/03-performance-eval-global

name: 03-performance-eval-global
description: "Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — full account configuration audit, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`."
metadata:
  version: 1.1.1
  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)

> Operating rules: `skills/en/references/operating-rules-global.md` (esp. rules 2, 3, 7).

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`) | List tools at connect time — 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 |

The official Meta MCP can write, not only read, so any change recommended from MCP data follows rule 7 (draft-first, named approver) — never edit campaigns directly.

**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)

> Quick screening score only. Follow rule 3: mark each check pass / fail / unknown / n_a; under 60% coverage give no score and list the unknowns. The full platform-checklist score is `21-ads-audit-global`.

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× | near-duplicate concepts (differ on < 2 axes), 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 s