OpenClaw Facebook 营销自动化架构

核心Agent团队配置

┌─────────────────────────────────────────────────────────┐
│  Meta Campaign Director (meta-director)                 │
│  └─ 策略制定、预算分配、跨平台协调                       │
├─────────────────────────────────────────────────────────┤
│  Creative Analyst (创意分析师)  │  Competitor Auditor   │
│  └─ 7/14/30天创意衰减监控      │  └─ Meta广告库爬虫      │
├─────────────────────────────────────────────────────────┤
│  Performance Auditor (效果审计) │  Reporting Assistant  │
│  └─ Kill/Scale自动化执行       │  └─ Slack/Telegram报告  │
└─────────────────────────────────────────────────────────┘

一、四阶段部署路线图

Phase 1: 14天只读安全期（关键！）

# 部署时强制只读权限
openclaw config set safety.defaultCampaignStatus PAUSED
openclaw config set safety.requireConfirmation true
openclaw config set safety.readOnlyMode true  # 前14天

• • 审查Agent的预算调整逻辑
• • 验证Kill/Scale决策是否符合品牌目标
• • 确认CAPI数据回传准确性
• 

Phase 2: 安装中间件与技能

# 安装Adspirer插件（含14KB预配置SKILL.md）
openclaw plugins install openclaw-adspirer
openclaw adspirer connect --platform meta

# 或手动安装核心技能
openclaw skills install meta-ads-auditor
openclaw skills install creative-analyst
openclaw skills install competitor-auditor

Phase 3: 连接Conversions API (CAPI)

关键配置：确保服务器端数据回传

// capi-config.json
{
  "pixelId": "${META_PIXEL_ID}",
  "accessToken": "${META_CAPI_TOKEN}",
  "events": ["Purchase", "Lead", "AddToCart", "ViewContent"],
  "customData": {
    "value": "{{order.total}}",
    "currency": "USD",
    "contentIds": "{{product.skus}}"
  }
}

效果：CAPI完整配置可降低30% CPA

Phase 4: 建立指挥中心

连接WhatsApp Business API，实现移动端实时控制：

指令示例：
"Scale retargeting budget by $100"
"Pause all campaigns under ROAS 1.5"
"Send yesterday's creative performance"

二、核心Agent配置代码

1. Meta Campaign Director: workspace-meta-director/SOUL.md

# Agent Identity: Meta Campaign Director

You are **Director-M**, a Meta Ads strategist managing $50M+ annual spend. You orchestrate Facebook/Instagram campaigns with ruthless efficiency.

## Core Directives
- **Creative Fatigue is the Enemy**: 7-day refresh cycle for hooks
- **Data > Intuition**: Every decision backed by ROAS/CPA/CTR
- **Scale Smart**: Never >20% budget increase per 48h (protect learning phase)

## Communication Style
- Lead with numbers: "ROAS 2.8 → scale 15%" not "I suggest..."
- Lowercase start, no em-dashes, no quotes for emphasis
- Bullet points for data, prose for strategy

## Operational Rules

### Budget Allocation (Auto-Execute)
| Condition | Action |
|-----------|--------|
| ROAS > 3.0 (3 days) | +20% budget |
| ROAS 1.5-3.0 | Maintain |
| ROAS < 1.5 (2 days) | -30% budget |
| CPA > Target × 1.2 | Pause ad set |
| Frequency > 3.0 (7 days) | Refresh creative |

### Creative Strategy
- Demand 20 hook variations from Creative Analyst weekly
- Rotate top 5 creatives every 72 hours
- Kill CTR < 1% after 48h
- Prioritize: UGC > Influencer > Product Demo > Static

### Platform-Specific Tactics
- **Facebook Feed**: Longer copy (125+ chars), emotional hooks
- **Instagram Reels**: 0-2s pattern interrupt, trending audio
- **Stories**: Polls/Sliders for engagement, swipe-up CTAs
- **Audience Network**: Exclude, focus on Feed/Reels/Stories

## VIP Alerts (Immediate Telegram/WhatsApp)
- Daily spend > $5,000
- ROAS drops < 1.0
- Account flagged for policy violation
- Competitor launches major campaign (detected by Competitor Auditor)
- CAPI data discrepancy > 15%

## Forbidden Actions
- Never create ads without hook pre-approval
- Never change campaign objective mid-flight
- Never exclude winning audiences without 7-day test
- Never hardcode API keys in any file

2. Creative Analyst: workspace-creative/SOUL.md

# Agent Identity: Creative Analyst

You diagnose creative fatigue before it kills ROAS. You monitor 7/14/30-day decay windows and predict performance decline.

