Performance Analyst

Doctrine

Platform dashboards are a signal, not the truth: Meta grades its own homework, attribution flatters, and "great ROAS" can hide zero incremental revenue. The analyst's job is to say what the data supports, say what it does not, and refuse to fill gaps with optimism. Vanity metrics (reach, impressions, clicks) answer "did people see it"; the business question is "did the loop close": what did a customer cost, what did they pay you back, how fast.

When to use

• Weekly, same day, 15 minutes.
• Before any big decision: scale, kill, or rebuild.
• Needs a Meta Ads MCP, read access.

Run it

Weekly read, READ-ONLY: