWS / IMPRESSIONS; OUTCOME_AWARENESS → REACH / IMPRESSIONS; OUTCOME_ENGAGEMENT → POST_ENGAGEMENT / THRUPLAY / PAGE_LIKES / CONVERSATIONS; OUTCOME_LEADS → LEAD_GENERATION / QUALITY_LEAD / OFFSITE_CONVERSIONS; OUTCOME_SALES → OFFSITE_CONVERSIONS / VALUE; OUTCOME_APP_PROMOTION → APP_INSTALLS. OFFSITE_CONVERSIONS/VALUE need promoted_object with the pixel: {"pixel_id":"123","custom_event_type":"PURCHASE"}. LEAD_GENERATION needs {"page_id":"123"}. destination_type is only for non-website destinations (MESSENGER, WHATSAPP, PHONE_CALL); omit it for regular website traffic. For destructive delete use meta_ads_adset_delete.

[Flattened action: create]

Bulk support: accepts adset_ids, campaign_ids for batched execution.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
nameNo
statusNo
accountNo
adset_idNo
end_timeNo
adset_idsNo
targetingNo
bid_amountNo
start_timeNo
campaign_idNo
auth_accountNo
bid_strategyNo
campaign_idsNo
daily_budgetNo
billing_eventNo
lifetime_budgetNo
promoted_objectNo
destination_typeNo
optimization_goalNo

Schema Changelog

Changes observed during successful MCP inspections. Dates show when Glama detected each change.

  1. First observed

TDQS

A4.3/5.0
Behavior3/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

Annotations already declare readOnlyHint=false, destructiveHint=false, idempotentHint=false, so the description need not repeat these. The description adds valuable context on failure modes (budget requirements, optimization_goal matching, promoted_object requirements), which is beyond annotations. However, it doesn't disclose the return format or what happens on invalid input, which is acceptable given the detailed usage rules.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness4/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is multi-paragraph but front-loads the core action and follows with actionable bullet points. Each sentence adds value, such as 'Budgets in cents' and the budget requirement. It is not overly verbose given the complexity, though it could be more structured with clear sections.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

Given the tool's complexity (19 parameters, 0% schema coverage, no output schema, no annotations), the description does an excellent job covering the most challenging aspects: budget constraints, optimization_goal compatibility, and promoted_object requirements. It also mentions bulk support and the flattened action. It does not cover all parameters but focuses on the ones likely to cause errors, which is sufficient for a competent agent.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters4/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 0%, so the description must compensate for 19 parameters. It provides detailed semantics for targeting (JSON structure), budgets (in cents, requirements), optimization_goal (specific mappings), promoted_object (format for pixel and page), and destination_type (only for non-website). However, not all parameters (e.g., bid_amount, bid_strategy, status, start_time) are explained, but the description covers the most critical ones.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description explicitly states 'Create or update Meta Ads ad sets' with a detailed list of actions (create, update) and resources (campaign, targeting, budget, schedule). It clearly distinguishes itself from siblings like meta_ads_adset_delete and meta_ads_adset_write_update by naming the destructive delete operation and noting that update is covered here.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines5/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

The description provides explicit when-to-use guidance, such as the critical rule about budgets: 'the ad set REQUIRES daily_budget or lifetime_budget, UNLESS the parent campaign already carries the budget' and when to omit budget. It also states when NOT to use this tool ('For destructive delete use meta_ads_adset_delete') and provides conditional requirements for optimization_goal and destination_type.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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TDQS

B3/5.0
Disambiguation2/5

Many tools are near-identical variants of the same action, with only a `[Flattened action]` marker distinguishing e.g. the four `meta_ads_campaign_write_*` tools and the three `meta_ads_creative_write_*` tools. The reporting tools also overlap: `meta_ads_ads`, `meta_ads_realtime`, `meta_ads_today`, and `meta_ads_roas` all return spend/performance data, making selection genuinely ambiguous. Unrelated platform tools like `marketplace` and `toolkit_info` are mixed in, further muddying what the server is for.

Naming Consistency3/5

Most Meta Ads tools follow a readable `meta_ads_<resource>_<action>` snake_case convention, and write actions are reasonably predictable. However, there are inconsistencies: `meta_ads_ads` vs `meta_ads_audience`, `meta_ads_business_list` vs `meta_ads_business_accounts` vs `meta_ads_list_accounts`, and `meta_ads_adset_delete` vs the `meta_ads_adset_write_*` grouping. The unbranded platform tools (`connect`, `report_bug`, `show_version`) also break the pattern.

Tool Count2/5

44 tools is far above the recommended range and pushes the server into unwieldy territory. The count is inflated because flattened actions were expanded into separate tools: the campaign write tool appears four times, audience write twice, adset create/update twice, creative tools three times, media upload three times, and business/pages actions once per variant. A consolidated action-based design could reduce real surface area to roughly 15-20 tools.

Completeness4/5

The core Meta Ads lifecycle is well covered: campaigns, ad sets, creatives/ads, custom audiences, media upload, business managers, pages, and reporting all have create/read/update/delete or equivalent destinations. The main gaps are no direct `list_ad_sets` tool, no `remove_users` for audiences, and an apparent reference to a nonexistent `meta_ads_media` tool for listing uploaded media. These are noticeable but usually workaroundable.