portfolio-health-prioritization

name	portfolio-health-prioritization
description	Account prioritization criteria for portfolio health monitoring and daily briefings. Auto-invoke when determining which accounts need investigation, prioritizing daily actions, running portfolio health checks, or deciding investigation order. Provides 5-tier priority system with portfolio-specific thresholds (Portfolio A ±5%, Portfolio B ±8%).
allowed-tools	["Read"]

Portfolio Health Prioritization Skill

Purpose: Provides standardized criteria for prioritizing Google Ads accounts that need investigation or action in portfolio health monitoring workflows.

Type: Domain knowledge skill (auto-invoked)

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Quick Reference: Priority Tiers

🚨 Tier 1: CRITICAL (Investigate First)

Criteria:

• Pacing variance >±15% (any portfolio)
• Account completely off pace (2x expected or 50% of expected)
• Major performance degradation (CPA doubled, ROAS halved)

Action Required: Same day, immediately Typical Count: 0-3 accounts per portfolio per day Investigation: Mandatory deep dive

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⚠️ Tier 2: HIGH PRIORITY (Investigate Today)

Criteria:

• Portfolio B/Portfolio C: Pacing variance >±8% (outside tolerance)
• Portfolio A: Pacing variance >±5% (stricter SLA)
• Zero spenders (campaigns with $0 spend MTD)
• Recent pacing deterioration (variance worsening >5% in 7 days)

Action Required: Within 24 hours Typical Count: 3-10 accounts per portfolio per day Investigation: Recommended deep dive

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ℹ️ Tier 3: MEDIUM PRIORITY (Investigate This Week)

Criteria:

• Pacing near threshold (Portfolio B: 5-8%, Portfolio A: 3-5%)
• Conversion tracking issues (sudden drops)
• Ad disapprovals (multiple ads affected)
• Campaign end dates (ending in 7-14 days)

Action Required: Within 7 days Typical Count: 5-15 accounts per portfolio Investigation: Optional, based on capacity

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✅ Tier 4: LOW PRIORITY (Monitor)

Criteria:

• Within tolerance but near threshold
• Historical patterns (seasonal, expected variance)
• Stable performance with minor fluctuations

Action Required: Monitor for 3-5 days Typical Count: Most of portfolio Investigation: Not needed unless pattern changes

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⭕ Tier 5: NO ACTION NEEDED

Criteria:

• Pacing within tolerance (Portfolio B: <±8%, Portfolio A: <±5%)
• Performance acceptable (CPA on goal, ROAS meeting targets)
• No recent issues or alerts

Action Required: None Typical Count: 70-85% of portfolio Investigation: Not applicable

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Portfolio-Specific Thresholds

Portfolio A Portfolio

Pacing Tolerance: ±5% monthly (stricter SLA) Rationale: High-visibility client, frequent reporting, strict budget accountability

Priority Thresholds:

• 🚨 Critical: >±15%
• ⚠️ High: >±5%
• ℹ️ Medium: 3-5%
• ✅ Low: 2-3%
• ⭕ On Pace: <±2%

Special Considerations:

• Brand campaign cap: 15% of total spend (flag if exceeded)
• ROAS-focused (primary KPI)
• No shared budgets (need granular control)

Accounts:

• Acme Plumbing (CID: [CUSTOMER_ID])
• Best HVAC (CID: [CUSTOMER_ID])
• City Dental (CID: [CUSTOMER_ID])
• Account D (multiple accounts)

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Portfolio B Portfolio

Pacing Tolerance: ±8% monthly (standard) Rationale: More flexible pacing, focus on cost efficiency

Priority Thresholds:

• 🚨 Critical: >±15%
• ⚠️ High: >±8%
• ℹ️ Medium: 5-8%
• ✅ Low: 3-5%
• ⭕ On Pace: <±3%

Special Considerations:

• CPA-focused (primary KPI, some testing ROAS)
• Shared budgets common (GEO + Bedroom campaigns)
• Campaign line filtering (Pmax/Dgen/Search account designations)

