/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 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
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

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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`) | 29 tools — xem chi tiet ben duoi | | Meta Ads (alt) | Pipeboard (`mcp.pipeboard.co/meta-ads-mcp`) | 29 tools — 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 — 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 chay full 84 checkpoints cho Meta/TikTok/Google/Zalo. > Phan nay la quick-check — danh gia nhanh truoc khi di sau vao diagnostic.

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× | Creative similarity > 60%, 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 | Pause, audit toan dien, rebuild |

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 tr