/21-audit-ads-performance

name: 21-audit-ads-performance
description: Audit toan dien tai khoan quang cao — cho diem Health Score 0-100, liet ke Quick Wins, phat hien vi pham Quality Gates, de xuat action plan theo muc do uu tien. Ho tro Meta Ads, TikTok Ads, Google Ads, Zalo Ads.
argument-hint: "<platform + account + period>"
metadata:
  version: 1.3.1
  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 chan delivery | | 2 | **Campaign** | Objective co dung muc tieu kinh doanh khong, so luong campaign, budget phan bo (Testing 30% · Scale 50% · Retarget 15% · Lookalike 5%), naming convention | 15 phut | Objective sai (chay Traffic de mong ra don), qua nhieu campaign chia nho ngan sach | | 3 | **Adset** | Trung tep giua cac ads