Meerkads

Aggregates KPIs across ALL connected ad platforms (Google, Meta, TikTok, Shopify, etc.) into a single comparison. Returns per-platform spend, revenue, ROAS, CPA, and efficiency ranking. Use this when the user is on the overview page or asks 'which platform is best', 'where should we shift budget', 'compare platforms'.

cross_platform_summary

Returns the canonical definition, formula, direction (higher/lower is better), industry benchmark, and related metrics for a metric id. Use when the user asks 'what does X mean?'. Pure metadata, no data fetch — instant.

explain_metric

Detects unusually high or low performers using z-score outlier analysis. Frontend renders detected outliers as signal cards — explain what each anomaly likely means.

find_anomalies

Projects a metric N days into the future from the current page's daily trend using simple linear regression. Returns an observed+projected series for charting plus a window total. Use when the user asks 'where will X land', 'forecast spend', 'if this continues…'.

forecast_metric

Returns the headline KPIs (spend, revenue, ROAS, CPA, conversions, CTR, CPC for paid channels, or search clicks, impressions, CTR, average position for Google Search Console/GSC) for the current page context, plus signals when a KPI breaches industry benchmarks. Use first when the user asks anything about current performance — the frontend will render KPIs as cards automatically, so just interpret what they mean.

get_page_kpis

Returns search terms with their performance and waste classification (wasted_spend = spend with zero conversions). Google Ads search campaigns only. Use when the user asks about 'wasted spend', 'broad match drift', 'negative keywords' or 'search queries'.

get_search_terms

Returns top (or bottom) campaigns / ad groups / ads / search terms sorted by a metric, plus the total entity count in scope. The frontend renders the rows as a table — interpret the leaders / laggards rather than restating the numbers. Pass `excludeNames` to drop specific entities and get back `remainingRollup` (the spend/revenue/ROAS of everything left) — this is how you answer 'exclude X and give me the real ROAS' without ever asking the user to pause or change anything.

get_top_entities

Scores how well each high-spend search term matches its landing-page URL. Flags mismatches that usually convert poorly. Use when the user asks about quality score, bounce rate causes, or landing-page relevance.

keyword_landing_fit

Suggests negative keywords from search-term reports: terms that consumed material spend without converting. Use when the user asks 'where's the wasted search spend', 'what should I negate', or 'clean up my search terms'.

negative_kw_bulk

Breaks down account-wide spend efficiency by placement (or device proxy/PMax channels when placement is unavailable) across all campaigns for the connected accounts, and flags placements wasting spend at sub-par ROAS. Note: this returns account-level and campaign-specific PMax channel aggregates. Use when the user asks about Facebook Reels vs Feed, GDN vs Search, YouTube vs other PMax networks, etc.

placement_perf

Propose a custom-dashboard panel: a title plus the widgets it should contain. Returns a PLAN for the user to approve — it does not create anything. Every widget is validated against the capability catalog; invalid ones are reported as rejected. Use when the user asks for a dashboard or panel to be built for them.

plan_dashboard

Renders ad copy you have already written into a mobile/desktop mockup of the platform's ad unit. Use after composing headlines, descriptions, primary text or calls to action for Google Ads, Meta Ads (Facebook/Instagram) or TikTok Ads, when the user would benefit from seeing them laid out. This tool does not write copy: pass your variations as the input and it returns them arranged for display, filling in a placeholder image where none is given.

preview_ad_copy

Re-ranks campaigns by NET PROFIT after ad spend (revenue × gross-margin − spend) instead of ROAS, using a gross-margin assumption. Computes each currency's break-even ROAS (= 1/margin) and flags 'profit traps' (positive ROAS but a net loss after margin) and 'hidden winners' (real profit at an unremarkable ROAS a ROAS-first view would overlook). Use when the user asks 'which campaigns actually make money', 'am I profitable', 'profit vs ROAS', or 'what's really losing money'. Margin defaults to 40% — ask for or accept the real margin for an accurate read.

profit_first_ranking

Applies a gross-margin assumption to convert revenue → gross profit and ROAS → POAS (profit-on-ad-spend) per platform. Use when the user asks about profitability rather than top-line ROAS.

profit_margin

Returns the most notable changes (outliers, trends, benchmark breaches, concentration shifts) inside the current page period. Use when the user asks 'what changed', 'what's new', 'anything I should know'.

summarize_changes

Returns an itemized 'wasted spend' statement for the current scope — every campaign, ad group, ad, search term, device, location, age or gender slice that spent money but drove ZERO conversions in the period, ranked by recoverable amount, with a per-currency recoverable total. Use when the user asks 'where am I wasting money', 'what can I cut', 'wasted spend', 'recoverable budget' or 'where is my budget leaking'. Amounts are in each account's own currency and are never summed across currencies.

waste_ledger