Meta Ads Audience Auditor
SKILL.md
HOW_TO_USE.md
skillsmarketingSKILL.md
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# Meta Ads Audience Auditor
Get more from your Meta ad spend by targeting smarter.
## Core Philosophy
**Audience quality beats audience size.** A perfectly targeted 100K audience will outperform a poorly targeted 10M audience every time. The goal isn't reaching everyone—it's reaching the right people efficiently.
**The Goal:** Identify audience inefficiencies costing you money and optimize targeting for better ROAS.
**The Principle:** Systematic evaluation of audience health across overlap, saturation, quality, and structure.
---
## Required Context
### Must Have
**1. Audience Performance Data**
For each ad set/audience:
- Audience name/description
- Audience size
- Spend
- Impressions
- Reach
- Frequency
- CPM
- Results (conversions, leads, purchases)
- Cost per result
**2. Audience Configuration**
- Targeting type (interest, lookalike, custom, broad)
- Audience definition (what targeting is used)
- Exclusions applied
### Strongly Recommended
**3. Campaign Structure**
- Campaign objectives
- How audiences are organized
- Budget allocation across audiences
**4. Historical Context**
- How long audiences have been running
- Performance trends over time
- Any recent changes
### Nice to Have
- Audience overlap reports from Meta
- Conversion breakdown by placement
- Creative performance by audience
- Customer lifetime value data
- Pixel event data quality metrics
---
## Audit Framework
### The 6 Audience Health Dimensions
| Dimension | Focus | Impact |
|-----------|-------|--------|
| **Saturation** | Is the audience exhausted? | High |
| **Overlap** | Are audiences competing? | High |
| **Quality** | Is targeting precise? | High |
| **Structure** | Is organization logical? | Medium |
| **Custom Audiences** | Are seed audiences optimized? | High |
| **Lookalikes** | Are LALs configured correctly? | Medium |
---
### Dimension 1: Saturation Analysis
**Key Metrics:**
| Metric | Healthy | Warning | Critical |
|--------|---------|---------|----------|
| Frequency (7-day) | <2 | 2-4 | >4 |
| Frequency (30-day) | <4 | 4-8 | >8 |
| Reach % of Audience | <40% | 40-70% | >70% |
| CPM trend | Stable/Down | +10-25% | >+25% |
| CTR trend | Stable/Up | -10-25% | >-25% |
**Saturation Assessment:**
| Audience | Size | Reach | Freq (7d) | Freq (30d) | Status |
|----------|------|-------|-----------|------------|--------|
| [Audience 1] | X | X | X.X | X.X | 🟢/🟡/🔴 |
| [Audience 2] | X | X | X.X | X.X | 🟢/🟡/🔴 |
**Saturation Warning Signs:**
- Frequency climbing while results declining
- CPMs increasing without market explanation
- Same users seeing ads 5+ times
- Diminishing returns on spend increases
- Negative comments increasing
**Saturation Solutions:**
| Situation | Solution |
|-----------|----------|
| High frequency, good results | Expand audience or add fresh creative |
| High frequency, poor results | Pause and let audience rest, new creative |
| Approaching saturation | Proactively expand or rotate |
---
### Dimension 2: Overlap Analysis
**Overlap Risk Matrix:**
| Overlap Level | Definition | Impact |
|---------------|------------|--------|
| Low (<20%) | Minimal audience duplication | Safe |
| Moderate (20-40%) | Some users in multiple audiences | Monitor |
| High (40-60%) | Significant cannibalization | Consolidate |
| Critical (>60%) | Self-competition | Urgent fix |
**Overlap Assessment:**
| Audience A | Audience B | Overlap % | Action |
|------------|------------|-----------|--------|
| [Audience 1] | [Audience 2] | XX% | [Recommendation] |
| [Audience 1] | [Audience 3] | XX% | [Recommendation] |
**Common Overlap Scenarios:**
| Scenario | Problem | Solution |
|----------|---------|----------|
| Interest + LAL overlap | Bidding against yourself | Exclude one from other |
| Multiple LALs overlap | Similar seed audiences | Consolidate or differentiate seeds |
| Retargeting + prospecting overlap | Paying premium for existing visitors | Exclude retargeting from prospecting |
| Broad + targeted overlap | Unclear attribution | Ensure exclusions |
**Exclusion Audit:**
| Audience | Should Exclude | Currently Excluded? |
|----------|----------------|---------------------|
| Prospecting | Purchasers, leads | Y/N |
| Lookalikes | Custom audiences | Y/N |
| Interest targeting | Existing customers | Y/N |
| Broad targeting | All other audiences | Y/N |
---
### Dimension 3: Audience Quality Analysis
**Targeting Precision Assessment:**
| Audience | Targeting Type | Specificity | Quality Score |
|----------|---------------|-------------|---------------|
| [Audience 1] | [Type] | Broad/Moderate/Tight | X/10 |
| [Audience 2] | [Type] | Broad/Moderate/Tight | X/10 |
**Interest Targeting Evaluation:**
| Interest Category | Relevance | Size | Competition |
|-------------------|-----------|------|-------------|
| [Interest 1] | High/Med/Low | X M | High/Med/Low |
| [Interest 2] | High/Med/Low | X M | High/Med/Low |
**Interest Quality Signals:**
| Signal | Good | Bad |
|--------|------|-----|
| Relevance to offer | Direct match | Tangential |
| Audience size | 1-10M sweet spot | <500K or >50M |
| Behavior vs. interest | Behaviors preferred | Interests only |
| Layering | AND logic for precision | OR logic only |
**Targeting Layer Analysis:**
| Ad Set | Demographics | Interests | Behaviors | Custom | Assessment |
|--------|--------------|-----------|-----------|--------|------------|
| [Ad Set 1] | [Details] | [Count] | [Count] | [Y/N] | [Score] |
| [Ad Set 2] | [Details] | [Count] | [Count] | [Y/N] | [Score] |
---
### Dimension 4: Structure Analysis
**Campaign Organization Assessment:**
| Issue | Present? | Impact |
|-------|----------|--------|
| Too many ad sets (>5 per campaign) | Y/N | Budget fragmentation |
| Audiences not separated by funnel | Y/N | Can't optimize by stage |
| Mixed objectives in structure | Y/N | Learning phase issues |
| No clear testing structure | Y/N | Can't identify winners |
**Recommended Structure:**
```
PROSPECTING CAMPAIGN
├── Ad Set: Broad Targeting
├── Ad Set: Interest Stack 1
├── Ad Set: Lookalike 1-2%
└── Ad Set: Lookalike 2-5%
RETARGETING CAMPAIGN
├── Ad Set: Website Visitors (1-7 days)
├── Ad Set: Website Visitors (8-30 days)
├── Ad Set: Engaged (Video/Page)
└── Ad Set: Cart Abandoners
RETENTION CAMPAIGN
├── Ad Set: Past Purchasers
└── Ad Set: Lapsed Customers
```
**Budget Distribution Assessment:**
| Funnel Stage | % of Budget | Recommended | Gap |
|--------------|-------------|-------------|-----|
| Prospecting | XX% | 60-70% | [+/-X%] |
| Retargeting | XX% | 20-30% | [+/-X%] |
| Retention | XX% | 5-15% | [+/-X%] |
---
### Dimension 5: Custom Audience Analysis
**Custom Audience Inventory:**
| Audience | Source | Size | Last Updated | Match Rate |
|----------|--------|------|--------------|------------|
| [Audience 1] | [Source] | X | [Date] | XX% |
| [Audience 2] | [Source] | X | [Date] | XX% |
**Custom Audience Quality:**
| Type | Quality Indicators |
|------|-------------------|
| Customer List | >50% match rate, recent data, segmented |
