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pralayasimha23

meta-ads-mcp

create_adset

Create a Meta Ads ad set to reach your target audience with defined budget, optimization goal, and bid strategy. Set scheduling, frequency caps, and compliance details for your campaign.

Instructions

Create a new ad set in a Meta Ads account.

Args:
    account_id: Meta Ads account ID (format: act_XXXXXXXXX)
    campaign_id: Meta Ads campaign ID this ad set belongs to
    name: Ad set name
    optimization_goal: Conversion optimization goal. Valid values depend on the campaign objective and destination_type.
                      OUTCOME_ENGAGEMENT + destination_type=WEBSITE: OFFSITE_CONVERSIONS, LANDING_PAGE_VIEWS, LINK_CLICKS, IMPRESSIONS, REACH.
                      OUTCOME_ENGAGEMENT + On Post: POST_ENGAGEMENT, IMPRESSIONS, REACH.
                      OUTCOME_ENGAGEMENT + On Video: THRUPLAY, TWO_SECOND_CONTINUOUS_VIDEO_VIEWS.
                      OUTCOME_ENGAGEMENT + On Event: EVENT_RESPONSES, IMPRESSIONS, POST_ENGAGEMENT, REACH.
                      OUTCOME_ENGAGEMENT + On Page: PAGE_LIKES.
                      OUTCOME_ENGAGEMENT + Messaging (MESSENGER/WHATSAPP/INSTAGRAM_DIRECT): CONVERSATIONS, LINK_CLICKS.
                      OUTCOME_TRAFFIC + WEBSITE: LANDING_PAGE_VIEWS, LINK_CLICKS, IMPRESSIONS, REACH.
                      OUTCOME_AWARENESS: REACH, IMPRESSIONS, AD_RECALL_LIFT, THRUPLAY.
                      OUTCOME_LEADS: LEAD_GENERATION, QUALITY_LEAD (forms), QUALITY_CALL (calls), OFFSITE_CONVERSIONS, LINK_CLICKS (website).
                      OUTCOME_SALES: OFFSITE_CONVERSIONS, VALUE, CONVERSATIONS, LINK_CLICKS, IMPRESSIONS, REACH.
                      OUTCOME_APP_PROMOTION: APP_INSTALLS, APP_INSTALLS_AND_OFFSITE_CONVERSIONS, VALUE.
    billing_event: How you're charged (e.g., 'IMPRESSIONS', 'LINK_CLICKS')
    status: Initial ad set status (default: PAUSED)
    daily_budget: Daily budget in account currency (in cents) as a string
    lifetime_budget: Lifetime budget in account currency (in cents) as a string
    targeting: Targeting specs (age, location, interests, etc).
              targeting_automation.advantage_audience defaults to 0 if not set (Meta API v24+ requirement).
              Set to 1 to enable Advantage+ Audience (requires age_max>=65). Use search_interests for interest IDs.
    bid_amount: Bid amount in account currency (in cents).
               REQUIRED for: LOWEST_COST_WITH_BID_CAP, COST_CAP, TARGET_COST.
               NOT USED by: LOWEST_COST_WITH_MIN_ROAS (uses bid_constraints instead).
               May also be required if the parent campaign's bid strategy requires it.
    bid_strategy: Bid strategy. Valid values:
                 - 'LOWEST_COST_WITHOUT_CAP' (recommended) - no bid_amount required
                 - 'LOWEST_COST_WITH_BID_CAP' - REQUIRES bid_amount
                 - 'COST_CAP' - REQUIRES bid_amount
                 - 'LOWEST_COST_WITH_MIN_ROAS' - REQUIRES bid_constraints with roas_average_floor,
                   and optimization_goal='VALUE'. Does NOT use bid_amount.
                 Note: 'LOWEST_COST' is NOT valid - use 'LOWEST_COST_WITHOUT_CAP'.
                 Campaign-level bid strategy may constrain ad set choices.
    bid_constraints: Bid constraints dict. Required for LOWEST_COST_WITH_MIN_ROAS.
                    Use {"roas_average_floor": <value>} where value = target ROAS * 10000.
                    Example: 2.0x ROAS -> {"roas_average_floor": 20000}
    start_time: Start time in ISO 8601 format (e.g., '2023-12-01T12:00:00-0800').
               To schedule future delivery: set start_time to a future date and status=ACTIVE.
               Meta will show effective_status as SCHEDULED and automatically begin delivery at start_time.
               NOTE: Only ad set start_time controls delivery scheduling. Campaigns do not support start_time.
    end_time: End time in ISO 8601 format. Required when lifetime_budget is specified.
    dsa_beneficiary: DSA beneficiary for European compliance (person/org that benefits from ads).
                    Required for EU-targeted ad sets along with dsa_payor.
    dsa_payor: DSA payor for European compliance (person/org paying for the ads).
               Required for EU-targeted ad sets along with dsa_beneficiary.
    promoted_object: App config for APP_INSTALLS. Required: application_id, object_store_url.
    destination_type: Where users go after click. Common values: 'WEBSITE', 'WHATSAPP', 'MESSENGER',
                     'INSTAGRAM_DIRECT', 'ON_AD', 'APP', 'FACEBOOK', 'SHOP_AUTOMATIC'.
                     Also supports multi-channel combos like 'MESSAGING_MESSENGER_WHATSAPP'.
    is_dynamic_creative: Enable Dynamic Creative for this ad set.
    frequency_control_specs: Frequency cap specs. MUST be set at creation time — Meta makes this field
                             immutable after the ad set is created (error 1815198).
                             Only works with OUTCOME_AWARENESS campaigns + optimization_goal REACH or THRUPLAY.
                             Example: [{"event": "IMPRESSIONS", "interval_days": 7, "max_frequency": 1}]
    multi_advertiser_ads: Set to 0 to opt out of Multi-Advertiser Ads, 1 to opt in.
                         This is a TOP-LEVEL ad set parameter — do NOT put it inside the targeting object.
    regional_regulated_categories: List of regional regulated categories for the ad set.
                                   Required for ads targeting regulated regions (Taiwan, Australia, etc.).
                                   Valid values: TAIWAN_FINSERV, TAIWAN_UNIVERSAL, AUSTRALIA_FINSERV,
                                   INDIA_FINSERV, SINGAPORE_UNIVERSAL, THAILAND_UNIVERSAL.
                                   Example: ["TAIWAN_UNIVERSAL"] or ["TAIWAN_FINSERV", "TAIWAN_UNIVERSAL"]
    regional_regulation_identities: Dict of verified identity IDs for regional transparency compliance.
                                    Required when regional_regulated_categories is set.
                                    The identity IDs come from completing advertiser verification in Meta Business Settings.
                                    Keys depend on the categories declared:
                                    - TAIWAN_UNIVERSAL: taiwan_universal_beneficiary, taiwan_universal_payer
                                    - TAIWAN_FINSERV: taiwan_finserv_beneficiary, taiwan_finserv_payer
                                    - AUSTRALIA_FINSERV: australia_finserv_beneficiary, australia_finserv_payer
                                    - SINGAPORE_UNIVERSAL: singapore_universal_beneficiary, singapore_universal_payer
                                    Example: {"taiwan_universal_beneficiary": "<id>", "taiwan_universal_payer": "<id>"}
    attribution_spec: Attribution window specification for the ad set. Controls how conversions are
                     attributed to ads. Default is 7-day click if not specified.
                     Example for 1-day click: [{"event_type": "CLICK_THROUGH", "window_days": 1}]
                     Example for 1-day click + 1-day view: [{"event_type": "CLICK_THROUGH", "window_days": 1}, {"event_type": "VIEW_THROUGH", "window_days": 1}]
                     Valid event_type values: CLICK_THROUGH, VIEW_THROUGH.
                     Valid window_days values: 1, 7, 28 (depends on event_type and optimization_goal).
    access_token: Meta API access token (optional - will use cached token if not provided)

