Meta Ads Weekly Performance
Run a weekly Meta Ads performance review. Compares this week vs last, flags CPM/CTR/CPA drift, and lists campaigns to watch.
Why Use This
Generates a structured weekly performance report — covers metrics, trend changes, top/bottom campaigns, and clear next steps so your weekly review is done in minutes, not hours.
Who Is This For
Marketers and agency account managers who need to present performance to stakeholders in a clear, professional format every week.
How to Use
Run at end of each week. Start with the Executive Summary for headline numbers. Use Campaign Breakdown for detail. Action Items become your priorities for the next week.
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