Required Credentials
| Credential | Where to Get | Used For | OAuth Scope |
|---|---|---|---|
| META_ACCESS_TOKEN | Meta Developer Console → Graph API Explorer → Generate Token | Fetching account and campaign insights | ads_read (read-only) |
| META_AD_ACCOUNT_ID | Ads Manager URL: adsmanager.facebook.com/act_XXXXXXXXX |
Identifying which account to query | — |
When to Use
At the end of each week (every Monday) for ongoing campaigns. Also use after a significant change (new campaign launch, major budget shift, creative swap) to document the impact.
Requirements
- account_id (required)
- date_range: last_7d (default)
Step 1: Pull KPI Snapshot
Fetch account and campaign level metrics for this week and prior week:
- Spend, results, cost per result
- ROAS, conversion values
- CTR, CPM, CPC
- Frequency
Calculate week-over-week (WoW) change for each metric: WoW = (This Week − Prior Week) / Prior Week × 100
Step 2: Identify What Changed
Write 3-5 bullets explaining the biggest moves this week.
Format: "[What changed] — [Spend/ROAS/Revenue impact]"
Examples:
- "Increased budget on Pizza Campaign by 30% — spend up $1,200, ROAS held at 3.2x"
- "Creative rotation on Runner Audience — CTR up 0.8pp, CPL down $2.40"
Step 3: Identify Performance Drivers
Identify the top 3 things driving results this week.
For each driver write one sentence with specific metrics: Format: "[What drove results] – [Spend], [ROAS], [Revenue impact vs last week]"
Step 4: Detect Issues
Run issue detection:
- Campaigns with ROAS drop > 30% vs prior week
- Campaigns with spend > budget but low conversion rate
- New campaigns still in Learning Phase
- Frequency > 4 on any campaign
Step 5: Format Output
Key Metrics Snapshot
| Metric | This Week | Prior Week | WoW Change |
|---|---|---|---|
| Spend | |||
| ROAS | |||
| Conversions | |||
| CPA |
What Changed This Week
- [3-5 bullets]
Performance Drivers
- [3 bullets]
Issues and Actions Required
- [3 urgent issues, each with problem/solution format]
Rules
- No executive summary
- Specific numbers on every line
- Separate problem from solution clearly in each issue
- This is a reporting tool — recommendations route to meta-ads-recommendation