| name | 03-performance-eval-global |
| description | Diagnose marketing performance for global businesses — root cause analysis, 5-Whys, 48-hour action plan. Has 4 region variants for benchmarks (US/EU/SEA/LATAM). Reads `.agents/product-marketing-context-global.md`. INCLUDES Dropshipping KPI section (ROAS, BE-ROAS, profit margin, CAC). Trigger: 'performance review', 'ad performance', 'marketing diagnosis', 'KPI analysis', 'dropshipping ROAS'. |
| metadata | {"version":"1.0.0","category":"performance"} |
| license | MIT |
| triggers | ["performance review","ad performance","marketing diagnosis","KPI analysis","dropshipping ROAS"] |
| related | ["product-marketing-context-global","07-marketing-report-global","10-reverse-kpi-global","13-data-analysis-global","21-ads-audit-global","29-dropshipping-mastery-global"] |
Performance Evaluation (Global)
Diagnose marketing performance — paid ads, organic, funnel — find root cause, propose optimization with 48h action plan and weekly checklist. Region variants (US/EU/SEA/LATAM) provide localized benchmarks.
For newbies — Read this first
If you've never done a performance review:
- Performance evaluation = a structured health check of your marketing. You collect numbers, compare against benchmarks, find the gap, and propose fixes.
- You don't need everything perfect to start. Even rough data (last 30 days spend + leads + revenue) is enough for a first pass.
- The order matters: measure first, diagnose second, fix third. Don't jump to "let's redo creative" before checking why CTR dropped.
- Benchmarks are regional. A $10 CPM in the US is normal; in SEA it's expensive. Always pick the right region variant.
- One metric at a time. Don't try to fix CPM, CTR, CPL, ROAS simultaneously — pick the bottleneck and fix that first.
- The 5-Whys method works. Ask "why?" five times until you hit a root cause that's actionable (process, system, or skill gap — not a symptom).
- Health Score 0-100 gives you a single number to track. Below 60 = stop scaling, fix first. Above 75 = safe to optimize and grow.
Step 0 — Read context + select region variant
Before diagnosis:
- Read
.agents/product-marketing-context-global.md — get product, audience, region, currency, current channels.
- Pick the region variant:
variants/01-us.md — North America (USD)variants/02-eu.md — Europe (EUR/GBP, GDPR-aware)variants/03-sea.md — Southeast Asia (USD/local, low CPM)variants/04-latam.md — Latin America (USD/BRL/MXN, WhatsApp-first)
- Auto-pull data if MCP integrations are connected (Meta Official MCP, Google Ads MCP, TikTok Ads MCP, Pipeboard).
Information gathering
Ask user up to 4 questions:
- Which channel(s) to audit? Meta / Google / TikTok / LinkedIn / email / organic / all?
- Current numbers? Spend, impressions, clicks, CTR, CPM, CPC, leads, CPL, conversions, CPA, ROAS, time period.
- What's the issue? CPM rising / ROAS dropping / lead quality poor / no orders / creative fatigue?
- Original target KPI? What was the goal — CPL, CPA, ROAS, monthly leads/orders?
Auto-pull via MCP (if connected)
| Platform | MCP recommended | Data pulled |
|---|
| Meta Ads | Meta Official MCP (mcp.facebook.com/ads) | 29 tools — performance, anomalies, benchmarks |
| Meta Ads (alt) | Pipeboard, brijr/meta-mcp | Targeting research, ad library |
| Google Ads | Google Official MCP | GAQL — cost, clicks, conv, impression share |
| TikTok Ads | AdsMCP/tiktok-ads-mcp-server | Campaign performance reports |
| Cross-platform | Adspirer ads-mcp | 175+ tools, unified metrics |
Quick MCP diagnostic flow:
1. ads_insights_performance_trend → trending down?
2. ads_insights_anomaly_signal → which KPI is abnormal?
3. ads_insights_industry_benchmark → vs. industry?
4. ads_get_opportunity_score → what does Meta suggest?
