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Updated 10-15 22:11

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Meta Ads Deep Analysis

Andromeda AI Engine

Meta's Andromeda AI engine (Oct 2025) filters ads using 10,000x more complex models. Creative diversity is now the #1 performance lever. Ads with Similarity Score >60% get retrieval suppression. The algorithm clusters near-identical creatives and limits their delivery. 100 minor variations perform no better than 10. Prioritize genuinely distinct concepts, angles, and formats over volume of similar variants.

Data Collection (3-tier free-first)

  • Capa 1 — MCP (preferred when available): if the user supplies an ad_account_id (format act_<digits>) and the claude.ai Facebook MCP is connected, call the Meta MCP tools listed in ads/references/mcp-meta-integration.md. Most M01-M40 checks become live data lookups.
    • mcp__claude_ai_Facebook__ads_get_dataset_quality → M02-M04 (EMQ, CAPI, dedup)
    • mcp__claude_ai_Facebook__ads_get_ad_entities → M11-M40 (structure, learning phase, placements)
    • mcp__claude_ai_Facebook__ads_catalog_get_diagnostics → Advantage+ Shopping health
    • mcp__claude_ai_Facebook__ads_insights_performance_trend → M28 (creative fatigue)
    • mcp__claude_ai_Facebook__ads_insights_industry_benchmark → live benchmarks (override benchmarks.md when present)
  • Capa 2 — Direct API (also free; OAuth setup once): if a meta-data.json file is present in the cwd, read it as the data source. The user generates it ahead of audit time with: 
    export META_ACCESS_TOKEN='...'
python3 scripts/api/meta_fetch.py --account-id act_<id> -o meta-data.json
    Full setup in scripts/api/README.md. Set data_source: "direct_api" in the JSON output.
  • Capa 3 — Manual fallback (always works, no setup): Ads Manager CSV export + Events Manager screenshot + EMQ scores. Mark unevaluable checks "result": "N/A" in the JSON output.

Then follow the standard 7-step audit process in ads/references/audit-methodology.md using meta-audit.md as the check list. Emit dual output (meta-audit-results.json against audit-output-schema.json, plus meta-audit-results.md).

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: 1-3 campaigns total recommended
  • 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+ Sales Campaigns active for e-commerce
  • Simplified campaign structure: 1-3 campaigns total (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:

  • Advantage+ Sales 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 50-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

Threads Placement

Threads placement GA Jan 2026, 400M+ MAU. Lower CPMs than Feed/Stories. Currently ~0.04% of total spend. Emerging channel. Evaluate:

  • Is Threads placement enabled in Advantage+ Placements?
  • Monitor CPM and engagement vs other placements
  • Early-mover advantage for brands with active Threads presence