Dung khi so lieu marketing dang xau va can biet TAI SAO — chan doan theo 5 lop tu tracking, delivery, creative, landing den chat luong audience, roi ra action plan 48h. Kich hoat khi user nhac 'so dang xau', 'CPMess cao qua', 'ROAS thap', 'chan doan root cause', 'tai sao khong ra don', 'ads dot tien'. Khong dung cho — audit CAU HINH tai khoan ads va cham Health Score thi dung skill 21-audit-ads-performance; viet bao cao cho nguoi khac doc thi dung skill 07-bao-cao-marketing; chan doan rieng mot trang thi dung skill 68-cro-audit-trang.
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name
03-danh-gia-hieu-suat
description
Dung khi so lieu marketing dang xau va can biet TAI SAO — chan doan theo 5 lop tu tracking, delivery, creative, landing den chat luong audience, roi ra action plan 48h. Kich hoat khi user nhac 'so dang xau', 'CPMess cao qua', 'ROAS thap', 'chan doan root cause', 'tai sao khong ra don', 'ads dot tien'. Khong dung cho — audit CAU HINH tai khoan ads va cham Health Score thi dung skill 21-audit-ads-performance; viet bao cao cho nguoi khac doc thi dung skill 07-bao-cao-marketing; chan doan rieng mot trang thi dung skill 68-cro-audit-trang.
metadata
{"version":"2.3.2","category":"performance"}
triggers
["danh gia chien dich","audit performance","review quang cao","phan tich ket qua","CPMess cao qua","ROAS thap","toi uu ads","so dang xau","chan doan root cause"]
output
File .md gom diagnostic, root cause analysis, benchmark comparison, 48h action plan, va weekly optimization checklist
Kenh nao can audit? Meta Ads / TikTok Ads / Google Ads / Organic TikTok / Facebook / Email / Tat ca?
So lieu hien tai? Cung cap data: Spend, Impressions, Click, CTR, CPMess/CPL, So mess/lead, ROAS, thoi gian chay.
Van de dang gap? CPMess tang / ROAS giam / Lead chat luong kem / Khong co don / Creative khong hieu qua?
Muc tieu la gi? KPI muc tieu ban dau la bao nhieu? (CPMess, ROAS, so lead/don/thang)
Auto-pull data qua MCP (neu co ket noi)
Neu user da setup MCP server, pull data tu dong thay vi yeu cau paste.
Xem huong dan: skills/vi/references/mcp-ads-integration.mdMeta Official MCP:https://mcp.facebook.com/ads — setup 5 phut qua claude.ai/settings/integrations
Meta Official MCP — Tools dung cho Danh gia hieu suat:
DIAGNOSTIC (chan doan):
ads_insights_anomaly_signal ← Tim KPI bat thuong vs baseline → feed vao 5 Whys
ads_insights_performance_trend ← Xu huong 7/14/30 ngay → phat hien suy giam
BENCHMARK (so sanh):
ads_insights_industry_benchmark ← CPM, CTR, CPC cua ban vs trung binh nganh
ads_insights_auction_ranking_benchmarks ← Quality ranking, engagement rate ranking vs doi thu
ads_insights_advertiser_context ← Boi canh nganh va khu vuc
OPTIMIZATION:
ads_get_opportunity_score ← Meta goi y co hoi toi uu → action plan
ads_get_dataset_quality ← Chat luong tracking (pixel + CAPI)
Quy trinh danh gia nhanh voi MCP:
1. ads_insights_performance_trend → Co dang giam khong?
2. ads_insights_anomaly_signal → KPI nao bat thuong?
3. ads_insights_industry_benchmark → So voi nganh the nao?
4. ads_get_opportunity_score → Meta goi y gi?
→ Dien vao Benchmark Table + chay Diagnostic Tree
Phan 0 — Ads Health Score (0-100)
Audit day du: Dung 21-audit-ads-performance khi can chay full 84 checkpoints cho Meta/TikTok/Google/Zalo.
Phan nay la quick-check — danh gia nhanh truoc khi di sau vao diagnostic.
