goal-review

name	goal-review
description	Review Goal progress against STRATEGY.md targets. Use when the user asks to evaluate goal achievement, review KPI progress, assess strategy performance, or check if targets are being met. Also use when the user asks in Japanese (目標の進捗を確認 / KPIレビュー / ゴール達成状況は / 目標に届きそうか).
metadata	{"version":"0.10.29"}

Goal Review

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Review progress toward all marketing goals across all platforms.

Prerequisites

• STRATEGY.md with at least one Goal section (run the onboard skill first)
• STATE.json (run /sync-state first)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

1. Load context: Read STRATEGY.md (all Goal sections, Data Sources) and STATE.json.

2. Discover platforms: Identify all configured platforms and available data sources. Also include any hosted official-MCP connector present in the session (e.g. TikTok, key tiktok_ads) — drive it via its own tools and skip mureo-only value-adds; see ../_mureo-shared/SKILL.md → Hosted-connector platforms.

3. For each Goal, gather current metrics from all relevant platforms and data sources:

   • Ad platforms: Use performance reporting tools for each platform
   • GA4 (if available): Website conversion data, user behavior metrics
   • Search Console (if available): Organic search metrics for SEO-related goals
   • CRM (if available): Lead quality, pipeline data for LTV-related goals

   For goals that span multiple data sources, synthesize a unified view. Example: "Total leads = Platform A 62 + Platform B 28 + Organic 15 = 105 total"

4. Evaluate progress for each Goal:

   • Compare current value against target
   • Calculate % of target achieved
   • Calculate days remaining until deadline
   • Assess trajectory: on-track / at-risk / off-track

5. Present Goal dashboard:

   Goal	Target	Current	Progress	Deadline	Status

   Status indicators:

   • On track — current value meets or exceeds the pace needed to hit target by deadline
   • At risk — current value is within 20% of target but trajectory is concerning
   • Off track — current value is more than 20% away from target pace

6. Consult evidence: Before recommending actions, check action_log for past actions with evaluated outcomes:

   • Reference validated findings when proposing similar actions ("Negative keyword cleanup has consistently improved CPA by 10-20% on this account")
   • Flag previously rejected actions ("Device bid adjustments had no significant impact in the last 2 attempts")
   • Do NOT attribute goal progress to specific actions without checking observation windows and sample sizes

7. Recommend actions for off-track Goals:

   • Tie recommendations to the specific platform(s) where the Goal is off-track
   • If cross-platform rebalancing could help, suggest it
   • Suggest specific commands to run (/rescue, /budget-rebalance, /creative-refresh)
   • Prioritize recommendations by Goal priority (P0 > P1 > P2)
   • Prefer actions backed by past validated evidence over unproven strategies

8. Update STATE.json:

   • Log the review to action_log with a summary of Goal statuses
   • Update Current values in STRATEGY.md Goal sections if approved

9. Persist the report summary (best-effort): Call mureo_state_report_set with report="goal" and a concise summary object so the read-only dashboard can render this review without re-running you. Follow this convention:

   • generated_at: ISO 8601 timestamp of this run
   • period: the assessment window or "as of" date
   • kpis: per-Goal headline numbers (target, current, % of target achieved)
   • flags: a list of structured flags — each a small object {code, severity, params} so the dashboard renders a coarse, localizable chip with the numbers on drill-down:
     • code: a canonical vocabulary key — one of goals_met, cpa_over_target, cpa_under_target, cv_below_target, cv_above_target, spend_spike, cpa_spike, invalid_traffic_suspected, zero_cv_adspots, budget_overspend, budget_drift, tracking_suspect, zero_conversions, supply_tools_unconfigured, anomaly_baseline_insufficient, pending_observations, search_console_no_property, ga4_not_configured.
     • severity: one of action/watch/info/positive (omit to take the code's default — info/positive keep informational and good-news flags visually distinct from alarms).
     • params: an object holding the DETAIL (target, current, % of target). Keep detail in params, NOT baked into the code — write {"code":"cpa_over_target","params":{"cpa":15200}}, never a slug like goal_cpa_off_track.
     • For a finding outside the vocabulary use {code:"custom", severity, label} where label is a string or a {"ja":…,"en":…} map. Unknown non-custom codes are rejected. (A legacy bare-string flag still works but renders without the drill-down — prefer the object form.)
     • Example: [{"code":"cpa_over_target","params":{"cpa":15200}}, {"code":"cv_below_target","params":{"cv":18}}]
   • narrative: a short text summary of overall Goal health (on-track / at-risk / off-track)

   This is best-effort: if mureo_state_report_set is unavailable (e.g. a pure file-mode host without the context MCP), skip it silently — the rest of this skill still works.

IMPORTANT: When updating Goal "Current" values in STRATEGY.md, ask for approval first.