Native vs official MCP
mureo native tools vs. official MCP providers (Google & Meta)
Section titled “mureo native tools vs. official MCP providers (Google & Meta)”Status: 2026-06-16. The official ad-platform MCPs are in beta and their tool surface changes over time — re-verify before relying on a specific capability. See also architecture.md and byod.md.
Summary
Section titled “Summary”mureo ships its own native tool families (Google Ads, Meta Ads, GA4, Search Console, Yahoo, LINE, Logly). The ad platforms now also publish official MCP servers, and mureo can install and register those as drivers. They are not mutually exclusive: mureo is the control plane, and an official MCP is a thin driver onto the platform’s own API.
The practical differences for Google and Meta:
| Google Ads | Meta Ads | |
|---|---|---|
| Official MCP | googleads/google-ads-mcp (pipx, ADC) | hosted https://mcp.facebook.com/ads (OAuth) |
| Official tool count | 3 — read-only | 29 — read + write |
| Official can mutate? | No | Yes (direct to live account, no undo/draft/confirm) |
| mureo native tool count | 82 | 88 |
| mureo native can mutate? | Yes | Yes |
| Safety (rollback, action_log, strategy gating) | native only | native only |
BYOD / mureo demo (CSV, no live API) | native only | native only |
Google Ads
Section titled “Google Ads”Official MCP — google-ads-official
Section titled “Official MCP — google-ads-official”- Package
googleads/google-ads-mcp, installed via pipx, ADC auth (GOOGLE_ADS_DEVELOPER_TOKEN+GOOGLE_APPLICATION_CREDENTIALS; optionalGOOGLE_ADS_LOGIN_CUSTOMER_IDfor MCC access). - Exposes 3 tools, all read-only:
search— run a read-only GAQL queryget_resource_metadata— schema/metadata for a resource typelist_accessible_customers— list accessible account IDs
- Cannot create or change anything. No campaign / ad group / ad / keyword / budget creation or edits, no status changes, no applying recommendations, no conversion setup.
mureo native — Google Ads (82 tools)
Section titled “mureo native — Google Ads (82 tools)”Full read and write, exposed as opinionated, task-level tools:
- Campaigns, ad groups, ads (incl. display + image upload)
- Keywords & negative keywords (add / pause / audit / suggest / dedupe)
- Budgets (get / update / create / reallocate / efficiency)
- Conversions (list / create / update / tag / performance)
- Search terms (report / analyze / review), sitelinks, callouts
- Recommendations (list / apply), auction insights, bid adjustments
- Device / location / schedule targeting, change history
- Performance analysis, cost-increase investigation, health checks, RSA asset audit
- B2B optimizations, landing-page & creative research
- Monitoring goals (delivery / CPA / CV / zero-conversions), screenshot capture
- Cross-cutting control plane: rollback plan/apply, action_log, STRATEGY/STATE awareness, learning insights
Google — what you can do in each
Section titled “Google — what you can do in each”| Capability | Official MCP | mureo native |
|---|---|---|
| Read performance data | Yes | Yes |
| Arbitrary raw GAQL query | Yes | Partial (via report tools, not free-form GAQL) |
| Create / update campaigns, ad groups, ads | No | Yes |
| Keyword & negative-keyword management | No | Yes |
| Budget create / update / reallocate | No | Yes |
| Conversion setup & tagging | No | Yes |
| Apply recommendations | No | Yes |
| Diagnosis / health checks / monitoring | No | Yes |
| Rollback / audit log / strategy gating | No | Yes |
Bottom line (Google): the official MCP is a read-only reporting window (useful if you want to write your own GAQL). Every operation — and all safety — comes from mureo native.