Campaign Structure:

• Original "Core 4": Brand, GEO, Bedroom, GDN Remarketing
• Current: Added Pmax/Demand Gen, paused GDN Remarketing

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Portfolio C Portfolio

Pacing Tolerance: ±8% monthly (same as Portfolio B) Rationale: Mid-tier accounts, similar to Portfolio B management style

Priority Thresholds:

• 🚨 Critical: >±15%
• ⚠️ High: >±8%
• ℹ️ Medium: 5-8%
• ✅ Low: 3-5%
• ⭕ On Pace: <±3%

Accounts:

• Portfolio C - Multi-region (CID: [CUSTOMER_ID])
• ProClean (CID: [CUSTOMER_ID])
• Quick Fix (CID: [CUSTOMER_ID])

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Prioritization Decision Tree

Step 1: Check Critical Thresholds

START: New account flagged in portfolio health check

Is pacing variance >±15%?
 └─ YES → 🚨 TIER 1 CRITICAL (investigate immediately)
 └─ NO → Continue to Step 2

Step 2: Check Portfolio-Specific Thresholds

Which portfolio is this account in?
 ├─ Portfolio A → Is variance >±5%?
 │ └─ YES → ⚠️ TIER 2 HIGH PRIORITY
 │ └─ NO → Continue to Step 3
 │
 └─ Portfolio B/Portfolio C → Is variance >±8%?
 └─ YES → ⚠️ TIER 2 HIGH PRIORITY
 └─ NO → Continue to Step 3

Step 3: Check Secondary Indicators

Does account have any of these issues?
 ├─ Zero spender (MTD spend = $0) → ⚠️ TIER 2 HIGH PRIORITY
 ├─ Recent deterioration (variance +5% worse in 7 days) → ⚠️ TIER 2 HIGH PRIORITY
 ├─ Conversion tracking issues → ℹ️ TIER 3 MEDIUM PRIORITY
 ├─ Ad disapprovals → ℹ️ TIER 3 MEDIUM PRIORITY
 ├─ Campaign ending soon (7-14 days) → ℹ️ TIER 3 MEDIUM PRIORITY
 └─ None of the above → Continue to Step 4

Step 4: Check Proximity to Threshold

Is variance approaching threshold?
 ├─ Portfolio A: 3-5% → ℹ️ TIER 3 MEDIUM PRIORITY
 ├─ Portfolio B/Portfolio C: 5-8% → ℹ️ TIER 3 MEDIUM PRIORITY
 ├─ Any portfolio: 2-3% → ✅ TIER 4 LOW PRIORITY (monitor)
 └─ Within tolerance → ⭕ TIER 5 NO ACTION NEEDED

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Focus Rules (Investigation Order)

Rule 1: Underspending > Overspending

Why:

• Underspending issues typically have quick fixes (budget increase, remove bid caps)
• Overspending issues often require strategic changes (pause campaigns, reduce bids, improve quality)

Exception: Overspending >±15% = critical (may exceed client budget)

Practical Application:

Accounts to investigate:
1. Account A: +12% underspending (Portfolio B)
2. Account B: -10% overspending (Portfolio B)
3. Account C: +9% underspending (Portfolio B)

Investigation Order:
1st: Account A (+12% underspending - highest variance, quick fix potential)
2nd: Account C (+9% underspending - quick fix potential)
3rd: Account B (-10% overspending - needs strategic review)

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Rule 2: Portfolio A > Other Portfolios

Why:

• Stricter client SLA (±5% vs ±8%)
• Higher visibility accounts (larger spend, more frequent reporting)
• Client escalation risk (Portfolio A has tighter requirements)

Practical Application:

Accounts to investigate:
1. Account A: +6% underspending (Portfolio A)
2. Account B: +9% underspending (Portfolio B)
3. Account C: +6% underspending (Portfolio B)

