/03-performance-eval-global

name: 03-performance-eval-global
description: "Diagnose marketing performance for global businesses — root cause analysis, 5-Whys, 48-hour action plan. Has 4 region variants for benchmarks (US/EU/SEA/LATAM). Reads `.agents/product-marketing-context-global.md`. INCLUDES Dropshipping KPI section (ROAS, BE-ROAS, profit margin, CAC). Trigger: 'performance review', 'ad performance', 'marketing diagnosis', 'KPI analysis', 'dropshipping ROAS'."
metadata:
  version: 1.0.0
  category: performance
license: MIT
triggers:
  - "performance review"
  - "ad performance"
  - "marketing diagnosis"
  - "KPI analysis"
  - "dropshipping ROAS"
related:
  - product-marketing-context-global
  - 07-marketing-report-global
  - 10-reverse-kpi-global
  - 13-data-analysis-global
  - 21-ads-audit-global
  - 29-dropshipping-mastery-global

Performance Evaluation (Global)

Diagnose marketing performance — paid ads, organic, funnel — find root cause, propose optimization with 48h action plan and weekly checklist. Region variants (US/EU/SEA/LATAM) provide localized benchmarks.

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For newbies — Read this first

If you've never done a performance review:

1. **Performance evaluation = a structured health check** of your marketing. You collect numbers, compare against benchmarks, find the gap, and propose fixes. 2. **You don't need everything perfect to start.** Even rough data (last 30 days spend + leads + revenue) is enough for a first pass. 3. **The order matters:** measure first, diagnose second, fix third. Don't jump to "let's redo creative" before checking why CTR dropped. 4. **Benchmarks are regional.** A $10 CPM in the US is normal; in SEA it's expensive. Always pick the right region variant. 5. **One metric at a time.** Don't try to fix CPM, CTR, CPL, ROAS simultaneously — pick the bottleneck and fix that first. 6. **The 5-Whys method works.** Ask "why?" five times until you hit a root cause that's actionable (process, system, or skill gap — not a symptom). 7. **Health Score 0-100** gives you a single number to track. Below 60 = stop scaling, fix first. Above 75 = safe to optimize and grow.

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Step 0 — Read context + select region variant

Before diagnosis:

1. **Read `.agents/product-marketing-context-global.md`** — get product, audience, region, currency, current channels. 2. **Pick the region variant:**

• `variants/01-us.md` — North America (USD)
• `variants/02-eu.md` — Europe (EUR/GBP, GDPR-aware)
• `variants/03-sea.md` — Southeast Asia (USD/local, low CPM)
• `variants/04-latam.md` — Latin America (USD/BRL/MXN, WhatsApp-first)

3. **Auto-pull data** if MCP integrations are connected (Meta Official MCP, Google Ads MCP, TikTok Ads MCP, Pipeboard).

Information gathering

Ask user up to 4 questions:

1. **Which channel(s) to audit?** Meta / Google / TikTok / LinkedIn / email / organic / all? 2. **Current numbers?** Spend, impressions, clicks, CTR, CPM, CPC, leads, CPL, conversions, CPA, ROAS, time period. 3. **What's the issue?** CPM rising / ROAS dropping / lead quality poor / no orders / creative fatigue? 4. **Original target KPI?** What was the goal — CPL, CPA, ROAS, monthly leads/orders?

Auto-pull via MCP (if connected)

| Platform | MCP recommended | Data pulled | |----------|----------------|-------------| | Meta Ads | Meta Official MCP (`mcp.facebook.com/ads`) | 29 tools — performance, anomalies, benchmarks | | Meta Ads (alt) | Pipeboard, brijr/meta-mcp | Targeting research, ad library | | Google Ads | Google Official MCP | GAQL — cost, clicks, conv, impression share | | TikTok Ads | AdsMCP/tiktok-ads-mcp-server | Campaign performance reports | | Cross-platform | Adspirer ads-mcp | 175+ tools, unified metrics |

**Quick MCP diagnostic flow:**

1. ads_insights_performance_trend → trending down?
2. ads_insights_anomaly_signal → which KPI is abnormal?
3. ads_insights_industry_benchmark → vs. industry?
4. ads_get_opportunity_score → what does Meta suggest?
→ Feed into Benchmark Table + Diagnostic Tree

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Universal diagnosis framework

Part 0 — Ads Health Score (0-100)

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

| Severity | Weight | Example checkpoints | |----------|--------|--------------------| | Critical | 5× | Pixel not firing, CAPI not setup, CPA > 3× target | | High | 3× | Creative similarity > 60%, budget < 5× CPA/day | | Medium | 1.5× | No retargeting audience, headline > 40 chars | | Low | 0.5× | Naming convention not followed |

| Score | Grade | Action | |-------|-------|--------| | 90–100 | A | Excellent — focus on scaling | | 75–89 | B | Good — fix Medium, scale gently | | 60–74 | C | Average — fix High before scaling | | 40–59 | D | Poor — fix Critical + High first | | <40 | F | Danger — pause, full audit, rebuild |

Part 1 — Diagnostic decision tree

[CPM HIGH]
  |-- CTR low (<1%)?
  |     |-- Weak hook → rewrite first 3s
  |     |-- Wrong targeting → narrow/expand audience
  |     |-- Stale creative (>7d) → make new creative
  |
  |-- CTR normal (1–3%) but CPM still high?
  |     |-- Auction peak → reduce budget, shift schedule
  |     |-- Audience too small → expand, test new LAL
  |     |-- Bid too high → switch to lowest cost
  |
  |-- CTR high (>3%) but CPM high?
        |-- Landing page/inbox not converting → fix LP
        |-- Unclear CTA → rewrite CTA

[ROAS LOW (<2x)]
  |-- CPM ok but few conversions?
  |     |-- Funnel leak → check each step
  |     |-- Slow sales response → improve speed, script
  |     |-- Wrong offer/price → review offer
  |
  |-- High CPM + few conversions?
  |     |-- Loop back to CPM tree
  |
  |-- Many orders but low AOV?
        |-- Weak cross-sell/upsell → bundles, larger packages
        |-- Bargain hunters → tighten targeting

[POOR LEAD QUALITY]
  |-- Many messages but few qualified leads?
  |     |-- Targeting too broad → narrow with LAL of best customers
  |     |-- Wrong-fit content → adjust hook + CTA