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.

Requirements

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

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

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)

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

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

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

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:

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

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.

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

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.