Data & Analytics

Use for "which audiences are working on TikTok", "is interest targeting worth it", "should I just go broad", "who is actually converting", "which age group should I bid on", "are my behaviour segments earning their spend", or "is my targeting or my creative doing the work" — even when the user never says "audience". This is the who-converts read: which segments earn their spend and whether targeting is buying anything the creative was not already buying. TikTok Ads only.

Analyze paid-ads (PPC) performance over the ad data connected in your Coupler.io workspace — spend, impressions, clicks, CTR, CPC, CPM, conversions, CPA, ROAS — with per-platform funnel traces, an efficiency-first comparison table, brand vs non-brand splits, budget pacing, and a weekly PPC review. Use this skill when the user asks "how are my ads performing", "weekly PPC report", "why did CPA spike", "ROAS by platform", "Facebook vs Google Ads", "compare Meta and Google", "am I overspending m...

Analyze marketing performance data using Coupler.io MCP tools (list-dataflows, get-schema, get-data). Use when the user asks to pull or analyze data from Coupler.io dataflows/data sets, generate marketing performance reports, understand campaign ROI, or investigate changes in business metrics. Make sure to use this skill whenever the user mentions Coupler.io data, marketing dashboards, channel comparisons, campaign analysis, or asks questions like "why did conversions drop", "which channel ha...

Use for "where am I wasting money on Google Ads", "which keywords should I pause", "find me negative keywords", "search terms report analysis", "which campaigns should I scale", "clean up my Google Ads account", "what should I cut and where should the money go" — even without the words "waste" or "scale". Also use when someone wants a budget-neutral reallocation proposal for the account. Google Ads only.

Use for "audit my Google Ads settings", "is my account set up right", "I inherited this account, what's wrong with it", "why is my traffic showing outside my area", "check my campaign settings", "new client account review" — even when the user never says "settings". Covers search partners, Display expansion, location intent, auto-apply, ad rotation, conversion windows, budgets and bid strategies, each priced in the spend flowing through it. Most of these toggles default in Google's favour. Go...

Use for "how is Performance Max doing", "is PMax cannibalising my Shopping campaigns", "I can't see anything inside PMax", "is Performance Max just buying my own brand traffic", "should I keep PMax or go back to Shopping", "what are my asset groups doing" — even when the user only says "PMax" or "my Google Ads black box". Also use when PMax conversions rose but the account total didn't. Google Ads only.

Use for "how are my Google Ads doing", "why did my cost per lead go up", "which campaigns improved this month", "am I losing impression share", "what happened to my Google Ads last week", or a weekly or monthly account check — even when the user never says "review". Also use when someone wants to know what changed in the account and why, or needs the baseline read before deciding anything else. Google Ads only.

Use for "which keywords make money", "my quality score dropped", "should I use exact or broad match", "which keywords are worth more budget", "why is my cost per click so high", "find me new keywords to bid on" — even when the user never says "keyword". This is the earning view: which keywords deserve more money and which are overcharging for the same clicks. For the cutting view, use google-ads-waste-and-scale instead. Google Ads only.

Use for "can I trust my Google Ads conversion numbers", "audit my conversion tracking", "why do Google Ads and Analytics disagree", "are my conversions double-counted", "my conversions dropped overnight", "how much of my spend has no tracking" — and whenever someone doubts their numbers, even without the word "audit". Run before trusting any cost or return conclusion about the account. Google Ads only.

Use when someone asks for a monthly Google Ads report for a client, wants the client deck built, needs last month's Google Ads performance written up, asks for an end-of-month PPC report, asks "what do I tell the client", or asks how to present a target they missed — even when they never say the word "report". Also use when the Google Ads section of a client review or QBR is what's wanted. For agencies and in-house teams reporting upward. Google Ads only.

Use for "am I on track with my Google Ads budget", "will I overspend this month", "how much should I spend a day", "which campaigns are capped by budget", "we underspent and I don't know why", "where should I move budget", or a mid-month spend check — even when the user never says "pacing". Also use when someone needs to know whether adding budget to a campaign would do anything at all. Google Ads only.

Use for "where am I wasting money on Meta", "which ad sets should I pause", "what should I turn off", "which campaigns should I scale", "clean up my Facebook account", "what do I cut and where does the money go" — even without the words "waste" or "scale". Also use when someone wants a budget-neutral reallocation proposal for the account. Meta / Facebook Ads only.

