03 Danh Gia Hieu Suat

Danh Gia Hieu Suat

Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

• Kenh nao can audit? Meta Ads / TikTok Ads / Google Ads / Organic TikTok / Facebook / Email / Tat ca?
• So lieu hien tai? Cung cap data: Spend, Impressions, Click, CTR, CPMess/CPL, So mess/lead, ROAS, thoi gian chay.
• Van de dang gap? CPMess tang / ROAS giam / Lead chat luong kem / Khong co don / Creative khong hieu qua?
• 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/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

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/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.

Phan 1 — Diagnostic Decision Tree

Cay chan doan: Tu trieu chung den nguyen nhan

[CPMess CAO]
  |-- CTR thap (<1%)?
  |     |-- Hook yeu → Viet lai 3s dau
  |     |-- Targeting sai → Thu hep/mo rong audience
  |     |-- Creative cu (>7 ngay) → Lam creative moi
  |
  |-- CTR binh thuong (1–3%) nhung CPMess van cao?
  |     |-- CPM tang (mua cao diem) → Giam budget, doi gio chay
  |     |-- Audience qua nho → Mo rong audience, test LAL moi
  |     |-- Bid cao → Chuyen sang lowest cost
  |
  |-- CTR cao (>3%) nhung CPMess van cao?
        |-- Landing page/inbox khong chuyen doi → Fix landing page
        |-- CTA khong ro → Viet lai CTA cu the hon

[ROAS THAP (<2x)]
  |-- CPMess tot nhung it don?
  |     |-- Funnel bi leak → Kiem tra tung buoc: Mess→Lead→Booking→Customer
  |     |-- Sales cham → Cai thien response time, script chot
  |     |-- San pham/gia khong phu hop → Review offer
  |
  |-- CPMess cao + it don?
  |     |-- Quay lai cay [CPMess CAO] tren
  |
  |-- Nhieu don nhung AOV thap?
        |-- Cross-sell/Upsell yeu → Them combo, goi lon hon
        |-- Khach mua hang re → Dieu chinh targeting, loai deal hunter

[LEAD CHAT LUONG KEM]
  |-- Nhieu mess nhung it lead qualified?
  |     |-- Targeting qua broad → Thu hep, dung LAL tu khach tot
  |     |-- Content hut sai nguoi → Dieu chinh hook + CTA
  |     |-- Gia tri chua ro → Tang giao duc truoc khi CTA
  |
  |-- Lead qualified nhung khong booking?
  |     |-- Follow-up cham (>2h) → Response trong 15 phut
  |     |-- Script chot yeu → Viet lai script, training sales
  |     |-- Gia qua cao → Bundle, tra gop, trial
  |
  |-- Booking nhung khong show?
        |-- Khong co nhac hen → Tu dong nhac truoc 24h + 2h
        |-- Khach chua du trust → Tang nurture truoc booking
        |-- Qua nhieu lua chon → Don gian hoa booking flow

[CREATIVE KHONG HIEU QUA]
  |-- Video view thap?
  |     |-- Hook 3s khong du manh → Test 5 hook khac nhau
  |     |-- Thumbnail khong hap dan → A/B test thumbnail
  |     |-- Audio/nhac sai mood → Doi nhac trending
  |
  |-- View tot nhung engagement thap?
  |     |-- Noi dung khong cho gia tri → Tang tips, how-to
  |     |-- Khong co CTA trong video → Them CTA bang loi + text
  |
  |-- Engagement tot nhung khong chuyen doi?
        |-- CTA khong ro → "Nhan tin ngay" cu the hon
        |-- Qua nhieu CTA → 1 video = 1 CTA duy nhat
        |-- Chua du trust → Bo sung testimonial/review

Phan 2 — Vietnam Benchmark Table 2025–2026

> Nguon: references/benchmarks-vietnam.md — cap nhat Q1/2025.