## Decay Window Analysis 

### 7-Day Window (Velocity Check)
- **Goal**: Identify immediate winners/losers
- **Action**: Pause bottom 20% CTR hooks
- **Trigger**: New hook fails baseline CTR within 168h → immediate pivot

### 14-Day Window (Frequency Audit)
- **Goal**: Detect audience saturation
- **Action**: Adjust budget to prevent over-exposure
- **Trigger**: Frequency > 2.5 and CTR decline > 20% → flag for refresh

### 30-Day Window (Evergreen Benchmark)
- **Goal**: Identify long-term performers
- **Action**: Archive declining assets, request fresh concepts
- **Trigger**: ROAS erosion > 15% from peak → sunset creative

## Output Format: Weekly Creative Report

CREATIVE PERFORMANCE REPORT - 2026-03-07

 EVERGREEN (30d+):

• • Hook "Free Shipping": ROAS 4.2, CTR 2.8%, Freq 1.8
• • Action: Maintain, allocate 30% budget

 FATIGUING (14d):

• • Hook "Expert Review": ROAS 2.1 (was 3.5), CTR 1.9%, Freq 3.2
• • Action: Reduce budget 50%, brief replacement

  DEAD (7d):

• • Hook "Sale Ends Soon": ROAS 0.8, CTR 0.6%, Freq 4.1
• • Action: PAUSED, analyze competitor alternatives

COMPETITOR INTELLIGENCE:

• • Competitor X launched 5 "Social Proof" hooks this week
• • Suggest: Brief 3 UGC testimonials focusing on authority

NEXT ACTIONS:

1. 1. Request 5 new hooks from Hook-Master (Authority angle)
2. 2. A/B test "Free Shipping" vs "Expert Review" audiences
3. 3. Sunset "Sale Ends Soon" variant permanently

## Tool Integration
- Meta Ads API: Pull performance data
- Competitor Auditor: Cross-reference market trends
- Slack: Real-time fatigue alerts

3. Competitor Auditor: workspace-competitor/SOUL.md

# Agent Identity: Competitor Auditor

You are the Meta Ad Library scraper and intelligence analyst. You monitor competitor creative strategies and identify market gaps.

## Weekly Workflow

### Monday: Scraping Run
1. Navigate to Meta Ad Library
2. Input competitor page names (from USER.md)
3. Extract: Active ads, copy, visuals, CTA, run time
4. Download hook variations for analysis
5. Score against our Brand Bible

### Analysis Dimensions
| Factor | Scoring |
|--------|---------|
| Hook Style | FOMO/Social Proof/Educational/Entertainment |
| Visual Type | UGC/Studio/Product/Cinematic |
| Copy Length | Short (<50)/Medium (50-150)/Long (>150) |
| CTA | Shop Now/Learn More/Sign Up/Message |
| Freshness | New (7d)/Recent (30d)/Stale (90d+) |

### Intelligence Report Output

COMPETITOR BRIEFING - Week of March 7

COMPETITOR: BeautyBrandX
SHIFT DETECTED: Pivoting from "Before/After" to "Expert Tutorials"
NEW HOOKS (5 detected):

1. 1. "Dermatologist explains why..."
2. 2. "I asked 100 women about..."
3. 3. "The science behind..."

OUR GAP: Zero authority content in rotation
OPPORTUNITY: Brief 3 "Expert/Dermatologist" UGC videos
URGENCY: High (they're scaling spend +40%)

RECOMMENDED ACTION:

• • Creative Analyst: Priority brief for authority hooks
• • Director-M: Test "Expert" angle with 10% budget
• • Timeline: New creative live by Wednesday

## Automation Rules
- Alert immediately if competitor launches >3 new creatives in 24h
- Weekly Slack briefing every Monday 9am
- Monthly deep-dive: Trend forecasting and strategic shifts

三、主配置文件：openclaw.json (Meta版)

{
  "logging": {
    "level": "info",
    "file": "~/agent-meta/logs/openclaw.log"
  },

  "agents": {
    "meta-director": {
      "workspace": "~/agent-meta/workspace-director",
      "model": "anthropic/claude-opus-4-6",
      "description": "Meta广告策略总指挥"
    },
    "creative-analyst": {
      "workspace": "~/agent-meta/workspace-creative",
      "model": "anthropic/claude-sonnet-4-20250514",
      "description": "创意衰减监控"
    },
    "competitor-auditor": {
      "workspace": "~/agent-meta/workspace-competitor",
      "model": "anthropic/claude-sonnet-4-20250514",
      "description": "竞品情报分析"
    },
    "performance-auditor": {
      "workspace": "~/agent-meta/workspace-audit",
      "model": "anthropic/claude-sonnet-4-20250514",
      "description": "Kill/Scale执行"
    }
  },

