Meta Ads Daily Pulse

Required Credentials

Credential	Where to Get	Used For	OAuth Scope
META_ACCESS_TOKEN	Meta Developer Console → Graph API Explorer → Generate Token	Fetching account and campaign insights	ads_read (read-only)
META_AD_ACCOUNT_ID	Ads Manager URL: adsmanager.facebook.com/act_XXXXXXXXX	Identifying which account to query	—

---

When to Use

Use every morning or before any daily review meeting. This skill is a change detector — it answers: "Did anything important change overnight compared to the same day last week?"

Not sure which monitoring skill to use?

	meta-ads-daily-pulse	meta-ads-healthcheck
Primary question	"Did anything change vs. last week?"	"Is this campaign healthy or not?"
Comparison basis	Same day of prior week (WoW)	Fixed Green/Yellow/Red thresholds
Best for	Daily routine, morning check, meeting prep	Something feels off — quick on-demand check
Output style	Change alerts ranked by revenue impact	Campaign-by-campaign status report

---

Requirements

• account_id (required)
• date_range: yesterday (default) — fetches yesterday's data; compare to same day of prior week (WoW)
• campaign_ids (optional) — defaults to all active campaigns

---

Step 1: Pull Account Baseline

Fetch account-level metrics for yesterday and the same day of the prior week:

• Spend, impressions, results, ROAS
• CTR, CPC, CPM, frequency
• Conversions, cost per conversion

Use exec + curl to call the Meta Graph API:

Account-level (yesterday):

# Cross-platform date helper (Python, works on macOS and Linux):
YESTERDAY=$(python3 -c "from datetime import date, timedelta; print((date.today() - timedelta(days=1)).isoformat())")
SAME_DAY_LAST_WEEK=$(python3 -c "from datetime import date, timedelta; print((date.today() - timedelta(days=8)).isoformat())")

curl -G "https://graph.facebook.com/v21.0/act_${META_AD_ACCOUNT_ID}/insights" \
  -d "fields=spend,impressions,results,roas,ctr,cpc,cpm,frequency,conversion_rate" \
  -d "time_range={'since':'${YESTERDAY}','until':'${YESTERDAY}'}" \
  -d "access_token=${META_ACCESS_TOKEN}"

Same day of prior week (7 days back):

# Same YESTERDAY and SAME_DAY_LAST_WEEK variables as above

curl -G "https://graph.facebook.com/v21.0/act_${META_AD_ACCOUNT_ID}/insights" \
  -d "fields=spend,impressions,results,roas,ctr,cpc,cpm,frequency,conversion_rate" \
  -d "time_range={'since':'${SAME_DAY_LAST_WEEK}','until':'${SAME_DAY_LAST_WEEK}'}" \
  -d "access_token=${META_ACCESS_TOKEN}"

Campaign-level (yesterday, if you need per-campaign breakdown):

# Same YESTERDAY variable as above

curl -G "https://graph.facebook.com/v21.0/act_${META_AD_ACCOUNT_ID}/insights" \
  -d "fields=campaign_name,spend,impressions,results,roas,ctr,cpc,cpm,frequency" \
  -d "level=campaign" \
  -d "time_range={'since':'${YESTERDAY}','until':'${YESTERDAY}'}" \
  -d "access_token=${META_ACCESS_TOKEN}"

Important — Same Day of Prior Week comparison: Meta Ads performance follows day-of-week patterns (e.g., Tuesdays often differ from Saturdays). Always compare each day to its same day of prior week — not the prior day. Comparing to the prior day creates false alarms.

For each day in the date range, pull the equivalent day from 7 days prior:

• Monday this week → Monday last week
• Tuesday this week → Tuesday last week
• etc.

---

Step 2: Run Detection Checks

Run all four detection checks:

#	Issue	Detection Logic
1	Spend without conversions	spend > 0 AND conversions = 0
2	Week-over-week drop	CTR, ROAS, or CVR down > 20% vs same day of prior week
3	Budget cap + strong ROAS	spend > 80% daily budget AND ROAS > 2x account average
4	Creative fatigue	frequency > 3 AND CTR declining vs same day of prior week

For each flag, calculate estimated revenue impact:

• Lost conversions = (prior period CVR − current CVR) × current impressions
• Revenue impact = lost conversions × average order value

---

Step 3: Prioritize by Revenue Impact

Sort alerts by estimated revenue impact. Do not exceed 3 items per section.

---

Step 4: Format Output

🚨 Critical
- [Campaign/Ad ID]: [Issue] | [Metric] | [Immediate action]

⚠️ Watch
- [Trending decline not yet critical]

✅ Healthy
- [Brief confirmation]

💡 Opportunity
- [Quick win if found]

---

Skill Boundary

• This is a detection tool only — do not output recommendations
• After flagging issues, route to meta-ads-recommendation for action plans
• If you need a full campaign-by-campaign status check (not change-focused), use meta-ads-healthcheck instead

---

Rules

• Always compare to the same day of prior week (not prior day — day-of-week patterns matter in Meta Ads)
• Include specific campaign/ad IDs and numbers in every line
• One immediate action per issue
• Do not re-fetch data if it was recently pulled in the same session