21-audit-ads-performance
This Claude Code skill conducts comprehensive advertising account audits across Meta Ads, TikTok Ads, Google Ads, and Zalo Ads, generating a 0-100 health score, identifying quick wins, detecting Quality Gate violations, and prioritizing action plans. Use it when you need systematic account configuration review covering setup structure, tracking implementation, and creative optimization rather than real-time performance diagnosis.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/21-audit-ads-performance && cp -r /tmp/21-audit-ads-performance/skills/vi/21-audit-ads-performance ~/.claude/skills/21-audit-ads-performanceSKILL.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/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 (coldKe 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`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
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`.