Investigation Order:
1st: Account A (Portfolio A +6% - outside ±5% tolerance)
2nd: Account B (Portfolio B +9% - higher variance)
3rd: Account C (Portfolio B +6% - within ±8% tolerance, lower priority)

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Rule 3: Recent Changes > Historical Patterns

Why:

• Accounts with recent budget changes may be in ramp-up period (normal, monitor only)
• Accounts with sudden variance shifts indicate new issues (investigate)
• Accounts with historical patterns (seasonal) may not need intervention

Practical Application:

Accounts to investigate:
1. Account A: +10% underspending (budget increased 3 days ago)
2. Account B: +10% underspending (was on pace 7 days ago, suddenly shifted)
3. Account C: +10% underspending (historically underspends in Q1 every year)

Investigation Order:
1st: Account B (sudden shift - new issue, investigate root cause)
2nd: Account A (recent budget increase - check if ramp-up on track, may just need monitoring)
3rd: Account C (historical pattern - seasonal, may not need action)

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Rule 4: High Variance > Near Threshold

Why:

• High variance (>±10%) = significant impact, needs immediate attention
• Near threshold (5-8% Portfolio B, 3-5% Portfolio A) = monitor, may self-correct

Practical Application:

Accounts to investigate:
1. Account A: +12% underspending (Portfolio B)
2. Account B: +6% underspending (Portfolio B)
3. Account C: +5% underspending (Portfolio A)

Investigation Order:
1st: Account A (+12% - high variance, well outside tolerance)
2nd: Account C (+5% Portfolio A - exactly at Portfolio A threshold)
3rd: Account B (+6% Portfolio B - within ±8% tolerance, monitor)

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Daily Briefing Workflow Integration

Daily Health Check Use Case

Typical workflow:

1. Run your portfolio health check (a script that flags issues like pacing variance, zero-spenders, conversion drops, etc. — replace with your own equivalent)

• Returns 50-100 accounts with various issues

2. Apply Portfolio Health Prioritization Skill

• Classify all accounts into 5 tiers
• Identify top 3-5 accounts for deep investigation

3. Launch Investigation Agents (parallel)

• Tier 1 accounts: All investigated (0-3 accounts)
• Tier 2 accounts: Top 3-5 investigated
• Tier 3+: Listed in briefing, not investigated

4. Generate Briefing

• Critical: {count} accounts
• High Priority: {count} accounts
• Investigated: {count} accounts (with findings)
• Other Issues: {count} accounts (monitoring only)

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Selection Algorithm for Daily Prioritization

Goal: Select 3-5 accounts for deep investigation from potentially 20-30 flagged accounts

Algorithm:

# Pseudocode for account selection
accounts = get_all_flagged_accounts()

# Step 1: Separate by tier
tier_1 = [acc for acc in accounts if acc.variance > 15]
tier_2_a = [acc for acc in accounts if acc.portfolio == 'Portfolio A' and acc.variance > 5]
tier_2_other = [acc for acc in accounts if acc.portfolio != 'Portfolio A' and acc.variance > 8]
tier_2_zero = [acc for acc in accounts if acc.mtd_spend == 0]

# Step 2: Prioritize within tiers
tier_2_underspend = [acc for acc in (tier_2_a + tier_2_other) if acc.variance > 0]
tier_2_overspend = [acc for acc in (tier_2_a + tier_2_other) if acc.variance < 0]

# Step 3: Build investigation list (max 5)
investigation_list = []

# All Tier 1 (critical) get investigated
investigation_list.extend(tier_1)

# Fill remaining slots with Tier 2, prioritizing:
# 1. Portfolio A accounts
# 2. Underspending accounts
# 3. Highest variance
remaining_slots = 5 - len(investigation_list)

candidates = (
 sorted(tier_2_a, key=lambda x: abs(x.variance), reverse=True) +
 sorted(tier_2_underspend, key=lambda x: abs(x.variance), reverse=True) +
 sorted(tier_2_overspend, key=lambda x: abs(x.variance), reverse=True) +
 tier_2_zero
)

investigation_list.extend(candidates[:remaining_slots])

return investigation_list[:5] # Max 5 accounts

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Real-World Example: Daily Prioritization

