A proper Meta Ads account audit catches the things that are quietly costing you money. Creative fatigue that hasn't hit your weekly report yet. Budget pacing toward a shortfall. Ad sets competing for the same audiences. Pixel events not firing correctly.
Done manually, a thorough audit takes two to four hours per account. Done with an AI connected to live data, the same audit takes about 15 minutes per account and catches more than a manual review typically does.
Here's the process and the exact prompts that cover each section.
What you need to run this audit
These prompts work best with AdAdvisor's MCP server connected to your Meta Ads account via Claude or ChatGPT. If you don't have a live connection yet, you can export data from Ads Manager and paste it in, though you'll lose the real-time element.
Audit area 1: Account health and tracking
Start here. Every other part of the audit is only reliable if your tracking is working correctly.
Prompts to run
Pixel and conversion tracking: 'Check my pixel health. Are my conversion events firing correctly? What is my Event Match Quality score and are there any tracking issues I should address?'
Account structure: 'Review my account structure. Are there any campaigns that have been inactive for more than 30 days? Any ad sets with no active ads? Any obvious structural issues?'
Billing and access: 'Are there any payment or billing issues on the account? Any recent policy flags or ad disapprovals I should know about?'
What to look for
- Event Match Quality score below 7 out of 10 — means weak conversion signals, which increases costs
- Duplicate purchase events — inflates reported ROAS and misleads optimization
- Campaigns or ad sets that are active but have received no budget or conversions in 30 days
Audit area 2: Campaign performance against your targets
This section compares your actual performance against your break-even numbers, not industry benchmarks.
Prompts to run
Break-even check: 'Which campaigns are currently running above my break-even ROAS and which are below it? Rank them best to worst.'
Budget pacing: 'How is my budget pacing this month? Am I on track to hit my monthly spend target and where is most of the budget going?'
Underperformers: 'Which campaigns have spent more than $500 this month with ROAS below my break-even? Flag them with the most likely cause.'
Why break-even ROAS matters here
Comparing campaigns to each other tells you which is relatively better. Comparing them to your break-even tells you which ones are actually making money. These are different questions with different answers. AdAdvisor stores your break-even ROAS so Claude uses your actual number, not an industry average.
Audit area 3: Creative performance and fatigue
Creative fatigue is one of the most expensive problems in Meta advertising. It sets in gradually, which is why it often gets caught late.
Prompts to run
Frequency check: 'Which active ads have a frequency above 2.5 in the last seven days? List them with current ROAS and CTR.'
CTR decay: 'Show me any ads where CTR has dropped more than 20% week over week. What is the current spend on each?'
Age of active creatives: 'Which ad creatives have been running for more than 30 days? Flag any where engagement has declined over the last two weeks.'
Creative performance ranking: 'Rank my active creatives by ROAS for the last 30 days. Which three are the strongest and which three are the weakest?'
What to do with the output
- Creatives above frequency 2.5 with declining CTR: schedule for replacement within the week
- Creatives running 30 days with no fatigue signals: these are your reliable performers, worth duplicating into new ad sets
- Creatives below break-even ROAS for more than 7 days: pause and reassign budget
Audit area 4: Audience health
Audience overlap and targeting issues often cost money without showing up obviously in campaign metrics.
Prompts to run
Audience overlap: 'Are any of my active ad sets targeting overlapping audiences? Which ones are potentially competing with each other?'
Audience performance: 'Looking at the last 90 days, which audience segments have delivered the lowest CPA? Which have the highest ROAS?'
Lookalike performance: 'How are my lookalike audiences performing compared to my interest-based audiences? Show me ROAS and CPA for each.'
Audience overlap above 25%
Ad sets with more than 25% audience overlap are competing against each other in the same auction, which drives up your costs. If your AI flags significant overlap, add the overlapping audiences as exclusions in the broader ad set.
Audit area 5: Budget allocation
The final section looks at whether your budget is going where your results are coming from.
Prompts to run
Budget vs performance: 'Is my budget allocation proportional to where my results are coming from? Which campaigns are getting the most budget relative to their ROAS?'
Scaling candidates: 'Which ad sets have been above my target ROAS for at least 7 days and have stable performance? These are my scaling candidates.'
Budget leaks: 'Are there any ad sets spending budget without generating conversions in the last 14 days? Flag anything spending more than $200 with no results.'
Running the audit on a schedule
A one-off audit is useful. A weekly audit is what actually catches problems before they cost money.
| Frequency | What to cover | Time required |
|---|---|---|
| Daily | Creative frequency, CTR decay, budget pacing | 5 minutes |
| Weekly | Full 5-area audit as above | 15 minutes |
| Monthly | Audience health, structural review, break-even check | 30 minutes |
The daily and weekly prompts above work for all three frequencies. Adjust the time window in your prompts: 'in the last 24 hours' for daily checks, 'in the last 7 days' for weekly, 'in the last 30 days' for monthly.
