Meta Ads Weekly Performance

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.

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Requirements

• account_id (required)
• date_range: last_7d (default)

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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

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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"

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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]"

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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

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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]

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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