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Meta Ads (Facebook/Instagram)

Advertising platform for Facebook, Instagram, Messenger, and Audience Network.

Capabilities

Integration Available Notes
API ✓ Marketing API for campaigns, audiences, reporting
MCP - Not available
CLI - Not available
SDK ✓ Official SDKs for Python, PHP, Node.js

Authentication

  • Type: OAuth 2.0 Access Token
  • Header: Access token as query parameter
  • Setup: Create app in Meta Business Suite, generate System User token

Common Agent Operations

Get ad accounts

GET https://graph.facebook.com/v18.0/me/adaccounts?access_token={access_token}&fields=id,name,account_status

Get campaigns

GET https://graph.facebook.com/v18.0/act_{ad_account_id}/campaigns?access_token={access_token}&fields=id,name,status,objective,daily_budget

Get campaign insights

GET https://graph.facebook.com/v18.0/{campaign_id}/insights?access_token={access_token}&fields=impressions,clicks,spend,actions,cost_per_action_type&date_preset=last_30d

Get ad sets

GET https://graph.facebook.com/v18.0/act_{ad_account_id}/adsets?access_token={access_token}&fields=id,name,status,targeting,daily_budget,bid_amount

Get ads

GET https://graph.facebook.com/v18.0/{ad_set_id}/ads?access_token={access_token}&fields=id,name,status,creative

Create campaign

POST https://graph.facebook.com/v18.0/act_{ad_account_id}/campaigns

access_token={access_token}
&name=Campaign Name
&objective=CONVERSIONS
&status=PAUSED
&special_ad_categories=[]

Update campaign status

POST https://graph.facebook.com/v18.0/{campaign_id}

access_token={access_token}
&status=ACTIVE

Get custom audiences

GET https://graph.facebook.com/v18.0/act_{ad_account_id}/customaudiences?access_token={access_token}&fields=id,name,approximate_count

Create lookalike audience

POST https://graph.facebook.com/v18.0/act_{ad_account_id}/customaudiences

access_token={access_token}
&name=Lookalike - Top Customers
&subtype=LOOKALIKE
&origin_audience_id={source_audience_id}
&lookalike_spec={"type":"similarity","country":"US"}

Key Metrics

Metric Description
impressions Ad impressions
clicks All clicks
spend Amount spent
reach Unique people reached
frequency Avg impressions per person
cpm Cost per 1000 impressions
cpc Cost per click
actions Conversions array
cost_per_action_type CPA by action

Campaign Objectives

  • AWARENESS - Brand awareness
  • TRAFFIC - Website traffic
  • ENGAGEMENT - Post engagement
  • LEADS - Lead generation
  • APP_PROMOTION - App installs
  • SALES - Conversions/catalog sales

Targeting Options

{
  "geo_locations": {
    "countries": ["US"],
    "cities": [{"key": "2420379"}]
  },
  "age_min": 25,
  "age_max": 45,
  "genders": [1, 2],
  "interests": [{"id": "6003139266461", "name": "Marketing"}],
  "behaviors": [{"id": "6002714895372"}]
}

When to Use

  • Creating/managing Facebook and Instagram ads
  • Audience targeting and lookalikes
  • Campaign performance analysis
  • Retargeting setup

Rate Limits

  • 200 calls/hour per ad account
  • 60 calls/hour for marketing API
  • Use batch requests for efficiency

Relevant Skills

  • ads
  • analytics
  • cro