Meta Ads Intelligence
Consolidating campaign performance data from Meta Business Manager accounts into a filterable dashboard with custom creative metrics.
02CONTEXT
Client snapshot
Meta Ads Intelligence is a multi-market advertising analytics platform operating across Europe and North America. To eliminate hours of manual reporting, they required an automated business intelligence platform to synchronize ad performance data directly from Meta.
Infrastructure
Google Sheets DB
Role
E-Commerce Brand
Core Tech
Next.js & Supabase
Ingestion Mode
Scheduled Daily
The mission was to build a unified marketing dashboard that consolidates ad performance data across six regions. It pulls metadata directly from the Meta Marketing API and writes it to Google Sheets tabs. By adding custom metrics like ThumbStop and Hook Rates, the tool empowers creative teams to evaluate ad variations instantly.
03 / OPERATIONAL CONTEXT
Legacy Friction
Problem statement
The operations team was struggling with fragmented marketing workflows, stale dashboard data, and buried creative metrics. The team spent hours daily compiling spreadsheet exports from multiple ad accounts.
Overhead Summary
15+ hours weekly spent
on manual data aggregation and cross-market campaign comparisons.
Legacy Process Flow
Manual CSV exports from multiple Facebook Business Manager accounts
Stale reporting charts due to unnoticed access token expirations
No unified regional breakdown for NL, BE, SE, NO, DE, CA, UK
Creative performance metrics hidden inside unstructured worksheets
Critical Bottlenecks
Scattered Meta Data
Campaign details were trapped in raw Exports, leading to 2 to 4 hours of manual spreadsheet reporting daily.
Invisible Auth Expiry
Expired ad account tokens and rate limits went unnoticed, resulting in stale performance dashboards.
Buried Video Metrics
Crucial metrics like ThumbStop and Hook Rates were lost in exports, making creative evaluation slow.
04EXECUTION ROADMAP
How we prepared Meta Ads Intelligence
This is the exact sequence we followed to build their Meta Ads Intelligence platform.
Built the Next.js 14 App Router layout with JWT cookie session management and role-based route protection.
Next.js BFF framework setup
JWT token signing with jose
HTTP-only secure cookie storage
Middleware role route protection
Zod request validation schema
All user sessions are secured via cryptographic token validation, ensuring that only authenticated superadmins can access performance sheets. The backend architecture isolates client keys from the client layer.
Created account discovery services to auto-populate ad accounts using Business Manager tokens.
Meta Marketing API connection
Access token validation rules
Ad account auto-discovery logic
Supabase metadata storage sync
Account status toggle controller
By integrating Meta Marketing API endpoints directly, the platform automatically discovers and registers new advertising accounts. Registered credentials are encrypted and stored inside Supabase.
Integrated Google Sheets API to read campaigns, adsets, and ads as a primary datastore.
Google Sheets API credentials
Row mapping for three tabs
API error fallback controllers
JSON data parser utilities
Client cache refresh timers
Using Google Sheets as a queryable data store allows marketing leads to review raw data tables in a familiar environment. Local caching algorithms ensure fast page load speeds.
Implemented daily Scheduled Sync cron job to row-map metadata updates without rate limits.
Dailyscheduled cron sync job
Metadata timestamp comparison
Rate limit tracking middleware
Google Sheets batch updates
Detailed system logging feeds
The sync daemon queries Meta Marketing endpoints during low-traffic periods. By checking delta timestamps, the engine avoids redundant API queries and remains well within Meta rate limits.
Calculated ThumbStop and Hook Rate formulas, ranking top 5 ads by ROAS.
ThumbStop rate calculation
Hook rate performance tracking
Top five ads ranking algorithm
Active status filter controls
ROAS metrics sort logic
Formulas automatically parse video play segments to calculate creative engagement. The resulting creative intelligence lists highlight the top-converting media formats instantly.
Coded regional selector pills with custom animated spend breakdown charts.
Six region filter selections
Aggregated global markets view
Animated spend breakdown charts
Product segment visualizations
Theme configuration controls
The responsive dashboard interface allows media buyers to drill down into specific markets using intuitive selector pills. The custom HSL-tailored charts load with smooth transition animations.
Strategic Architecture
Marketing Data Pipeline Flow
Agentic Thinking Process
We designed a secure, containerized data flow to resolve Stokman's reporting gaps.
Empathize
- Team workflow audit
- Sheet Schema reviews
- Rate limit profiling
›››
Define
- API data mapping
- Role permissions matrix
- Sync error statuses
›››
Ideate
- BFF proxy architecture
- Incremental delta sync
- Token alert handlers
›››
Design
- Market selector pills
- Sleek dark layout theme
- Role-gated admin modules
›››
Test
- Rate limit test trials
- API response mocks
- User role validation
Project Timeline
Pipeline & Ingestion Build
UAT & Sandbox Deploy
BFF Setup &
Auth Routes Coded
Meta Marketing API
Connection Configured
Google Sheets DB
Row Mapping Setup
Daily Sync Job
Cron & Logger Coded
Metrics Calculations
& ROAS Ranks Done
Dashboard UI &
Drilldown Pills Designed
UAT Testing &
Production Handover
1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
11th
Week
12th
Week
Business ROI
Impact by the numbers
6 Markets
Regional Filters
Performance Drilldown
< 30 Sec
Report Gen Speed
Spreadsheet Replacement
100%
Account Sync Rate
Daily Automated Updates
Zero
Stale Dashboard Logs
No Expired Tokens
“
We replaced hours of manual data exports with a real-time analytics hub. Team members now filter performance instantly and optimize creatives using Hook and ThumbStop rates.
Operations Team
Marketing Operations, Meta Ads Intelligence