/03-danh-gia-hieu-suat

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 day du (cau truc, tracking, creative, Health Score day du theo checklist nen tang) 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: 2.4.1
  category: performance
license: MIT
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
related:
  - 07-bao-cao-marketing
  - 10-tinh-kpi-nguoc
  - 00-ke-hoach-mkt
  - 05-copy-quang-cao
  - 04-script-video
  - 21-audit-ads-performance
  - 55-scaling-ads
  - 57-next-ads-plan
  - references/quality-gates-vn

Danh Gia Hieu Suat

> Quy tac van hanh chung: `skills/vi/references/quy-tac-van-hanh.md` (dac biet quy tac 2, 3, 7).

---

Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. **Kenh nao can audit?** Meta Ads / TikTok Ads / Google Ads / Organic TikTok / Facebook / Email / Tat ca? 2. **So lieu hien tai?** Cung cap data: Spend, Impressions, Click, CTR, CPMess/CPL, So mess/lead, ROAS, thoi gian chay. 3. **Van de dang gap?** CPMess tang / ROAS giam / Lead chat luong kem / Khong co don / Creative khong hieu qua? 4. **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.md` > **Meta Official MCP:** `https://mcp.facebook.com/ads` — setup 5 phut qua `claude.ai/settings/integrations`

| Nen tang | MCP khuyen dung | Data pull | |----------|----------------|----------| | Meta Ads | **Meta Official MCP** (`mcp.facebook.com/ads`) | Liet ke tool luc ket noi — so tool doi theo ban beta; xem nhom tool ben duoi | | Meta Ads (alt) | Pipeboard (`mcp.pipeboard.co/meta-ads-mcp`) | Liet ke tool luc ket noi — targeting research manh hon | | Google Ads | Google Official MCP | GAQL query — cost, clicks, conversions, impression share | | TikTok Ads | TikTok Ads MCP | Campaign/ad group performance reports | | Nhieu nen tang | Adspirer ads-mcp | 222 metrics, cross-platform unified |

> Meta Official MCP co the GHI (khong chi doc), nen moi de xuat thay doi tu data MCP di theo quy tac 7 (nhap truoc, ghi sau) — khong tu y sua campaign.

**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

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Phan 0 — Ads Health Score (0-100)

> **Audit day du:** Dung `21-audit-ads-performance` khi can Health Score day du theo checklist tung nen tang (Meta/TikTok/Google/Zalo). > Phan nay la diem sang loc nhanh — danh gia nhanh truoc khi di sau vao diagnostic. > Theo quy tac 3: moi check ghi pass / fail / unknown / n_a. Do phu du lieu duoi 60% thi KHONG cho diem, chi liet ke cac muc unknown can bo sung.

Cong thuc tinh Health Score

Health Score = Σ(Check_pass × W_severity × W_category) / Σ(Check_total × W_severity × W_category) × 100

**He so muc do (W_severity):**

| Muc do | He so | Vi du checkpoints | |--------|-------|------------------| | Critical | 5× | Pixel khong fire, CAPI chua setup, CPA > 3× target | | High | 3× | concept trung lap (khac < 2 truc), budget duoi 5× CPA/ngay | | Medium | 1.5× | Chua co retarget audience, headline qua 40 char | | Low | 0.5× | Ten chien dich khong theo naming convention |

Bang diem va hanh dong

| Diem | Grade | Nhan xet | Hanh dong | |------|-------|---------|-----------| | 90–100 | **A** ✅ | Xuat sac | Giu nguyen, tap trung scale | | 75–89 | **B** 🟢 | Tot | Fix Medium issues, tang budget nhe | | 60–74 | **C** 🟡 | Trung binh | Fix High issues truoc khi scale | | 40–59 | **D** 🔴 | Kem | Fix Critical + High truoc toan bo | | < 40 | **F** ⛔ | Nguy hiem | Audit toan dien, rebuild; neu can tat thi de xuat pause theo Gate 1 qua quy tac 7 (Buoc 0 truoc) |

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** Thang quyet dinh CPA | CPA / CPA muc tieu, sau Buoc 0 (spend >= 3x CPA muc tieu) | > 3.0x (hoac > 1.5x lien tuc 7 ngay) | > 3.0x: de xuat pause qua quy tac 7 (hoac uy quyen thuong truc con hieu luc); > 1.5x 7 ngay: doi creative / audience | | **G2** Budget Sufficiency | Ngan sach < 5× CPA/ad set/ngay | < 5× | Gop ad set,