10 Quality Gates — Bat buoc kiem tra truoc moi de xuat
Reference:skills/vi/references/quality-gates-vn.md — 10 hard rules KHONG bao gio vi pham.
Gate
Quy tac
Nguong vi pham
Hanh dong bat buoc
G1 3× Kill Rule
CPA > 3× CPA muc tieu
> 3×
Pause ad set NGAY
G2 Budget Sufficiency
Ngan sach < 5× CPA/ad set/ngay
< 5×
Gop ad set, tang budget
G3 Learning Phase
Ad set dang "Learning"
Dang hoc
KHONG chinh sua bat ky thu gi
G4 Pixel Integrity
EMQ < 6.0, duplicate event
< 6.0
Fix tracking TRUOC khi chay
G5 Creative Diversity
Similarity Score > 60%
> 60%
Lam creative moi thuc su khac biet
G6 Compliance
Nganh dac biet chua kiem tra
Chua check
Review policy truoc launch
G7 TikTok Sound
Video TikTok khong co am thanh
Khong audio
Them nhac/voiceover
G8 Scale Speed
Tang ngan sach > 20%/72h
> 20%
Giam toc do tang, toi da 20%/lan
G9 Min Data
< 1,000 impression (Meta)
< 1K impr
Doi du data moi ket luan
G10 LTV:CAC
LTV:CAC < 3:1
< 3:1
Khong nen scale, kiem tra churn
⚠️ Vi pham bat ky gate nao = CRITICAL — phai fix truoc toan bo de xuat toi uu.
Phan 1 — Diagnostic Decision Tree
Quy trinh chan doan 5 layer (chay TRUOC khi doc cay trieu chung)
So xau la trieu chung, khong phai benh. Dao tung layer tu tren xuong, moi layer phai sach truoc khi di tiep — dung thay creative khi van de nam o tracking.
Layer 1 — Tracking va chat luong data. Pixel co fire dung khong (dung Pixel Helper)? Conversion event dang do dung thu can do hay dang do PageView? UTM day du chua? Co event trung lap khong?
→ Neu tracking sai: fix tracking truoc, khong lam gi khac. Moi so lieu phia sau deu vo nghia.
Layer 2 — Delivery va dau gia. CPM co tang khong? Frequency dang o dau (>3.5 canh bao, >5 phai tat)? Co dang trong learning phase khong (khong dung vao adset trong learning)?
→ CPM tang + frequency cao = audience bao hoa → mo rong tep hoac doi creative.
→ CPM tang + frequency thap = CPM thi truong tang theo mua → cho hoac chinh bid, khong doi creative.
Layer 3 — Creative va hook. CTR co giam khong? Hook rate (3s view) co giam khong? Creative nay chay bao lau roi?
→ CTR giam + creative cu = creative fatigue → refresh (goi 48-quick-visual-brief).
→ CTR thap ngay tu ngay dau = hook chua du manh hoac sai audience — khong phai fatigue.
Layer 4 — Landing page va offer. CTR on nhung CPL cao? LP load qua 3 giay? Form qua 4 truong? Thong diep ads va LP co khop khong?
→ CTR on ma CPL cao gan nhu luon la van de LP hoac offer, khong phai creative.
Layer 5 — Chat luong audience. Lead nhieu nhung close rate thap? Tep qua rong hay qua hep?
→ Lead nhieu ma khong chot duoc = van de chat luong lead → them cau hoi loc, hoac doi tep.
Sau khi xac dinh layer co van de, ghi ro: root cause co kha nang nhat · bang chung ung ho (2-3 data point) · gia thuyet da loai tru · muc do tu tin (cao/trung binh/thap — neu thap thi can test them truoc khi hanh dong lon).
Cay chan doan: Tu trieu chung den nguyen nhan
4 cay chan doan dang ASCII cho 4 trieu chung ([CPMess CAO], [ROAS THAP <2x], [LEAD CHAT LUONG KEM], [CREATIVE KHONG HIEU QUA]) — moi cay phan nhanh theo dieu kien va chi thang hanh dong tuong ung: doc references/cay-chan-doan-va-checklist-tuan.md muc "Cay chan doan: Tu trieu chung den nguyen nhan".