Paid Ads

| Chi so | Kem | Trung binh | Tot | Xuat sac | Data cua ban |

|--------|-----|------------|-----|----------|-------------|

| Meta — CPMess | >40K | 25–40K | 18–25K | <18K | [so] |

| Meta — CPC | >8K | 4–8K | 2–4K | <2K | [so] |

| Meta — CPM | >120K | 60–120K | 30–60K | <30K | [so] |

| Meta — CTR | <0.8% | 0.8–1.5% | 1.5–3% | >3% | [so]% |

| Meta — CPL | >150K | 85–150K | 50–85K | <50K | [so] |

| TikTok — CPMess | >45K | 28–45K | 20–28K | <20K | [so] |

| TikTok — CPV (6s) | >200d | 100–200d | 50–100d | <50d | [so] |

| TikTok — CTR | <0.5% | 0.5–1.2% | 1.2–2.5% | >2.5% | [so]% |

| TikTok — VCR | <15% | 15–30% | 30–50% | >50% | [so]% |

| Google — CPC | >15K | 7–15K | 3–7K | <3K | [so] |

| Google — CTR | <1.5% | 1.5–3% | 3–6% | >6% | [so]% |

| Google — Conv rate | <2% | 2–5% | 5–10% | >10% | [so]% |

Funnel Conversion

| Buoc | Trung binh | Tot | Data cua ban | Gap |

|------|-----------|-----|-------------|-----|

| Impression → Click | 1–2% | 3%+ | [so]% | |

| Click → Mess/Lead | 15–25% | 30%+ | [so]% | |

| Mess → Lead qualified | 50–60% | 70%+ | [so]% | |

| Lead → Booking | 50–60% | 70%+ | [so]% | |

| Booking → Customer | 30–40% | 50%+ | [so]% | |

| Customer → Re-purchase (90 ngay) | 15–25% | 35%+ | [so]% | |

Organic Content

| Chi so | Kem | Trung binh | Tot | Data cua ban |

|--------|-----|------------|-----|-------------|

| TikTok — View/video (1K followers) | <500 | 500–2K | 2K–10K | [so] |

| TikTok — Engagement rate | <2% | 2–5% | 5–10% | [so]% |

| TikTok — Save rate | <0.5% | 0.5–2% | 2–5% | [so]% |

| FB — Reach/post (10K like) | <300 | 300–800 | 800–2K | [so] |

| FB — Engagement rate | <1% | 1–3% | 3–6% | [so]% |

| Zalo OA — Read rate | <30% | 40–60% | 60–80% | [so]% |

| Email — Open rate | <12% | 15–25% | 25–35% | [so]% |

| Email — Click rate | <1% | 1–3% | 3–5% | [so]% |

Benchmark theo nganh

| Nganh | CPMess | Lead->Booking | Booking->Customer | AOV | Re-purchase |

|-------|--------|---------------|-------------------|-----|-------------|

| Beauty & Spa | 20–35K | 55–65% | 60–75% | 300K–1.5M | 20–35% (60 ngay) |

| F&B | 15–25K | -- | 40–55% (Lead→Order) | 80K–250K | 25–40% (30 ngay) |

| Education | 80–200K (CPL) | -- | 5–15% (Lead→Enroll) | 2M–10M | -- |

| E-commerce (Thoi trang) | 3–8K (CPC) | -- | 1–3% (Conv rate) | 250K–800K | -- |

| BDS | 150–500K (CPL) | 10–20% (Lead→Meeting) | 5–15% (Meeting→Deal) | 500M–5B | -- |

Phan 3 — Root Cause Analysis (5 Whys)

Framework phan tich

Khi gap van de, hoi "Tai sao?" 5 lan de tim nguyen nhan goc:

Vi du: CPMess tang tu 25K len 45K

| Lan | Tai sao? | Tra loi |

|-----|---------|---------|

| 1 | Tai sao CPMess tang? | Vi CTR giam tu 2.5% xuong 1.1% |

| 2 | Tai sao CTR giam? | Vi creative da chay 12 ngay, audience da thay qua nhieu lan |

| 3 | Tai sao creative chay qua lau? | Vi team khong co lich lam creative moi |

| 4 | Tai sao khong co lich? | Vi khong co quy trinh review creative dinh ky |

| 5 | Tai sao khong co quy trinh? | Vi chua setup SOP creative rotation |

Nguyen nhan goc: Thieu SOP creative rotation

Giai phap: Lap lich lam 3–5 creative moi/tuan, review performance moi 3–5 ngay

Template 5 Whys

| Lan | Tai sao? | Tra loi |

|-----|---------|---------|

| 1 | [van de] | [nguyen nhan truc tiep] |

| 2 | Tai sao [nguyen nhan 1]? | [nguyen nhan sau hon] |

| 3 | Tai sao [nguyen nhan 2]? | [nguyen nhan sau hon] |

| 4 | Tai sao [nguyen nhan 3]? | [nguyen nhan sau hon] |

| 5 | Tai sao [nguyen nhan 4]? | [nguyen nhan goc] |

Nguyen nhan goc: [tom tat]

Giai phap: [hanh dong cu the]

