Read This First
How to use this Knowledge Pack to make your Meta Ads skills data-driven.
What This Is
This workbook collects real performance data from your Meta (Facebook/Instagram) ad campaigns and feeds it back into your Claude skills. Every metric has a 4-column cascade:
SKL — Skill Default (baked into SKILL.md)
PUB — Published Benchmark (industry data)
AGY — Agency Aggregate (your multi-client avg)
CLI — This Client (actual data)
The system always uses the rightmost non-empty column. As you fill in real data, your skills get smarter — moving from generic defaults to client-specific intelligence.
The Variance Flag Loop
When your Agency Aggregate (AGY) differs from the Skill Default (SKL) by more than 20%, a ▲ VARIANCE flag fires. This means:
- Your real-world data has diverged enough from the skill's assumptions to matter
- You should update the skill's reference files (kpi-benchmarks.md, etc.) with your aggregate
- After updating, the flag resets until the next divergence
💡
Variance flags are your feedback loop — they tell you when the skill's built-in numbers are stale relative to your actual campaigns.
Mapped Skills
This Knowledge Pack feeds data into these Claude skills:
| Skill | Primary Use | Tabs That Feed It |
|---|---|---|
| meta-campaign-accelerator | Full campaign builds from URL to upload-ready ads | Architecture, Audience, Creative, Offers |
| meta-lead-gen-engine | Lead gen funnels, Messenger flows, appointment booking | Offers, Email, KPIs, Architecture |
| meta-ads-performance-hub | Reporting, audits, client-ready analysis | KPIs, Diagnostics, Account Snapshot |
| meta-ads-optimizer | Budget reallocation, bid strategy, scaling | Architecture, KPIs, Sacred Rules |
| meta-ads-diagnostics | Troubleshooting: not spending, CPA spikes, creative fatigue | Diagnostics, KPIs, Sacred Rules |
| detailing-lead-gen | 9-stage pipeline: profile → creative → launch | All tabs (orchestration layer) |
Quick Start Workflow
1️⃣
Account Snapshot
Fill basic info
2️⃣
Service Economics
Revenue per service
3️⃣
KPI Benchmarks
Enter real metrics
4️⃣
Run Campaigns
Log decisions
Plain-English Glossary
Meta Ads terminology translated for the Knowledge Pack system.
| Term | What It Means | Where Used |
|---|---|---|
| CPM | Cost per 1,000 impressions — what Meta charges to show your ad | KPIs, Diagnostics |
| CPL | Cost per lead — total spend ÷ leads generated | KPIs, Architecture |
| CPA | Cost per appointment — spend ÷ booked appointments | KPIs, Diagnostics |
| CTR | Click-through rate — clicks ÷ impressions × 100 | Creative Testing, KPIs |
| Hook Rate | 3-second video views ÷ impressions — measures thumb-stop power | Creative Testing |
| Hold Rate | ThruPlays (15s+ views) ÷ 3s views — measures content quality | Creative Testing |
| Frequency | Avg times one person sees your ad — fatigue signal above 2.5 | Diagnostics, Sacred Rules |
| ROAS | Return on ad spend — revenue ÷ ad cost (4× = good at 60 days) | KPIs, Account Snapshot |
| ASC+ | Advantage Shopping Campaigns+ — Meta's AI-driven broad targeting | Architecture |
| ABO | Ad Set Budget Optimization — manual budget per ad set | Architecture |
| CBO | Campaign Budget Optimization — Meta distributes budget across ad sets | Architecture |
| LAL | Lookalike Audience — Meta finds people similar to your seed list | Audience Framework |
| Post ID | Unique ID for an ad post — preserves social proof when duplicated | Creative Testing |
| Learning Phase | First ~50 conversions where Meta's algorithm is still optimizing | Sacred Rules, Diagnostics |
| Anchor Offer | Low-friction first purchase to acquire customer (e.g., $49 detail) | Offer Library |
| Handraiser | Email/message that signals buying intent without direct pitch | Email Sequences |
Worked Example
A complete walkthrough: new detailing client → data-driven campaign in 30 days.
Scenario: Elite Auto Spa — Ceramic Coating Campaign
Single-location detailing shop in Austin, TX. $3K/month Meta budget. Goal: book 15 ceramic coating jobs/month at $1,200+ AOV.
📋
Week 1: Fill Account Snapshot + Service Economics. The skill defaults say CPL ≤$12 warm, but Austin market might be higher.
