Meta Ads Drop Diagnosis

Required Credentials#

CredentialWhere to GetUsed ForOAuth ScopeMETA_ACCESS_TOKENMeta Developer Console → Graph API Explorer → Generate TokenFetching campaign performance dataads_read (read-only)META_AD_ACCOUNT_IDAds Manager URL: adsmanager.facebook.com/act_XXXXXXXXXIdentifying 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:

MetricLast WeekThis WeekWoW ChangeImpressionsCPMCTRFrequencyCVRCPAROAS

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:

PatternLikely Root CauseCTR down, frequency upCreative fatigueCTR down, frequency stableCreative burnout or audience mismatchCTR stable, CVR downLanding page issue or offer problemCTR up, CVR downLanding page can't handle higher volumeImpressions down, CPM upCompetition increased, bid not competitiveFrequency up, ROAS downRetargeting audience exhaustedAll metrics downExternal 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#

text

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:

KeyDescriptionExampleprimary_root_causeThe most likely cause of the drop"Creative fatigue — frequency 4.8, CTR dropped 38% WoW"recovery_planImmediate + 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.