→ Feed into Benchmark Table + Diagnostic Tree
Universal diagnosis framework
Part 0 — Ads Health Score (0-100)
Health Score = Σ(Check_pass × W_severity × W_category) / Σ(Check_total × W_severity × W_category) × 100
| Severity | Weight | Example checkpoints |
|---|
| Critical | 5× | Pixel not firing, CAPI not setup, CPA > 3× target |
| High | 3× | Creative similarity > 60%, budget < 5× CPA/day |
| Medium | 1.5× | No retargeting audience, headline > 40 chars |
| Low | 0.5× | Naming convention not followed |
| Score | Grade | Action |
|---|
| 90–100 | A | Excellent — focus on scaling |
| 75–89 | B | Good — fix Medium, scale gently |
| 60–74 | C | Average — fix High before scaling |
| 40–59 | D | Poor — fix Critical + High first |
| <40 | F | Danger — pause, full audit, rebuild |
Part 1 — Diagnostic decision tree
[CPM HIGH]
|-- CTR low (<1%)?
| |-- Weak hook → rewrite first 3s
| |-- Wrong targeting → narrow/expand audience
| |-- Stale creative (>7d) → make new creative
|
|-- CTR normal (1–3%) but CPM still high?
| |-- Auction peak → reduce budget, shift schedule
| |-- Audience too small → expand, test new LAL
| |-- Bid too high → switch to lowest cost
|
|-- CTR high (>3%) but CPM high?
|-- Landing page/inbox not converting → fix LP
|-- Unclear CTA → rewrite CTA
[ROAS LOW (<2x)]
|-- CPM ok but few conversions?
| |-- Funnel leak → check each step
| |-- Slow sales response → improve speed, script
| |-- Wrong offer/price → review offer
|
|-- High CPM + few conversions?
| |-- Loop back to CPM tree
|
|-- Many orders but low AOV?
|-- Weak cross-sell/upsell → bundles, larger packages
|-- Bargain hunters → tighten targeting
[POOR LEAD QUALITY]
|-- Many messages but few qualified leads?
| |-- Targeting too broad → narrow with LAL of best customers
| |-- Wrong-fit content → adjust hook + CTA
| |-- Value prop unclear → educate before CTA
|
|-- Qualified leads but no booking?
| |-- Slow follow-up (>2h) → respond within 15 min
| |-- Weak close script → rewrite, train sales
| |-- Price too high → bundle, financing, trial
|
|-- Booking but no-show?
|-- No reminder → auto-remind 24h + 2h before
|-- Trust gap → nurture more before booking
|-- Decision fatigue → simplify booking flow
Part 2 — Root Cause Analysis (5 Whys)
Ask "Why?" 5 times until you reach a process/system/skill root cause:
| Round | Why? | Answer |
|---|
| 1 | Why did CPM rise? | CTR dropped from 2.5% → 1.1% |
| 2 | Why did CTR drop? | Creative ran 12 days, audience saturation |
| 3 | Why did creative run so long? | No creative refresh schedule |
| 4 | Why no schedule? | No SOP for periodic creative review |
| 5 | Why no SOP? | No creative rotation process defined |
Root cause: Missing SOP for creative rotation
Solution: Lock in 3-5 new creatives/week, review every 3-5 days
Part 3 — Creative fatigue indicators
| Indicator | Warning | Danger | Action |
|---|
| Frequency | >2.5 | >4 | Refresh creative, expand audience |
| CTR decline | -20% vs first 3 days | -40% | New creative |
| CPA increase | +25% vs first 3 days | +50% | Pause, test new |
| Run time | >7 days | >14 days | Mandatory refresh |
| Engagement decline | -30% comments/shares | -50% | Switch angle |
| Negative feedback | >3% | >5% | Pause immediately |
Part 4 — Audience saturation indicators
| Metric | Healthy | Warning | Action |
|---|
| Audience overlap (between ad sets) | <20% | >30% | Merge or exclude |
| Frequency | <2.5 | >4 | Expand audience, new creative |
| Reach vs audience size | <50% | >70% | Audience too small, expand |
| Cost per incremental result | Stable | +30% | Saturated — find new audience |
| % new users in clicks | >60% | <40% | Re-showing to existing — refresh |
Decision tree — which variant to use
Use the variant that matches your ad account billing region, NOT just where the user is located:
| Region | Variant | When to use |
|---|
| United States, Canada | 01-us.md | Account billed in USD, US/CA traffic |
| UK, EU, EEA | 02-eu.md | Account billed in EUR/GBP, GDPR consent stack |
| SEA (Vietnam, Thailand, Indonesia, Philippines, Malaysia, Singapore) | 03-sea.md | Lower CPM, mobile-first, super-app context |
| LATAM (Brazil, Mexico, Colombia, Argentina, Chile) | 04-latam.md | WhatsApp-dominant, low CPM, FX volatility |
If running multi-region: load multiple variants, compare benchmarks side-by-side, set per-region targets.
