/21-audit-ads-performance

name: 21-audit-ads-performance
description: "Dung khi can ra soat CAU HINH tai khoan quang cao mot cach he thong — 6 khau tu account, campaign, adset, creative, landing den tracking, cham Health Score 0-100 va liet ke Quick Wins. Kich hoat khi user nhac 'audit tai khoan ads', 'kiem tra tai khoan quang cao', 'health score ads', 'tai khoan chay kem qua', 'setup ads co dung khong', 'review tai khoan Meta'. Ho tro Meta, TikTok, Google, Zalo Ads. Khong dung cho — chan doan nhanh tai sao so xau thi dung skill 03-danh-gia-hieu-suat; lap ngan sach ky moi thi dung skill 54-media-plan."
argument-hint: "<platform + account + period>"
metadata:
  version: 1.3.2
  category: performance
triggers:
  - "audit tai khoan ads"
  - "kiem tra tai khoan quang cao"
  - "health score ads"
  - "cho diem quang cao"
  - "audit Meta Ads"
  - "audit TikTok Ads"
  - "audit Google Ads"
  - "audit Zalo Ads"
  - "tai khoan chay kem qua"
  - "review tai khoan ads"
  - "account audit"
  - "CPL cao"
  - "ROAS thap"
  - "ads khong ra so"
  - "chan doan ads"
output: File .md gom Health Score 0-100, danh sach Quick Wins, vi pham Quality Gates, chuyen sau theo nen tang, va action plan 7 ngay.
related:
  - 03-danh-gia-hieu-suat
  - 05-copy-quang-cao
  - 10-tinh-kpi-nguoc
  - 00-ke-hoach-mkt
  - 12-brief-landing-page
  - 53-tracking-setup
  - 55-scaling-ads
  - 56-retargeting-plan
references:
  - references/checklist-audit-theo-nen-tang.md
  - skills/vi/references/quality-gates-vn.md
  - skills/vi/references/copy-frameworks-vn.md
  - skills/vi/references/mcp-ads-integration.md

Audit Ads Performance — Health Score & Action Plan

> **Skill nay khac `03-danh-gia-hieu-suat` o cho:** > - `03` = Danh gia hieu qua hien tai (CPMess, ROAS, funnel) — chan doan trieu chung > - `21` = Audit cau hinh tai khoan (setup, cau truc, tracking, creative) — cho diem 0-100 va tim loi he thong

---

Thu thap thong tin

Hoi toi da 4 cau truoc khi bat dau:

1. **Nen tang can audit?** Meta Ads / TikTok Ads / Google Ads / Zalo Ads / Tat ca? 2. **Nganh kinh doanh va muc tieu chinh?** (Spa, F&B, BDS, E-com... + Muc tieu: CPMess, ROAS, Lead, Don hang) 3. **Ngan sach quang cao/thang?** (Giup tinh ngan sach min/ad set + danh gia muc do uu tien) 4. **Co the cung cap data?** (Paste data tu Ads Manager: Spend, CPM, CTR, CPMess, ROAS, so conversion)

Auto-pull data qua MCP (neu co ket noi)

> **Reference:** `skills/vi/references/mcp-ads-integration.md` — huong dan setup day du. > **Endpoint Meta Official:** `https://mcp.facebook.com/ads` — 29 tools, setup 5 phut qua `claude.ai/settings/integrations`

Neu user da ket noi MCP server, co the pull data tu dong thay vi yeu cau paste:

| Nen tang | MCP khuyen dung | Tool su dung | |----------|----------------|-------------| | 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 | `search` voi GAQL query | | TikTok Ads | AdsMCP/tiktok-ads-mcp-server | Performance report tools | | Cross-platform | Adspirer ads-mcp | Unified analytics 222 metrics |

**Meta Official MCP — Tools dung cho Audit (uu tien):**

AUDIT INSIGHTS (dung nhieu nhat):
  ads_insights_anomaly_signal             ← KPI bat thuong so voi baseline
  ads_insights_auction_ranking_benchmarks ← CTR, CPM, quality vs dau gia
  ads_insights_industry_benchmark         ← So sanh voi trung binh nganh
  ads_insights_performance_trend          ← Xu huong metric theo thoi gian
  ads_get_opportunity_score               ← Diem co hoi toi uu tu Meta

TRACKING QUALITY:
  ads_get_dataset_quality                 ← Chat luong matching (pixel + CAPI)
  ads_get_dataset_stats                   ← Event count, deduplication
  ads_get_errors                          ← Loi dataset gan day

CATALOG (E-commerce):
  ads_catalog_get_diagnostics             ← Errors va warnings catalog
  ads_catalog_get_product_feed_details    ← Trang thai feed

ACCOUNT:
  ads_get_ad_entities                     ← List campaigns/ad sets/ads

**Quy trinh audit voi Meta Official MCP:**

Buoc 1: ads_get_ad_accounts → chon account
Buoc 2: ads_get_ad_entities → lay tat ca campaigns
Buoc 3: ads_insights_performance_trend → xu huong 30 ngay
Buoc 4: ads_insights_anomaly_signal → tim KPI bat thuong
Buoc 5: ads_insights_auction_ranking_benchmarks → so voi dau gia
Buoc 6: ads_insights_industry_benchmark → so voi nganh
Buoc 7: ads_get_dataset_quality → kiem tra tracking
Buoc 8: ads_get_opportunity_score → co hoi toi uu
→ Tong hop vao Health Score + Action Plan

**GAQL query mau cho Google Ads audit:**

SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
       metrics.impressions, metrics.clicks, metrics.cost_micros,
       metrics.conversions, metrics.cost_per_conversion,
       metrics.search_impression_share
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status != 'REMOVED'
ORDER BY metrics.cost_micros DESC

**Meta Insights fields mau (dung khi KHONG co Official MCP):**

fields=spend,impressions,clicks,ctr,cpc,cpm,actions,cost_per_action_type,
       purchase_roas,frequency,reach
date_preset=last_30d
level=adset
breakdowns=age,gender

---

Quy trinh audit theo khau (SOP)

Audit **tu tren xuong**, khong nhay coc. Sua creative khi tracking sai = tu lua minh bang so ao.

1 ACCOUNT  →  2 CAMPAIGN  →  3 ADSET  →  4 CREATIVE  →  5 LANDING  →  6 TRACKING
   (nen)       (muc tieu)     (tep)      (noi dung)     (chuyen doi)   (do luong)

Nhung khi CHAY thi doc nguoc: TRACKING truoc — so sai thi 5 khau tren deu vo nghia.

Bang cac khau audit

| # | Khau | Kiem gi | Thoi gian | Dau hieu hong | |---|------|---------|-----------|--------------| | 1 | **Account** | Trang thai tai khoan, han muc chi tieu, canh bao chinh sach, quyen truy cap, phuong thuc thanh toan, lich su reject | 10 phut | Tai khoan bi han che, nhieu ads reject, spending limit