Meta Ads Audience Analysis

Required Credentials#

CredentialWhere to GetUsed ForOAuth ScopeMETA_ACCESS_TOKENMeta Developer Console → Graph API Explorer → Generate TokenFetching audience breakdown and overlap dataads_read (read-only)META_AD_ACCOUNT_IDAds Manager URL: adsmanager.facebook.com/act_XXXXXXXXXIdentifying 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 TypeSpend% of BudgetCTRCPAROASBudget 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 NameOverlaps WithOverlap %Combined SpendROASActionConsolidate / 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 GenderSpendConversionsCPAROASActionIncrease 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#

PlacementSpend% of BudgetCTRCVRCPAROASActionScale / 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/PlacementTo Audience/PlacementShift AmountExpected ROAS ImpactRevenue ImpactPriorityHigh / 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:

KeyDescriptionExamplebudget_reallocation_planSpecific shifts between audience segments"$200/day from Broad to LAL 1% Women 25-34"audience_issuesOverlap, waste, or misallocation findings"Audience A overlaps with B by 41% — consolidate"

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