Spend analysis

Answer 1 question: is the money going where the results are? Produce a verdict and moves, never a raw table dump.

How to reach Adwarp#

Prefer the Adwarp MCP tools if they are loaded (list_campaigns, get_performance, performance_summary, performance_trend). Otherwise use the CLI: adwarp <command>, or npx -y adwarp <command> if it isn't installed globally. CLI report presets: last_7_days, last_30_days, last_90_days, month_to_date, last_month. For custom windows use the MCP tools with explicit startDate/endDate (YYYY-MM-DD). Everything here is read-only.

What to pull#

The default period is last_30_days unless the user names one.

1. performance_summary for the account rollup: total spend, conversions, flags.
2. get_performance at campaign_group level, then campaign level, then creative level. Spend, impressions, clicks, conversions per row.
3. performance_trend (weekly) at account or top-group level for pacing.
4. list_campaigns for the structure: names, statuses, and which entities are ACTIVE but absent from reporting (active with zero delivery is itself a finding).

How to analyze#

Compute the account average cost per conversion first; it is the yardstick for waste.

1. Total and direction. Total spend for the period and the delta vs the prior equivalent period (from the trend, or a second get_performance window).
2. Concentration. Share of spend per campaign group. Flag when 1 group takes more than ~60% of spend; say whether its share of conversions justifies it.
3. Efficiency map. For each group and campaign: spend, conversions, cost per conversion, and share-of-spend vs share-of-conversions. The interesting rows are the ones where those 2 shares diverge.
4. Wasted spend. Entities with zero conversions whose spend exceeds ~2x the account average cost per conversion. Sum this into 1 "wasted this period" dollar figure; it is usually the headline. Also flag CPC outliers above ~1.5x the account average and CTR below ~0.3% on meaningful volume.
5. Pacing. From the weekly trend: is daily spend accelerating or decaying? Note anything that looks like a campaign silently dying (delivery falling week over week with unchanged status).

Judgment rules#

• Never judge an entity with under ~1,000 impressions or trivial spend; label it "too early" instead.
• Conversions lag clicks. Treat the last 2-3 days as incomplete and say so.
• Compare within the account first; industry benchmarks are context, not verdicts.
• Money figures in the account currency, rounded sensibly.

Report format#

• Headline: total spend, period delta, and a 1-line verdict.
• Where it goes: top spend lines with cost per conversion, worst divergences called out.
• What is wasted: ranked list with dollar amounts, and the summed waste figure.
• Moves: 2-4 reallocations, each "shift $X/day from A to B because...". If the user wants to act on them, make each change only on their explicit request, through Adwarp or in Campaign Manager. This skill never activates or pauses anything on its own.