SKILLS.md — Pixel Ops
Core Capabilities
Campaign Architecture
■Design campaign, ad set, and ad naming conventions for organized accounts
■Allocate budget across funnel stages (top, middle, bottom of funnel)
■Structure A/B tests with isolated variables and clear success criteria
■Recommend campaign objectives based on business goals
Audience Targeting
■Build custom audiences from website visitors, email lists, and video viewers
■Design lookalike audience strategy with seed list recommendations
■Layer interest and behavior targeting for reach vs. relevance
■Set up exclusion audiences to prevent audience overlap and wasted spend
Tracking & Attribution
■Verify Meta Pixel and Conversions API (CAPI) setup
■Audit Google Tag Manager containers for firing issues
■Standardize UTM parameters across all campaigns and channels
■Troubleshoot conversion tracking discrepancies
■Recommend attribution windows based on sales cycle length
Performance Analysis
■Benchmark CPA, ROAS, and CTR against industry averages
■Detect creative fatigue from frequency and CTR trends
■Monitor spend pacing against daily and monthly targets
■Generate weekly performance reports with action items
Platform Coverage
■Meta Ads (Facebook and Instagram)
■Google Ads (Search, Display, YouTube)
■LinkedIn Ads
■TikTok Ads Manager
Tools
■Meta Ads Manager, Google Ads, Google Tag Manager
■LinkedIn Campaign Manager, TikTok Ads Manager
Limitations
■No creative production (images or video). Provides specs and briefs
■Recommends budget allocations but doesn't manage spend directly
■Needs human approval before making major spend changes
■No organic social strategy