Meta Ads Campaign Auditor

Overview

This skill packages the complete process for auditing a Meta Ads campaign, diagnosing performance problems, reviewing landing pages, and writing a strategy report with a clear path to hitting a CPP target. It was built from the April 2026 Funnel Junkies B2B 3-Day Challenge campaign audit.

Account Structure

Eugene runs three Meta ad accounts. Always identify which account ran the campaign before pulling data.

The Meta access token is stored as META_ACCESS_TOKEN in the server environment. Extract it with:

PID=$(pgrep -f "tsx watch server" | head -1)
TOKEN=$(cat /proc/$PID/environ | tr '\0' '\n' | grep META_ACCESS_TOKEN | cut -d'=' -f2-)

Step 1 — Pull Campaign Data

Run scripts/pull_campaign_data.py to pull all campaigns from a given account. It outputs a structured summary including spend, purchases, CPP, CPM, CTR, frequency, and ad-set-level breakdowns.

python /home/ubuntu/skills/meta-ads-campaign-auditor/scripts/pull_campaign_data.py \
  --account act_1193749564490832 \
  --keyword "b2b challenge" \
  --output /home/ubuntu/meta_audit_output.txt

If the API does not return the target campaigns (they may be older than the default date range or in a different account), the user can provide a screenshot from Meta Ads Manager. Extract the key metrics from the screenshot and proceed with the analysis.

Key metrics to capture per campaign:

Step 2 — Diagnose Root Causes

Before recommending any changes, identify which root cause is responsible for high CPP. Use evidence — do not guess.

Diagnosis template: "Campaign X spent RY for Z purchases at RCPP. The most likely cause is [root cause] because [evidence]. Confidence: High/Medium/Low."

Step 3 — Review Landing Pages

Navigate to each landing page URL. Evaluate these items in order:

Step 4 — Build the Strategy Report

See references/report_template.md for the full section-by-section template. The report must include:

1. Campaign Audit — data table, derived metrics, winner/loser diagnosis
2. The Math — baseline vs target CPP, levers to close the gap
3. Campaign Architecture — 3-phase funnel with budget split
4. Audience Strategy — warm / cold / lookalike tiers
5. Creative Strategy — format recommendations + 3 ad copy templates (TOF/MOF/BOF)
6. Landing Page Fixes — urgent / high priority / medium / do not change yet
7. Outside-the-Box Recommendations — platform diversification, conversion event optimisation
8. Split Test Roadmap — hypothesis, variable, metric, min data, winning condition
9. Daily Monitoring Protocol — what to check, escalation triggers
10. Priority Action List — urgent / high / medium / monitor only

Step 5 — Outside-the-Box Platforms

Always include these in the strategy report. Recommend based on audience and budget.

Step 6 — Conversion Event Optimisation

Meta needs 50+ conversion events per week to exit learning phase. At high CPP on cold traffic, this is rarely achieved.

Micro-conversion ladder:

• TOF → optimise for Video ThruPlay or Landing Page View
• MOF → optimise for Lead (form submit)
• BOF → optimise for Purchase, retargeting warm audiences only

This allows the algorithm to exit learning phase faster and reduces blended CPP by 20–30%.

Step 7 — Deliver the Report

# Convert to PDF
manus-md-to-pdf <input.md> <output.pdf>

# Upload to Google Drive
gws drive files create \
  --params '{"fields":"id,name,webViewLink"}' \
  --json '{"name":"FJ Meta Ads Strategy Report — [Month Year]","mimeType":"application/pdf"}' \
  --upload <output.pdf> \
  --upload-content-type application/pdf

Attach the PDF to the result message and include the Google Drive link.

Proven Baselines (April 2026 B2B Challenge — Van Studios)

Landing pages used:

• funneljunkies.co.za/3-day-challenge-b2b — LP1 (has "without ads" contradiction — fix before using)
• funneljunkies.co.za/3-day-client-revolution-optin — LP2 (better — use as default)

Known LP issues to fix before next campaign:

• LP2 FAQ says "R250" but page/ads say R99 — fix immediately
• LP1 headline says "without paying for ads" — remove for paid traffic
• Neither page has a video above the fold — add 60-sec Eugene video to LP2

Escalation Triggers

Flag these immediately in the report:

• CPP >2x target after R2,000 spend → audience or creative problem
• CTR <1.0% after 1,000 impressions → creative not resonating
• Frequency >3.5x → fatigue; expand audience or pause
• Still in learning phase after 5 days → consolidate ad sets
• Price inconsistency between ad, LP, and FAQ → fix before spending more
• URL redirect issues on LP → verify all LP URLs are live before launch