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meta_ads_audiences_create

Create a Custom Audience in Meta Ads from website events, customer lists, or app activity, with configurable retention and rule-based targeting.

Instructions

Creates a Custom Audience in a Meta Ads account. Returns the new audience_id. Mutating, reversible via rollback_apply (rollback deletes the audience). Subtype controls the data source: WEBSITE audiences require a pixel_id and an event rule; CUSTOM audiences accept a manually supplied rule or a customer list upload (the upload path is handled out-of-band by Meta). For similarity-expanded reach use meta_ads_audiences_create_lookalike on top of this audience.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
account_idNoMeta Ads account ID in the format 'act_XXXXXXXXXX' (e.g. 'act_1234567890'). Optional — falls back to META_ADS_ACCOUNT_ID from the configured credentials. The leading 'act_' prefix is required.
nameYesAudience name shown in Ads Manager. Must be unique within the account.
subtypeNoAudience type hint. WEBSITE auto-generates a PageView rule from the linked pixel when `rule` is omitted; CUSTOM requires an explicit rule or a customer-list upload; APP requires an app_id. Default CUSTOM when omitted.
descriptionNoOptional free-text description stored with the audience. Not visible to end users.
retention_daysNoHow long a matched user stays in the audience after their last qualifying event. Default 30. Meta caps at 180 days.
pixel_idNoMeta Pixel ID to source events from. Required for subtype=WEBSITE. Find via meta_ads.pixels.list.
ruleNoAudience rule definition (Meta rule JSON schema). When omitted with subtype=WEBSITE, a default PageView rule scoped to the supplied pixel is auto-generated. See Meta Marketing API docs for rule syntax — supports url filters, event parameters, and compound boolean operators.
customer_file_sourceNoSource declaration required by Meta for compliance. USER_PROVIDED_ONLY (default) — data came from the advertiser's own first-party sources; PARTNER — from a data provider; BOTH — mixed. Meta uses this to set legal-basis defaults.
Behavior4/5

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

With no annotations, the description carries full burden. It discloses the tool is mutating, reversible via rollback_apply (deletes audience), and details subtype-specific behaviors (e.g., auto-generated rule for WEBSITE, out-of-band customer list upload). It does not cover rate limits or authentication, but the core behavioral traits are transparent.

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

Conciseness5/5

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

The description is a tight paragraph of four sentences. It front-loads the action and return, then covers reversibility, subtype behavior, and alternative tool usage. No extraneous information; every sentence earns its place.

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 (8 params, subtype logic, integration with rollback and lookalike), the description adequately covers creation, return, reversibility, and subtype differentiators. It lacks error condition details, but the schema and surrounding context likely suffice for an agent to use it effectively.

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

Parameters3/5

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

Schema covers 100% of parameters with descriptions. The general description adds modest value by summarizing subtype logic, auto-generation of rules, and the out-of-band upload note. It mostly echoes schema detail but provides cohesive context, meeting the baseline.

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 clearly states it creates a Custom Audience in Meta Ads and returns the audience_id. It differentiates from the sibling tool meta_ads_audiences_create_lookalike by noting the lookalike is for similarity-expanded reach, establishing a distinct purpose.

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

Usage Guidelines4/5

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

The description explains when to use this tool (create custom audiences) and provides context for subtypes (WEBSITE vs CUSTOM vs APP) with requirements. It suggests an alternative (lookalike) for expanded reach. However, it does not explicitly state contraindications (e.g., when not to use), but the subtype guidance and alternative mention provide sufficient direction.

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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