Dropshipping KPI section
Dropshipping has different success criteria than typical service/B2B marketing. Use this layer when product is sourced from suppliers (AliExpress, CJ, Zendrop) and shipped directly to customer.
Core KPIs
| KPI | Formula | Healthy target |
|---|
| ROAS | Revenue / Ad spend | 2.5–3x minimum, 4x+ ideal |
| BE-ROAS (Break-even ROAS) | 1 / Profit margin | If margin = 30%, BE-ROAS = 3.33x |
| Profit margin | (Revenue − COGS − Shipping − Fees − Ad spend) / Revenue | 20%+ healthy, 25%+ ideal |
| CAC (Customer Acquisition Cost) | Ad spend / Customers acquired | < AOV × Profit margin |
| CPA (Cost Per Add-to-cart / Purchase) | Ad spend / Conversions | <30% of AOV |
| AOV (Average Order Value) | Revenue / Orders | Higher AOV = lower BE-ROAS pressure |
BE-ROAS formula
BE-ROAS = 1 / Profit margin
Examples:
Margin 20% → BE-ROAS = 5.0x (you need 5x ROAS just to break even)
Margin 25% → BE-ROAS = 4.0x
Margin 30% → BE-ROAS = 3.33x
Margin 35% → BE-ROAS = 2.86x
Margin 40% → BE-ROAS = 2.5x
Margin 50% → BE-ROAS = 2.0x
Below BE-ROAS = losing money on every order.
1.2× BE-ROAS = healthy growth zone.
2× BE-ROAS = scale aggressively.
Dropshipping diagnostic flags
| Flag | Threshold | Action |
|---|
| ROAS < BE-ROAS for 7 days | Always losing | Pause, redo product/creative |
| Profit margin < 20% | Too thin | Raise price OR find cheaper supplier |
| Refund rate > 5% | Too high | Audit product quality + ad claims |
| Chargeback rate > 1% | Critical | Review CB reasons, may risk Stripe ban |
| Shipping time > 18 days | Long | Switch to faster supplier or warehouse stock |
| Cart abandon > 75% | Too high | Audit checkout (shipping cost reveal, slow load) |
When to scale dropshipping
| Signal | Threshold | Decision |
|---|
| ROAS sustained > 2× BE-ROAS | 7+ consecutive days | Scale +20% per cycle |
| 30+ purchases at target CPA | Within ad set | CBO scaling allowed |
| Profit margin stable > 25% | 14+ days | Open new market |
| Email/SMS list > 1000 | Reached | Add retention campaigns |
See skill 29-dropshipping-mastery-global for full dropshipping playbook.
48-hour action plan template
Apply when CRITICAL issue detected:
| # | Time | Action | Severity | Expected outcome |
|---|
| 1 | 0–2h | Pause creatives/ad sets with CPA > 2x target | CRITICAL | Stop bleeding spend |
| 2 | 2–4h | Deep-dive data: which creative, audience, time slot | CRITICAL | Identify root cause |
| 3 | 4–8h | Duplicate winning ad set, test new creatives | HIGH | New creative live |
| 4 | 8–12h | Adjust audience: exclude overlap, test new LAL | HIGH | Reduce frequency |
| 5 | 12–24h | A/B test 3 new hooks for top creative | HIGH | Find better hook |
| 6 | 12–24h | Review landing page / inbox flow | MEDIUM | Fix funnel leak |
| 7 | 24–36h | Compare new vs. old performance | MEDIUM | Decide next step |
| 8 | 36–48h | Report + propose week-2 plan | MEDIUM | Concrete plan |
Weekly optimization checklist
| Day | Focus |
|---|
| Mon | Compare WoW KPIs, identify top/bottom 3 creatives, check frequency + audience overlap |
| Tue | Make 3-5 new creatives, test new hook, review UGC pipeline + organic |
| Wed | Optimize bid/budget on winners, pause CPA > 2x target, test new audiences |
| Thu | Check Mess→Lead, Lead→Booking, response time, sales script |
| Fri | WoW table, top 3 priorities for next week, content calendar update |
Cross-reference
| Need | Skill |
|---|
| Full audit with 84 checkpoints | 21-ads-audit-global |
| Monthly report | 07-marketing-report-global |
| Recompute budget from revenue target | 10-reverse-kpi-global |
| New ad copy with frameworks | 05-ad-copy-global |
| New video script | 04-script-video-global |
| Replan from scratch | 00-marketing-plan-global |
| Dropshipping-specific playbook | 29-dropshipping-mastery-global |
Quality checklist
Before delivering evaluation:
