/03-danh-gia-hieu-suat

name: 03-danh-gia-hieu-suat
description: Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
metadata:
  version: 2.3.1
  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 truoc toan bo de xuat toi uu.

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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)? Conversio