Meta Ads Drop Diagnosis

Required Credentials

Credential	Where to Get	Used For	OAuth Scope
META_ACCESS_TOKEN	Meta Developer Console → Graph API Explorer → Generate Token	Fetching campaign performance 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

Triggered by meta-ads-daily-pulse flagging a week-over-week drop > 20%, or when user reports "performance suddenly dropped." Not for gradual decline over weeks (that's creative fatigue territory).

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Requirements

• account_id (required) — your META_AD_ACCOUNT_ID (format: act_XXXXXXXXX)
• campaign_id or ad_id of the declining entity (required) — find in Meta Ads Manager URL, or via GET /act_{{AD_ACCOUNT_ID}}/campaigns?fields=id,name
• date_range: last_7d (default)

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Step 1: Establish the Drop

Confirm the drop with a Performance Snapshot mini-table:

Metric	Last Week	This Week	WoW Change
Impressions
CPM
CTR
Frequency
CVR
CPA
ROAS

Confirm it's real: WoW drop must be > 20% on at least 2 metrics to qualify as a "drop" (not normal fluctuation).

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Step 2: Root Cause Analysis

Based on the metric pattern, identify the top 1-3 most likely root causes.

Use this decision tree:

Pattern	Likely Root Cause
CTR down, frequency up	Creative fatigue
CTR down, frequency stable	Creative burnout or audience mismatch
CTR stable, CVR down	Landing page issue or offer problem
CTR up, CVR down	Landing page can't handle higher volume
Impressions down, CPM up	Competition increased, bid not competitive
Frequency up, ROAS down	Retargeting audience exhausted
All metrics down	External factor (seasonality, iOS, pixel issues)

For each root cause, write 1-3 short sentences explaining what the data shows, why it points to this cause, and what other evidence supports or contradicts it.

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Step 3: Recovery Plan

Format:

Immediate (next 24 hours):

• [Specific action: pause, scale down, refresh, shift budget]
• Why this helps now

Short-term (this week):

• [New creative, audience expansion, placement changes]
• What to test and why

Prevention (ongoing):

• [Rotation schedule, budget cap rules, monitoring thresholds]
• How to catch this earlier next time

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Step 4: Output Format

Title: Summary Declining campaign: [Name] Performance Snapshot: [mini-table above]

Title: Root Cause Analysis [1-3 root causes with supporting evidence]

Title: Recovery Plan Immediate: [actions] Short-term: [actions] Prevention: [actions]

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Rules

• Root cause must be supported by data — do not speculate without evidence
• If data is insufficient (e.g., < 3 days since change), say so and recommend waiting
• This is diagnosis only — specific action recommendations route to meta-ads-recommendation
• One immediate action maximum — don't overwhelm the user

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Session Context — What This Skill Writes

After completing diagnosis, store the following in session context:

Key	Description	Example
primary_root_cause	The most likely cause of the drop	"Creative fatigue — frequency 4.8, CTR dropped 38% WoW"
recovery_plan	Immediate + short-term + prevention actions	"Rotate new creative within 24h; set frequency cap at 3"

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