Step 1 — Account Snapshot Entry
Business: Elite Auto Spa
Monthly Budget: $3,000
Primary Service: Ceramic Coating
Step 2 — After 2 Weeks, Enter Real KPIs
Metric
SKL
PUB
AGY
CLI
Flag
CPL (Warm)
$12
$15
$18
$14
CPM
$25
$28
$32
$35
Hook Rate
30%
25%
28%
34%
Step 3 — Variance Flag Fires
AGY CPM ($32) is 28% above SKL ($25) → ▲ +28% flag fires.
Action: Update kpi-benchmarks.md in the detailing-lead-gen skill to reflect Austin's higher CPMs. The skill will now budget more conservatively for this market.
Step 4 — 30-Day Decision Log Entry
Logged: "Austin CPMs 28% above national avg. Shifted 15% budget from C-1 ASC+ to C-2 Manual ABO targeting ceramic coating enthusiast interests. CPL dropped from $19 to $14 within 5 days."
Account Snapshot
Core business data that contextualizes every recommendation.
Business Profile
Primary Services Offered
Check all that apply — campaign architecture auto-adapts based on active services.
Current Performance (Last 30 Days)
Skill Default
Published
Agency Avg
This Client
Metric
SKL
PUB
AGY
CLI
Flag
Monthly Spend
$3,000
—
Total Leads
—
—
Appointments Booked
—
—
Revenue (attributed)
—
—
ROAS (60-day)
4.0×
3.2×
Meta Pixel & Conversion Setup
Service Economics
Revenue per service drives budget allocation and allowable CPA calculations.
Service Revenue Matrix
Enter average ticket prices. The system auto-calculates max allowable CPA at your target ROAS.
| Service | Avg Ticket | Close Rate | LTV (12mo) | Max CPA @ 4× ROAS | Flag |
|---|---|---|---|---|---|
| Ceramic Coating | — | ||||
| PPF (Full Front) | — | ||||
| Window Tint | — | ||||
| Interior Detail | — | ||||
| Paint Correction | — | ||||
| Fleet / Commercial | — |
💡
Max CPA formula: (Avg Ticket × Close Rate) ÷ Target ROAS. Example: $1,200 × 35% ÷ 4 = $105 max allowable cost per appointment.
Seasonal Revenue Adjustments
Which months see demand spikes? This informs budget pacing recommendations.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Sacred Rules
Non-negotiable guardrails for Meta campaigns. Break these and performance tanks.
The 10 Sacred Rules of Meta Ads for Detailing
| # | Rule | Why It Matters | Override? |
|---|---|---|---|
| 1 | Never edit an ad in Learning Phase | Resets the 50-conversion optimization window; wastes 3-7 days of spend | |
| 2 | Minimum $20/day per ad set | Below this, Meta can't exit learning phase within 7 days (need ~50 events) | |
| 3 | Kill at frequency ≥ 2.5 | Ad fatigue = negative engagement, rising CPMs, brand damage in local market | |
| 4 | 3+ creatives per ad set always | Gives Meta's algorithm options; single-creative ad sets fatigue 2× faster | |
| 5 | Preserve Post IDs when duplicating | Social proof (likes/comments) carries over; new Post ID = starting from zero | |
| 6 | Separate services into distinct campaigns | Mixed-service campaigns confuse Meta's optimization; CPL inflates 40-60% | |
| 7 | Never broad-target above $50/day without proof | Broad needs volume data; premature broad = expensive exploratory spend | |
| 8 | 24-hour rule: no decisions on < 24hr data | Meta's delivery is lumpy; intraday CPA swings don't represent true performance | |
| 9 | Budget changes ≤ 20% at a time | Larger jumps reset learning phase; scale gradually over 3-4 day intervals | |
| 10 | Follow up within 5 minutes | Lead-to-contact speed is #1 predictor of show rate; Meta leads go cold in hours |
Client-Specific Rule Amendments
Document any justified deviations from sacred rules (with data backing).
Campaign Architecture
The 4-Campaign Revenue Engine — budget allocation and structure for each tier.
4-Campaign Revenue Engine
Skill Default %
This Client %
Campaign
Purpose
SKL %
CLI %
CLI $/mo
Flag
C-1: ASC+ (Broad)
AI-optimized broad reach — lets Meta find best converters
30-40%
C-2: Manual ABO
Interest/behavior stacking — controlled audience testing
30%
C-3: Creative Lab
Test new hooks/angles/formats — 3-day kill cycles
20%
C-4: Retarget
Website visitors, video viewers, engagers — lowest CPL
10%
⚠️
If total client % ≠ 100%, a rebalance flag will fire. Rounding to nearest 5% is acceptable.