Meta Ads
Section titled “Meta Ads”Official MCP — meta-ads-official
Section titled “Official MCP — meta-ads-official”- Hosted at
https://mcp.facebook.com/ads(Meta Ads AI Connectors, open beta since 2026-04-29). Registered as a claude.ai connector via browser OAuth (Meta Business Login). It does not support dynamic client registration, so it cannot be added as a Claude Code user-scope server. - 29 tools, read + write, in five groups:
- Campaign management (5): create campaign / ad set / ad, update entity, activate entity
- Product catalog for commerce (10): catalogs, feeds, product sets, products, feed-quality diagnostics
- Accounts, pages & assets (3): account / entity / page lookups
- Datasets & tracking (4): Pixel & Conversions API diagnosis (event quality, stats, errors) — read-only
- Insights & performance (7): reporting, benchmarks, anomalies, trends, opportunity scoring
- Writes apply directly to the live account — no undo, no draft, no confirmation. Meta’s own mitigation advice: use read-only permission for the first few days, or set an account-level budget cap.
- Documented gaps (the official Meta MCP cannot): create audiences / custom / lookalikes; send Conversions API events (diagnosis only); create or retrieve lead forms & leads; set up A/B tests; automated rules; create creative assets (copy, images, carousels, collections, dynamic ads); Instagram-specific actions.
mureo native — Meta Ads (88 tools)
Section titled “mureo native — Meta Ads (88 tools)”Covers the same operational class as the official MCP plus every documented gap above:
- Campaigns, ad sets, ads (CRUD + pause / enable)
- Audiences + lookalikes
- Creatives — single / carousel / collection / dynamic / lead — + image/video upload
- Insights + breakdowns; analysis (performance / audience / placements / cost / compare / suggest creative)
- Pixels (list / get / stats / events) and Conversions API send (purchase / lead)
- Catalogs / products / feeds
- Lead forms + lead retrieval + CSV export
- Split tests, automated rules, page-post boost, Instagram (accounts / media / boost)
- Cross-cutting control plane: rollback, action_log, strategy gating, learning insights, BYOD
Meta — what you can do in each
Section titled “Meta — what you can do in each”| Capability | Official MCP | mureo native |
|---|---|---|
| Read performance / benchmarks / anomalies | Yes | Yes |
| Create campaigns / ad sets / ads | Yes | Yes |
| Edit budgets / targeting | Yes | Yes |
| Product catalog / feed (shopping) | Yes (10 tools) | Yes |
| Pixel & CAPI signal diagnosis | Yes | Partial (pixel stats/events) |
| Audiences & lookalikes | No | Yes |
| Conversions API event sending | No (diagnosis only) | Yes |
| Lead forms / lead retrieval / CSV export | No | Yes |
| Creative asset creation (carousel / collection / dynamic / lead) | No | Yes |
| Split tests / automated rules | No | Yes |
| Instagram-specific actions | No | Yes |
| Rollback / audit log / strategy gating | No | Yes |
| Undo / draft / confirmation guardrails | No (none) | Yes |
Bottom line (Meta): the official MCP can run live campaigns and catalogs, but with no guardrails and several capability gaps (audiences, creatives, CAPI send, leads, tests, rules). mureo native closes those gaps and adds the safety / audit / strategy layer.
How they coexist
Section titled “How they coexist”When you install an official provider for a platform mureo also serves natively,
mureo sets MUREO_DISABLE_<PLATFORM>=1 on its own MCP server block so the two do
not expose duplicate tools. Per issue #102 / PR #265, native tools are not
disabled until the official provider is actually credentialed — you are never
left with zero working tools. Removing the official provider clears the flag and
re-enables native tools.
- Switch native → official:
mureo providers add <provider>(or the configure dashboard toggle) - Switch back:
mureo providers remove <provider> - Search Console has no official MCP — mureo native remains canonical and is never disabled.
When to use which
Section titled “When to use which”- Stay on mureo native when you need: write operations with rollback/audit, strategy-driven automation, BYOD/demo on CSV, audiences / creatives / leads / tests / rules (Meta), or any Google Ads mutation.
- Add the official MCP when you want: the platform’s first-party data surface (raw GAQL on Google), or to drive Meta live operations through Meta’s hosted connector — ideally alongside mureo native for the gaps and guardrails.