Facebook Ads MCP Server

# META ADS ACCOUNT AUDIT - COMPREHENSIVE ANALYSIS PROMPT Use this prompt to conduct a thorough audit of a Meta Ads account using the Facebook Ads MCP Server. --- ## AUDIT SCOPE & OBJECTIVES I need you to conduct a comprehensive Meta Ads account audit for **[ACCOUNT_ID]** covering the period from **[START_DATE]** to **[END_DATE]**. The audit should identify: - Performance trends and anomalies - Budget allocation efficiency - Creative performance - Campaign structure optimization opportunities - Audience targeting insights - Conversion funnel analysis - Recommendations for improvement --- ## STEP 1: ACCOUNT OVERVIEW & HEALTH CHECK **Objective:** Get a high-level view of the account structure and status 1. **List all ad accounts** linked to this token to confirm access - Use: `list_ad_accounts()` 2. **Get account details** for the primary account - Use: `get_details_of_ad_account(act_id="act_XXXXXX", fields=["name", "account_status", "amount_spent", "balance", "currency", "spend_cap", "timezone_name"])` 3. **Document:** - Account name and ID - Current balance and spend cap - Account status and any restrictions - Total amount spent in the audit period --- ## STEP 2: CAMPAIGN STRUCTURE ANALYSIS **Objective:** Understand the campaign architecture and organization 1. **Retrieve all campaigns** in the account - Use: `get_campaigns_by_adaccount(act_id="act_XXXXXX", fields=["name", "objective", "status", "effective_status", "daily_budget", "lifetime_budget", "created_time", "updated_time", "start_time", "stop_time"], limit=100)` 2. **Analyze and document:** - Total number of campaigns - Campaign objectives breakdown (how many per objective) - Status distribution (Active, Paused, Archived) - Budget structure (CBO vs ABO) - Naming convention consistency - Campaign organization patterns 3. **Identify issues:** - Duplicate or redundant campaigns - Campaigns with unclear objectives - Old campaigns that should be archived - Budget allocation imbalances --- ## STEP 3: PERFORMANCE METRICS - LAST 30 DAYS **Objective:** Analyze overall account performance and identify top performers/underperformers 1. **Get summary report** for the last 30 days - Use: `get_summary_report(act_id="act_XXXXXX", date_preset="last_30d", limit=100)` 2. **For each campaign with spend**, get detailed insights: - Use: `get_campaign_insights(campaign_id="CAMPAIGN_ID", fields=["impressions", "clicks", "spend", "cpc", "cpm", "ctr", "reach", "frequency", "actions", "action_values", "cost_per_action_type", "purchase", "cost_per_purchase"], date_preset="last_30d")` 3. **Analyze and calculate:** - **Overall Account Metrics:** - Total spend - Total impressions - Total clicks - Overall CTR - Average CPC - Average CPM - Total conversions/purchases - Overall CPA/Cost per purchase - ROAS (if revenue data available) - **Top Performers (Top 10):** - Campaigns by ROAS - Campaigns by conversion volume - Campaigns by CTR - Ads by engagement - Ads by conversion rate - **Underperformers (Bottom 10):** - Campaigns with highest CPA - Campaigns with lowest CTR - Ads with no conversions despite spend - Campaigns exceeding target CPA by >50% 4. **Document performance distribution:** - What % of spend is going to top 20% performers? - What % of conversions come from top 20% campaigns? - Pareto analysis (80/20 rule application) --- ## STEP 4: CREATIVE PERFORMANCE ANALYSIS **Objective:** Evaluate ad creative effectiveness and identify winning patterns 1. **Analyze creative types:** - Count of video ads vs. static images vs. carousels - Performance breakdown by creative format - Asset URL analysis for creative diversity 2. **Identify creative winners:** - Top 20 ads by: - CTR - Conversion rate - Cost per conversion - Engagement rate (reactions + comments + shares) - Video completion rate (for video ads) 3. **Creative fatigue analysis:** - Ads running >60 days - Performance degradation over time - Frequency analysis (ads with frequency >3) 4. **Document patterns:** - Common elements in top performers - Creative themes that resonate - Messaging angles that work - Format preferences by audience --- ## STEP 5: AUDIENCE & TARGETING ANALYSIS **Objective:** Evaluate targeting strategy and audience performance 1. **For top-performing ad