/analyze-performance

name: analyze-performance
description: >-
  Weekly performance read across every channel we run: what worked, why, and what to make next, judged
  on the business's real number (store revenue, qualified pipeline, retained users), not platform
  claims. Use when: write my Monday report; how are my ads doing — which ad won?; are my ads actually
  making money (Meta says 4x ROAS but revenue is flat); why did sales drop this week; did the test
  win; is my tracking working; monthly numbers for the replan; anything on fire today. Not for acting
  on the recommendations (pausing, scaling, launching) — use run-paid-campaigns; not for replanning
  the budget — use plan-campaign.
version: 0.1.1

analyze-performance

What you get

• **The Monday report** — saved to `reports/performance/<YYYY-MM-DD>.md` and shown in chat, the same shape every week (`references/monday-report.md`); run-paid-campaigns decides and acts on its recommendations.
• **Learnings** written to the brand brain after the marketer has seen and kept them; ended tests' measured results saved as readouts.
• **A run record** for next week (`references/run-memory.md`): the per-channel and per-ad scorecards with the trend since last run, each call with its owner, review date and test, and what happened to last week's calls — saved to the brand, so "what worked" and "what to make next" rest on weeks of history, not one week.
• **Monthly unit-economics read** for plan-campaign's replan; **daily pulse** on request, exception-only (`references/monthly-and-pulse.md`).

Before you start

1. **Setup first:** do the `marketing-guide` skill (`../marketing-guide/SKILL.md`) §1–2 (connect, brand, brain read) before anything else; the job line is "read your results". This playbook offers **local mode** (marketing-guide §5): with no GooseWorks it reads through the marketer's connectors, else exports and screenshots, and keeps the contract, reports and run records in the local folder. A missing connection is never a blocker: say in one line what this read can and can't see, and go on. 2. **Read the brain and the plan** (free; local mode: `references/local-mode.md` instead). Brain chapters: 18 "How we count results", 20 "Our plan" (targets, decisions, experiments), 22 "Everything we have made and run", 23 "What is working" (readouts, worn-out angles, lessons). Fallback path: `brand_read` sections `summary, kit, products, learnings, onboarding, accounts`, and `knowledge_search` `["learning"]` for past results. Then `gooseworks:campaign_read` — live briefs (Economics, targets, Test plan, Measurement plan, Replan triggers, the change-log slug in Status); workspace (`gooseworks:file_list` / `file_read`): `reports/performance/definitions.md`, the latest dated report and its Decisions, `ads/campaigns/<slug>/state.md` (frontmatter `meta_push_ids`, health line, open recommendations) and the `### YYYY-MM-DD — <title>` blocks of `decisions.md` (what was actually done — written by run-paid-campaigns and the server), make-static-ads' batch files `ads/batches/<YYYY-MM-DD>-<slug>.md` (creative id → angle, hook, test; picks), `lifecycle/program.md` (which flows exist), the newest `research/competitors/watch/<YYYY-MM-DD>.md` (line 2), and research-market's "What people are saying" section — in the newest `research/market/<D>-read.md` (mentions, sentiment, trends, risks; check the section's own window line before treating it as this week's, and read share of voice only if it is there). 3. **Load the last runs** — the Start steps of the `run-memory` skill (`../run-memory/SKILL.md`) for this job (`weekly performance read`, `monthly read` or `daily pulse`; `references/run-memory.md`): the last record, plus up to four weekly records back for the scorecards and angle history; every earlier call checked against a source; run-paid-campaigns' newest run record for each campaign (its money moves and verdicts). No record → say it's the first read; this run's numbers become the baseline. 4. **Company type and referee** — `references/measurement-contract.md` §1. The type decides the referee, the ranking metric, the cadence (B2B under ~20 SQLs a month: weekly = leading indicators, pipeline monthly; services: monthly) and the inputs. 5. **One message, once; nothing asked mid-run.** Its contents and the export cheat sheet are `references/measurement-contract.md` §4 (minimum useful read first, history once, big exports in a hosted chat). Add what only this run knows: on the first run, the contract draft with defaults pre-filled (ask only the number and target, margin %, timezone — never technical settings), the roster to confirm, and which store, CRM, billing or analytics tool holds the referee unless the brain or a listed connector shows it (marketing-guide §3, "The marketer's own tools"; with none, that leg runs claims-only meanwhile); exports named in the last record's "Not checked" line, by name; the paid run's needs (`references/run-memory.md` § What the one input message also asks for). Missing items are "not checked this week"; a missing referee → **claims-only mode** (`references/measurement-contract.md` §5).

GooseWorks reads (connected only): `gooseworks:meta_read` performance view (Goose ads only, trailing windows ranked by spend — to identify Goose ads and cross-check, not as the week's totals); `gooseworks:social_account_list` + `gooseworks:social_analytics_get` (the brand's TikTok/Instagram accounts — other platforms come from the marketer); `gooseworks:ads_creative_read` (statics' lower-case tags, e.g. `angle:a-07`, `picked`; the batch file is the fallback when tags are missing) and `gooseworks:video_read` (videos' angle and hook names; a video without them is unannotated; an older `ads/videos/<project_id>.md` note is read only if it exists).

Steps

**Route first.** "Anything on fire today?" → run Before you start 1–3, then only the pulse in `references/monthly-and-pulse.md` — no input message, no contract. "Monthly numbers / replan" (or the first M