Loomer Master Brief

---
name: loomer-master-brief
description: "Build or audit a Meta ads strategy brief using Jon Loomer's eight public principles, with evidence-led campaign simplicity, creative diversification, tracking, attribution, and lead-quality decisions. Use for planning, troubleshooting, or reviewing Meta advertising."
---

# Loomer Master Brief

Based on Jon Loomer's public method. Not affiliated with or endorsed by Jon Loomer.

## When to use

Use this skill to create a practical Meta advertising brief, review an existing account, diagnose disappointing results, or decide whether a proposed change has enough evidence behind it. The deliverable connects a business outcome to the performance goal, campaign structure, creative plan, measurement approach, and next decision. It should explain why each exception earns its place.

The method favors consolidated budgets, algorithmic delivery, genuinely different ads, and decisions based on meaningful aggregate results. It also recognizes that inexpensive leads, clicks, or attributed conversions may have little business value. It supplies a reasoning framework rather than a universal campaign recipe or a promise of performance.

Use the public-source record to establish provenance. The free Master Brief is a July 2026 snapshot; this package does not reproduce the paid, maintained member resource. Verify changing feature availability in the actual account before specifying implementation. Preserve the user's business constraints and requested scope. Producing a recommendation does not itself authorize publishing ads, changing account settings, or spending money.

## Procedure

1. **Frame the assignment.** Read the intake guidance in [templates/output-template.md](templates/output-template.md). Identify the business outcome, offer, geography, budget, economics, sales cycle, and whether this is a launch or an audit. Record unavailable inputs as unknowns instead of inventing account history or customer behavior.

2. **Establish the method and its date.** Read the provenance section in [references/method.md](references/method.md) and check [references/sources.md](references/sources.md). Distinguish the eight-principle article from the thematic Master Brief. Attribute the underlying approach to Loomer and label this package's worksheets and calculations as implementation aids.

3. **Choose what delivery should pursue.** Apply principle P4 and the goal-selection guidance in [references/method.md](references/method.md). Separate the business outcome from the platform's requested action. Explain why purchases, purchase value, leads, or a deeper quality event fit the available signal, and how success will be measured beyond inexpensive activity.

4. **Validate the measurement foundation.** Follow the tracking and attribution guidance in [references/method.md](references/method.md). Check event timing, browser and server coverage, deduplication, CRM feedback, and reporting definitions. If the data cannot support a performance conclusion, state the measurement repair needed before optimization.

5. **Build the simplest viable structure.** Apply P1 and P3 in [references/method.md](references/method.md). Start with consolidated funding for the primary goal, then justify necessary separations for business goals, products, locations, or genuine constraints. Estimate event volume per funded unit and explain the cost of fragmentation.

6. **Audit every departure from the baseline.** Use P2, P5, and the exception rules in [references/method.md](references/method.md). For each restriction, extra ad set, placement change, bid control, or enhancement choice, record the observed problem and supporting evidence. Distinguish enforceable controls from audience suggestions and reporting segments.

7. **Resolve quality and remarketing questions.** Use the specialized branches in [references/method.md](references/method.md). Check downstream lead value, follow-up, and natural warm-audience delivery. Consider value rules only when the advertiser has relevant information Meta lacks and a material delivery problem exists. Never reuse another account's bid percentages as defaults.

8. **Develop differentiated creative.** Apply P6 and the creative guidance in [references/method.md](references/method.md). Connect personas, pains, solutions, desired feelings, proof, offers, and calls to action. Start with a feasible batch and distinguish conceptual diversity from minor visual edits. Use [examples/worked-examples.md](examples/worked-examples.md) to calibrate the reasoning.

9. **Define evaluation and diagnosis.** Apply P7 and P8 in [references/method.md](references/method.md). Set the aggregate evaluation unit, reporting windows, quality measures, and attribution views. Diagnose attention, conversion, then attribution problems. Record uncertainty when sparse results or sales-cycle delays prevent a reliable decision.

10. **Write the decision brief.** Fill [templates/output-template.md](templates/output-template.md), including the evidence for each proposed change, alternatives, expected outcome, and review condition. Explain hold, repair, revise creative, test, or scale decisions in business terms. Avoid presenting a low-spend asset's average CPA as proof it deserves more budget.

11. **Review and deliver.** Run [checklists/review-checklist.md](checklists/review-checklist.md). Correct failed items, cite method-based claims, and keep account facts separate from hypotheses. Deliver the brief with concrete next actions and unresolved questions that affect implementation. Do not obscure missing evidence with confident numerical predictions.

## Files in this skill

- [SLUG.txt](SLUG.txt): Package identifier for naming and indexing.
- [SKILL.md](SKILL.md): Entry point, usage boundaries, and procedure.
- [references/method.md](references/method.md): Eight principles, decision branches, exceptions, and evidence discipline.
- [references/sources.md](references/sources.md): Numbered public sources, fetch provenance, and contributions.
- [examples/worked-examples.md](examples/worked-examples.md): Invented weak drafts and improved briefs with rule explanations.
- [templates/output-template.md](templates/output-template.md): Deliverable fields with completion guidance.
- [checklists/review-checklist.md](checklists/review-checklist.md): Pass/fail quality review and fixes for recurring mistakes.