---
name: meta-ads-drop-diagnosis
description: "[Didoo AI] Diagnoses sudden performance drops in Meta Ads campaigns. Use when CTR, ROAS, or conversions suddenly decline with no obvious explanation, or when a previously healthy campaign starts underperforming."
homepage: https://didoo.ai/blog
---

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

## When to Use
Triggered by meta-ads-daily-pulse flagging a week-over-week drop > 20%, or when user reports "performance suddenly dropped." Not for gradual decline over weeks (that's creative fatigue territory).

---

## Requirements
- account_id (required) — your META_AD_ACCOUNT_ID (format: act_XXXXXXXXX)
- campaign_id or ad_id of the declining entity (required) — find in Meta Ads Manager URL, or via GET /act_{AD_ACCOUNT_ID}/campaigns?fields=id,name
- date_range: last_7d (default)

---

## Step 1: Establish the Drop
Confirm the drop with a Performance Snapshot mini-table:

| Metric | Last Week | This Week | WoW Change |
|--------|-----------|-----------|------------|
| Impressions | | | |
| CPM | | | |
| CTR | | | |
| Frequency | | | |
| CVR | | | |
| CPA | | | |
| ROAS | | | |

Confirm it's real: WoW drop must be > 20% on at least 2 metrics to qualify as a "drop" (not normal fluctuation).

---

## Step 2: Root Cause Analysis
Based on the metric pattern, identify the top 1-3 most likely root causes.

Use this decision tree:

| Pattern | Likely Root Cause |
|---------|-------------------|
| CTR down, frequency up | Creative fatigue |
| CTR down, frequency stable | Creative burnout or audience mismatch |
| CTR stable, CVR down | Landing page issue or offer problem |
| CTR up, CVR down | Landing page can't handle higher volume |
| Impressions down, CPM up | Competition increased, bid not competitive |
| Frequency up, ROAS down | Retargeting audience exhausted |
| All metrics down | External factor (seasonality, iOS, pixel issues) |

For each root cause, write 1-3 short sentences explaining what the data shows, why it points to this cause, and what other evidence supports or contradicts it.

---

## Step 3: Recovery Plan
Format:

**Immediate (next 24 hours):**
- [Specific action: pause, scale down, refresh, shift budget]
- Why this helps now

**Short-term (this week):**
- [New creative, audience expansion, placement changes]
- What to test and why

**Prevention (ongoing):**
- [Rotation schedule, budget cap rules, monitoring thresholds]
- How to catch this earlier next time

---

## Step 4: Output Format
```
Title: Summary
Declining campaign: [Name]
Performance Snapshot: [mini-table above]

Title: Root Cause Analysis
[1-3 root causes with supporting evidence]

Title: Recovery Plan
Immediate: [actions]
Short-term: [actions]
Prevention: [actions]
```

---

## Rules
- Root cause must be supported by data — do not speculate without evidence
- If data is insufficient (e.g., < 3 days since change), say so and recommend waiting
- This is diagnosis only — specific action recommendations route to meta-ads-recommendation
- One immediate action maximum — don't overwhelm the user

---

## Session Context — What This Skill Writes

After completing diagnosis, store the following in session context:

| Key | Description | Example |
|-----|-------------|---------|
| primary_root_cause | The most likely cause of the drop | "Creative fatigue — frequency 4.8, CTR dropped 38% WoW" |
| recovery_plan | Immediate + short-term + prevention actions | "Rotate new creative within 24h; set frequency cap at 3" |

> meta-ads-recommendation reads these keys to produce the structured recovery action plan.


---
Source attribution: elias-didoo
Original project: https://github.com/elias-didoo/didoo-marketing-suite/blob/70c89f2304d4360f553768e2b2626c4b319caa58/meta-ads-skills/analysis/meta-ads-drop-diagnosis/SKILL.md
License: MIT
License information: https://opensource.org/license/mit
Original upstream instructions; downloaded from Dave AI.

## Upstream license notice

# MIT License

Copyright (c) 2026 Didoo AI

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

---

## Trademark Notice

"Didoo AI" and the Didoo AI logo are trademarks of Didoo AI. This license
does not grant permission to use the "Didoo AI" name, trademark, or product
name for commercial or promotional purposes without prior written consent.
Distributing skills or derivatives claiming to be "official" Didoo AI
integrations is prohibited.


# Dave AI resource metadata

Creator / publisher: elias-didoo
Original project: https://github.com/elias-didoo/didoo-marketing-suite/blob/70c89f2304d4360f553768e2b2626c4b319caa58/meta-ads-skills/analysis/meta-ads-drop-diagnosis/SKILL.md
Attribution basis: Source repository record

Fields of work: Marketing
Roles: Advertising Specialist, Growth Marketer, Marketing Analyst
Specialties: API, Frontend, Mobile, Testing
Tools: Google Ads
Country applicability: Country not specified
Classification basis: Source catalog labels
Instruction SHA-256: 296d3fdd5e90010db9b674d3c9c99f9fcb76c7408374ce1c62e80fdad30104a3