Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-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
[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)
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.
