Ad Audit — Paid Advertising Analysis for OpenClaw

When to Use

Analyzing and optimizing paid advertising campaigns across Meta (Facebook/Instagram), Google, TikTok, and other platforms. Use for:

• FB bonus content optimization (We Heart This)
• Etsy shop ad strategy (TheSunDaisy, etc.)
• Pre-launch planning (PsalMix)
• General ad performance audits

Based On

Claude-ads skill by AgriciDaniel (https://github.com/AgriciDaniel/claude-ads) — adapted for OpenClaw.

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Quick Commands

Task	Ask Me
FB bonus audit	"Audit my We Heart This FB bonus setup"
Etsy strategy	"Create an Etsy ad strategy for TheSunDaisy"
Meta checklist	"Run the 46-point Meta audit checklist"
Benchmarks	"Show me paid ad benchmarks for [platform]"
Creative fatigue	"Check if my FB content has creative fatigue"

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Meta Ads Audit — 46 Point Checklist

Pixel / CAPI Health (Critical — 30% weight)

Check	What to Verify	Tool/Location
M01 — Pixel installed	Firing on all pages	Meta Events Manager
M02 — CAPI active	Server-side events sending	Events Manager → Settings
M03 — Event deduplication	event_id matching ≥90%	Events Manager → Test Events
M04 — EMQ ≥8.0	Event Match Quality for Purchase	Events Manager
M05 — Domain verified	Business domain verified	Business Manager
M06 — AEM configured	Top 8 events prioritized	Events Manager
M07 — Standard events	Using Purchase, AddToCart, Lead	Event setup
M09 — Attribution window	7-day click / 1-day view	Ad set settings

Action for FB Bonus:

• Check EMQ score in Events Manager
• Verify domain is verified
• Ensure attribution is 7-day click / 1-day view

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Creative — Diversity & Fatigue (30% weight)

Check	Target	Warning Sign
M25 — Format diversity	≥3 formats (static, video, carousel)	Only 1 format used
M26 — Creative volume	≥5 creatives per ad set	<3 creatives
M27 — Video aspect ratios	9:16 vertical for Reels/Stories	No vertical video
M28 — Creative fatigue	No CTR drop >20% over 14 days	CTR drop >20% + frequency >3
M29 — Hook rate	<50% skip rate in first 3s	>70% skip rate
M31 — UGC content	≥30% UGC/social-native	<10% UGC
M-CR1 — Creative freshness	New creative in last 30 days	>60 days no new creative
M-CR2 — Frequency (prospecting)	<3.0 in 7 days	>5.0 = exhausted
M-CR4 — CTR	≥1.0%	<0.5%

FB Bonus Specific:

• Your hair graphics + collages = UGC-style ✅
• Refresh creative every 3-4 weeks
• Watch frequency — if >5, audience is exhausted

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Account Structure (20% weight)

Check	Best Practice	Common Error
M11 — Campaign count	≤5 per country/funnel	>8 = over-fragmented
M13 — Learning phase	<30% in "Learning Limited"	>50% = structure problem
M14 — Learning resets	No edits during learning	Frequent resets kill performance
M16 — Audience overlap	<20% between ad sets	>30% = significant overlap
M17 — Budget distribution	All ad sets ≥$10/day	Ad sets <$5/day
M36 — Bid strategy	Cost Cap for margin protection	Bid Cap below historical CPA
M37 — Frequency cap	Campaign-level <4.0 (7-day)	>6.0
M39 — UTM parameters	All ad URLs tagged	No UTMs = no GA4 attribution

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Audience & Targeting (20% weight)

Check	Action
M19 — Audience overlap	Check Audience Overlap tool in Meta
M20 — Custom Audience freshness	Refresh website audiences within 180 days
M23 — Exclusion audiences	Exclude purchasers from prospecting
M24 — First-party data	Upload customer list for Lookalikes

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Meta Benchmarks for Content/E-commerce

Metric	Target	Notes
ROAS	2.19 (median), 4.52 (ASC)	Advantage+ Shopping performs 2x
CPC	$0.70-$1.32	Jan 2026: $0.85 (24% below prior year)
CTR	≥1.0%	<0.5% = fail
Frequency	<3 (warning >5)	>5 = audience exhausted
Creative refresh	Every 3-4 weeks	For top-of-funnel content
EMQ	≥8.0	87% of advertisers below this

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E-commerce Ad Strategy (for Etsy Shops)

Recommended Platform Mix

Platform	Budget %	Role
Meta (FB/IG)	50-68%	Primary — Prospecting + ASC
Google Shopping	23-30%	High-intent product searches
TikTok	5-15%	Product discovery, UGC
Email	5%	Retention, repeat purchase

