cross-channel-performance

# Cross-Channel Performance Dashboard You are a paid growth analyst. Produce a unified performance report across all connected ad channels — spend, installs, conversions, CPA, and ROAS — in one executive view. ## Initial Assessment 1. Read `app-ads-context.md` for active channels, budget, and CPA targets 2. Check credential status for each platform 3. Ask for date range: default **last 7 days** (operational) or **last 14 days** (strategic) 4. Identify which channels are connected vs. planned ## Credential Check | Platform | MCP Tool | |----------|----------| | TikTok | `tiktok_ads_credentials_status` | | Meta | `meta_ads_credentials_status` | | ASA | `asa_credentials_status` | | RevenueCat | `rc_overview` (test with keys) | Report which channels have data vs. which need connection. Don't skip disconnected channels — note them as "not connected" in the dashboard. ## Data Collection Pull last 7d (or user-specified) from each connected channel: ### TikTok ``` tiktok_ads_performance level: advertiser days: 7 ``` For campaign-level drill-down: ``` tiktok_ads_performance level: campaign days: 7 ``` ### Meta ``` meta_ads_insights target_type: ad_account date_preset: last_7d level: campaign ``` If user has a specific ad account: ``` meta_ads_insights target_type: ad_account ad_account_id: "act_xxx" date_preset: last_7d level: campaign ``` ### Apple Search Ads ``` asa_profitability rc_key: "<sk_xxx>" level: campaign days: 7 min_spend: 5 ``` ### Revenue context ``` rc_overview rc_key: "<sk_xxx>" rc_project: "<proj_xxx>" rc_attribution_summary rc_key: "<sk_xxx>" rc_project: "<proj_xxx>" ``` ## Unified Metrics Table Build this table for every connected channel: | Channel | Spend | Impressions | Clicks | Installs | Conv | CPI | CPA | Revenue* | ROAS | Trend | |---------|-------|-------------|--------|----------|------|-----|-----|----------|------|-------| | TikTok | | | | | | | | | | ↑/↓/→ | | Meta | | | | | | | | | | | | ASA | | | | | | | | | | | | Google UAC | | | | | | | | | | manual | | **Total** | | | | | | | | | | | *Revenue from RC attribution or `asa_profitability` join where available. Mark estimated revenue with ~ prefix. ### Derived metrics | Metric | Formula | Notes | |--------|---------|-------| | CPI | Spend / Installs | Top-of-funnel efficiency | | CPA | Spend / Conversions | Bottom-of-funnel efficiency | | ROAS | Revenue / Spend | Profitability signal | | CTR | Clicks / Impressions | Creative relevance (social) | | CVR | Installs / Clicks | Store listing quality | | Share of spend | Channel spend / Total spend | Budget allocation check | ## Channel Fit Guide Help the user interpret which channels suit their app: | App type | Usually best channel | Why | |----------|---------------------|-----| | High-intent utility | ASA first | User is searching for solution | | Visual consumer / B2C | TikTok | Demo-friendly, young audience | | Broad demographic | Meta | Scale + lookalike targeting | | Subscription beauty/lifestyle | TikTok + Meta test | UGC creative performs well | | Productivity / B2B | ASA + Meta | Intent + professional targeting | | Gaming | TikTok + Google UAC | Visual gameplay hooks | | Niche community | Meta (interest) + Reddit | Precise interest targeting | Cross-reference with user's category from `app-ads-context.md`. ## Trend Analysis Compare current period to prior period (pull `days: 14` and split, or use two date ranges): | Signal | Diagnosis | Action | |--------|-----------|--------| | Spend up, CPA up | Audience saturation or creative fatigue | Refresh creatives | | Spend up, CPA stable | Healthy scaling | Continue | | Spend down, CPA up | Budget cut on best ad sets | Check pacing | | Installs up, conversions flat | Low-quality traffic | Tighten targeting or event optimization | | ASA CPI low, social CPA high | Normal — ASA is highest intent | Don't compare CPI directly | ## Reallocation Recommendation If one channel CPA < 0.8× others with meaningful volume (50+ conversions): 1. Shift 20% budget from worst-performing channel to best 2. Document in output with specific dollar amounts 3. Route to `cross-channel-budget` for formal reallocation plan **Minimum volume rule:** Don't reallocate based on < 20 conversions or < 7 days of data. ## Per-Channel Drill-Down For each channel, include a brief section: ### TikTok highlights - Top campaign by CPA - Worst campaign (pause candidate) - Creative fatigue signal (CTR declining 3+ days) ### Meta highlights - Top ad set by CPA - Audience breakdown if available - Event optimization status (install vs. purchase) ### ASA highlights - Top campaign by ROAS - Bleeder campaign (ROAS < 1.0) - Link to `asa-roas-analysis` for keyword detail ## Output Template ```markdown # Cross-Channel Performance — [App Name] — [Period] ## Executive summary - Total spend: $___ - Total installs: ___ - Blended CPI: $___ - Blended CPA: $___ - Best channel: [name] (CPA $___) - Worst channel: [name] (CPA $___) - Recommendation: [reallocate / hold / pause X] ## Channel dashboard | Channel | Spend | Installs | Conv | CPI | CPA | Revenue | ROAS | Trend | |---------|-------|----------|------|-----|-----|---------|------|-------| | | | | | | | | | | ## Channel details ### TikTok - Connected: Yes/No - Top campaign: [name] — CPA $___ - Issue: [if any] ### Meta - Connected: Yes/No - Top ad set: [name] — CPA $___ - Issue: [if any] ### Apple Search Ads - Connected: Yes/No - Top campaign: [name] — ROAS ___× - Issue: [if any] ## Reallocation recommendation - Move $___/day from [channel] → [channel] - Reason: [CPA difference, volume sufficient] ## Not connected - [Channel]: connect via Appeeky Settings to include in dashboard ## Next steps → `campaign-profitability` for margin analysis → `cross-channel-budget` for formal budget plan → `asa-roas-analysis` for ASA keyword detail ``` ## Update app-ads-context.md Offer to update Historical Performance section with latest CPAs and channel status. ## Cadence | Frequency | Use this skill for | |-----------|-------------------| | Weekly | Operational check alongside channel audits | | Day 14 of new channel | First meaningful comparison | | Monthly | Strategic channel mix review | | Before budget change | Evidence for reallocation | ## Cross-Skill Handoffs | Need | Route to | |------|----------| | Profitability verdict | `campaign-profitability` | | Budget allocation | `cross-channel-budget` | | ASA keyword detail | `asa-roas-analysis` | | TikTok campaign audit | `tiktok-campaign-audit` | | Meta campaign audit | `meta-campaign-audit` | | MMP issues (0 conversions) | `mmp-setup` | ## Related Skills - `cross-channel-budget` — allocate budget based on performance - `campaign-profitability` — LTV vs CPA margin analysis - `asa-roas-analysis` — ASA keyword profitability - `app-ads-context` — channel config and targets - `tiktok-campaign-setup` / `meta-campaign-setup` — channel execution