Conciseness

The bulk is dense, platform-specific data Claude cannot reliably recall ("Minimum seed: 300 members (matched)", "Meta: Frequency >3x/week", match-rate tables), which earns its tokens — but the opening paragraph duplicates the description/capabilities list, and the trailing "About this skill" section is ~10 lines of promotional links that add no instructional value. Mostly efficient with some clearly trimmable sections, matching the 3 anchor rather than the 4 anchor's 'minor instances'.

Actionability

Guidance is fully concrete for an instruction-only skill: exact UI paths ("Ads Manager → Audiences → Create Audience → Lookalike Audience"), exact data-prep rules ("SHA256 hash (Google, Meta)", "Remove periods from Gmail"), platform minimums and size bands, and a complete worked example with budgets, target CPAs, and a kill criterion ("kill if CPA exceeds $110"). Per the rubric's code-vs-instruction note, this matches the top anchor for actionable instruction skills.

Workflow Clarity

The expansion framework is sequenced (Phase 1 audit with COLLECT/ANALYZE checklists → Phase 2 tiered ladder) and the example stages rollout by weeks with explicit checkpoints ("add weeks 5-6, if Tiers 2-3 scale", "Monitor closely, kill if CPA exceeds $110"). Not a 5 because the main workflow lacks explicit validation steps such as verifying matched seed sizes against the listed minimums before creating lookalikes.

Progressive Disclosure

The file is well-sectioned with navigable headers, but no bundle files exist and everything is inline in a single ~530-line SKILL.md — reference tables (match rates by platform, audience size recommendations, fatigue thresholds) that clearly belong in separate reference files are inlined. This matches the 3 anchor ('content that should be separate is inline') rather than 4, since there are no external references at all and the simple-skill exception does not apply to a file this long.

Specificity

Quotes several concrete actions — "lookalike audiences, seed optimization, layering, and exclusions across platforms" — which are specific and executable in nature. It falls short of the 5 anchor because major capabilities from the body (e.g., Customer Match / Custom Audience setup) are omitted, leaving minor gaps in coverage.

Completeness

Explicitly answers both questions: "Builds audience expansion strategies with..." states what it does, and "Use when expanding audiences, building lookalikes, setting up exclusion lists, or optimizing audience targeting" gives concrete trigger phrases for when to use it. Clearly matches the top anchor and exceeds the 4 anchor's 'when could be more specific'.

Trigger Term Quality

The trigger clause includes natural phrases users would say: "expanding audiences", "building lookalikes", "setting up exclusion lists", "optimizing audience targeting". Not a 5 because common synonyms like "similar audiences", "custom audiences", "Customer Match", and "retargeting" are missing.

Distinctiveness Conflict Risk

Terms like "lookalike audiences", "seed optimization", and "exclusion lists" carve out a distinct advertising-targeting niche with clear triggers. Not a 5 because "optimizing audience targeting" and "across platforms" are broad enough to overlap with general PPC/campaign-management skills.