Brief the operator, not just the task

A concise ad brief should define the business result, operating scope, evidence, and exact authority before Claude selects tools.

Nine fields

Field	What to include
Outcome / conversion	The business result and conversion event that defines success.
Platforms	Named channels, or permission to recommend a mix.
Account / organization	Synter organization and exact platform account IDs; ask Synter to verify them.
Audience / geos	Who, where, exclusions, and first-party or signal inputs.
Budget / target	Daily or total ceiling plus target CPA, ROAS, or pacing requirement.
Offer / landing page	The offer, final URL, CTA, and message-match requirement.
Evidence / brand	Approved claims, source data, brand rules, policy constraints, and known unknowns.
Tracking state	Conversion event, GA4/pixel/CAPI status, and whether it has been verified.
Deliverable / authority	Report, draft, assets, or launch plan; read-only, recommend-only, draft-only, or a specifically approved write.

Strong example

Use /synter:launch to draft a US Google Search + LinkedIn campaign for qualified demo bookings. Organization: Acme North America; verify account IDs before planning. Audience: RevOps directors at 200–2,000 employee B2B SaaS companies; exclude customers and employees. Budget ceiling: $500/day total; target qualified-demo CPA under $250. Offer: 20-minute workflow audit at https://example.com/audit. Use only claims in the attached proof sheet and follow our brand guide; do not name competitors. The demo_booked conversion is configured in GA4 and both ad platforms but must be verified before launch. Deliverable: reviewable plan, forecast, creative needs, and preflight results. Authority: recommend and draft only—do not create, enable, upload, or change spend.

Weak example

Run some ads for us and optimize everything. Make the copy exciting and spend whatever works.

The weak brief has no conversion, account, audience, geography, budget ceiling, evidence, tracking state, deliverable, or authority boundary.

Choose a workflow

Use /synter:connect, /synter:audience, /synter:creative, /synter:launch, /synter:optimize, or /synter:report to make the intended workflow explicit.