| Website Visitors | 180-day window, event-based segments |
| App Activity | High-value events, recent activity |
| Engagement | Video viewers (50%+), page engagers |
| Offline Events | Accurate tracking, attribution window |
**Custom Audience Health Check:**
| Audience | Issue | Recommendation |
|----------|-------|----------------|
| [Audience 1] | [Issue found] | [Fix] |
| [Audience 2] | [Issue found] | [Fix] |
**Missing Custom Audiences:**
| Recommended Audience | Why | Priority |
|---------------------|-----|----------|
| [Audience type] | [Value] | High/Med/Low |
| [Audience type] | [Value] | High/Med/Low |
---
### Dimension 6: Lookalike Analysis
**Lookalike Inventory:**
| LAL | Seed Audience | Size (%) | Audience Size | Performance |
|-----|---------------|----------|---------------|-------------|
| [LAL 1] | [Seed] | X% | X M | [CPA/ROAS] |
| [LAL 2] | [Seed] | X% | X M | [CPA/ROAS] |
**Lookalike Size Guidance:**
| Size | Use Case | Trade-off |
|------|----------|-----------|
| 1% | Highest quality | Smallest reach |
| 1-2% | Quality + scale | Good balance |
| 2-5% | Moderate expansion | Some quality loss |
| 5-10% | Wide reach | Approaches broad |
| >10% | Not recommended | Defeats purpose |
**Seed Audience Quality:**
| Factor | Good | Bad |
|--------|------|-----|
| Size | 1,000-50,000 | <1,000 or >100,000 |
| Recency | Last 180 days | >365 days old |
| Quality | High-value customers | All customers |
| Events | Conversion events | Page views only |
**LAL Optimization Opportunities:**
| Current Seed | Better Seed | Why |
|--------------|-------------|-----|
| All purchasers | Top 20% by LTV | Higher quality signal |
| Website visitors | Add to cart | Stronger intent |
| Email list | Recent engaged only | Better recency |
---
## Output Format
### Executive Summary
```
AUDIENCE HEALTH SCORE: XX/100 [GRADE]
Account: [Name or ID]
Audiences Analyzed: X
Total Spend (Period): $XX,XXX
CRITICAL ISSUE: [Biggest problem]
QUICK WIN: [Easiest high-impact fix]
ESTIMATED SAVINGS: $X,XXX/month (from inefficiencies)
```
**Grade Scale:**
| Score | Grade | Status |
|-------|-------|--------|
| 85-100 | A | Healthy audiences, minor tweaks |
| 70-84 | B | Good foundation, optimization opportunities |
| 55-69 | C | Significant inefficiencies |
| 40-54 | D | Major problems hurting ROAS |
| <40 | F | Audience strategy needs overhaul |
---
### Dimension Scores
```
SATURATION: ████████████████░░░░ 40/50
OVERLAP: ████████░░░░░░░░░░░░ 20/50 ⚠️ CRITICAL
QUALITY: ████████████░░░░░░░░ 30/50
STRUCTURE: ██████████████░░░░░░ 35/50
CUSTOM AUDIENCES: ████████████████░░░░ 40/50
LOOKALIKES: ██████████░░░░░░░░░░ 25/50 ⚠️ NEEDS WORK
OVERALL: 190/300 = 63/100 (C)
```
---
### Critical Issues
**Issue 1: [Title]**
- **Dimension:** [Which dimension]
- **Problem:** [Specific description]
- **Evidence:** [Data showing the issue]
- **Impact:** $X,XXX wasted/month estimated
- **Fix:** [Specific action to take]
- **Priority:** CRITICAL
---
### Audience-by-Audience Analysis
**[Audience Name]**
| Metric | Value | Benchmark | Status |
|--------|-------|-----------|--------|
| Size | X M | — | — |
| Spend | $X,XXX | — | — |
| CPM | $X.XX | $X-$X | 🟢/🟡/🔴 |
| Frequency (7d) | X.X | <2 | 🟢/🟡/🔴 |
| CTR | X.XX% | >1% | 🟢/🟡/🔴 |
| CPA | $X.XX | [Target] | 🟢/🟡/🔴 |
**Assessment:** [Summary of this audience's health]
**Recommendations:**
1. [Specific recommendation]
2. [Specific recommendation]
---
### Overlap Report
```
OVERLAP MAP:
[Audience A] ←——40%——→ [Audience B] ⚠️ HIGH
[Audience A] ←——15%——→ [Audience C] ✓ OK
[Audience B] ←——55%——→ [Audience C] 🔴 CRITICAL
