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meta-ads-analyzer

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Diagnose Meta Ads campaign performance and account gaps using Meta's actual system mechanics — including customer-journey coverage, Breakdown Effect, Learning Phase, Auction Overlap, Pacing, and Creative Fatigue. Use for performance diagnosis, account audits, full-funnel or TOF/MOF/BOF gap analysis, deciding what to test or create next, and producing novice-friendly recommendations without forcing every campaign or ad into a funnel stage.

skills/shared/meta-ads-analyzer/SKILL.md

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# Meta Ads Analyzer

Most "Meta Ads analysis" stops at "this CPA is high, pause it." That's wrong more often than it's right. Meta's delivery system optimizes for **marginal efficiency** — the cost of the *next* conversion — not average efficiency across a snapshot. A segment with a higher average CPA is often the one keeping your overall campaign cheap. Pausing it makes things worse.

This skill diagnoses Meta campaigns the way a senior media buyer would: at the right evaluation level, accounting for learning state, separating noise from signal, and explaining *why* the system is making the decisions it's making before recommending any change. It can also audit whether the account supports the complete customer journey without assuming that TOF, MOF, and BOF must be separate campaigns.

**Core principle:** Holistic first, then drill down. Marginal over average. Customer-journey coverage over rigid funnel structure. Dynamic over static. Every recommendation is a testable hypothesis with expected impact, not a directive.

For account audits, full-funnel reviews, or questions about what is missing, read and apply [references/customer-journey-coverage.md](references/customer-journey-coverage.md) before analyzing the account.

## When to Use

- "Analyze my Meta Ads campaign performance"
- "Why is the system spending more on the higher-CPA placement?"
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