Content
# Coupler.io AI Agent Skills for Business Analytics
Ready-to-use AI agent skills for marketing, PPC, sales, finance, ecommerce, and business reporting. Coupler.io skills give AI assistants repeatable analytics workflows backed by live data from your Coupler.io workspace through the Coupler.io MCP server. Use them to analyze campaign performance, sales pipelines, financial metrics, ecommerce data, generate reports, investigate anomalies, and turn business data into actionable insights.
## Contents
- [What can you do](#what-can-you-do-with-couplerio-skills)
- [Quick start](#quick-start)
- [Skills library](#skills-library)
- [Marketing & PPC](#marketing--ppc)
- [Sales](#sales)
- [Finance](#finance)
- [Ecommerce](#ecommerce)
- [Capabilities](#capabilities)
- [Utilities](#utilities)
- [Example questions](#example-questions)
- [How Coupler.io skills work](#how-couplerio-skills-work)
- [Installation](#installation)
- [Coupler.io MCP](#couplerio-mcp-tools)
- [Skill frontmatter](#skill-frontmatter)
- [Contributing](#contributing-and-development)
## What can you do with Coupler.io skills?
Use AI agent skills to:
- Analyze marketing performance across Google Ads, Meta Ads, TikTok Ads, Microsoft Ads, LinkedIn Ads, Amazon Ads, and other channels
- Find wasted PPC spend and opportunities to scale campaigns
- Review sales pipelines, win rates, deal velocity, and rep performance
- Analyze P&L, MRR, ARR, cash runway, and financial performance
- Measure ecommerce conversion, AOV, retention, and repeat purchases
- Generate structured business reports with validated metrics
- Investigate anomalies and explain changes in business KPIs
- Create and configure Coupler.io dataflows through AI
## Quick start
Add the Coupler.io skills marketplace:
```
/plugin marketplace add coupler-io/skills
```
Then install the skill set you need:
```
/plugin install coupler-marketing-ads@coupler-io-skills
/plugin install coupler-finance@coupler-io-skills
/plugin install coupler-sales@coupler-io-skills
/plugin install coupler-ecommerce@coupler-io-skills
```
Install only what you need. Every skill's description stays in context for the whole session, so a plugin costs tokens in proportion to how many skills it carries. See [Installation](#installation) for the full plugin list, team setup, and manual install.
You also need a [Coupler.io](https://coupler.io) account with the MCP server connected, so the skills have live data to work against.
## Skills library
Skills are organized by business function - Finance, Sales, Ecommerce, and Marketing & Ads - with additional shared capabilities and utilities.
### Marketing & PPC
| Skill | What it does |
| --- | --- |
| [**marketing-analytics**](marketing-and-ads/marketing-analytics/SKILL.md) | Marketing performance — campaign analysis, cross-channel comparison, anomaly detection. Covers paid, organic, email, and social. |
| [**ppc-analytics**](marketing-and-ads/ppc-analytics/SKILL.md) | Paid-ads (PPC) performance — per-platform funnel traces, efficiency-first comparison (ranked on CPA/ROAS), budget pacing, ad-fatigue checks, and honest attribution (never blends conversions across platforms; offers an independent-source cross-check and blended CAC). Facebook + Google Ads first-class. |
#### Google Ads deep dives
Eight Google-Ads-only skills in `marketing-and-ads/google-ads/`. Each one owns a single question and hands off to the others rather than duplicating them — `ppc-analytics` stays the cross-platform paid view. When a request needs a field no packaged report type carries, they route to `capability/google-ads-custom-gaql`.
| Skill | What it does |
| --- | --- |
| [**google-ads-performance-review**](marketing-and-ads/google-ads/google-ads-performance-review/SKILL.md) | The baseline read — what changed in the account and why. Period comparison, cost-per-lead moves, impression-share loss. Run this before deciding anything else. |
| [**google-ads-waste-and-scale**](marketing-and-ads/google-ads/google-ads-waste-and-scale/SKILL.md) | The cutting view — search-term waste, negative-keyword candidates, what to pause, and a budget-neutral reallocation proposal. |
| [**google-ads-keyword-and-quality-score-analysis**](marketing-and-ads/google-ads/google-ads-keyword-and-quality-score-analysis/SKILL.md) | The earning view — which keywords deserve more money, which overcharge for the same clicks, match-type and quality-score diagnosis. |
| [**google-ads-budget-pacing**](marketing-and-ads/google-ads/google-ads-budget-pacing/SKILL.md) | Month-end arithmetic — on-track or overspending, daily target, which campaigns are budget-capped, and whether more budget would do anything. |
| [**google-ads-conversion-tracking-audit**](marketing-and-ads/google-ads/google-ads-conversion-tracking-audit/SKILL.md) | Whether the conversion numbers can be trusted at all — double-counting, Analytics disagreement, untracked spend. Run before any cost or return conclusion. |
| [**google-ads-settings-audit**](marketing-and-ads/google-ads/google-ads-settings-audit/SKILL.md) | Account configuration priced in the spend flowing through it — search partners, Display expansion, location intent, auto-apply, ad rotation, conversion windows, bid strategies. |
| [**google-ads-pmax-transparency**](marketing-and-ads/google-ads/google-ads-pmax-transparency/SKILL.md) | Opening the Performance Max black box — Shopping cannibalisation, brand-traffic buying, asset-group performance. |
| [**google-ads-client-report**](marketing-and-ads/google-ads/google-ads-client-report/SKILL.md) | The monthly client write-up — what to say, how to present a missed target. Built only when asked. |
#### TikTok Ads deep dives
Eleven TikTok-only skills in `marketing-and-ads/tiktok-ads/`. Same shape as the Google pack — each owns a single question and routes to its siblings rather than duplicating them, with `ppc-analytics` still the cross-platform paid view.
| Skill | What it does |
| --- | --- |
| [**tiktok-ads-performance-review**](marketing-and-ads/tiktok-ads/tiktok-ads-performance-review/SKILL.md) | The baseline read — what moved, which campaigns moved it, and how much of the change each one caused. Run this before deciding anything else. |
| [**tiktok-ads-waste-and-scale**](marketing-and-ads/tiktok-ads/tiktok-ads-waste-and-scale/SKILL.md) | The cutting view — what to turn off and what to fund with the money, as one decision rather than two. |
| [**tiktok-ads-creative-analysis**](marketing-and-ads/tiktok-ads/tiktok-ads-creative-analysis/SKILL.md) | Which videos earn their spend, where the losing ones lose people, and what the next round should be. |
| [**tiktok-ads-creative-fatigue-and-velocity**](marketing-and-ads/tiktok-ads/tiktok-ads-creative-fatigue-and-velocity/SKILL.md) | Which videos are dying, how long they have left, and how many new ones a month the account needs to keep up. |
| [**tiktok-ads-audience-analysis**](marketing-and-ads/tiktok-ads/tiktok-ads-audience-analysis/SKILL.md) | Which audiences earn their spend — and whether targeting is doing any work the creative was not already doing. |
| [**tiktok-ads-budget-pacing**](marketing-and-ads/tiktok-ads/tiktok-ads-budget-pacing/SKILL.md) | Where the month ends if nothing changes, the daily spend to land on plan, and which ad groups will not take more money. |
| [**tiktok-ads-pixel-and-attribution-audit**](marketing-and-ads/tiktok-ads/tiktok-ads-pixel-and-attribution-audit/SKILL.md) | Whether the conversion numbers can be trusted before you move budget on them. Run before any cost or return conclusion. |
| [**tiktok-ads-structure-and-learning-review**](marketing-and-ads/tiktok-ads/tiktok-ads-structure-and-learning-review/SKILL.md) | Whether the account is split into more ad groups than its budget can feed, priced in what that costs in delivery. |
| [**tiktok-ads-placement-geo-and-device**](marketing-and-ads/tiktok-ads/tiktok-ads-placement-geo-and-device/SKILL.md) | Where and when the money actually goes, and what each of those places is worth. |
| [**tiktok-ads-gmv-max-and-shop-review**](marketing-and-ads/tiktok-ads/tiktok-ads-gmv-max-and-shop-review/SKILL.md) | What GMV Max is actually buying, whether it cannibalises campaigns already making those sales, and which products carry it. |
| [**tiktok-ads-client-report**](marketing-and-ads/tiktok-ads/tiktok-ads-client-report/SKILL.md) | The monthly client write-up — the kind that survives being questioned. Built only when asked. |
#### Meta / Facebook Ads deep dives
Eleven Meta-only skills in `marketing-and-ads/facebook-ads/`. Same shape as the Google pack — each owns a single question and routes to its siblings rather than duplicating them, with `ppc-analytics` still the cross-platform paid view.
