Meta Ads Deep Analysis

Process

Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores)

Read

ads/references/meta-audit.md

for full 46-check audit

Read

ads/references/benchmarks.md

for Meta-specific benchmarks

Read

ads/references/scoring-system.md

for weighted scoring

Evaluate all applicable checks as PASS, WARNING, or FAIL

Calculate Meta Ads Health Score (0-100)

Generate findings report with action plan

What to Analyze

Pixel / CAPI Health (30% weight)

Meta Pixel installed and firing on all pages

Conversions API (CAPI) active (30-40% data loss without it post-iOS 14.5)

Event deduplication configured (event_id matching, ≥90% dedup rate)

Event Match Quality (EMQ) ≥8.0 for Purchase event

All standard events configured (ViewContent, AddToCart, Purchase, Lead)

Custom conversions created for non-standard events

Aggregated Event Measurement (AEM) configured for iOS

Domain verification completed

Server-side events include customer_information parameters

Pixel fires with correct currency and value parameters

Creative (30% weight)

≥3 creative formats active (image, video, carousel, collection)

≥5 creatives per ad set (Meta recommendation)

Creative fatigue detection: CTR drop >20% over 14 days = FAIL

Video creative: 15s max for Stories/Reels, 30s max for Feed

UGC/testimonial creative tested

Dynamic Creative Optimization (DCO) tested

Ad copy: headline under 40 chars, primary text under 125 chars

Creative refresh cadence: every 2-4 weeks for high-spend

Account Structure (20% weight)

Campaign Budget Optimization (CBO) vs Ad Set Budget (ABO) intentional

Campaign consolidation: ≤5 active campaigns per objective type

Learning phase health: <30% ad sets in "Learning Limited" (FAIL >50%)

Budget per ad set: ≥5x target CPA (minimum for learning phase exit)

Ad set audience overlap <30% (Audience Overlap tool)

Campaign naming conventions consistent and descriptive

Advantage+ Shopping Campaigns (ASC) active for e-commerce

Simplified campaign structure (fewer, larger ad sets preferred)

Audience & Targeting (20% weight)

Prospecting frequency (7-day): <3.0 (WARNING 3-5, FAIL >5)

Retargeting frequency (7-day): <8.0 (WARNING 8-12, FAIL >12)

Custom Audiences: website visitors, customer lists, engagement

Lookalike Audiences: multiple seed sizes tested (1%, 3%, 5%)

Advantage+ Audience tested vs manual targeting

Interest targeting: broad enough for algorithm optimization

Exclusions: purchasers excluded from prospecting, overlap managed

Location targeting reviewed for relevance

Advantage+ Assessment

If Advantage+ features are in use:

ASC (Shopping Campaigns)

catalog connected, existing customer cap set

Advantage+ Audience

performance vs manual audience compared

Advantage+ Creative

enhancements enabled (text, brightness, music)

Advantage+ Placements

enabled (let Meta optimize placement mix)
Budget allocation: Advantage+ campaigns getting fair test budget Special Ad Categories If ads are in restricted categories: Special Ad Category declared before campaign creation Targeting restrictions verified (no ZIP, age 18-65+ only, no Lookalike) Creative compliance with category-specific policies Read ads/references/compliance.md for full requirements EMQ Optimization Guide EMQ Score Status Action 8.0-10.0 Excellent Maintain current setup 6.0-7.9 Good Add more customer_information parameters 4.0-5.9 Fair Implement CAPI, improve data quality <4.0 Poor Critical: CAPI + Enhanced Matching required Key parameters to maximize EMQ: em (email) — highest match rate signal ph (phone) — second highest match signal fn , ln (first/last name) — improves match accuracy ct , st , zp (city, state, zip) — geographic matching external_id — CRM/user ID for cross-device matching Key Thresholds Metric Pass Warning Fail EMQ (Purchase) ≥8.0 6.0-7.9 <6.0 Dedup rate ≥90% 70-90% <70% CTR ≥1.0% 0.5-1.0% <0.5% Creative formats ≥3 2 1 Creatives per ad set ≥5 3-4 <3 Learning Limited <30% 30-50%

50% Budget per ad set ≥5x CPA 2-5x CPA <2x CPA Output Meta Ads Health Score Meta Ads Health Score: XX/100 (Grade: X) Pixel / CAPI Health: XX/100 ████████░░ (30%) Creative: XX/100 ██████████ (30%) Account Structure: XX/100 ███████░░░ (20%) Audience: XX/100 █████░░░░░ (20%) Deliverables META-ADS-REPORT.md — Full 46-check findings with pass/warning/fail EMQ improvement roadmap Creative fatigue alerts (any creative with CTR declining >20%) Quick Wins sorted by impact Advantage+ adoption recommendations

ads-meta

安装