Campaign Settings Matrix
| Setting | C-1 ASC+ | C-2 Manual | C-3 Lab | C-4 Retarget |
|---|---|---|---|---|
| Objective | ||||
| Bid Strategy | ||||
| Placements | ||||
| Conversion Event | ||||
| Ad Format |
Post ID Graduation Path
When a creative wins in C-3 Lab, it graduates up. Track the flow:
C-3 Lab
Test 3 days
→
Winner?
CPL < avg?
→
C-2 Manual
Scale test
→
C-1 ASC+
Full scale
Audience Framework
Pre-built audience stacks with real sizing data and performance tracking.
Audience Matrix
Skill Default CPL
Agency Avg CPL
Client Actual CPL
| Audience | Type | Est. Size | SKL CPL | AGY CPL | CLI CPL | Flag |
|---|---|---|---|---|---|---|
| INT-Luxury Luxury car owners + high income | Interest | $14 | ||||
| INT-NewCar New vehicle purchase (6mo) | Interest | $12 | ||||
| LUX-Behavior Luxury shoppers + auto enthusiast behavior | Behavior | $16 | ||||
| INT-Auto Auto detailing + car care interests | Interest | $10 | ||||
| INT-Fleet Business owners + fleet management | Interest | $22 | ||||
| RT-Video 75% video viewers (180 days) | Retarget | $6 | ||||
| RT-Engagers FB/IG engagers (90 days) | Retarget | $7 | ||||
| CRM-LAL 1% Lookalike of past customers | LAL | $11 | ||||
| BROAD-Advantage+ No targeting — Meta's AI only | Broad | $18 |
Audience Exclusions
Active exclusions prevent wasted spend on converted or irrelevant users.
Creative Testing Protocol
Structured testing framework — hooks, formats, angles, and graduation criteria.
Creative Performance Tracker
Skill Default
Published Benchmark
Agency Avg
This Client
Metric
SKL
PUB
AGY
CLI
Flag
Hook Rate (3s views/impr)
30%
25%
Hold Rate (ThruPlay/3s)
25%
20%
CTR (link clicks)
1.5%
1.2%
Avg CPM
$25
$28
Creative Win Rate
20%
15%
Hook Archetype Performance
Track which hook types work best for this client's audience.
| Hook Archetype | Example | Tests Run | Win Rate | Best CPL |
|---|---|---|---|---|
| Before/After | "Watch this trashed Tesla become showroom-new" | |||
| Myth-Buster | "Your dealer's ceramic coating is NOT the same" | |||
| Social Proof | "427 5-star reviews — here's why" | |||
| Fear/Loss | "Your $80K paint is fading right now" | |||
| Question/Curiosity | "Would you wash a $100K car with dish soap?" | |||
| Offer-First | "$49 interior detail this week only (reg $149)" |
Creative Testing Log
Log each creative test with results. Export feeds into performance-hub skill.
Offer Library
Anchor offers, lead magnets, and service splintering — mapped per service line.
Anchor Offers by Service
Low-friction first purchases that convert cold traffic into customers. Based on Ryan Deiss "Goldilocks Lead Magnet" + Hormozi "Grand Slam Offer" frameworks.
| Service | Anchor Offer | Price Point | Full Service Price | Conv. Rate | Upsell % |
|---|---|---|---|---|---|
| Ceramic Coating | |||||
| PPF | |||||
| Window Tint | |||||
| Interior | |||||
| Fleet |
Lead Magnet Performance
Which lead magnets convert? Track opt-in rates and lead-to-appointment rates.
| Lead Magnet | Format | Opt-In Rate | Lead→Appt % | Status |
|---|---|---|---|---|
Email Sequences
Welcome series, handraiser, and follow-up performance data.
7-Day Welcome Series Performance
Skill Default
Industry Avg
This Client
| Subject Line | SKL Open% | PUB Open% | CLI Open% | CLI Click% | |
|---|---|---|---|---|---|
| Day 0 | 65% | 55% | |||
| Day 1 | 45% | 38% | |||
| Day 2 | 40% | 32% | |||
| Day 3 | 38% | 30% | |||
| Day 4 | 35% | 28% | |||
| Day 5 | 33% | 26% | |||
| Day 7 | 30% | 24% |
Sequence-Level Metrics
KPI Benchmarks
The full 4-column cascade for every key metric. Variance flags auto-fire at >20% divergence.