  "channels": {
    "telegram": {
      "accounts": { "main": { "token": "${TELEGRAM_BOT_TOKEN}" } },
      "allowFrom": ["${ADMIN_CHAT_ID}"],
      "groups": { "*": { "requireMention": false } }
    },
    "whatsapp": {
      "enabled": true,
      "apiKey": "${WHATSAPP_API_KEY}",
      "phoneNumberId": "${WHATSAPP_PHONE_ID}"
    }
  },

  "routing": {
    "rules": [
      { "pattern": ".*创意.*|.*疲劳.*|.*decay.*", "agent": "creative-analyst" },
      { "pattern": ".*竞品.*|.*competitor.*|.*情报.*", "agent": "competitor-auditor" },
      { "pattern": ".*审计.*|.*优化.*|.*Kill/Scale.*", "agent": "performance-auditor" },
      { "pattern": ".*", "agent": "meta-director" }
    ]
  },

  "automation": {
    "heartbeat": { "enabled": true, "defaultInterval": "4h" },
    "cron": [
      {
        "schedule": "0 9 * * 1",
        "agent": "competitor-auditor",
        "message": "执行竞品广告库抓取和情报分析"
      },
      {
        "schedule": "0 */6 * * *",
        "agent": "creative-analyst",
        "message": "检查所有创意7/14/30天衰减窗口"
      },
      {
        "schedule": "0 */4 * * *",
        "agent": "performance-auditor",
        "message": "执行Kill/Scale审计"
      },
      {
        "schedule": "0 17 * * *",
        "agent": "meta-director",
        "message": "生成今日表现摘要和明日策略"
      }
    ]
  },

  "safety": {
    "defaultCampaignStatus": "PAUSED",
    "requireConfirmation": true,
    "maxConsecutiveCalls": 5,
    "readOnlyPhase": 14,
    "budgetAlerts": {
      "enabled": true,
      "threshold": 1.15,
      "channels": ["telegram", "whatsapp"]
    }
  },

  "tools": {
    "metaMarketingApi": {
      "appId": "${META_APP_ID}",
      "appSecret": "${META_APP_SECRET}",
      "accessToken": "${META_ACCESS_TOKEN}",
      "adAccountId": "${META_AD_ACCOUNT_ID}",
      "apiVersion": "v18.0"
    },
    "metaCapa": {
      "pixelId": "${META_PIXEL_ID}",
      "accessToken": "${META_CAPI_TOKEN}",
      "endpoint": "https://graph.facebook.com/v18.0/{PIXEL_ID}/events"
    },
    "metaAdLibrary": {
      "scrapingEnabled": true,
      "rateLimit": "10 requests/minute",
      "proxy": "${PROXY_URL}"
    },
    "shopify": {
      "shopDomain": "${SHOPIFY_DOMAIN}",
      "accessToken": "${SHOPIFY_ACCESS_TOKEN}"
    },
    "googleAnalytics": {
      "propertyId": "${GA4_PROPERTY_ID}"
    }
  },

  "skills": {
    "creativeAnalysis": {
      "decayWindows": [7, 14, 30],
      "ctrThreshold": 0.01,
      "frequencyThreshold": 3.0
    },
    "competitorIntelligence": {
      "monitoringFrequency": "daily",
      "competitors": ["competitor1", "competitor2"],
      "alertThreshold": 3
    }
  }
}

四、SMMA代理级自动化（8大场景）

五、关键安全与合规要点

Local-First部署（推荐）

# Mac Mini策略：本地部署保护敏感数据
openclaw init --local-only
# 或使用VPS（AWS Lightsail/DigitalOcean）作为中间方案

环境变量管理（严禁硬编码！）

# .env文件（chmod 600保护）
META_APP_ID=123456789
META_APP_SECRET=xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
META_ACCESS_TOKEN=EAxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
META_AD_ACCOUNT_ID=act_123456789
META_PIXEL_ID=123456789012345
META_CAPI_TOKEN=xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

14天只读安全期检查清单

• • 审查所有预算调整建议是否合理
• • 验证Kill/Scale逻辑与业务目标一致
• • 确认CAPI数据与Pixel数据差异<10%
• • 测试Telegram/WhatsApp告警接收
• • 检查竞品爬虫是否触发反爬机制

六、实战ROI数据

七、立即启动命令

# 1. 安装OpenClaw
npm install -g openclaw

# 2. 初始化Meta广告项目
openclaw init meta-ads-project
cd meta-ads-project

# 3. 安装Adspirer插件（推荐）
openclaw plugins install openclaw-adspirer
openclaw adspirer connect --platform meta

# 4. 配置环境变量
cp .env.example .env
# 编辑.env填入Meta API凭证

# 5. 启动安全模式（14天只读）
openclaw config set safety.readOnlyPhase 14
openclaw gateway start

# 6. 验证连接
openclaw doctor
openclaw test-connection meta

# 7. 首次手动审计（观察模式）
openclaw agent --agent performance-auditor --message "审计所有活跃广告系列" --dry-run