Update to Toffu

{
  "description": "Improve Meta Ads with Toffu: creative testing, audiences, budget optimization and placements. Use when the user asks how to test creatives, structure Meta campaigns or ad sets, or why Meta results changed.",
  "included_files": [],
  "name": "meta-ads-optimization",
  "skill_md_contents": "---\nname: meta-ads-optimization\ndescription: Improve Meta Ads with Toffu: creative testing, audiences, budget optimization and placements. Use when the user asks how to test creatives, structure Meta campaigns or ad sets, or why Meta results changed.\n---\n\nUse the Toffu tools. Never apply a change the user has not confirmed.\n\n1. Call `get_account_context`. If a platform has several accounts, ask which one. Pass the ids as `account_ids` to `query_campaign_performance`, and as `account_id` to the other tools.\n2. Read data with `query_campaign_performance` (daily rows: `time_increment` \"1\"), `list_campaigns`, `list_ad_sets` and `list_ads`.\n3. To change something, call `propose_update_campaign`, `propose_update_ad_set` or `propose_update_ad`, and show the preview. Call `apply_change` only after the user confirms that change.\n\n# Meta Ads Optimization Framework\n\n## Creative Testing Methodology\n- **Dynamic Creative Testing (DCT)**: provide 5 headlines, 5 images/videos, 5 primary text variants. Meta tests combinations.\n- **Manual A/B testing**: isolate one variable (image, headline, CTA). Run with equal budget splits.\n- Test creative concepts (humor vs authority vs UGC) before optimizing copy within a concept.\n- Kill underperformers at 2x CPA or after 1,000 impressions with no conversions. Don't let losers drain budget.\n\n## Audience Segmentation\n- **Broad targeting**: let Meta's algorithm find converters. Works best with 50+ conversions/week.\n- **Lookalike audiences**: 1% for precision, 3-5% for scale. Source from purchasers, not just site visitors.\n- **Retargeting**: segment by recency (1-3 days, 4-14 days, 15-30 days). Increase urgency as recency fades.\n- Avoid audience overlap between ad sets — use the Audience Overlap tool to check.\n\n## Campaign Budget Optimization (CBO)\n- CBO distributes budget to top-performing ad sets automatically.\n- Set minimum spend limits on ad sets you want to protect from getting zero spend.\n- CBO works best with 3-5 ad sets of similar audience size.\n\n## Ad Fatigue Detection\n- Monitor **frequency** and **CTR trend**. CTR dropping while frequency rises = fatigue.\n- Refresh creative every 2-4 weeks for retargeting, every 4-8 weeks for prospecting.\n- Rotate creative formats: static -> carousel -> video -> UGC. Don't just swap colors.\n\n## Placement Optimization\n- Start with **Advantage+ placements** (all placements). Let Meta optimize.\n- Review placement breakdown after 500+ impressions per placement.\n- Create placement-specific assets: 9:16 for Stories/Reels, 1:1 for Feed, 16:9 for in-stream.\n\n## Conversion API (CAPI)\n- Server-side tracking is mandatory for accurate attribution post-iOS 14.5.\n- Implement via partner integration (Shopify, GTM server-side) or direct API.\n- Deduplicate events between pixel and CAPI using event_id parameter.\n- Monitor Event Match Quality score — aim for \"Good\" or above.\n\n## Attribution Windows\n- Default: 7-day click, 1-day view. Suitable for most e-commerce.\n- Longer consideration cycles (B2B, high-ticket): test 28-day click attribution.\n- Compare attribution windows to understand the true conversion lag of your funnel.\n"
}