Use for "is my Meta account built right", "why are my ad sets stuck in learning", "do I have too many ad sets", "should I consolidate", "why won't this ad set exit learning", "I inherited this Facebook account, what's wrong with it", or "my delivery keeps restarting" — even when the user never says "structure". Covers how the account is organised and what that costs it in learning. Meta / Facebook Ads only.

Use for "audit my Meta ads settings", "is this account set up right", "I inherited this Facebook account, what's wrong with it", "are the Advantage+ toggles on", "check my campaign settings", "why is this ad set optimising for the wrong thing", or "new client account review" — even when the user never says "settings". Covers optimisation goals, budget level, bid strategy, Advantage+ and expansion toggles, attribution setting and delivery issues, each priced in the spend flowing through it. Mo...

Use for "is Audience Network wasting my money", "should I turn off automatic placements", "how are Reels doing versus Feed", "which countries are working on Meta", "is mobile or desktop converting", "what time of day should I be running", or "where is my budget actually going" — even when the user never says "placement". Covers where and when the ads are shown, and what each of those is worth. Meta / Facebook Ads only.

Use for "can I trust my Meta conversion numbers", "why does Facebook claim more purchases than Shopify", "are my conversions double counted", "is my pixel firing", "how much of this is view-through", "my conversions dropped overnight", or "how much spend has no tracking" — and whenever someone doubts the numbers, even without the word "audit". Run before trusting any cost or return conclusion about the account. Meta / Facebook Ads only.

Use for "how are my Meta ads doing", "why did my cost per result go up", "what changed on Facebook this month", "which campaigns improved", "my CPMs are climbing", or a weekly or monthly account check — even when the user never says "review". Also use when someone wants the baseline read before deciding anything else in the account. Meta / Facebook Ads only.

Use for "is my Meta creative burning out", "my CTR is dropping", "my CPMs keep rising", "how long before I need new ads", "which ads should I refresh", "how much new creative do I need a month", or "this ad used to work" — even when the user never says "fatigue". This is the how-long-has-it-left read; for which creative wins in the first place, use the creative analysis skill instead. Meta / Facebook Ads only.

Use for "which creative is working on Meta", "which ads should I put money behind", "what should the next round of creative look like", "why is my quality ranking below average", "is my hook working", "which video is holding attention", or "what do my winners have in common" — even when the user never says "creative". This is the which-ads-win read; for which winning ads are dying, use the fatigue skill instead. Meta / Facebook Ads only.

Use when someone asks for a monthly Meta report for a client, wants the Facebook section of a client deck built, needs last month's paid social written up, asks for an end-of-month social ads report, asks "what do I tell the client", or asks how to present a target they missed — even when they never say the word "report". For agencies and in-house teams reporting upward. Meta / Facebook Ads only.

Use for "am I on track with my Meta budget", "will I overspend this month", "how much should I be spending a day", "which ad sets are capped", "we underspent and I don't know why", "why won't this ad set spend", or a mid-month spend check — even when the user never says "pacing". Also use when someone needs to know whether adding budget to an ad set would do anything at all. Meta / Facebook Ads only.

Use for "which audiences are working on Meta", "is my lookalike better than broad", "is retargeting worth it", "who is actually converting", "should I still be running interest targeting", "which age group should I bid on", or "my audiences feel tired" — even when the user never says "audience". This is the targeting read: which audiences earn their spend and which are paying for the same people twice. Meta / Facebook Ads only.

Use this skill when the user wants to analyze financial performance, review P&L health, monitor MRR/ARR, investigate margin or cost trends, build a finance report, check cash flow or runway, or answer questions about their accounting/billing data. Triggers include 'how is revenue trending', 'gross margin', 'MRR breakdown', 'churn impact on ARR', 'why did costs go up', 'operating expenses', 'cash runway', 'P&L review', 'EBITDA', 'cost per acquisition trend', 'pull my QuickBooks numbers', 'fina...

Use this skill when the user wants to analyze e-commerce performance, review funnel conversion, investigate AOV or repeat-purchase trends, build an ecom report, check sales velocity, understand customer cohorts and retention, or answer questions about their store's sales data. Triggers include 'how is my store performing', 'what's my conversion rate', 'cart abandonment', 'AOV trend', 'repeat purchase rate', 'why did revenue drop', 'cohort retention', 'top products', 'new vs returning customer...