Hazel reads your full Meta Ads history (campaigns, ad sets, ads, spend, ROAS, CPM, CPC, CPA, and platform breakdowns across Facebook and Instagram) and answers business questions in plain English. No dashboards to build.
May 23, 2026
Hazel is an AI coworker that connects to your Meta Ads account and answers business questions about your paid social performance the way an analyst would. Once connected, Hazel ingests your ad accounts, campaigns, ad sets, and ads along with spend, ROAS, CPM, CPC, CPA, and platform and device breakdowns across Facebook and Instagram, then refreshes every few hours. Ask Hazel about CAC trends, the ROAS on a tagged campaign, how Facebook is performing relative to Instagram, or which creative concept is driving the lowest new-customer CPA, and you get an answer with the numbers behind it. Hazel pairs your Meta Ads data with Shopify, GA4, Google Ads, Klaviyo, and your other sources, so the cross-source questions that matter most. Meta spend vs. Shopify new customers, Meta-reported ROAS vs. actual revenue, paid social's impact on retention. Are a single prompt.
Hazel reads the Meta Ads data that matters for analyzing a consumer brand's paid social and lets you query it conversationally:
Hazel keeps the full historical record, so multi-year CPA trends and YoY comparisons are one prompt.
Questions consumer brands ask Hazel about their Meta Ads data:
"Pull Meta and Instagram last-click conversion performance over the last 30 days (excluding recurring subs) and calculate CAC using Meta spend across the same period. Breakdown by day please."
"What campaign on Meta drove the lowest new customer CPA in the last 12 months?"
"What is the difference between hair and body CPA on Meta YTD using 'campaign name contains hair' and 'campaign name contains body'? Show % difference."
"How does paid spend on Meta tagged 'hair' correlate with new customer acquisition for hair from Shopify by week?"
"When looking at Meta spend since the start of last year, how has the mix between Instagram and Facebook shifted over time and how has this impacted Meta performance?"
"Compare Meta in-platform metrics vs. GA4 (sessions, revenue, and purchases from GA, alongside spend, outbound clicks, and revenue from Meta) for April YoY."
"How much do we spend on Meta ads being served to the greater Seattle area?"
"Is a new customer who sees Meta ads from us in the first 3-12 months after first purchase more likely to repurchase than a new customer who doesn't?"
Sign into Meta through a popup using a Meta Business Manager account with the right ad account permissions. One OAuth handshake, no manual API setup. If your account is agency-managed, the agency needs to grant the connecting user permission to the ad account first.
Ad accounts, campaigns, ad sets, and ads, plus spend, ROAS, CPM, CPC, CPA, and platform and device breakdowns across Facebook and Instagram. Full historical depth. Hazel pulls every account you grant access to and keeps the record going forward.
Roughly every 6 hours, automatically.
Meta combines Facebook and Instagram into a single data source. Hazel keeps the breakdown so you can analyze them separately or together. The same way Ads Manager does, but queryable in plain English.
Meta-reported ROAS reflects what Meta's attribution claims credit for, not the orders that actually hit your store. When Hazel is connected to both Meta and Shopify, you can validate Meta ROAS against Shopify revenue in the same prompt. The cross-source reconciliation that consumer brands ask for constantly.
Meta Business Manager OAuth via popup. Hazel only reads your data; it never writes to campaigns, ad sets, ads, or budgets.
Meta launched its own official Meta Ads MCP server in April 2026 as part of the Meta Ads AI Connectors release, alongside third-party options from Pipeboard, GoMarble, brijr/meta-ads-mcp, and Improvado. Those servers are great if you want an LLM to create campaigns, edit budgets, or manage your account directly through the Marketing API.
Rather than connecting an LLM directly to Meta's Marketing API and writing the analysis logic yourself, Hazel ingests your Meta Ads data into an analytical store, joins it with your Shopify orders, GA4 sessions, Klaviyo sends, and any other source you've connected, and gives your team a single conversational interface for business questions. No MCP setup to manage, no rate limits, no per-prompt schema discovery, and the same agent that answers "what's our Meta ROAS this month?" can also answer "how does Meta spend on hair correlate with new customer acquisition for hair from Shopify by week?"
If you specifically want MCP access to Hazel itself, that's available too. Ping us at https://calendly.com/clint-dunn/clint-hazel-intro.
Yes. Connect your Meta Business Manager account through an OAuth popup and Hazel starts ingesting your ad accounts, campaigns, ad sets, ads, and performance metrics across Facebook and Instagram.
Those tools are ad-platform-first and attribution-heavy. The value is in their attribution model. Hazel is analyst-first: any question about your business, not just attribution. You don't need to learn a dashboard or define metrics in advance. Hazel works the way an analyst would, starting from your question, and the same agent can answer Meta questions, Shopify questions, and questions that span both.
Meta's MCP server connects an LLM to the Marketing API for campaign management and reporting through Meta's interface. Hazel ingests your Meta data into an analytical store, deduplicates and joins it with your other sources (Shopify, GA4, Klaviyo, subscriptions), and answers cross-source business questions Meta's MCP can't reach. Like Meta spend vs. Shopify new customers, or how paid social impacts retention.
Advantage+ is Meta's suite of AI-driven campaign products (Advantage+ Shopping, Advantage+ Audience, Advantage+ Creative) that optimize bidding, targeting, and creative selection inside Ads Manager. Andromeda is Meta's AI retrieval system that matches ads to users. Both make your campaigns perform better. Hazel is the analytics layer: it pulls the data those campaigns generate, joins it with Shopify, GA4, Google Ads, Klaviyo, and your other sources, and answers the cross-channel business questions Advantage+ and Andromeda can't. Like "is Meta-reported ROAS inflated vs. actual Shopify revenue?" or "how does paid social CAC compare to organic?"
Motion is creative-analytics-first: it groups ads by hook, concept, and format to show which creative angle drives the lowest CPA. Triple Whale is attribution-first with Moby AI for in-platform questions. Hazel is the analyst layer across every source you've connected, not just Meta Ads: the same agent answers Meta questions, Shopify questions, Google Ads questions, and questions that span all of them.
Roughly every 6 hours.
No. Hazel only reads. We never create or edit campaigns, ad sets, ads, budgets, or audiences.
Yes. Meta combines them into one data source, and Hazel keeps the platform breakdown so you can analyze each one on its own, see how the FB/IG mix has shifted over time, and measure how the shift has impacted performance.
Yes. If you tag campaigns or ad names by product line, audience, or creative test, Hazel respects your naming. Ask "what's our CPA on campaigns where the name contains 'hair'?" and you get a real answer, not a CSV export.
Yes. The agency needs to grant the connecting user permission to the ad account through Meta Business Manager first. Once that's done, the OAuth flow is the same.
Yes. When Hazel is connected to both Meta and Shopify, you can compare Meta-reported revenue against orders that actually hit your store. The cross-source reconciliation that closes the gap between platform attribution and reality.
Book a call and we'll walk through your data, the questions you want to answer, and what the rollout looks like.
Hazel helps your team uncover new revenue, catch problems early, and make smarter, faster decisions before you even know what to ask.