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
nameYes
statusNoPAUSED
end_timeNo
dsa_payorNo
targetingNo
account_idYes
bid_amountNo
start_timeNo
campaign_idYes
access_tokenNo
bid_strategyNo
daily_budgetNo
billing_eventYes
bid_constraintsNo
dsa_beneficiaryNo
lifetime_budgetNo
promoted_objectNo
attribution_specNo
destination_typeNo
optimization_goalYes
is_dynamic_creativeNo
multi_advertiser_adsNo
frequency_control_specsNo
regional_regulated_categoriesNo
regional_regulation_identitiesNo

Output Schema

TableJSON Schema
NameRequiredDescriptionDefault
resultYes
Behavior5/5

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

With no annotations provided, the description carries the full behavioral disclosure burden and excels. It flags API v24 default behavior for targeting_automation, immutability of frequency_control_specs (with error code 1815198), invalid bid_strategy values, scheduling semantics for start_time, and DSA/regional compliance requirements—all genuine behavioral traits beyond the parameter list.

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 long, but for a 25-parameter API with heavy interdependencies, every section earns its place. It opens with a one-sentence purpose, then uses a clean 'Args:' list with inline examples and notes, front-loading the most critical parameters like account_id and campaign_id while maintaining scannability.

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

Completeness5/5

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

Given the complex API (25 parameters, 5 required, 0% schema coverage), the description covers every parameter with concrete details, examples, and cross-parameter constraints. It also documents key API behaviors (e.g., start_time scheduling, frequency cap immutability, budget/end_time relationship) and relies on the output schema for return values. Minor gaps (e.g., at least one budget required) are present but do not undermine overall completeness.

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

Parameters5/5

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

Schema description coverage is 0%, and the description compensates richly. It enumerates valid optimization_goal values per campaign objective/destination_type, maps bid_strategy to required bid_amount or bid_constraints (with ROAS example), provides attribution_spec and frequency_control_specs examples, and maps regional regulation categories to identity dictionary keys. This goes far beyond the schema's bare types and titles.

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 opening sentence 'Create a new ad set in a Meta Ads account' uses a specific verb and resource, clearly distinguishing it from sibling tools like create_campaign or create_ad. The 'Args' list reinforces ad-set-specific parameters (campaign_id, optimization_goal, billing_event), leaving no ambiguity about what the tool does.

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 gives clear context for creating an ad set, detailing prerequisites and valid parameter combinations in the 'Args' section. It also includes a cross-tool note ('Only ad set start_time controls delivery scheduling. Campaigns do not support start_time') that contrasts with sibling campaign tools, but it does not explicitly state when to prefer this tool over update_adset or other alternatives.

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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