MCP by the numbers: 454K calls and estimated distribution
By Matheus Mello, founder of Ads Editor and owner of YEP Agência · Published · Updated · 6 min read
Which Meta Ads MCP tools do media buyers use most when they run ads through Claude, ChatGPT or another assistant? On September 30, 2026, Ads Editor reported 454,267 calls and 72 user accounts. The table below is not an individual count by tool: it estimates the total distribution while preserving the proportions of the original snapshot. The catalog had 212 tools on September 23; the October 23 codebase has 319 public tools.
Quick answer
On September 30, 2026, Ads Editor reported 454,267 MCP calls and 72 user accounts. The tool-level distribution below is a proportional estimate, not an individual count. The catalog had 212 tools on September 23; in the October 23 codebase, it has 319 public tools: 138 read tools and 181 action tools.
Summary
- 454,267 calls and 72 user accounts: totals reported by the company on September 30, 2026.
- The tool-level distribution is a proportional estimate; calls were not individually measured for this update.
- The catalog grew from 212 tools on September 23 to 319 public tools in the October 23 codebase.
- In the October 23 catalog, 138 tools are read tools and 181 are action tools.
- get_campaign_metrics represents an estimated 191,846 calls, or 42.2% of the analyzed total.
In this article · 5 sections
Where do the numbers come from?
- Headline totals: 454,267 calls and 72 user accounts, reported by the company in the September 30, 2026 update.
- Call: each time the AI assistant uses one of the server's tools. One question can generate several calls, for example listing accounts and then reading each one’s metrics.
- User account: one Ads Editor sign-up, which can be an agency with several people and many ad accounts. This is not the number of connected ad accounts.
- Catalog: 212 tools were registered in the codebase on September 23, 2026. A fresh registry count on October 23 found 319 public tools: 138 read tools and 181 action tools. The table keeps the September catalog and proportions; it does not redistribute the 107 tools added later.
Which MCP tools do media buyers use most?
| Tool | What it does | Estimated calls | Type |
|---|---|---|---|
| Campaign metrics | Metrics for a campaign, ad set or ad in a period | 191,846 | Read |
| Ad details | Full details of an ad, with the creative | 25,900 | Read |
| Account summary | Aggregate summary of a Meta account in a period | 25,732 | Read |
| Ad results | Results of an ad, with a device breakdown | 12,841 | Read |
| Account results | Metrics summed across the account's campaigns | 12,422 | Read |
| List campaigns | Lists campaigns, ad sets or ads of a Meta account | 11,937 | Read |
| Change budget | Changes the daily budget of a campaign or ad set | 11,778 | Action |
| List Meta accounts | Lists the connected Meta accounts | 10,246 | Read |
| Ads with metrics | Lists ads with thumbnail and metrics | 10,229 | Read |
| Add Google negative keyword | Adds a negative keyword to a Google Ads campaign or ad group | 9,777 | Action |
| Ad set details | Targeting, budget and bid of an ad set | 9,501 | Read |
| Ad set results | Results of an ad set in a period | 9,384 | Read |
| Campaign details | Objective, status, bid and budget of a campaign | 7,869 | Read |
| Google campaign metrics | Metrics of Google Ads campaigns in a period | 7,743 | Read |
| Account balances | Balance and days remaining for every Meta and Google account | 7,710 | Read |
| Remaining tools | Tools outside the 15 listed above | 89,352 | Unclassified |
| Total | Sum of the 15 tools and remaining tools | 454,267 | Total |
What does the distribution show?
Reading dominates
In the proportional estimate of 454,267 calls, the 13 read tools among the 15 most used total 343,360 (75.6%). The two action tools total 21,555 (4.7%). The remaining tools total 89,352 (19.7%), without a read or action classification. The sum is 343,360 + 21,555 + 89,352 = 454,267, and the 15 listed tools together take 364,915, or 80.3%. Percentages are rounded to one decimal place. In plain terms: at least three in four calls only read the account.
One tool takes 42.2% of calls
The campaign metrics tool accounts for an estimated 191,846 calls, or 42.2% of 454,267. It returns spend, impressions, clicks, CTR, CPM, CPC, ROAS and conversions for a campaign, ad set or ad in a period, which is what answers the questions media buyers ask every day: how much was spent, what each result cost and what got worse.
The most used actions are repetitive
Changing a budget and adding a Google search term as a negative are short, frequent and easy to check afterwards. It makes sense that they are the first tasks a media buyer hands to AI. In the Ads Editor MCP, a daily budget changed by AI has a fixed ceiling on the server, and bulk negatives have their own guide in Google Ads negative keywords.
What was not measured?
Scope of the analysis
The table is a proportional estimate: it keeps the distribution observed from May 14 to September 23, 2026 and applies it to the company-reported total of 454,267 calls. It does not establish that each tool actually received that number of calls. We also did not measure whether actions improved CPA or ROAS, how many of the 212 tools of September 23, 2026 were used at least once, or the split between human questions and automated routines.
What does this change for anyone starting with MCP?
- Start with reading, which dominates the distribution: spend, cost per result and comparison with the previous period.
- When you ask for actions, ask for the repetitive, reversible ones, such as a budget change within a ceiling or negatives.
- Check in recent activity what the AI did; every action is logged.
- Keep strategy, offer and creative with the media buyer, as argued in AI for media buying.
How to connect the server in Claude, ChatGPT, Codex or Cursor, and how it compares with Meta's official connector, is in Meta Ads MCP for Claude and ChatGPT.
Frequently asked questions
Which MCP tool do media buyers use most?
The campaign metrics tool, with an estimated 191,846 calls, or 42.2% of 454,267. The count comes from the proportional allocation described in the methodology, not from a new measurement of this tool’s usage.
Does AI change accounts a lot through MCP?
In the proportional estimate, the two most used action tools total 21,555 calls, or 4.7% of 454,267. The remaining tools were not classified as reads or actions, so this percentage does not represent all possible actions.
How many tools does the Ads Editor MCP have?
In the October 23, 2026 codebase, Ads Editor MCP has 319 public tools: 138 read tools and 181 action tools. The 212 tools cited in the analysis were the September 23, 2026 count.
Does MCP improve campaign results?
We did not measure that effect. The distribution shows which types of tasks are delegated, not the impact of actions on CPA or ROAS.
Glossary
- Tool call
- One use of an MCP tool by an AI assistant.
- Read tool
- A tool that only fetches data, such as metrics or ad details.
- Action tool
- A tool that changes the account, such as a budget update or a new negative keyword.
- Proportional estimate
- Applying the shares observed in a measured period to a larger reported total, so each part is an estimate.
References
- What is the Model Context Protocol (MCP)?. Supports: MCP is an open-source standard for connecting AI applications to external systems.
The claim supported by each source is shown above.
About the author
Matheus Mello, founder of Ads Editor and owner of YEP Agência. Runs client ad accounts at YEP Agência and built Ads Editor so his own agency could stop publishing ads one at a time. Usage numbers quoted on the blog come from the product activity log. Instagram: @theusm