Phan 2 — Vietnam Benchmark Table 2025–2026
4 bang benchmark day du (Paid Ads 12 chi so Meta/TikTok/Google chia 4 muc Kem/TB/Tot/Xuat sac · Funnel Conversion 6 buoc · Organic Content 8 chi so · Benchmark theo 5 nganh) — moi bang co san cot "Data cua ban" de dien: doc references/benchmark-vietnam-2025-2026.md.
Phan 3 — Root Cause Analysis (5 Whys)
Framework phan tich
Khi gap van de, hoi "Tai sao?" 5 lan de tim nguyen nhan goc:
Vi du: CPMess tang tu 25K len 45K
Lan
Tai sao?
Tra loi
1
Tai sao CPMess tang?
Vi CTR giam tu 2.5% xuong 1.1%
2
Tai sao CTR giam?
Vi creative da chay 12 ngay, audience da thay qua nhieu lan
3
Tai sao creative chay qua lau?
Vi team khong co lich lam creative moi
4
Tai sao khong co lich?
Vi khong co quy trinh review creative dinh ky
5
Tai sao khong co quy trinh?
Vi chua setup SOP creative rotation
Nguyen nhan goc: Thieu SOP creative rotation
Giai phap: Lap lich lam 3–5 creative moi/tuan, review performance moi 3–5 ngay
1 tuan dot bien → kiem tra yeu to ben ngoai (mua le, doi thu, algorithm)
On dinh 4+ tuan → can breakthrough, thu creative/audience moi
Phan 7 — 48h Action Plan
Ap dung khi phat hien van de can xu ly gap.
Template action plan
STT
Thoi gian
Hanh dong
Muc do
Ket qua ky vong
Nguoi TH
1
Trong 2h
Pause creative/ad set co CPA > 2x target
CRITICAL
Ngung chay mau ngan sach
[ten]
2
Trong 4h
Phan tich data chi tiet: creative nao, audience nao, gio nao
CRITICAL
Xac dinh nguyen nhan
[ten]
3
Trong 8h
Duplicate winning ad set, test creative moi
HIGH
Co creative thay the
[ten]
4
Trong 12h
Dieu chinh audience: loai tru overlap, test LAL moi
HIGH
Giam frequency
[ten]
5
Trong 24h
A/B test 3 hook moi cho creative
HIGH
Tim hook tot hon
[ten]
6
Trong 24h
Kiem tra landing page/inbox flow
MEDIUM
Fix leak trong funnel
[ten]
7
Trong 36h
Review ket qua thay doi, so sanh
MEDIUM
Co data de quyet dinh tiep
[ten]
8
Trong 48h
Bao cao va de xuat ke hoach tuan tiep
MEDIUM
Ke hoach cu the
[ten]
Phan 8 — Nhip kiem tra hang ngay va hang tuan
Daily check — 15 phut moi sang
Ba viec, khong hon. Muc tieu la bat van de trong ngay, khong phai phan tich sau:
CPL vs target → quyet dinh scale hay pause theo decision rules trong references/benchmarks-vietnam.md (muc "Decision rules theo target").
Frequency → neu vuot 2.5 thi chuan bi creative moi; vuot 3.5 thi brief gap qua 48-quick-visual-brief.
Pace spend → dang tieu dung tien do hay overspend? Overspend som trong ngay thuong keo CPL len vao khung gio dat.
Nguyen tac khi kiem tra hang ngay: chi thay MOT bien moi lan. Doi nhieu thu cung luc thi khong biet cai nao co tac dung. Va 3 ngay data chua du de ket luan — toi thieu 5-7 ngay sau khi sua moi danh gia lai.
Sau khi sua — ke hoach theo doi
Chi so
Baseline truoc khi sua
Muc tieu sau sua
Kiem tra ngay
[chi so chinh]
D+3
[chi so chinh]
D+7
Neu sau 7 ngay khong cai thien: dung tiep tuc tinh chinh nho — quay lai Layer 1 de chan doan lai, hoac chuyen huong (doi offer, doi tep, doi kenh).
