03-danh-gia-hieu-suat

# 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
```

```
[L