Audit Ads Performance — Health Score & Action Plan
Skill nay khac 03-danh-gia-hieu-suat o 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
Thu thap thong tin
Hoi toi da 4 cau truoc khi bat dau:
- Nen tang can audit? Meta Ads / TikTok Ads / Google Ads / Zalo Ads / Tat ca?
- Nganh kinh doanh va muc tieu chinh? (Spa, F&B, BDS, E-com... + Muc tieu: CPMess, ROAS, Lead, Don hang)
- Ngan sach quang cao/thang? (Giup tinh ngan sach min/ad set + danh gia muc do uu tien)
- Co the cung cap data? (Paste data tu Ads Manager: Spend, CPM, CTR, CPMess, ROAS, so conversion)
Auto-pull data qua MCP (neu co ket noi)
Reference: skills/vi/references/mcp-ads-integration.md — huong dan setup day du.
Endpoint Meta Official: https://mcp.facebook.com/ads — 29 tools, setup 5 phut qua claude.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
Quy trinh audit theo khau (SOP)
Audit tu tren xuong, khong nhay coc. Sua creative khi tracking sai = tu lua minh bang so ao.
1 ACCOUNT → 2 CAMPAIGN → 3 ADSET → 4 CREATIVE → 5 LANDING → 6 TRACKING
(nen) (muc tieu) (tep) (noi dung) (chuyen doi) (do luong)
Nhung khi CHAY thi doc nguoc: TRACKING truoc — so sai thi 5 khau tren deu vo nghia.
Bang cac khau audit
| # | Khau | Kiem gi | Thoi gian | Dau hieu hong |
|---|
| 1 | Account | Trang thai tai khoan, han muc chi tieu, canh bao chinh sach, quyen truy cap, phuong thuc thanh toan, lich su reject | 10 phut | Tai khoan bi han che, nhieu ads reject, spending limit chan delivery |
| 2 | Campaign | Objective co dung muc tieu kinh doanh khong, so luong campaign, budget phan bo (Testing 30% · Scale 50% · Retarget 15% · Lookalike 5%), naming convention | 15 phut | Objective sai (chay Traffic de mong ra don), qua nhieu campaign chia nho ngan sach |
| 3 | Adset | Trung tep giua cac adset, ngan sach toi thieu/adset, learning phase, bid strategy, lich chay, exclusion list | 20 phut | Tep chong nhau tu dau gia lan nhau, adset ngan sach qua nho khong thoat learning |
| 4 | Creative | So creative dang chay, do da dang (Andromeda), frequency, hook rate, ad fatigue, creative reserve | 20 phut | 1-2 creative chay ca thang, frequency > 3, tat ca creative cung 1 goc nhin |
| 5 | Landing | Toc do tai, message match voi ads, above the fold, so field form, social proof, mobile | 15 phut | CTR tot nhung CPL cao = van de gan nhu chac chan o day |
| 6 | Tracking | Pixel fire, event mapping, CAPI match rate, UTM, doi chieu GA4 vs Ads Manager | 20 phut | So Ads Manager lech GA4 > 20%, event trung hoac thieu |
Tong thoi gian audit day du: 1.5 - 2 gio. Neu chi co 30 phut → chay Quick Health Check + khau 6 (Tracking) + khau 4 (Creative).
Quick Health Check — 6 chi so doc dau tien
| Chi so | Thuc te | Tham chieu | Trang thai |
|---|
| CPM | | Meta 30–80K · TikTok 20–60K | Xanh / Vang / Do |
| CTR | | Meta >= 1.5% · Google >= 3% | |
| CPMess / CPL | | Target tu 10-tinh-kpi-nguoc | |
| ROAS | | >= Target ROAS da tinh | |
| Frequency | | < 3 tot · > 4 fatigue | |
| Hook Rate (video) | | >= 30% (3s view / impression) | |
Xanh = dat; Vang = lech 1 den 1.5 lan nguong; Do = lech tren 1.5 lan nguong. Cham 2 o Do tro len → audit day du, khong sua vun vat.
Chan doan: trieu chung → nguyen nhan → hanh dong
CPL cao va ROAS thap la trieu chung, khong phai benh. Bang nay tra ve nguyen nhan goc theo dung khau.