sets**, retrieve targeting details: - Use: `get_adsets_by_campaign(campaign_id="CAMPAIGN_ID", fields=["name", "targeting", "optimization_goal", "billing_event", "daily_budget", "lifetime_budget", "effective_status"])` 2. **Analyze targeting patterns:** - Broad vs. specific targeting - Lookalike audiences usage - Interest-based targeting effectiveness - Geographic targeting distribution - Age and gender targeting patterns 3. **Document:** - Which targeting strategies drive best CPA? - Audience overlap issues - Untapped audience opportunities - Targeting redundancies --- ## STEP 6: BUDGET ALLOCATION & PACING **Objective:** Assess if budget is being allocated efficiently 1. **Calculate budget distribution:** - % of budget by campaign objective - % of budget by funnel stage (TOF, MOF, BOF) - Daily spend trends over the audit period - Budget pacing vs. goals 2. **Identify allocation issues:** - Campaigns overspending with poor ROAS - High-performing campaigns constrained by budget - Budget sitting idle in paused campaigns - Recommended reallocation opportunities 3. **Document:** - Is budget weighted toward winners? - Are there quick wins by budget reallocation? - Recommended daily budget changes by campaign --- ## STEP 7: CONVERSION FUNNEL ANALYSIS **Objective:** Understand the customer journey and conversion efficiency 1. **Map the funnel:** - Impressions → Clicks (CTR) - Clicks → Landing Page Views (LP CTR) - Landing Page Views → Add to Cart - Add to Cart → Checkout Initiated - Checkout Initiated → Purchase 2. **Calculate conversion rates at each stage:** - Where is the biggest drop-off? - Which campaigns have the best funnel efficiency? - Which campaigns have funnel issues? 3. **Analyze action metrics:** - Cost per landing page view - Cost per add to cart - Cost per checkout initiated - Cost per purchase - Cart abandonment rate 4. **Document:** - Funnel bottlenecks - Optimization opportunities - Campaigns that drive awareness but don't convert - Campaigns that convert well but lack volume --- ## STEP 8: TIME-BASED PERFORMANCE ANALYSIS **Objective:** Identify trends and seasonality patterns 1. **Compare performance across time periods:** - Last 7 days vs. previous 7 days - Last 30 days vs. previous 30 days - Week-over-week trends - Day-of-week performance patterns 2. **Use time_range parameter for custom periods:** - Use: `get_summary_report(act_id="act_XXXXXX", time_range={"since":"YYYY-MM-DD","until":"YYYY-MM-DD"})` 3. **Document:** - Performance trends (improving/declining) - Best performing days/times - Seasonal patterns - Anomalies or sudden changes --- ## STEP 9: AD SET & PLACEMENT ANALYSIS **Objective:** Evaluate ad set structure and placement effectiveness 1. **For key campaigns, analyze ad sets:** - Use: `get_adsets_by_campaign(campaign_id="CAMPAIGN_ID", fields=["name", "targeting", "optimization_goal", "bid_strategy", "daily_budget", "effective_status"])` 2. **Get ad set insights:** - Use: `get_adset_insights(adset_id="ADSET_ID", fields=["impressions", "clicks", "spend", "cpc", "ctr", "actions", "cost_per_action_type"], date_preset="last_30d")` 3. **Analyze:** - Ad set organization and structure - Single ad set vs. multiple ad set strategies - Bid strategy effectiveness - Placement performance (if data available) 4. **Document:** - Ad set best practices compliance - Optimization opportunities - Testing framework effectiveness - Placement recommendations --- ## STEP 10: CREATIVE TESTING & ITERATION **Objective:** Assess testing methodology and creative refresh cadence 1. **Identify active tests:** - Campaigns/ad sets with multiple active creatives - A/B test setups - Creative rotation strategies 2. **Evaluate testing rigor:** - Are tests properly structured? - Sufficient budget allocated to tests? - Clear winners emerging? - Test duration and statistical significance 3. **Creative refresh analysis:** - When were creatives last updated? - Ad sets running same creative >90 days - Creative iteration velocity 4. **Document:** - Testing best practices compliance - Recommended test structure improvements - Creative refresh schedule recommendations - Quick win opportunities from test results --- ## STEP 11: CAMPAIGN NAMING & ORGANIZATION AUDIT **Objective:** Evaluate naming conventions and account organization 1. **Analyze naming patterns:** - Consistency across campaigns - Use of naming conventions - Clarity and descriptiveness - UTM parameter usage 2. **Organizational structure:** - Campaign grouping logic - Ad set organization within campaigns - Ad organization within ad sets - Use of labels or tags (if available) 3. **Document:** - Naming convention issues - Recommended naming structure - Organizational improvements - Easier reporting setup opportunities --- ## STEP 12: COMPETITIVE & BENCHMARK ANALYSIS **Objective:** Compare performance against industry benchmarks 1. **Calculate key benchmarks:** - CTR by objective - CPC by objective - CPM by industry - Conversion rate by funnel stage - CPA by objective 2. **Compare to industry standards:** - Is CTR above/below industry average? - Is CPC competitive? - How does conversion rate compare? 3. **Document:** - Metrics above benchmark (strengths) - Metrics below benchmark (opportunities) - Competitive positioning - Performance gaps to close --- ## STEP 13: RECOMMENDATIONS & ACTION PLAN **Objective:** Provide prioritized, actionable recommendations ### IMMEDIATE ACTIONS (Week 1): 1. **Quick Wins:** - Pause campaigns/ads with CPA >200% of target - Increase budget on top performers by X% - Turn off creative fatigue ads (frequency >5) - Archive old inactive campaigns 2. **Priority Optimizations:** - [Specific recommendations based on findings] ### SHORT-TERM ACTIONS (Weeks 2-4): 1. **Creative Refresh:** - Launch new creatives based on winner patterns - Retire underperforming creatives - Set up creative testing framework 2. **Targeting Optimization:** - Test new audience segments - Refine underperforming audiences - Address audience overlap 3. **Budget Reallocation:** - Shift $X from Campaign A to Campaign B - Implement daily budget caps on high-CPA campaigns ### MEDIUM-TERM ACTIONS (Months 2-3): 1. **Structural Improvements:** - Implement proper naming conventions - Reorganize campaign structure - Set up proper testing framework 2. **Strategic Initiatives:** - Launch new campaign objectives - Expand to new markets/audiences - Implement advanced measurement ### KPIs TO TRACK: - Overall account CPA target: $X - Minimum ROAS: X:1 - Target CTR: X% - Maximum frequency: X - Monthly spend target: $X - Monthly conversion target: X --- ## STEP 14: EXECUTIVE SUMMARY **Objective:** Create a clear, concise summary for stakeholders Format the final output as: ### ACCOUNT HEALTH SCORE: [X/100] **Overall Assessment:** [2-3 sentences on account health] ### KEY METRICS (Last 30 Days): - Total Spend: $X - Total Conversions: X - Average CPA: $X - Average CTR: X% - Average CPC: $X - Average CPM: $X - ROAS: X:1 ### TOP 3 STRENGTHS: 1. [Specific strength with data] 2. [Specific strength with data] 3. [Specific strength with data] ### TOP 3 OPPORTUNITIES: 1. [Specific opportunity with potential impact] 2. [Specific opportunity with potential impact] 3. [Specific opportunity with potential impact] ### CRITICAL ISSUES: - [Any urgent problems requiring immediate attention] ### ESTIMATED IMPACT OF RECOMMENDATIONS: - Expected CPA reduction: X% - Expected conversion increase: X% - Expected ROAS improvement: X% - Timeline to impact: X weeks --- ## AUDIT COMPLETION CHECKLIST - [ ] All campaigns analyzed - [ ] Performance data validated - [ ] Creative patterns identified - [ ] Audience insights documented - [ ] Budget allocation reviewed - [ ] Funnel analysis completed - [ ] Benchmarks compared - [ ] Recommendations prioritized - [ ] Action plan created - [ ] Executive summary written - [ ] Supporting data compiled --- ## NOTES FOR EFFECTIVE AUDIT: 1. **Be Data-Driven:** Every recommendation should be backed by specific data points 2. **Be Specific:** Avoid generic advice; provide exact campaign IDs, budget amounts, etc. 3. **Prioritize Impact:** Focus on changes that will move the needle most 4. **Consider Resources:** Recommendations should be implementable with available resources 5. **Set Expectations:** Be clear about expected outcomes and timelines 6. **Follow Up:** Plan for post-implementation review in 30 days --- **Audit conducted on:** [DATE] **Audit period:** [START_DATE] to [END_DATE] **Account:** [ACCOUNT_NAME] (act_XXXXXX) **Auditor:** [NAME/TEAM]