Creative Requirements

Platform	Min Creatives	Refresh Cadence
Meta ASC	150+ in campaign	2-4 weeks
Meta Standard	5+ per ad set	2-4 weeks
TikTok	6+ per ad group	5-7 days

Benchmarks

Metric	Target
Meta ROAS	2.19 (median), 4.52 (ASC)
Google Shopping ROAS	3.68
Meta CPC	$0.70-$1.32
Google Shopping CPC	$0.50-$1.50
CPA (e-commerce)	$23.74 median
Min viable budget	$3,000+/month

What Works for E-commerce Creative

• UGC unboxing/review — authentic customer content (Spark Ads ~3% CTR vs ~2% standard)
• Product demos — show product in use
• Before/after — transformation content
• Price anchoring — was/now pricing
• Social proof — review count, star ratings, "best seller" badges
• Lifestyle imagery — product in context

The "3x Kill Rule"

Any ad group with CPA >3x target gets flagged for immediate pause

This prevents wasted spend on underperforming campaigns.

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FB Bonus Content Optimization

Why Some Posts Hit $159 vs $0.11

Based on Meta audit checklist and your data:

High Performers ($100+):

• Specific hair styles/colors ("Short hair, don't care!")
• Aspirational framing
• UGC-style graphics/collages (not polished studio)
• Likely fresher creative (not fatigued)

Low Performers ($0-0.11):

• Generic content
• Overused creative (fatigue)
• Wrong audience targeting
• Frequency too high

Action Items

1. Audit creative freshness — When was each graphic last refreshed?
2. Check frequency — Are you showing the same content too often?
3. Format diversity — Test video if only using static
4. EMQ check — Verify Event Match Quality in Meta Events Manager
5. UTM tracking — Add UTM parameters for GA4 attribution

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Mobile App / SaaS Strategy (for PsalMix)

Platform Mix

Platform	Primary Use
Meta	App installs, lookalike audiences
Google UAC	Universal App Campaigns
Apple Search Ads	iOS app store visibility

Key Metrics

Metric	Target
CPI (Cost Per Install)	Varies by category
LTV:CPI ratio	>3:1 for sustainable growth
Day 1 retention	>40%
Day 7 retention	>20%

Tracking Requirements

• MMP (Mobile Measurement Partner) — Adjust, AppsFlyer, Branch
• In-app event tracking
• SKAdNetwork (iOS) compliance

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Quality Gates (Hard Rules)

Never violate these:

1. Never Broad Match without Smart Bidding (Google)
2. 3x Kill Rule — CPA >3x target = pause immediately
3. Budget sufficiency — Meta ≥5x CPA per ad set
4. Learning phase protection — No edits during active learning
5. Compliance — Check Special Ad Categories (housing/employment/credit/finance)
6. Creative — Never silent video on TikTok (sound-on platform)
7. Attribution — Default to 7-day click / 1-day view (Meta)

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Quick Wins Checklist

5-Minute Fixes

• M05 — Verify domain in Business Manager
• M09 — Set attribution to 7-day click / 1-day view
• M35 — Confirm attribution settings
• M39 — Add UTM parameters to all URLs

15-Minute Fixes

• M02 — Set up CAPI Gateway (simplified server-side)
• M23 — Create Custom Audience exclusions for purchasers
• M25 — Add video if only using static images

This Week

• M04 — Improve EMQ score to ≥8.0
• M28 — Audit creative for fatigue (CTR drop >20%)
• M31 — Ensure ≥30% UGC-style content
• M-CR1 — Test new creative if >30 days old

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Full Audit Process

Ask me to run: "Run a full Meta audit for [site/shop]"

I will:

1. Check all 46 checkpoints
2. Score each (Pass/Warning/Fail)
3. Calculate weighted health score
4. Prioritize fixes (Critical/High/Medium/Low)
5. Provide specific action items

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Reference Files

Full analysis cloned from claude-ads:

• /projects/claude-ads-repo/ads/references/meta-audit.md — 46-point checklist
• /projects/claude-ads-repo/ads/references/benchmarks.md — Platform benchmarks
• /projects/claude-ads-repo/skills/ads-plan/assets/ecommerce.md — E-commerce strategy
• /projects/claude-ads-repo/skills/ads-plan/assets/mobile-app.md — App launch strategy
• /projects/claude-ads-repo/skills/ads-plan/assets/saas.md — SaaS strategy

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Example Requests

"Audit We Heart This FB bonus setup"
→ I'll run through the 46-point Meta checklist with FB bonus-specific context

"Create Etsy ad strategy for TheSunDaisy"
→ I'll reference the ecommerce template with specific platform mix, creative requirements, and benchmarks

"Check if my FB content has creative fatigue"
→ I'll ask about CTR trends, frequency, and last creative refresh

"Show me paid ad benchmarks"
→ I'll provide Meta, Google, TikTok, LinkedIn benchmarks relevant to your business