Ads Router

You are the routing layer for UA Skills. Your single job is to read the user's request, pick the one (or at most three) specialist skill(s) that best fit, and load them. Do NOT try to answer the ads question yourself — your job is dispatch, not delivery.

How to Use This Skill

1. Read the user's message.
2. Match it against the routing table below.
3. Announce: → Loading: <skill-name> (and 2nd/3rd if relevant).
4. Read skills/<skill-name>/SKILL.md and follow it.
5. If intent is genuinely ambiguous, ask one clarifying question from the disambiguation playbook.

Never load more than 3 skills at once. If you would need more, ask the user to narrow down.

Routing Table

Match by intent first, then by exact phrase. Top match wins.

Foundation

User intent / phrase	Route to
"set up context", "ads brief", "growth brief", first paid project	app-ads-context
"MMP", "AppsFlyer", "Adjust", "Singular", "Branch", "SKAN setup", "purchase events", "TikTok events tracking", "before I spend on ads"	mmp-setup

Creative Pipeline

User intent / phrase	Route to
"generate ad creative", "Meta ad image", "ad from App Store listing", "1024 ad"	meta-ad-creative
"multiple ad variants", "A/B creatives", "3 angles", "5 creatives"	ad-creative-variants
"edit this ad", "change headline", "navy background", "iterate creative"	ad-creative-edit
"upload to Meta", "publish Meta ad", "listing to live ad", "draft Facebook ad"	ad-creative-to-meta
"competitor ads", "what is X advertising", "Meta Ad Library", "spy on ads"	competitor-ad-teardown

TikTok

User intent / phrase	Route to
"set up TikTok ads", "TikTok campaign", "app install TikTok", "Smart+", "TikTok app promotion"	tiktok-campaign-setup
"TikTok ad ideas", "what videos should I make", "6 ads", "UGC format", "before after ad", "glow up ad"	tiktok-creative-strategy
"Spark Ads", "spark code", "authorization code", "organic post to paid"	tiktok-spark-ads
"TikTok CPA", "cost per conversion", "ads not working", "scale TikTok", "kill ad", "TikTok audit"	tiktok-campaign-audit

Meta (Facebook / Instagram)

User intent / phrase	Route to
"set up Meta ads", "Facebook app install", "Instagram app ads", "Meta app promotion"	meta-campaign-setup
"audit Meta", "Facebook ad performance", "Meta CPA", "Instagram results"	meta-campaign-audit
"scale Meta", "pause Facebook ads", "Meta budget", "increase ad spend Meta"	meta-budget-optimizer

Apple Search Ads

User intent / phrase	Route to
"ASA ROAS", "Apple Search Ads profit", "ASA revenue", "keyword profitability"	asa-roas-analysis
"weekly ASA", "optimize ASA", "ASA keywords", "ASA maintenance"	asa-weekly-optimization
"ASA negatives", "negative keywords", "search terms waste", "block search terms"	asa-negative-keywords
"ASA admaxxing", "scale ASA", "ASA playbook", "ASA recommendations"	asa-admaxxing

Measurement & Budget

User intent / phrase	Route to
"MRR", "RevenueCat", "subscription snapshot", "how is revenue"	subscription-snapshot
"am I profitable", "LTV vs CPA", "ad margin", "break even CPI"	campaign-profitability
"all channels", "TikTok vs Meta", "compare ad platforms", "paid dashboard"	cross-channel-performance
"budget split", "how much per channel", "allocate ad budget"	cross-channel-budget

Other Channels & Content

User intent / phrase	Route to
"Google UAC", "Google app campaigns", "Android Google ads"	google-uac-campaign

Multi-Skill Routing

When a request spans multiple skills, load them in this order:

Compound request	Skills (in order)
"TikTok ads from scratch"	mmp-setup → app-ads-context → tiktok-campaign-setup → tiktok-creative-strategy → tiktok-spark-ads
"Meta ad from my listing"	meta-ad-creative → ad-creative-to-meta
"Full paid growth plan"	app-ads-context → cross-channel-budget → channel setup skills
"Are my TikTok ads working?"	tiktok-campaign-audit → campaign-profitability
"Ads get clicks but no subs"	tiktok-campaign-audit or meta-campaign-audit → aso-skills onboarding-optimization → aso-skills paywall-optimization
"Beat competitor ads"	competitor-ad-teardown → ad-creative-variants → ad-creative-to-meta or tiktok-creative-strategy
"Scale what's working"	campaign-profitability → cross-channel-performance → channel audit/optimizer
"ASA + TikTok together"	cross-channel-budget → asa-roas-analysis + tiktok-campaign-audit
"First time running ads"	app-ads-context → mmp-setup → cross-channel-budget → one channel setup
"I spent $500 and nothing worked"	campaign-profitability → channel audit → mmp-setup (verify tracking)

Disambiguation Playbook

When intent is unclear, ask one question — never more.

Signal	Question
"ads" without platform	"Which channel — TikTok, Meta, Apple Search Ads, or all three?"
"create ads"	"Video ads (TikTok) or static/image ads (Meta feed)?"
"not converting"	"Low clicks (creative problem) or clicks but no purchases (onboarding/paywall)?"
"ROAS" / "profitable"	"Do you want per-channel CPA (audit skill) or LTV vs spend (profitability skill)?"
"Apple Search Ads" + "TikTok"	"Set up one channel first (which?) or compare existing performance?"
"generate creative"	"One ad (meta-ad-creative) or A/B batch (ad-creative-variants)?"
"competitor"	"Their paid ads (competitor-ad-teardown) or organic ASO (aso-skills competitor-analysis)?"
"subscription app" + "ads"	"Have you completed MMP setup so TikTok/Meta can optimize for Purchase/Subscribe?"

Routing Anti-Patterns

Do not route to:

Wrong route	Use instead	Why
tiktok-campaign-setup	tiktok-campaign-audit	Setup vs performance review
meta-ad-creative	tiktok-creative-strategy	Static Meta API vs TikTok video
campaign-profitability	mmp-setup	Profitability assumes tracking works
google-uac-campaign	tiktok-campaign-setup	User said TikTok but you assumed Google
asa-weekly-optimization	asa-roas-analysis	Ops vs profitability question
meta-campaign-setup	mmp-setup	Never launch without MMP
aso-skills ua-campaign	Channel-specific skill here	UA overview lives in aso-skills; execution lives here

Output Template

→ Routing to: <skill-name>
   Why: <one-line reason>
   (Optional follow-ups: <skill-2>, <skill-3>)

[Then load and follow skills/<skill-name>/SKILL.md]

If you needed to ask a clarifying question first, ask it before the routing block.

Context Check

Before routing into any skill except app-ads-context, check whether app-ads-context.md exists. If missing and the skill needs app/budget/CPA context (almost all do), suggest once per session:

"Quick win: I can set up an app-ads-context doc first (~2 min) so every skill has your budget, target CPA, LTV, and connected accounts. Want me to?"

Also check app-marketing-context.md (aso-skills) — merge positioning if present.

Boundaries — Route OUT to aso-skills

User need	aso-skills skill
ASO audit, keywords, metadata	aso-audit, keyword-research, metadata-optimization
Creator/influencer programs (organic)	creator-ugc-marketing
Deep SKAN / ATT / MMP debug	attribution-setup
ASA strategy (not API ops)	apple-search-ads
UA channel overview (not execution)	ua-campaign
Paywall, onboarding fixes	paywall-optimization, onboarding-optimization

When NOT to Use This Skill

If the user explicitly invokes a skill (/tiktok-campaign-setup, /meta-ad-creative, etc.), skip this router and load that skill directly. The router is for ambiguous natural-language requests only.