Scenario: AI Error Analysis Returns 25 Flagged Accounts

Input Data:

Tier 1 (Critical >±15%): 2 accounts
- Portfolio B - ProClean: +18.5% underspending
- Portfolio A - Best HVAC: -16.2% overspending

Tier 2 (High Priority):
- Portfolio A (>±5%): 3 accounts
 - City Dental: +6.8% underspending
 - Account E: +5.3% underspending
 - Acme Plumbing PCV: -5.1% overspending

- Portfolio B (>±8%): 8 accounts
 - Quick Fix: +12.3% underspending
 - Metro Auto: +9.7% underspending
 - Account G: -10.2% overspending
 - [5 more accounts between ±8-10%]

- Zero Spenders: 3 accounts

Tier 3 (Medium Priority): 9 accounts (near threshold, ad disapprovals, etc.)

Apply Prioritization:

1. All Tier 1 accounts (2 accounts):

• Portfolio B - ProClean (+18.5%)
• Portfolio A - Best HVAC (-16.2%)

2. Top 3 from Tier 2 (using focus rules):

• Priority 1: Portfolio B - Quick Fix (+12.3% underspending - high variance + underspending)
• Priority 2: Portfolio A - City Dental (+6.8% underspending - Portfolio A priority)
• Priority 3: Portfolio B - Metro Auto (+9.7% underspending - underspending focus)

Investigation List (5 accounts):

1. Portfolio B - ProClean (+18.5%) - CRITICAL
2. Portfolio A - Best HVAC (-16.2%) - CRITICAL
3. Portfolio B - Quick Fix (+12.3%) - HIGH PRIORITY
4. Portfolio A - City Dental (+6.8%) - HIGH PRIORITY (Portfolio A)
5. Portfolio B - Metro Auto (+9.7%) - HIGH PRIORITY

Not Investigated (mentioned in briefing only):

• 5 other Portfolio B accounts with ±8-10% variance
• 2 other Portfolio A accounts with ±5% variance
• 3 zero spenders
• 9 Tier 3 accounts

Briefing Summary:

• Investigated: 5 accounts (with root cause + recommendations)
• Other High Priority: 10 accounts (listed, not investigated)
• Medium Priority: 9 accounts (listed by category)
• On Pace: ~70 accounts (count only)

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When to Use This Skill

Auto-Invoked When:

• Running daily portfolio health checks
• Determining which accounts need investigation
• Prioritizing daily actions across portfolio
• User asks "what needs my attention today"
• Portfolio health check workflows
• Selecting accounts for batch optimizations

Manual Invocation:

• Custom portfolio queries ("Show me high priority Portfolio B accounts")
• Weekly/monthly portfolio reviews
• Client reporting (prioritized account lists)
• Ad-hoc "what should I look at first?" questions

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Integration with Other Skills

Skills This Prioritization Feeds Into:

Directly Used By:

• Your portfolio settings audit agent/workflow (external — replace with your own)

Indirectly Impacts:

• Your underspending investigation workflow (external)
• portfolio-pacing-rules - References same thresholds
• budget-recommendation-calculator - Urgency affects recommendation timing

Skills Referenced By This Skill:

• portfolio-pacing-rules - Pacing thresholds (±8% Portfolio B, ±5% Portfolio A)
• Your sheets-lookup helper (external — internal data plumbing, replace with your own sheet-reading code)

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Related Skills & Documentation

Related Skills:

• portfolio-pacing-rules - Pacing thresholds and budget management philosophy
• budget-recommendation-calculator - Used after prioritization to generate recommendations

External (replace with your own):

• Sheets-lookup helper — data source for pacing variance
• Underspending investigation agent/workflow — investigates accounts flagged by prioritization

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Created: 2025-11-01 Based On: Portfolio health monitoring best practices Status: Active