Meta Ads Audience Analysis

Required Credentials

Credential	Where to Get	Used For	OAuth Scope
META_ACCESS_TOKEN	Meta Developer Console → Graph API Explorer → Generate Token	Fetching audience breakdown and overlap data	ads_read (read-only)
META_AD_ACCOUNT_ID	Ads Manager URL: adsmanager.facebook.com/act_XXXXXXXXX	Identifying which account to query	—

When to Use

Before launching new campaigns, during quarterly planning, or when a campaign is underperforming and audience mismatch is suspected. Run standalone or after meta-ads-weekly-performance identifies audience-related issues.

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Requirements

• account_id (required)
• campaign_id (optional — defaults to all campaigns)
• date_range: last_30d (default)

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Step 1: Fetch Audience Data

Pull data broken down by audience dimension:

Audience Type Performance (via breakdown by audience_type)

• Lookalike, Custom, Broad, Interest, Retargeting
• Spend, CTR, CPA, ROAS for each

Audience Overlap (via Meta's overlap analysis tool)

• Pairs of overlapping audiences
• Overlap percentage, combined spend, ROAS

Demographic Breakdown (via breakdown by age and gender)

• Age × Gender cells
• Spend, conversions, CPA, ROAS

Placement Breakdown

• Feed, Stories, Reels, Instant Articles, Audience Network, Messenger
• CTR, CVR, CPA, ROAS for each

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Step 2: Audience Type Efficiency

Audience Type	Spend	% of Budget	CTR	CPA	ROAS	Budget Should Be

Identify:

• Which audience type delivers best ROAS
• Which is over/underallocated relative to efficiency
• Lookalike quality (which LAL layers performing)

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Step 3: Audience Overlap Analysis

Audience Name	Overlaps With	Overlap %	Combined Spend	ROAS	Action
					Consolidate / Exclude / Separate / Monitor

Flag:

• Overlap > 30% with high combined spend → Consolidate
• Overlap > 50% → Exclude one
• Different audiences with same LAL source → Separate

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Step 4: Demographic Deep Dive

Age and Gender	Spend	Conversions	CPA	ROAS	Action
					Increase Bid / Decrease Bid / Exclude / Maintain

Identify:

• Highest and lowest ROAS demographic cells
• Unexpected performance by gender or age
• Bid adjustment opportunities

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Step 5: Placement Breakdown

Placement	Spend	% of Budget	CTR	CVR	CPA	ROAS	Action
							Scale / Maintain / Reduce / Exclude

Flag:

• Audience Network with low ROAS → Exclude
• Stories vs Feed efficiency gap > 30% → Reduce lower performer
• Reels growing but underallocated → Scale

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Step 6: Budget Reallocation Plan

From Audience/Placement	To Audience/Placement	Shift Amount	Expected ROAS Impact	Revenue Impact	Priority
					High / Medium / Low

Prioritize moves by:

1. Highest ROAS differential
2. Enough data to trust the signal (minimum 50 results per segment)
3. Realistic shift amounts (don't move more than 20% at once)

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Step 7: Output Format

SECTION 1: Audience Type Efficiency

2–3 audience type issues in problem/solution format.

SECTION 2: Audience Overlap and Waste

2 overlap issues in problem/solution format.

SECTION 3: Placement Breakdown

2 placement issues in problem/solution format.

SECTION 4: Demographic Deep Dive

2–3 demographic issues in problem/solution format.

SECTION 5: Budget Reallocation Plan

1–2 reallocation strategy issues in problem/solution format.

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Rules

• No executive summary
• Minimum 50 results per segment before drawing conclusions on any audience slice
• Action must be specific: "Increase bid 20% on Women 25-34" not "adjust demographics"
• This is analysis only — recommendations route to meta-ads-recommendation

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Session Context — What This Skill Writes

After completing analysis, store the following in session context:

Key	Description	Example
budget_reallocation_plan	Specific shifts between audience segments	"$200/day from Broad to LAL 1% Women 25-34"
audience_issues	Overlap, waste, or misallocation findings	"Audience A overlaps with B by 41% — consolidate"

meta-ads-recommendation reads these keys to produce the audience action plan.