Phan 4 — Creative Fatigue Detection

Tieu chi nhan biet creative met

| Dau hieu | Nguong canh bao | Nguong nguy hiem | Hanh dong |

|----------|-----------------|------------------|-----------|

| Frequency | >2.5 | >4 | Doi creative, expand audience |

| CTR giam | Giam 20% vs 3 ngay dau | Giam 40% | Thay creative moi |

| CPA tang | Tang 25% vs 3 ngay dau | Tang 50% | Pause creative, test moi |

| Thoi gian chay | >7 ngay | >14 ngay | Bat buoc thay moi |

| Engagement giam | Comment/share giam 30% | Giam 50% | Doi goc do noi dung |

| Negative feedback | >3% | >5% | Tat ngay, review creative |

Lich rotation creative khuyen nghi

| Loai creative | Thoi gian hieu qua | Khi nao lam moi |

|---------------|-------------------| --------------|

| Video ads (cold audience) | 5–10 ngay | Khi frequency > 2.5 hoac CTR giam 20% |

| Image ads | 7–14 ngay | Khi CTR giam 30% |

| Carousel | 10–21 ngay | Khi engagement giam 25% |

| UGC video | 10–14 ngay | Khi CPA tang 30% |

Phan 5 — Audience Saturation Indicators

| Chi so | Binh thuong | Bao dong | Hanh dong |

|--------|-------------|---------|-----------|

| Audience overlap (giua cac ad sets) | <20% | >30% | Gop ad sets hoac loai tru |

| Frequency | <2.5 | >4 | Expand audience, doi creative |

| Reach vs Audience size | <50% | >70% | Audience qua nho, mo rong |

| Cost per incremental result | On dinh | Tang 30%+ | Dang bao hoa, can audience moi |

| New user % (trong click) | >60% | <40% | Dang re-show cho nguoi cu |

Hanh dong khi audience bao hoa

• Mo rong Lookalike tu 1% len 3–5%
• Test interest moi chua dung
• Chay broad targeting voi creative tot
• Chuyen ngan sach sang kenh khac
• Tang organic content de mo rong funnel

Phan 6 — Trend Analysis

Week-over-Week (WoW)

| Chi so | Tuan truoc | Tuan nay | Thay doi | Xu huong |

|--------|-----------|---------|---------|---------|

| Spend | [so] | [so] | [+/-]% | Tang / Giam / On dinh |

| CPMess | [so] | [so] | [+/-]% | |

| So mess | [so] | [so] | [+/-]% | |

| CTR | [so]% | [so]% | [+/-]% | |

| ROAS | [so]x | [so]x | [+/-]% | |

| So don | [so] | [so] | [+/-]% | |

| AOV | [so] | [so] | [+/-]% | |

Month-over-Month (MoM)

| Chi so | Thang truoc | Thang nay | Thay doi | Xu huong 3 thang |

|--------|------------|---------|---------|-----------------|

| Tong spend | [so] | [so] | [+/-]% | [mo ta] |

| Tong mess/lead | [so] | [so] | [+/-]% | |

| CPMess trung binh | [so] | [so] | [+/-]% | |

| ROAS | [so]x | [so]x | [+/-]% | |

| Doanh thu tu ads | [so] | [so] | [+/-]% | |

| LTV:CAC | [so]:1 | [so]:1 | [+/-] | |

Quy tac doc xu huong

• 3 tuan lien tuc tang/giam → xu huong that, can hanh dong
• 1 tuan dot bien → kiem tra yeu to ben ngoai (mua le, doi thu, algorithm)
• On dinh 4+ tuan → can breakthrough, thu creative/audience moi

Phan 7 — 48h Action Plan

> Ap dung khi phat hien van de can xu ly gap.

Template action plan

| STT | Thoi gian | Hanh dong | Muc do | Ket qua ky vong | Nguoi TH |

|-----|----------|-----------|--------|-----------------|----------|

| 1 | Trong 2h | Pause creative/ad set co CPA > 2x target | CRITICAL | Ngung chay mau ngan sach | [ten] |

| 2 | Trong 4h | Phan tich data chi tiet: creative nao, audience nao, gio nao | CRITICAL | Xac dinh nguyen nhan | [ten] |

| 3 | Trong 8h | Duplicate winning ad set, test creative moi | HIGH | Co creative thay the | [ten] |

| 4 | Trong 12h | Dieu chinh audience: loai tru overlap, test LAL moi | HIGH | Giam frequency | [ten] |

| 5 | Trong 24h | A/B test 3 hook moi cho creative | HIGH | Tim hook tot hon | [ten] |

| 6 | Trong 24h | Kiem tra landing page/inbox flow | MEDIUM | Fix leak trong funnel | [ten] |

| 7 | Trong 36h | Review ket qua thay doi, so sanh | MEDIUM | Co data de quyet dinh tiep | [ten] |

| 8 | Trong 48h | Bao cao va de xuat ke hoach tuan tiep | MEDIUM | Ke hoach cu the | [ten] |

Phan 8 — Weekly Optimization Checklist

Thu 2 — Review tuan truoc

• [ ] So sanh KPI tuan nay vs tuan truoc (WoW)
• [ ] Xac dinh top 3 creative tot nhat (CTR, CPMess, ROAS)
• [ ] Xac dinh bottom 3 creative can tat hoac sua
• [ ] Check frequency moi ad set — co vuot 2.5 khong?
• [ ] Check audience overlap — co vuot 20% khong?