| Trieu chung | Nguyen nhan co the (theo thu tu kiem) | Khau lien quan | Hanh dong |
|---|
| CPM cao bat thuong | Tep qua hep · bid strategy sai · ad relevance thap · dung mua cao diem (Tet, 11.11, 12.12) | Adset | Mo rong tep, doi bid, cai thien creative de tang relevance, chap nhan CPM mua vu va tinh lai KPI |
| CTR thap (< 1%) | Hook khong du manh · creative sai format kenh · sai tang pheu · copy qua dai | Creative | Thay hook (khong phai thay tep), doi format dung kenh, doi chieu tang pheu, cat ngan copy |
| CTR tot nhung CPL cao | Landing tai cham (> 3s) · LP khong khop message ads · form qua nhieu field · offer khong hap dan | Landing | Toi uu toc do, viet lai headline LP khop hook ads, giam field, sua offer |
| CPL tot nhung ROAS thap | Chat luong lead thap · follow-up yeu / cham · offer chua thuyet phuc · friction o thanh toan | Ngoai ads | Siet tieu chi lead, sua kich ban va toc do reply, sua offer, don gian hoa checkout |
| Delivery thap / khong tieu tien | Tep qua hep · ngan sach duoi nguong · dang learning phase · ad bi reject · spending limit tai khoan | Adset + Account | Mo tep, tang ngan sach adset len nguong toi thieu, cho het learning, kiem notification reject |
| Dang chay tot roi tut | Ad fatigue (frequency > 3) · bao hoa tep · yeu to mua vu · tracking hong giua chung | Creative + Tracking | Thay creative, mo rong tep hoac lookalike, kiem lai pixel/CAPI truoc khi ket luan |
| Scale len la CPL vot | Tang ngan sach qua nhanh (> 30%/lan) · reset learning · tep khong con du rong | Adset | Lui ve muc ngan sach cu, tang lai tu tu +20-30%/lan, cho 48h moi tang tiep — xem 55-scaling-ads |
| So Ads Manager lech CRM | Attribution window khac nhau · pixel duplicate · CAPI match rate thap · thieu UTM | Tracking | Thong nhat window, xoa event trung, tang match rate, chuan hoa UTM — xem 53-tracking-setup |
Creative audit — 5 cau hoi
| Yeu to | Cau hoi | Neu KHONG |
|---|
| Hook 0-3s | Co chan duoc ngon tay dang luot khong? | Test hook moi (04-script-video, 05-copy-quang-cao) |
| Do lien quan | Co cham dung noi dau cua tep dang target khong? | Viet lai copy tu insight (09-insight-khach-hang) |
| Bang chung | Co so lieu / testimonial that khong? | Bo sung proof, khong bia so |
| CTA | Ro rang va cu the khong? | Thay CTA — 1 hanh dong duy nhat |
| Ad fatigue | Frequency > 3 chua? | Refresh creative, chuan bi creative reserve |
Landing page audit — 6 diem
Chi tiet sua landing → 12-brief-landing-page.
Tracking audit — 5 diem
Setup lai tu dau → 53-tracking-setup.
Luat sua sau audit
- Sua tu tren xuong theo khau — tracking va account truoc, creative sau.
- Moi lan chi doi 1 bien. Doi 3 thu cung luc thi khong biet thu nao co tac dung.
- Sau khi sua, cho 3-5 ngay moi danh gia. Doc so sau 1 ngay la doc nhieu.
- Giu/tat/scale theo thang CPA duy nhat trong
skills/vi/references/quality-gates-vn.md Gate 1 — dung tu dat nguong rieng o day. Tom tat: chua du data khi spend < 3x CPA muc tieu · winner ≤ 1.0x · theo doi 1.0-1.5x · thay creative khi > 1.5x keo dai 7 ngay · tat khi > 3.0x. Ghi ly do vao log truoc khi tat.
- Sua xong va so on dinh >= 5 ngay → chuyen sang
55-scaling-ads. Chua on dinh thi khong scale.
He thong cho diem Health Score
Cong thuc
Health Score = Σ(Check_pass × Weight_severity × Weight_category)
/ Σ(Check_total × Weight_severity × Weight_category) × 100
Muc do nghiem trong (Severity)
| 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 |
Phan loai diem so
| 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 |
Audit META ADS (50 Checks)
5 nhom check M01-M34 (Pixel & Tracking, Creative Diversity, Cau truc tai khoan, Audience, Settings) — moi check co muc do nghiem trong + cach kiem tra, kem trong so tung nhom, o ghi sub-score va cong thuc Meta Health Score: doc references/checklist-audit-theo-nen-tang.md muc "Audit META ADS (50 Checks)".
Audit TIKTOK ADS (30 Checks)
5 nhom check T01-T25 (Creative Quality, Technical Setup, Bidding & Learning, Cau truc, Settings) kem trong so tung nhom va muc do nghiem trong: doc references/checklist-audit-theo-nen-tang.md muc "Audit TIKTOK ADS (30 Checks)".
Audit GOOGLE ADS (35 Checks)
5 nhom check G01-G25 (Conversion Tracking, Cau truc & Quality Score, Keywords, Ads & Assets, Settings) kem trong so tung nhom va muc do nghiem trong: doc references/checklist-audit-theo-nen-tang.md muc "Audit GOOGLE ADS (35 Checks)".
Audit ZALO ADS (20 Checks)
Check Z01-Z10 (OA verify, rating, tracking URL, ca nhan hoa broadcast, ti le hinh, CTA, phan khuc database, frequency, unsub rate, read rate) kem trong so 3 danh muc: doc references/checklist-audit-theo-nen-tang.md muc "Audit ZALO ADS (20 Checks)".
Aggregate Score — Tong diem tai khoan
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
Quality Gates — Kiem tra truoc moi su
Truoc khi di vao chi tiet audit, kiem tra 10 Quality Gates trong skills/vi/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.
Quick Wins — Cai thien nhanh (< 15 phut)
Xac dinh va liet ke cac hanh dong:
- Muc do: Critical hoac High
- Thoi gian thuc hien: < 15 phut
- Sap xep theo: (Muc do × Uoc tinh impact) giam dan
| STT | Hanh dong | Nen tang | Muc do | Thoi gian | Ket qua ky vong |
|---|
| 1 | | | Critical | < 5p | |
| 2 | | | Critical | < 10p | |
| 3 | | | High | < 15p | |
| ... | | | | | |
Cau truc ket qua output
# 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]
Cross-reference
| 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 |
| Sua landing page sau khi audit khau Landing | 12-brief-landing-page |
| Setup lai pixel/CAPI/UTM sau khi audit khau Tracking | 53-tracking-setup |
| Da fix xong va so on dinh >= 5 ngay — muon scale | 55-scaling-ads |
| Frequency cao / can nham lai nguoi da tuong tac | 56-retargeting-plan |
| Lap ke hoach ads ky sau tu ket qua audit | 57-next-ads-plan |
Checklist chat luong
Truoc khi giao audit:
