// Audit toan dien tai khoan quang cao — cho diem Health Score 0-100, liet ke Quick Wins, phat hien vi pham Quality Gates, de xuat action plan theo muc do uu tien. Ho tro Meta Ads, TikTok Ads, Google Ads, Zalo Ads.
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Viet script video ngan cho TikTok, Reels, YouTube Shorts — 2 ban A/B, co hook, CTA, huong dan quay chi tiet
Viet 6 bien the copy quang cao theo 3 tang pheu (TOFU/MOFU/BOFU), tuan thu chinh sach quang cao, co CTA phu hop tung nen tang
Bao cao marketing theo nguyen tac "doc 5 phut, biet lam gi tiep" — nhan dinh truoc, so lieu minh hoa, de xuat co thoi han va nguoi phu trach
Thiet lap va van hanh email marketing — welcome series, nurture, promotion, re-engage — toi uu cho thi truong Viet Nam
| name | 21-audit-ads-performance |
| description | Audit toan dien tai khoan quang cao — cho diem Health Score 0-100, liet ke Quick Wins, phat hien vi pham Quality Gates, de xuat action plan theo muc do uu tien. Ho tro Meta Ads, TikTok Ads, Google Ads, Zalo Ads. |
| argument-hint | <platform + account + period> |
| metadata | {"version":"1.2.0","category":"performance"} |
| triggers | ["audit tai khoan ads","kiem tra tai khoan quang cao","health score ads","cho diem quang cao","audit Meta Ads","audit TikTok Ads","audit Google Ads","audit Zalo Ads","tai khoan chay kem qua","review tai khoan ads","account audit"] |
| output | File .md gom Health Score 0-100, danh sach Quick Wins, vi pham Quality Gates, chuyen sau theo nen tang, va action plan 7 ngay. |
| related | ["03-danh-gia-hieu-suat","05-copy-quang-cao","10-tinh-kpi-nguoc","00-ke-hoach-mkt"] |
| references | ["skills/references/quality-gates-vn.md","skills/references/copy-frameworks-vn.md","skills/references/mcp-ads-integration.md"] |
Skill nay khac
03-danh-gia-hieu-suato cho:
03= Danh gia hieu qua hien tai (CPMess, ROAS, funnel) — chan doan trieu chung21= Audit cau hinh tai khoan (setup, cau truc, tracking, creative) — cho diem 0-100 va tim loi he thong
Hoi toi da 4 cau truoc khi bat dau:
Reference:
skills/references/mcp-ads-integration.md— huong dan setup day du. Endpoint Meta Official:https://mcp.facebook.com/ads— 29 tools, setup 5 phut quaclaude.ai/settings/integrations
Neu user da ket noi MCP server, co the pull data tu dong thay vi yeu cau paste:
| Nen tang | MCP khuyen dung | Tool su dung |
|---|---|---|
| Meta Ads | Meta Official MCP (mcp.facebook.com/ads) | 29 tools — xem chi tiet ben duoi |
| Meta Ads (alt) | Pipeboard (mcp.pipeboard.co/meta-ads-mcp) | 29 tools — targeting research manh hon |
| Google Ads | Google Official MCP | search voi GAQL query |
| TikTok Ads | AdsMCP/tiktok-ads-mcp-server | Performance report tools |
| Cross-platform | Adspirer ads-mcp | Unified analytics 222 metrics |
Meta Official MCP — Tools dung cho Audit (uu tien):
AUDIT INSIGHTS (dung nhieu nhat):
ads_insights_anomaly_signal ← KPI bat thuong so voi baseline
ads_insights_auction_ranking_benchmarks ← CTR, CPM, quality vs dau gia
ads_insights_industry_benchmark ← So sanh voi trung binh nganh
ads_insights_performance_trend ← Xu huong metric theo thoi gian
ads_get_opportunity_score ← Diem co hoi toi uu tu Meta
TRACKING QUALITY:
ads_get_dataset_quality ← Chat luong matching (pixel + CAPI)
ads_get_dataset_stats ← Event count, deduplication
ads_get_errors ← Loi dataset gan day
CATALOG (E-commerce):
ads_catalog_get_diagnostics ← Errors va warnings catalog
ads_catalog_get_product_feed_details ← Trang thai feed
ACCOUNT:
ads_get_ad_entities ← List campaigns/ad sets/ads
Quy trinh audit voi Meta Official MCP:
Buoc 1: ads_get_ad_accounts → chon account
Buoc 2: ads_get_ad_entities → lay tat ca campaigns
Buoc 3: ads_insights_performance_trend → xu huong 30 ngay
Buoc 4: ads_insights_anomaly_signal → tim KPI bat thuong
Buoc 5: ads_insights_auction_ranking_benchmarks → so voi dau gia
Buoc 6: ads_insights_industry_benchmark → so voi nganh
Buoc 7: ads_get_dataset_quality → kiem tra tracking
Buoc 8: ads_get_opportunity_score → co hoi toi uu
→ Tong hop vao Health Score + Action Plan
GAQL query mau cho Google Ads audit:
SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
metrics.impressions, metrics.clicks, metrics.cost_micros,
metrics.conversions, metrics.cost_per_conversion,
metrics.search_impression_share
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
AND campaign.status != 'REMOVED'
ORDER BY metrics.cost_micros DESC
Meta Insights fields mau (dung khi KHONG co Official MCP):
fields=spend,impressions,clicks,ctr,cpc,cpm,actions,cost_per_action_type,
purchase_roas,frequency,reach
date_preset=last_30d
level=adset
breakdowns=age,gender
Health Score = Σ(Check_pass × Weight_severity × Weight_category)
/ Σ(Check_total × Weight_severity × Weight_category) × 100
| Muc do | He so | Mo ta |
|---|---|---|
| Critical | 5.0x | Dang gay mat tien / mat du lieu ngay — fix ngay |
| High | 3.0x | Anh huong lon den hieu qua — fix trong 7 ngay |
| Medium | 1.5x | Best practice bi thieu — fix trong 30 ngay |
| Low | 0.5x | Toi uu them — fix khi co thoi gian |
| Diem | Grade | Y nghia |
|---|---|---|
| 90-100 | A | Xuat sac — duy tri va scale |
| 75-89 | B | Tot — mot so diem can cai thien |
| 60-74 | C | Trung binh — can dau tu cai thien nghiem tuc |
| 40-59 | D | Kem — nhieu van de lam giam hieu qua dang ke |
| < 40 | F | Nguy hiem — co the dang mat tien khong hieu qua |
Trong so danh muc: Pixel/CAPI (30%) · Creative Diversity (25%) · Cau truc (20%) · Audience (15%) · Settings (10%)
| # | Check | Muc do | Cach kiem tra |
|---|---|---|---|
| M01 | Meta Pixel da cai tren tat ca trang web | Critical | Business Manager → Events Manager |
| M02 | Purchase/Lead event dang fire chinh xac | Critical | Events Manager → Test Events |
| M03 | Event Match Quality (EMQ) >= 6.0 | High | Events Manager → Bang diem EMQ |
| M04 | Conversion API (CAPI) da setup | High | Cai thiet bat tay hoac qua partner |
| M05 | Khong bi duplicate event (mua 1 tinh 2) | Critical | Events Manager → xem so luong/ngay |
| M06 | Domain da verify | Medium | Business Manager → Brand Safety |
| M07 | UTM parameter day du tren tat ca quang cao | Medium | URL Builder → kiem tra link |
| M08 | Aggregated Event Measurement da cau hinh (neu can) | Medium | Events Manager → AEM |
Sub-score Tracking: _____ / 10 diem (tinh theo trong so)
| # | Check | Muc do | Cach kiem tra |
|---|---|---|---|
| M09 | Co it nhat 10 creative thuc su khac biet | High | Ads Manager → Creative tab |
| M10 | Khong co creative nao chay > 21 ngay lien tuc | High | Xem ngay bat dau creative |
| M11 | Frequency < 3.5 (cold audience) | High | Ads Manager → Cot Frequency |
| M12 | CTR creative lon nhat va nho nhat khong chenh > 3x | Medium | Sort by CTR |
| M13 | Co ca 3 format: video, image, carousel | Medium | Creative library |
| M14 | Video co am thanh / nhac nen (neu dung video) | High | Xem tung video |
| M15 | Hook 3 giay dau gay chu y (HookRate > 25%) | High | TikTok-style: 3s view / Impression |
| M16 | Co UGC hoac review-style creative (1+) | Medium | Kiem tra creative list |
| M17 | Creative khong bi blur, mo, cua so sai | Low | Xem preview tung ad |
Sub-score Creative: _____ / 10 diem
| # | Check | Muc do | Cach kiem tra |
|---|---|---|---|
| M18 | So luong campaign phu hop (khong qua 3-5 campaign chu luc) | Medium | Campaign list |
| M19 | Cac campaign co muc tieu ro rang, khong bi chong cheo | High | Xem Objective moi campaign |
| M20 | Moi ad set co ngan sach it nhat 5x CPMess muc tieu/ngay | Critical | Tinh: ngan sach / CPMess muc tieu ≥ 5 |
| M21 | Khong co > 5 ad set chay cung luc trong 1 campaign (chia nho qua) | High | Dem ad set |
| M22 | Exclusion audience da thiet lap (loai khach cu, loai remarketing khoi cold) | High | Ad set → Exclusions |
| M23 | Campaign retarget tach biet voi campaign cold | High | Kiem tra campaign objectives |
| M24 | Budget Campaign-level hoac Ad Set-level (nhat quan) | Medium | Kiem tra Budget type |
Sub-score Structure: _____ / 10 diem
| # | Check | Muc do | Cach kiem tra |
|---|---|---|---|
| M25 | Custom Audience (website, video, page) da cap nhat du lieu moi | High | Audiences → cap nhat ngay |
| M26 | Lookalike audience duoc tao tu nguon chat luong (khach mua, khach nhắn tin) | High | LAL sources |
| M27 | Khong dung age/gender restriction qua tat (tru khi co data ro) | Medium | Ad set targeting |
| M28 | Co test Broad Targeting voi creative tot | Medium | Ad set → No detailed targeting |
| M29 | Audience overlap giua cac ad set < 25% | High | Audience Overlap tool |
Sub-score Audience: _____ / 10 diem
| # | Check | Muc do | Cach kiem tra |
|---|---|---|---|
| M30 | Bid strategy phu hop voi muc tieu (Lowest Cost neu moi, Cost Cap khi on dinh) | High | Kiem tra bid strategy |
| M31 | Ad scheduling (lich chay) phu hop voi gio khach hang online | Medium | Ad Scheduling |
| M32 | Placement dang su dung Advantage+ (khong lock cung 1 placement) | Medium | Placement settings |
| M33 | Campaign spending limit da thiet lap (tranh chi qua) | Low | Campaign → Spending Limit |
| M34 | Trang thai tai khoan: khong co Warning / Hạn chế | Critical | Account Quality |
Sub-score Settings: _____ / 10 diem
Meta Score = (M_Tracking × 0.30) + (M_Creative × 0.25) + (M_Structure × 0.20) + (M_Audience × 0.15) + (M_Settings × 0.10)
Trong so danh muc: Creative Quality (30%) · Technical Setup (25%) · Bidding/Learning (20%) · Cau truc (15%) · Settings (10%)
| # | Check | Muc do |
|---|---|---|
| T01 | Video co am thanh / nhac nen (khong im lang) | Critical |
| T02 | 3 giay dau gay hook — co chu y hoac hanh dong | Critical |
| T03 | Video dung ty le 9:16 (doc) | High |
| T04 | Do phan giai >= 720p | High |
| T05 | Co text overlay / caption | Medium |
| T06 | CTA ro rang trong video (giong noi hoac text) | High |
| T07 | Creative phu hop vibe TikTok (khong qua "quang cao lo") | High |
| T08 | Co it nhat 3 creative hoan toan khac nhau | High |
| T09 | Creative khong chay qua 10 ngay lien tuc | High |
| # | Check | Muc do |
|---|---|---|
| T10 | TikTok Pixel da cai va fire chinh xac | Critical |
| T11 | Events API (CAPI) da setup | High |
| T12 | ViewContent / AddToCart / Purchase events dang fire | High |
| T13 | URL da co UTM parameter | Medium |
| T14 | Khong duplicate event | Critical |
| # | Check | Muc do |
|---|---|---|
| T15 | Ad group ngan sach it nhat 5x CPA muc tieu/ngay | Critical |
| T16 | Khong chinh sua ad group dang trong Learning Phase (0-7 ngay) | High |
| T17 | Bid strategy phu hop (Lowest Cost khi moi, Target CPA khi on dinh) | High |
| T18 | Khong chay > 5 ad group tren cung 1 audience cung luc | Medium |
| # | Check | Muc do |
|---|---|---|
| T19 | Retarget tach campaign voi Cold | High |
| T20 | Custom Audience tu web/app da thiet lap | High |
| T21 | Exclusion audience dung (loai nguoi da mua) | Medium |
| T22 | So ad group hoi ly — khong chia qua nho | Medium |
| # | Check | Muc do |
|---|---|---|
| T23 | Tai khoan: khong co Warning / Han che | Critical |
| T24 | Quoc gia target chinh xac (VN, khong target sai) | High |
| T25 | Nganh hang comply TikTok Ads policy | High |
Trong so danh muc: Conversion Tracking (25%) · Cau truc / Quality Score (20%) · Keywords (20%) · Ads/Assets (20%) · Settings (15%)
| # | Check | Muc do |
|---|---|---|
| G01 | Conversion tracking da cai dat va fire | Critical |
| G02 | Import GA4 goal vao Google Ads | High |
| G03 | Chi count ENABLED conversion (khong tinh HIDDEN/REMOVED) | High |
| G04 | Khong bi duplicate conversion | Critical |
| G05 | Value-based bidding (neu co the) da thiet lap | Medium |
| # | Check | Muc do |
|---|---|---|
| G06 | Ad group khong qua 20 keywords/group (best: 5-15) | High |
| G07 | Quality Score trung binh >= 6/10 | High |
| G08 | Moi ad group co it nhat 2 RSA (responsive search ads) | High |
| G09 | Keyword match type mix phu hop (Broad Match + Smart Bidding, hoac Phrase/Exact) | High |
| G10 | Khong dung ECPC (da deprecated March 2025) | Critical |
| # | Check | Muc do |
|---|---|---|
| G11 | Negative keywords list da thiet lap | High |
| G12 | Wasted spend keywords (spend >200K, 0 conversion) da pause | Critical |
| G13 | Search Term Report duoc review dinh ky | High |
| G14 | Broad Match chi dung voi Smart Bidding | High |
| G15 | Brand keywords co campaign tach biet | Medium |
| # | Check | Muc do |
|---|---|---|
| G16 | RSA co it nhat 8/15 headline va 4/4 description da dien | High |
| G17 | Asset strength >= "Good" tren moi RSA | Medium |
| G18 | Sitelink extensions (it nhat 4) | Medium |
| G19 | Callout extensions (it nhat 4) | Medium |
| G20 | Call extension (neu la dich vu local) | High |
| G21 | Dynamic Search Ads (DSA) cho website nhieu trang | Low |
| # | Check | Muc do |
|---|---|---|
| G22 | Bid strategy phu hop voi muc tieu (Maximize Conv hoac Target CPA/ROAS) | High |
| G23 | Location targeting chinh xac (khong target toan cau) | Critical |
| G24 | Ad scheduling: tat quang cao ngoai gio lam viec (neu la B2B/dich vu) | Medium |
| G25 | Google Analytics 4 da link voi Google Ads | High |
Trong so danh muc: Setup & Technical (40%) · Content Quality (35%) · Audience (25%)