```
**Consolidation Recommendations:**
| Merge | Into | Rationale |
|-------|------|-----------|
| [Audience B] | [Audience A] | 55% overlap, similar performance |
**Exclusion Recommendations:**
| Audience | Add Exclusion | Why |
|----------|---------------|-----|
| [Audience] | [What to exclude] | [Reason] |
---
### Custom Audience Recommendations
**Create These Audiences:**
| Audience | Source | Definition | Expected Value |
|----------|--------|------------|----------------|
| [Name] | [Source] | [Criteria] | [Why valuable] |
| [Name] | [Source] | [Criteria] | [Why valuable] |
**Improve These Audiences:**
| Audience | Current Issue | Improvement |
|----------|---------------|-------------|
| [Name] | [Issue] | [Fix] |
---
### Lookalike Recommendations
**New Lookalikes to Create:**
| Seed | LAL Size | Rationale |
|------|----------|-----------|
| [Best customers] | 1% | Highest quality signal |
| [Converters last 30d] | 1-2% | Recency value |
**Existing LAL Changes:**
| Current LAL | Change | Why |
|-------------|--------|-----|
| [LAL name] | [What to change] | [Reason] |
---
### Budget Reallocation
**Current vs. Recommended:**
| Audience | Current Spend | Recommended | Change |
|----------|---------------|-------------|--------|
| [Audience 1] | $X,XXX | $X,XXX | +$XXX |
| [Audience 2] | $X,XXX | $X,XXX | -$XXX |
| [Audience 3] | $X,XXX | Pause | -$XXX |
| **Total** | $XX,XXX | $XX,XXX | — |
**Expected Impact:**
- Estimated CPA improvement: -$X.XX (-XX%)
- Estimated additional conversions: +XX
- ROAS improvement: +XX%
---
### Implementation Checklist
**Immediate (This Week):**
- [ ] [Critical fix 1]
- [ ] [Critical fix 2]
- [ ] Set up missing exclusions
**Short-Term (Next 2 Weeks):**
- [ ] Create new custom audiences
- [ ] Launch new lookalikes
- [ ] Consolidate overlapping audiences
**Ongoing:**
- [ ] Monitor frequency weekly
- [ ] Refresh custom audiences monthly
- [ ] Test new audience angles
---
## Benchmarks Reference
### CPM Benchmarks by Objective
| Objective | Low | Average | High |
|-----------|-----|---------|------|
| Awareness | $2-5 | $5-10 | $10-20 |
| Traffic | $3-8 | $8-15 | $15-30 |
| Engagement | $2-5 | $5-12 | $12-25 |
| Leads | $5-15 | $15-35 | $35-75 |
| Conversions | $8-20 | $20-50 | $50-100+ |
*Varies significantly by industry, country, and season*
### Frequency Guidelines
| Funnel Stage | Ideal Frequency | Max Before Fatigue |
|--------------|-----------------|-------------------|
| Prospecting | 1-2 per week | 4 per week |
| Retargeting | 2-4 per week | 7 per week |
| Retention | 1-2 per week | 3 per week |
---
## Limitations
**I can analyze:**
- Audience performance metrics
- Targeting configuration quality
- Structural organization
- Overlap patterns (if data provided)
- Optimization opportunities
**I cannot access:**
- Live Meta Ads account data
- Real-time overlap reports
- Pixel health diagnostics
- Creative performance by audience
- Algorithm learning status
**For complete analysis, also provide:**
- Meta Audience Overlap tool exports
- Breakdown reports by audience
- Frequency distribution data
- Historical performance trends
---
## Quality Checklist
Before delivering audit:
- [ ] All 6 dimensions evaluated
- [ ] Each audience analyzed individually
- [ ] Overlap patterns identified
- [ ] Saturation warnings flagged
- [ ] Custom audience gaps noted
- [ ] LAL optimization covered
- [ ] Budget reallocation quantified
- [ ] Implementation prioritized
- [ ] Limitations acknowledged
ReadyMeta Ads Audience Auditor
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