Cost Metrics
Skill Default
Published Benchmark
Agency Aggregate
This Client
Metric
SKL
PUB
AGY
CLI
Flag
CPL — Warm (retarget)
$6
$8
CPL — Interest-based
$12
$15
CPL — Cold/Broad
$18
$25
Cost per Appointment
$60
$75
CPM (avg all placements)
$25
$28
CPC (link click)
$1.50
$2.00
Engagement Metrics
Metric
SKL
PUB
AGY
CLI
Flag
CTR (link click-through)
1.5%
1.2%
Hook Rate (3s video)
30%
25%
Hold Rate (ThruPlay)
25%
20%
Landing Page Conv Rate
25%
18%
Instant Form Conv Rate
12%
10%
Messenger Response Rate
70%
60%
Funnel Metrics
Metric
SKL
PUB
AGY
CLI
Flag
Lead → Contact Rate
80%
65%
Lead → Appointment
35%
25%
Show Rate
75%
65%
Close Rate
40%
30%
ROAS (60-day window)
4.0×
3.2×
Revenue per Lead
$120
$85
Alert Thresholds
When these thresholds are breached, the diagnostic runbook auto-triggers.
| Alert | Condition | SKL Threshold | CLI Override | Action |
|---|---|---|---|---|
| CPL Spike | CPL > 2× rolling 7-day avg | 2.0× | Pause lowest-performing ad set | |
| Frequency Cap | Frequency > threshold | 2.5 | Refresh creative or expand audience | |
| Zero Conversions | $50+ spent, 0 leads | $50 | Check pixel, LP, audience targeting | |
| CTR Drop | CTR < 50% of account avg | 0.50× | Creative fatigue — rotate hooks | |
| CPM Spike | CPM > 1.5× seasonal avg | 1.5× | Audience saturation or competition spike |
Diagnostic Runbook
5-layer root cause analysis for when campaigns underperform.
Symptom → Diagnosis Decision Tree
| Symptom | Layer 1: Check | Layer 2: Check | Layer 3: Fix | Client Notes |
|---|---|---|---|---|
| Not spending Budget not delivering |
Bid too low? Learning Limited status? | Audience too small? (<50K) | Raise bid / expand audience / fix event setup | |
| CPL spiked >2× avg suddenly |
Creative fatigue? (freq >2.5) | Audience overlap? Seasonal CPM? | Rotate creative / exclusion audit / reduce overlap | |
| Leads not converting High volume, low quality |
Form too easy? (1-2 fields) | Audience mismatch? Offer unclear? | Add qualifying questions / tighten targeting / fix offer-landing alignment | |
| Low show rate <60% showing up |
Follow-up speed? (>5 min?) | Confirmation sequence working? | Speed to lead / SMS reminders / reduce time to appointment | |
| ROAS declining Revenue not matching spend |
Attribution window correct? | Close rate dropped? AOV down? | Check 60-day attribution / upsell training / offer stack review | |
| Learning phase stuck >7 days, <50 events |
Budget sufficient? ($20+/day/adset) | Event too far down funnel? | Consolidate ad sets / move to upper-funnel event / increase budget | |
| Ad disapproved Policy violation |
Before/after imagery? Claims? | Special category misconfig? | Remove B&A comparisons / soften claims / check Housing/Credit/Employment flags |
Weekly Health Check Template
Run this every Monday. Check each box when verified.
Skill Override Map
When your data diverges from skill defaults, document overrides here.
Active Variance Flags
These metrics have diverged >20% from their skill defaults. Update the skill reference files to sync.
No variance flags yet. Fill in AGY/CLI data in KPI Benchmarks to trigger flags.
Skill Override Registry
Manual overrides you've applied to skill files based on Knowledge Pack data.
| Date | Skill File | What Changed | Old Value | New Value | Reason |
|---|---|---|---|---|---|
Skill ↔ Tab Mapping
Which tabs feed which skill reference files.
| Skill | Reference File | Fed By Tab(s) | Last Synced |
|---|---|---|---|
| detailing-lead-gen | references/kpi-benchmarks.md | KPI Benchmarks | |
| detailing-lead-gen | references/detailing-audiences.md | Audience Framework | |
| detailing-lead-gen | references/detailing-angles.md | Creative Testing | |
| detailing-lead-gen | references/email-templates.md | Email Sequences | |
| meta-ads-diagnostics | diagnostic-tree.md | Diagnostic Runbook | |
| meta-ads-optimizer | scaling-playbook.md | Campaign Architecture | |
| meta-campaign-accelerator | offer-stack.md | Offer Library |
Decision Log
Record every strategic decision with context and results. Builds institutional memory.
Log Entry Template
Decision History
No decisions logged yet. Use the form above to record your first strategic decision.
Export / Import
Backup your data, transfer between clients, or seed a new Knowledge Pack.
Export Options
📦
Full Export
All tabs, all data, all logs
📊
KPIs Only
Just benchmarks + metrics
🏗️
Template (Empty)
Structure without client data
Import
📥
Drop a JSON file here or click to browse
Imports merge with existing data (won't overwrite unless field matches)
Data Summary
Calculating...