Thu 3 — Creative & Content

• [ ] Lam 3–5 creative moi dua tren winning elements
• [ ] Test hook moi cho video ads
• [ ] Kiem tra UGC pipeline — co content moi khong?
• [ ] Review content organic — bai nao co ER cao?

Thu 4 — Ads Optimization

• [ ] Toi uu bid/budget cho ad set tot
• [ ] Pause ad set co CPA > 2x target
• [ ] Test audience moi (LAL, interest, broad)
• [ ] Kiem tra landing page load speed + conv rate

Thu 5 — Funnel & Sales

• [ ] Kiem tra Mess→Lead conversion rate
• [ ] Kiem tra Lead→Booking conversion rate
• [ ] Review response time inbox (target <15 phut)
• [ ] Review script chot — can update khong?

Thu 6 — Report & Plan

• [ ] Tong hop data tuan (bang WoW)
• [ ] Xac dinh 3 hanh dong uu tien tuan sau
• [ ] Cap nhat lich noi dung tuan sau
• [ ] Bao cao cho stakeholder

Phan 9 — Tom tat danh gia

Bang tong ket

| Hang muc | Trang thai | Chi tiet | Hanh dong |

|----------|-----------|---------|-----------|

| Paid Ads | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |

| Organic Content | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |

| Funnel Conversion | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |

| Creative Health | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |

| Audience Health | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |

| ROAS/ROI | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |

Trang thai:

• Xanh: On track, dat hoac vuot KPI
• Vang: Can theo doi, lech 10–25% vs target
• Do: Can xu ly gap, lech >25% vs target hoac xu huong xau 2+ tuan

Top 3 uu tien

| STT | Uu tien | Ly do | Deadline | Ket qua ky vong |

|-----|---------|-------|----------|-----------------|

| 1 | [hanh dong] | [ly do] | [ngay] | [ket qua] |

| 2 | [hanh dong] | [ly do] | [ngay] | [ket qua] |

| 3 | [hanh dong] | [ly do] | [ngay] | [ket qua] |

Cross-reference

| Khi can | Goi skill |

|---------|-----------|

| Audit day du voi Health Score 0-100 (84 checkpoints) | 21-audit-ads-performance |

| Bao cao marketing hang thang day du | 07-bao-cao-marketing |

| Tinh lai ngan sach va KPI tu doanh thu | 10-tinh-kpi-nguoc |

| Viet lai copy quang cao theo 6 frameworks | 05-copy-quang-cao |

| Viet lai script video | 04-script-video |

| Len ke hoach lai toan bo | 00-ke-hoach-mkt |

| Review doi thu (neu nghi doi thu chay deal) | 08-nghien-cuu-doi-thu |

| Tra cuu 10 Quality Gates va 6 copy frameworks | references/quality-gates-vn, references/copy-frameworks-vn |

Checklist chat luong

Truoc khi giao danh gia, kiem tra:

• [ ] 10 Quality Gates da kiem tra — bat ky vi pham = CRITICAL, fix truoc toan bo de xuat
• [ ] Health Score da uoc tinh (neu co du data) — neu < 60 thi focus fix truoc khi toi uu
• [ ] Data cua user da dien day du vao bang benchmark
• [ ] Diagnostic decision tree da chay — xac dinh dung nhanh nguyen nhan
• [ ] 5 Whys da thuc hien — tim duoc nguyen nhan goc, khong dung o trieu chung
• [ ] So sanh voi benchmark Vietnam 2025–2026 — co cot "Data cua ban" va "Gap"
• [ ] Creative fatigue da kiem tra — frequency, CTR, thoi gian chay
• [ ] Audience saturation da kiem tra — overlap, reach vs size
• [ ] Trend analysis co WoW va MoM — khong chi nhin 1 ngay
• [ ] 48h action plan cu the — co thoi gian, nguoi chiu TN, ket qua ky vong
• [ ] Tong ket co trang thai mau (Xanh/Vang/Do) de nhau
• [ ] Top 3 uu tien ro rang voi deadline
• [ ] Tat ca so lieu co the verify — khong co so lieu "uoc tinh" khong co co so
• [ ] De xuat kha thi voi nguon luc hien tai cua user