Downloading a brand's Meta Ad Library export is easy. Anyone can do it. What nobody does is compare it against 100 other brands at once, and cross-reference every ad against the brand's organic Instagram performance at the same time.

That's what this update makes possible.

We've connected the Meta Ad Library to the database and built two views that run the comparison automatically. v_ad_efficiency calculates an ad_inefficiency_ratio per brand: how much paid reach a brand buys relative to its organic engagement. A brand spending heavily on ads while its Instagram posts barely get traction tells a different story than one running minimal paid media with strong organic numbers. Both are visible now, side by side, for every tracked brand.

The demographic layer adds another dimension. v_meta_ad_demographics breaks down each brand's ad reach by country, with a male and female split per market. A brand running ads across Germany, Netherlands, and Belgium where 74% of the reach lands with women, while their entire product positioning targets male collectors. That's a signal. The algorithm decided the audience. The brand may not have noticed. The database did.

One more field worth mentioning: ai_product_ref. The enrichment pipeline reads each ad creative and identifies which specific product is being promoted. When a brand starts pushing a product in paid media before it appears on their website, new_sku_detected fires. That's advance notice.

What's New

• Meta Ad Library connected — ad_count_30d, eu_total_reach, days_running, calc_reach_per_day, is_aaa_eligible per brand

• v_ad_efficiency view — cross-references paid reach against organic Instagram performance. Fields: ad_inefficiency_ratio, organic_efficiency_score, ig_avg_likes

• v_meta_ad_demographics — country-level breakdown with male_pct, female_pct, country_share_pct per brand per market

• AI enrichment on ad creative — ai_ad_strategy, ai_product_ref, ai_language extracted from every ad automatically

• new_sku_detected flag — fires when a product appears in paid media before organic announcement

• YouTube comments ingested — comment_analysis JSONB field now populated on all reviews. Full analysis comes next month

Other Updates

• v_sales_ig_conversion connects Instagram post performance to product focus and post type per brand

• publisher_platform tracks whether ads run on Instagram, Facebook, or both

• AAA location targeting segmentation available via is_aaa_eligible filter

Fixes

• Fixed reach figures not updating for ads extending beyond initial end date

• Resolved missing country data for brands with EU-wide targeting

• Corrected calc_reach_per_day for ads with gaps in running dates

• Fixed new_sku_detected false positives on retargeting ads for existing products