Facebook Ads health check

A health check should be quick enough to repeat every week. Export the same date range each time, drop the file in and compare the grade and the flagged ad sets with last time. Fatigue is marked as at risk rather than waste, because high frequency does not always mean poor results. This checks spend and delivery from an Ads Manager export. It does not check pixel setup, targeting, creative quality or landing pages, so treat the result as a list of places to look first. For a scored version that runs by itself, see the account health score guide.

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How it decides

• Each file is one client account. An ad set level export gives the most precise result.
• Rows are rolled up to ad sets. Files split by placement or country are combined, and only one level is used, so campaign, ad set and ad rows are never counted twice.
• Each ad set is tested for a broken funnel (50 or more clicks and no results), no results with spend well above the account's usual cost per result, a cost per result more than 1.5 times a typical or target cost, audience fatigue (frequency above 4 and a click rate under 70% of the account's), rejected ads, ads not delivering now and weak video hooks when the export has the column.
• The grade comes from flagged waste as a share of spend: A up to 5%, B up to 10%, C up to 20%, D up to 35%, F above. An account with plenty of clicks and no results anywhere gets a question mark, because that usually points to tracking.

How to use the result

These are rules of thumb that point to where to look, not verdicts. Check an ad set in Ads Manager before pausing it, because a flagged ad set may be new, still learning or doing a job such as retargeting. Use the same date range for every account so the grades are comparable.

Common questions

How often should I run a health check?

Weekly works for most accounts. Use the same date range each time so the grades are comparable.

Are my files uploaded?

No. Files are read in your browser tab and every calculation happens there. Nothing is sent to us or stored, and closing the tab clears the results. You can confirm in your browser's network tab.

Which export should I use?

In Ads Manager, open the ad sets view, pick a date range, and use the export option to download CSV or Excel. Include amount spent, impressions, frequency, results and link clicks or click-through rate. Exports from the reports tool with breakdowns by placement or country also work.

Why was my file not read?

The file needs an amount spent column and campaign or ad set names. Old .xls files cannot be read: open them in Excel and save as CSV or xlsx. The tool reads English column names.

How is the grade decided?

By the share of spend flagged as wasted. A is up to 5 percent, B up to 10, C up to 20, D up to 35, and F above that. These bands are rules of thumb.

Does it work with any currency?

Yes. The currency is read from the amount spent column. Accounts in different currencies are ranked by the share of spend flagged, never by amount, and totals are shown per currency.

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