21-audit-ads-performance

# 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/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:**
```sql
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
```

---

## He thong cho diem Health Score

### Cong thuc
```
Health Score = Σ(Check_pass × Weight_severity × Weight_category) 
               / Σ(Check_total × Weight_severity × Weight_category) × 100
```

### Muc do nghiem trong (Severity)
| Muc do | He so | Mo ta |
|--------|-------|-------|
| Critical | 5.0x | Dang gay mat tien / mat du lieu ngay — fix ngay |
| High | 3.0x | Anh huong lon den hieu qua — fix trong 7 ngay |
| Medium | 1.5x | Best practice bi thieu — fix trong 30 ngay |
| Low | 0.5x | Toi uu them — fix khi co thoi gian |

### Phan loai diem so
| Diem | Grade | Y nghia |
|------|-------|---------|
| 90-100 | **A** | Xuat sac — duy tri va scale |
| 75-89 | **B** | Tot — mot so diem can cai thien |
| 60-74 | **C** | Trung binh — can dau tu cai thien nghiem tuc |
| 40-59 | **D** | Kem — nhieu van de lam giam hieu qua dang ke |
| < 40 | **F** | Nguy hiem — co the dang mat tien khong hieu qua |

---

## Audit META ADS (50 Checks)

> Trong so danh muc: Pixel/CAPI (30%) · Creative Diversity (25%) · Cau truc (20%) · Audience (15%) · Settings (10%)

### Nhom 1 — Pixel & Tracking (30% trong so)

| # | Check | Muc do | Cach kiem tra |
|---|-------|--------|--------------|
| M01 | Meta Pixel da cai tren tat ca trang web | Critical | Business Manager → Events Manager |
| M02 | Purchase/Lead event dang fire chinh xac | Critical | Events Manager → Test Events |
| M03 | Event Match Quality (EMQ) >= 6.0 | High | Events Manager → Bang diem EMQ |
| M04 | Conversion API (CAPI) da setup | High | Cai thiet bat tay hoac qua partner |
| M05 | Khong bi duplicate event (mua 1 tinh 2) | Critical | Events Manager → xem so luong/ngay |
| M06 | Domain da verify | Medium | Business Manager → Brand Safety |
| M07 | UTM parameter day du tren tat ca quang cao | Medium | URL Builder → kiem tra link |
| M08 | Aggregated Event Measurement da cau hinh (neu can) | Medium | Events Manager → AEM |

**Sub-score Tracking:** _____ / 10 diem (tinh theo trong so)

### Nhom 2 — Creative Diversity (25% trong so)

| # | Check | Muc do | Cach kiem tra |
|---|-------|--------|--------------|
| M09 | Co it nhat 10 creative thuc su khac biet | High | Ads Manager → Creative tab |
| M10 | Khong co creative nao chay > 21 ngay lien tuc | High | Xem ngay bat dau creative |
| M11 | Frequency < 3.5 (cold