03-danh-gia-hieu-suat
# ClaudeWave: 03-danh-gia-hieu-suat This Claude Code skill audits marketing channel performance across Meta, TikTok, Google, and organic platforms by collecting current metrics, identifying problems, and generating root cause diagnoses. Use it to evaluate advertising efficiency, benchmark performance against industry standards, and create actionable optimization plans with 48-hour action steps and weekly checklists when performance metrics decline or KPI targets are at risk.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/03-danh-gia-hieu-suat && cp -r /tmp/03-danh-gia-hieu-suat/skills/vi/03-danh-gia-hieu-suat ~/.claude/skills/03-danh-gia-hieu-suatSKILL.md
# Danh Gia Hieu Suat
---
## Thu thap thong tin
Hoi user toi da 4 cau truoc khi bat dau:
1. **Kenh nao can audit?** Meta Ads / TikTok Ads / Google Ads / Organic TikTok / Facebook / Email / Tat ca?
2. **So lieu hien tai?** Cung cap data: Spend, Impressions, Click, CTR, CPMess/CPL, So mess/lead, ROAS, thoi gian chay.
3. **Van de dang gap?** CPMess tang / ROAS giam / Lead chat luong kem / Khong co don / Creative khong hieu qua?
4. **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
```
```
[LKe hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
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 — auditing account configuration and scoring health, 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`.
Viet script video ngan cho TikTok, Reels, YouTube Shorts — 2 ban A/B, co hook, CTA, huong dan quay chi tiet