| Skill | What it does |
| --- | --- |
| [**facebook-ads-performance-review**](marketing-and-ads/facebook-ads/facebook-ads-performance-review/SKILL.md) | The baseline read — what moved this period and which campaigns moved it. Cost decomposed into CPM, CTR and conversion rate. Run this before deciding anything else. |
| [**facebook-ads-waste-and-scale**](marketing-and-ads/facebook-ads/facebook-ads-waste-and-scale/SKILL.md) | The cutting view — ad sets spending without results, creative past its fatigue threshold, each cut paired with where the money should go instead. |
| [**facebook-ads-creative-analysis**](marketing-and-ads/facebook-ads/facebook-ads-creative-analysis/SKILL.md) | Which ads win and why — thumbstop and hook rate, what the winners have in common, and the brief for the next production round. |
| [**facebook-ads-creative-fatigue**](marketing-and-ads/facebook-ads/facebook-ads-creative-fatigue/SKILL.md) | How long the winners have left — CTR decay against first-week baseline, CPM drift, a refresh queue ranked by spend at risk, and monthly creative volume needed. |
| [**facebook-ads-audience-analysis**](marketing-and-ads/facebook-ads/facebook-ads-audience-analysis/SKILL.md) | Which audiences earn their spend — lookalike vs interest vs broad vs retargeting, saturation as audiences age, and who is being paid for twice. |
| [**facebook-ads-budget-pacing**](marketing-and-ads/facebook-ads/facebook-ads-budget-pacing/SKILL.md) | Month-end arithmetic — on-track or overspending, required daily spend, which ad sets are capped, and whether more budget would do anything. |
| [**facebook-ads-pixel-and-attribution-audit**](marketing-and-ads/facebook-ads/facebook-ads-pixel-and-attribution-audit/SKILL.md) | Whether the conversion numbers can be trusted — pixel and CAPI coverage, deduplication, view-through share, the platform-vs-store gap. Run before any cost or return conclusion. |
| [**facebook-ads-settings-audit**](marketing-and-ads/facebook-ads/facebook-ads-settings-audit/SKILL.md) | Configuration priced in the spend flowing through it — optimisation goals, bid strategy, Advantage+ and expansion toggles, attribution setting. Most of these default in Meta's favour. |
| [**facebook-ads-structure-and-learning-review**](marketing-and-ads/facebook-ads/facebook-ads-structure-and-learning-review/SKILL.md) | How the account is organised and what that costs in learning — ad sets stuck below event volume, fragmentation, audience overlap, consolidation with the spend affected. |
| [**facebook-ads-placement-geo-and-device**](marketing-and-ads/facebook-ads/facebook-ads-placement-geo-and-device/SKILL.md) | Where the budget actually goes — Feed vs Reels vs Stories vs Audience Network, region, device and delivery hour, each with what it is worth. |
| [**facebook-ads-client-report**](marketing-and-ads/facebook-ads/facebook-ads-client-report/SKILL.md) | The monthly client write-up — KPIs against goal, creative winners, the attribution caveat stated once and plainly. Built only when asked. |
#### Microsoft Ads deep dives
Eleven Microsoft Ads (Bing) skills in `marketing-and-ads/microsoft-ads/`. Same shape as the Google pack, with triggers anchored to Microsoft, Bing and UET so the two packs don't collide. Adds what Microsoft carries and Google doesn't: share of voice with click share, LinkedIn profile targeting (company, industry, job function), and the negative keyword conflict report.
