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.

Core principle: Holistic first, then drill down. Marginal over average. Dynamic over static. Every recommendation is a testable hypothesis with expected impact, not a directive.

When to Use

• "Analyze my Meta Ads campaign performance"
• "Why is the system spending more on the higher-CPA placement?"
• "Diagnose what's wrong with this ad set"
• "Should I pause this audience / placement / ad?"
• "My CPA jumped — is this normal or a real problem?"
• "Audit this campaign before I scale budget"
• "I exported my Meta data — what does it actually mean?"

Phase 0: Intake