| # | Check | Muc do |
|---|---|---|
| Z01 | Zalo OA da verify va du follow (> 1,000) | High |
| Z02 | Zalo Official Account co rating > 4.0 | High |
| Z03 | Tracking URL da thiet lap | Medium |
| Z04 | Tin nhan broadcast co ca nhan hoa (khong spam chung) | High |
| Z05 | Hinh anh quang cao dung ti le (4:3 hoac 1:1) | Medium |
| Z06 | CTA ro rang trong noi dung | High |
| Z07 | Database Zalo duoc phan khuc (theo hanh vi, lich su mua) | High |
| Z08 | Frequency broadcast <= 2 lan/tuan (tranh unsub) | Critical |
| Z09 | Unsubscribe rate < 5%/broadcast | High |
| Z10 | Read rate > 40% (benchmark trung binh VN) | High |
Tong Score = Σ(Platform_Score × Platform_Budget_Share)
Vi du:
Meta (75 diem) × 60% ngan sach = 45.0
TikTok (82 diem) × 30% ngan sach = 24.6
Google (68 diem) × 10% ngan sach = 6.8
─────────────────────────────────────
Tong Score = 76.4 → Grade B
Truoc khi di vao chi tiet audit, kiem tra 10 Quality Gates trong skills/references/quality-gates-vn.md:
| Gate | Vi pham? | Muc do |
|---|---|---|
| Gate 1 — 3x Kill Rule | □ Co □ Khong | Critical |
| Gate 2 — Budget Sufficiency | □ Co □ Khong | Critical |
| Gate 3 — Learning Phase | □ Co □ Khong | High |
| Gate 4 — Pixel Integrity | □ Co □ Khong | Critical |
| Gate 5 — Andromeda Diversity | □ Co □ Khong | High |
| Gate 6 — Compliance | □ Co □ Khong | Critical |
| Gate 7 — TikTok Sound | □ Co □ Khong | High |
| Gate 8 — Scale Speed | □ Co □ Khong | High |
| Gate 9 — Min Data | □ Co □ Khong | Medium |
| Gate 10 — LTV:CAC | □ Co □ Khong | High |
Neu vi pham Gate 1, 2, 4, 6 → Fix ngay truoc khi lam bat cu dieu gi khac.
Xac dinh va liet ke cac hanh dong:
| STT | Hanh dong | Nen tang | Muc do | Thoi gian | Ket qua ky vong |
|---|---|---|---|---|---|
| 1 | Critical | < 5p | |||
| 2 | Critical | < 10p | |||
| 3 | High | < 15p | |||
| ... |
# Audit Ads Performance: [Ten Brand / San pham]
Ngay audit: [YYYY-MM-DD]
Nguoi audit: [Agency]
## Tong quan
| Nen tang | Diem | Grade | Trang thai |
|---------|------|-------|-----------|
| Meta Ads | [so]/100 | [A/B/C/D/F] | [mo ta ngan] |
| TikTok Ads | [so]/100 | | |
| Google Ads | [so]/100 | | |
| Zalo Ads | [so]/100 | | |
| **TONG DIEM** | **[so]/100** | **[Grade]** | |
## Quality Gates Vi Pham (xu ly TRUOC TIEN)
[Liet ke cac gate bi vi pham voi hanh dong cu the]
## Quick Wins (Thuc hien ngay hom nay)
[Top 5-10 hanh dong < 15 phut, sap xep theo impact]
## Chi tiet theo nen tang
### Meta Ads — [Diem]/100 ([Grade])
#### Tracking: [x/10]
[Liet ke checks pass/fail + mo ta van de]
#### Creative: [x/10]
[...]
[Tiep tuc cho tung nhom]
### TikTok Ads — [Diem]/100
[...]
## Action Plan 7 Ngay
| Ngay | Hanh dong | Nen tang | Nguoi TH | Ket qua ky vong |
|------|-----------|---------|---------|----------------|
| Hom nay | [Quick wins] | | | |
| Ngay 2-3 | [High priority] | | | |
| Ngay 4-5 | [Medium] | | | |
| Ngay 6-7 | [Setup + test] | | | |
## Ket qua ky vong sau 30 ngay
[Uoc tinh cai thien KPI neu fix du vấn de]
| Khi can | Goi skill |
|---|---|
| Danh gia KPI va funnel hien tai | 03-danh-gia-hieu-suat |
| Viet lai copy sau khi audit creative | 05-copy-quang-cao |
| Tinh lai ngan sach sau khi fix tracking | 10-tinh-kpi-nguoc |
| Lap ke hoach marketing moi sau audit | 00-ke-hoach-mkt |
Truoc khi giao audit: