Conciseness

The body assumes Claude's competence throughout — it never defines CPM/ROAS or explains what media planning is — and every line is directive ("Turn a goal and a budget into a defensible plan across platforms, with the math shown"), with no padding to trim.

Actionability

Concrete tool calls are named (`list_connected_accounts`, `pull_google_ads_performance`, `forecast_campaign`, etc.) with a defined deliverable and handoff, but there is no worked example of the budget math or a sample output layout, leaving minor gaps versus fully executable guidance.

Workflow Clarity

A clear four-step sequence (objective → channel mix → budget split → measurement/first flight) is present with an upfront availability check and an approval gate ("a clear read before wider spend", "wait for approval"), but explicit validate-and-retry checkpoints are absent. As a planning skill, the destructive/batch validation cap does not apply.

Progressive Disclosure

The skill is under 50 lines with no bundle files and no content that needs external references, yet is well organized into numbered steps, an Output section, and Rules; cross-references to the conversion-tracking and launch skills are clearly signaled.

Specificity

The description enumerates multiple concrete deliverables — "objective, channel mix, budget split, projected CPM/CPC/CPA, and a first test flight" — giving comprehensive coverage of the media-planning task with no generic filler.

Completeness

Both halves are explicit: a clear "what" (the enumerated plan components and projections) and a concrete "Use when..." clause with specific trigger phrases, exactly matching the top anchor rather than the 4 anchor's less-explicit "when".

Trigger Term Quality

"a media plan, a budget allocation across platforms, or a go-to-market for a launch" are phrasings users would naturally say, but common synonyms like "advertising plan", "paid media", or "campaign budget" are missing, so coverage is good rather than comprehensive.

Distinctiveness Conflict Risk

"before any campaign is built" carves out a distinct planning niche separate from a build/launch skill, but "go-to-market" is broad enough to overlap with general marketing-strategy skills, leaving minor conflict risk.