| Skill | What it does |
| --- | --- |
| [**microsoft-ads-performance-review**](marketing-and-ads/microsoft-ads/microsoft-ads-performance-review/SKILL.md) | The Microsoft Ads baseline read — what the account did, why it changed, the demand it is missing, and what to do, with a number on each. |
| [**microsoft-ads-budget-pacing**](marketing-and-ads/microsoft-ads/microsoft-ads-budget-pacing/SKILL.md) | Where Microsoft Ads spend lands by month end, which campaigns are capped by budget, and whether more money would buy anything. |
| [**microsoft-ads-waste-and-scale**](marketing-and-ads/microsoft-ads/microsoft-ads-waste-and-scale/SKILL.md) | Finds Microsoft Ads spend past the point of being early with nothing to show, builds safe negatives, and moves the money to capped campaigns. |
| [**microsoft-ads-conversion-tracking-audit**](marketing-and-ads/microsoft-ads/microsoft-ads-conversion-tracking-audit/SKILL.md) | Whether Microsoft Ads conversions can be trusted — goals counting, double counts, untracked spend, dated breaks — before anyone moves money. |
| [**microsoft-ads-keyword-and-quality-score-analysis**](marketing-and-ads/microsoft-ads/microsoft-ads-keyword-and-quality-score-analysis/SKILL.md) | Which Microsoft Ads keywords earn their money, quality weighted by spend, which part of quality is failing, and what low quality costs. |
| [**microsoft-ads-settings-audit**](marketing-and-ads/microsoft-ads/microsoft-ads-settings-audit/SKILL.md) | Prices every Microsoft Ads setting that costs money — syndication, location intent, audience setting, bid strategies, Google Import overwrites. |
| [**microsoft-ads-audience-analysis**](marketing-and-ads/microsoft-ads/microsoft-ads-audience-analysis/SKILL.md) | Which Microsoft Ads audiences earn their spend — lists, age and gender, and LinkedIn profile cuts by industry and job function — with bid adjustments. |
| [**microsoft-ads-geo-device-and-dayparting**](marketing-and-ads/microsoft-ads/microsoft-ads-geo-device-and-dayparting/SKILL.md) | Where, on what device and at what hour Microsoft Ads spend earns — share of spend against share of results, with adjustments sized. |
| [**microsoft-ads-competitive-position**](marketing-and-ads/microsoft-ads/microsoft-ads-competitive-position/SKILL.md) | The Microsoft Ads account's position in the auction — share won, lost to budget or rank, top of page, click share — and where to defend. |
| [**microsoft-ads-shopping-and-product-performance**](marketing-and-ads/microsoft-ads/microsoft-ads-shopping-and-product-performance/SKILL.md) | Which products Microsoft Shopping makes money on, which spend without selling or never serve, and how to restructure the product groups. |
| [**microsoft-ads-client-report**](marketing-and-ads/microsoft-ads/microsoft-ads-client-report/SKILL.md) | The monthly Microsoft Ads report a client can read — scored against agreed targets, misses explained honestly, next month's plan attached. |
#### LinkedIn Ads deep dives
Ten LinkedIn-only skills in `marketing-and-ads/linkedin-ads/`. Member demographics and country/region come from single-dimension ad analytics (one member dimension per source, not crossable with campaign), and there's no hourly split, so there's no separate audience or dayparting skill. Adds a native lead gen form skill instead.
| Skill | What it does |
| --- | --- |
| [**linkedin-ads-performance-review**](marketing-and-ads/linkedin-ads/linkedin-ads-performance-review/SKILL.md) | The LinkedIn Ads baseline read — what the account did, why it changed, reach and frequency, and what to do, with a number on each. |
| [**linkedin-ads-budget-pacing**](marketing-and-ads/linkedin-ads/linkedin-ads-budget-pacing/SKILL.md) | Where LinkedIn Ads spend lands by month end, which campaigns spend their full budget, and why the underspenders can't spend. |
| [**linkedin-ads-waste-and-scale**](marketing-and-ads/linkedin-ads/linkedin-ads-waste-and-scale/SKILL.md) | Finds LinkedIn Ads spend past the point of being early with nothing to show — campaigns, creatives, Audience Network, saturation — and moves it. |
| [**linkedin-ads-conversion-tracking-audit**](marketing-and-ads/linkedin-ads/linkedin-ads-conversion-tracking-audit/SKILL.md) | Whether LinkedIn Ads conversions can be trusted — rules, attribution overcount, view-through share, untracked spend, dated breaks. |
| [**linkedin-ads-lead-gen-form-performance**](marketing-and-ads/linkedin-ads/linkedin-ads-lead-gen-form-performance/SKILL.md) | Which LinkedIn lead gen forms earn their leads — cost per lead, form completion, and who the leads are from their own answers, never as individuals. |
| [**linkedin-ads-creative-analysis**](marketing-and-ads/linkedin-ads/linkedin-ads-creative-analysis/SKILL.md) | Which LinkedIn Ads creatives win within their own format, what winners share, and a brief for the next round. |
| [**linkedin-ads-creative-fatigue**](marketing-and-ads/linkedin-ads/linkedin-ads-creative-fatigue/SKILL.md) | Which LinkedIn Ads creatives are wearing out, roughly how long each has left, whether it's the audience, and how many new creatives a month. |
| [**linkedin-ads-placement-and-device**](marketing-and-ads/linkedin-ads/linkedin-ads-placement-and-device/SKILL.md) | What LinkedIn Ads spend earns on LinkedIn against the Audience Network, by placement and device, with what to switch off. |
| [**linkedin-ads-settings-and-structure-audit**](marketing-and-ads/linkedin-ads/linkedin-ads-settings-and-structure-audit/SKILL.md) | Prices every LinkedIn Ads setting and structural choice costing money — objectives, bids, Audience Network, expansion, overlapping campaigns. |
| [**linkedin-ads-client-report**](marketing-and-ads/linkedin-ads/linkedin-ads-client-report/SKILL.md) | The monthly LinkedIn Ads report a client can read — scored against agreed targets, misses explained honestly, next month's plan attached. |
#### Amazon Ads deep dives
Ten Amazon-only skills in `marketing-and-ads/amazon-ads/`, built on the standard Amazon Ads connector, with extra coverage from Amazon Ads (Unified) where that connector is enabled on the account. Every run declares one sales basis (ACOS or ROAS, one attribution window) and never totals marketplaces in different currencies.
| Skill | What it does |
| --- | --- |
| [**amazon-ads-performance-review**](marketing-and-ads/amazon-ads/amazon-ads-performance-review/SKILL.md) | The Amazon Ads baseline read — what the account did, why ACOS moved, split by ad product, and what to do, with a number on each. |
| [**amazon-ads-budget-pacing**](marketing-and-ads/amazon-ads/amazon-ads-budget-pacing/SKILL.md) | Where Amazon Ads spend lands by month end, which campaigns run out of budget early, portfolio caps, and whether more money would pay back. |
| [**amazon-ads-waste-and-scale**](marketing-and-ads/amazon-ads/amazon-ads-waste-and-scale/SKILL.md) | Finds Amazon search terms and product matches spending without selling, builds safe negatives, harvests winners, and moves the money. |
| [**amazon-ads-targeting-analysis**](marketing-and-ads/amazon-ads/amazon-ads-targeting-analysis/SKILL.md) | Which Amazon keywords and product targets earn, what each should bid from its own revenue per click, and how match types and auto groups compare. |
| [**amazon-ads-placement-and-search-share**](marketing-and-ads/amazon-ads/amazon-ads-placement-and-search-share/SKILL.md) | Where on Amazon the ads earn — top of search, rest of search, product pages — placement adjustments sized, and top-of-search share. |
| [**amazon-ads-product-and-asin-performance**](marketing-and-ads/amazon-ads/amazon-ads-product-and-asin-performance/SKILL.md) | Which advertised Amazon products earn their spend, which spend without selling, what shoppers buy instead, and when it's the listing. |
| [**amazon-ads-new-to-brand-and-halo**](marketing-and-ads/amazon-ads/amazon-ads-new-to-brand-and-halo/SKILL.md) | What Amazon Sponsored Brands, Display, TV and DSP buy beyond ACOS — new-to-brand customers, halo sales, branded searches. |
| [**amazon-ads-attribution-and-metrics-audit**](marketing-and-ads/amazon-ads/amazon-ads-attribution-and-metrics-audit/SKILL.md) | Whether Amazon Ads sales and ACOS are comparable and trustworthy — windows, halo and views, currency, restatement, ad share of total sales. |
| [**amazon-ads-settings-and-structure-audit**](marketing-and-ads/amazon-ads/amazon-ads-settings-and-structure-audit/SKILL.md) | Prices every Amazon Ads setting and structural choice costing money — effective top-of-search bids, self-competition, brand mixing, crowded ad groups. |
| [**amazon-ads-client-report**](marketing-and-ads/amazon-ads/amazon-ads-client-report/SKILL.md) | The monthly Amazon Ads report a client can read — scored against agreed targets, misses explained honestly, next month's plan attached. |
#### SEO deep dives
Seven organic-search skills in `marketing-and-ads/seo/`, built on Google Search Console and GA4. Same shape as the ad packs — each owns a single question and routes to its siblings rather than duplicating them.
| Skill | What it does |
| --- | --- |
| [**gsc-search-opportunity-finder**](marketing-and-ads/seo/gsc-search-opportunity-finder/SKILL.md) | The earning view — queries ranking just off page one, pages seen but not clicked, and pages cannibalising each other for the same query, each with the action. |
| [**content-decay-detector**](marketing-and-ads/seo/content-decay-detector/SKILL.md) | Pages quietly losing organic traffic — whether it's a ranking slip or fewer people searching, and which are worth refreshing first. |
| [**gsc-ga4-landing-page-performance**](marketing-and-ads/seo/gsc-ga4-landing-page-performance/SKILL.md) | Search to outcome — search clicks and rankings next to engagement, conversions and revenue per landing page. Needs GSC and GA4. |
| [**gsc-country-device-performance**](marketing-and-ads/seo/gsc-country-device-performance/SKILL.md) | Where and on what — clicks, CTR and position by market and by device, against the site's own average. |
| [**branded-vs-nonbranded-search-split**](marketing-and-ads/seo/branded-vs-nonbranded-search-split/SKILL.md) | Whether search growth is new reach or just people who already know you — brand vs non-brand share, trend, and new non-brand queries. |
| [**new-page-indexation-tracker**](marketing-and-ads/seo/new-page-indexation-tracker/SKILL.md) | Whether new pages get seen — days from publish to first impression, first click and a settled ranking, and which pages went nowhere. |
| [**ai-traffic-vs-organic-report**](marketing-and-ads/seo/ai-traffic-vs-organic-report/SKILL.md) | Traffic from ChatGPT, Perplexity, Gemini and Claude against organic search — sessions, engagement, conversions, revenue. Measures referrals, not citations. GA4 only. |
### Sales
| Skill | What it does |
| --- | --- |
| [**sales-analytics**](sales/sales-analytics/SKILL.md) | Sales pipeline — win rates, velocity, cycle length, rep performance, stage conversion. Works with Salesforce, HubSpot, Pipedrive, Close, Zoho, and more. |
### Finance
| Skill | What it does |
| --- | --- |
| [**finance-analytics**](finance/finance-analytics/SKILL.md) | Financial performance — P&L review, MRR/ARR bridge, cash runway, cost-center investigation. Works with QuickBooks, Xero, NetSuite, Stripe, Sage, and more. |
### Ecommerce
| Skill | What it does |
| --- | --- |
| [**ecom-analytics**](ecommerce/ecom-analytics/SKILL.md) | E-commerce performance — funnel conversion, AOV, cohort retention, repeat purchase, anomaly detection. Works with Shopify, WooCommerce, GA4, Klaviyo, Stripe, and more. |
#### Shopify deep dives
Four Shopify-only skills in `ecommerce/shopify/`. Same shape as the ads packs — each owns a single question and routes to its siblings rather than duplicating them, with `ecom-analytics` still the cross-platform store view. They share their definitions deliberately: store performance is the baseline the others read against, and sell-through, inventory value and dead-stock cash live in one skill only.
| Skill | What it does |
| --- | --- |
| [**shopify-store-performance**](ecommerce/shopify/shopify-store-performance/SKILL.md) | The baseline read — the full sales ladder, orders, AOV, refunds vs returns, new vs returning, and which of the three drivers moved revenue. Run this before deciding anything else. |
| [**shopify-product-and-variant-sales**](ecommerce/shopify/shopify-product-and-variant-sales/SKILL.md) | Which products and variants earn their place — ranked by money and by margin on the right cost basis, with stock-out distortion flagged instead of buried. |
| [**shopify-inventory-and-stockout-risk**](ecommerce/shopify/shopify-inventory-and-stockout-risk/SKILL.md) | What runs out, when, what it costs, and the date you must order by — plus inventory value split four ways and the cash parked in dead stock. |
| [**shopify-repeat-purchase-and-retention**](ecommerce/shopify/shopify-repeat-purchase-and-retention/SKILL.md) | Which campaign and which first offer bought customers who came back — cohorts cut by UTM and discount status, with open cohorts excluded from every comparison. |
### Capabilities
Shared building blocks. Compose these with any domain skill above.
| Skill | What it does |
| --- | --- |
| [**get-started**](capability/get-started/SKILL.md) | Onboard a brand-new or empty workspace from zero to the user's own data in the chat — anchor on stated intent, route template-or-scratch, script the guided credential round-trip, build + run the first dataflow, then offer a refresh schedule. |
| [**create-dataflow**](capability/create-dataflow/SKILL.md) | Configure a Coupler.io dataflow end to end — pick an integration, attach a credential, wire source → destination, and trigger a run. |
| [**google-ads-custom-gaql**](capability/google-ads-custom-gaql/SKILL.md) | Build a Custom GAQL source when no packaged Google Ads report type carries the field — and name the packaged type when one does. Covers resource choice, date macros, and the raw column names and micros that come back. |
| [**generate-data-set-context**](capability/generate-data-set-context/SKILL.md) | Produce an AI-readable description for a dataset so future sessions inherit its schema context. |
| [**refine-prompt**](capability/refine-prompt/SKILL.md) | Sharpen a vague or underspecified analytics request into a detailed, actionable prompt — filling in time period, metrics, data sources, and output format — before analysis. |
| [**report-generation**](capability/report-generation/SKILL.md) | Industry-agnostic report formatter and validator. Turns analysis output into a structured TL;DR → Metrics → Context → Recommendations → Next Questions report, then runs a Phase 2 validation pass (arithmetic, units, claim-vs-data, logical gates). Compose with a domain skill for domain-flavored reports. |
### Utilities
| Skill | What it does |
| --- | --- |
| [**humanizer**](utilities/humanizer/SKILL.md) | Rewrites AI-generated text to remove detectable patterns and add human voice. Also available as the `/humanize` slash command. |
| [**coupler-live-artifact**](utilities/coupler-live-artifact/SKILL.md) | Builds a live Cowork artifact — a persistent, re-openable HTML widget backed by a Coupler.io dataflow that auto-refreshes (live dashboards, daily-check pages, data explorers). |
---
## Example questions
### Marketing & PPC
- Why did Google Ads ROAS decline last week?
- Which campaigns are wasting budget?
- Which Meta Ads creatives are showing signs of fatigue?
- Are we on track to spend our advertising budget this month?
### Sales
- What is our current pipeline coverage?
- Which stage has the biggest conversion drop?
- Which reps have the shortest sales cycles?
### Finance
- What changed in our P&L this month?
- How many months of cash runway do we have?
- Explain the movement in MRR versus last month.
### Ecommerce
- Which products contributed most to revenue growth?
- How has repeat purchase rate changed?
- Which customer cohorts have the strongest retention?
## How Coupler.io skills work
A skill is a reusable set of instructions that tells an AI agent how to perform a specific analytics task.
The skill uses Coupler.io MCP tools to discover datasets, inspect schemas, query live business data, and return a structured analysis.
Skills define **how to analyze** your data.
Coupler.io MCP provides **access to the data and tools** needed to perform the analysis.
---
## Installation
**From the marketplace** — add this repo as a plugin marketplace, then install the per-cluster plugin(s) you want:
```
/plugin marketplace add coupler-io/skills
/plugin install coupler-finance@coupler-io-skills
```
Each business function is its own plugin, so you install only what you need. Available plugins:
| Plugin | Skills it installs |
| --- | --- |
| `coupler-finance` | finance-analytics |
| `coupler-sales` | sales-analytics |
| `coupler-ecommerce` | ecom-analytics |
| `coupler-marketing-ads` | marketing-analytics, ppc-analytics, + the 8 Google Ads, 11 Meta / Facebook Ads, 11 TikTok Ads, 11 Microsoft Ads, 10 LinkedIn Ads and 10 Amazon Ads deep dives, + the 7 SEO skills |
| `coupler-capability` | get-started, create-dataflow, google-ads-custom-gaql, generate-data-set-context, refine-prompt, report-generation |
| `coupler-utilities` | coupler-live-artifact |
| `humanizer` | humanizer (+ `/humanize` command) |
Plugin skills are namespaced by their plugin, so they can be invoked explicitly as `/coupler-finance:finance-analytics`. Most of them are model-invoked too — Claude reaches for them when the request matches their description. If the install summary says `Run /reload-plugins to activate.`, run that.
**Install only the plugin you need.** Every skill's description stays in context for the whole session, so a plugin's cost scales with how many skills it carries. `coupler-marketing-ads` bundles 70 and adds roughly 13k tokens to every session; the single-skill plugins add a few hundred. Check any plugin before installing it:
```
claude plugin details coupler-marketing-ads@coupler-io-skills
```
**For a whole team** — register the marketplace in the repository's `.claude/settings.json` so collaborators get it once they trust the folder:
```json
{
"extraKnownMarketplaces": {
"coupler-io-skills": {
"source": {
"source": "github",
"repo": "coupler-io/skills"
}
}
}
}
```
This adds the marketplace, not the plugins. Each person still runs `/plugin install <plugin>@coupler-io-skills` to pick what they want. To pre-enable plugins as well, see [`enabledPlugins`](https://code.claude.com/docs/en/settings-reference#plugin-settings).
**Manual** — copy any skill folder (each contains a `SKILL.md`) into your project's `.claude/skills/` directory. Skills installed this way are not namespaced, and Claude activates them when the request matches their description.
---
## Coupler.io MCP tools
These are the tools the Coupler.io MCP server exposes. Skills use them automatically — you only need to know them if you are writing a new skill or calling tools directly.
### Skills
| Tool | Description |
| --- | --- |
| `list-skills` | Names + one-line descriptions of every available skill. Always the first call. |
| `get-skill` | Full procedure for a named skill. |
### Discovery
| Tool | Description |
| --- | --- |
| `list-templates` | Pre-built recipes filtered by source, metric, or category. Fastest path to skip manual setup. |
| `list-integrations` | Every integration the platform supports (400+). |
| `list-credentials` | What the user is already authorized for. |
| `list-datasets` | Every dataset across every dataflow. Use for full-picture browsing. |
| `search-datasets` | Narrows datasets by name, source, or free-text. Prefer over `list-datasets` when you have a keyword. |
### Inspection
| Tool | Description |
| --- | --- |
| `get-integration` | Parameters and auth shape for one integration. Required before configuring anything. |
| `get-integration-field-options` | Resolves dynamic dropdown values (e.g. Salesforce objects, Google Ads accounts). Call when `get-integration` flags `resolve_options_with_tool: true`. |
| `get-dataflow` | Current state of one dataflow — sources, destinations, schedule, last run. |
| `get-schema` | Column types and AI context for one dataset. Required before querying. |
| `get-data` | SQL against the dataset's `data` table. Start with `SELECT * FROM data LIMIT 5` to confirm shape. |
### Configuration
| Tool | Description |
| --- | --- |
| `create-dataflow` | Create a new empty dataflow. |
| `create-dataflow-from-template` | Create a fully configured dataflow from a template. Use when `list-templates` returns a match — skips manual assembly. |
| `create-dataflow-source` | Attach a source (Stripe, Postgres, …) to a dataflow. |
| `create-dataflow-destination` | Attach a destination (Sheets, BigQuery, Looker Studio, …) to a dataflow. |
| `update-dataflow-source` | Change source parameters; merges into existing config. |
| `update-dataflow-destination` | Change destination parameters. |
### Run & persist
| Tool | Description |
| --- | --- |
| `run-dataflow` | Kick off a refresh from the source. |
| `update-dataset` | Save a markdown description on a dataset so future sessions inherit it. |
> **Deprecated:** `list-dataflows` — replaced by `list-datasets`.
---
## Skill frontmatter
The [Agent Skills spec](https://agentskills.io/specification#frontmatter) allows only six top-level frontmatter keys — `name`, `description`, `license`, `compatibility`, `metadata`, `allowed-tools` — and a `SKILL.md` carrying anything else can be rejected outright. Claude Code's own [frontmatter reference](https://code.claude.com/docs/en/skills#frontmatter-reference) accepts considerably more (`when_to_use`, `model`, `effort`, `context`, `agent`, `argument-hint`, `disable-model-invocation`, `allowed-tools`, `disallowed-tools`, and others), but those are Claude-only extensions that other runtimes ignore. We target the portable six, so everything of ours lives under `metadata`:
```yaml
---
name: sales-analytics
description: Use this skill when the user wants to analyze sales pipeline, review win rates, … # for the agent: what it does and when to reach for it
metadata:
short_description: Pipeline health, win rates, sales velocity and rep performance, straight from your CRM. # for humans: one line, shown in the UI
category: sales
sources:
- Salesforce
---
```
`description` is the agent's routing signal, so it is long and stuffed with trigger phrases — unreadable in a skill catalog. `short_description` is the human-facing counterpart: one sentence, no "use this skill when", safe to render in a card or list. It is optional; consumers should fall back to a truncated `description` when it is absent.
`python .github/scripts/generate_skill_index.py --check` enforces the length limits:
| Field | Limit | Source |
| --- | --- | --- |
| `name` | 64 characters | [Spec](https://agentskills.io/specification#frontmatter). Renaming means renaming the folder too — the two must match. |
| `description` | 1024 characters | [Spec](https://agentskills.io/specification#frontmatter). |
| `metadata.short_description` | 200 characters | Ours. It renders in the UI, where anything longer than a sentence stops being scannable. |
Above 500 characters a `description` only earns a **warning** — it still passes. There is no consensus on the right length: [obra/superpowers](https://github.com/obra/superpowers) ships descriptions of 79–234 characters, while [coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills) runs 432–1014. The warning is a nudge to check the tail is still earning its context, not a rule — agents weigh the opening sentence most heavily.
Both descriptions land in `skills-index.json`, which is what the API and the MCP server read.
## Contributing and development
The machine-readable catalog is `skills-index.json`. **Do not edit it by hand** — it is generated from `SKILL.md` frontmatter. Change the skill files, then run `python .github/scripts/generate_skill_index.py`, or let the GitHub Action regenerate it on merge to `main`.
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