03 Performance Eval Global

Performance Evaluation (Global)

Diagnose marketing performance — paid ads, organic, funnel — find root cause, propose optimization with 48h action plan and weekly checklist. Region variants (US/EU/SEA/LATAM) provide localized benchmarks.

For newbies — Read this first

If you've never done a performance review:

1. Performance evaluation = a structured health check of your marketing. You collect numbers, compare against benchmarks, find the gap, and propose fixes.
2. You don't need everything perfect to start. Even rough data (last 30 days spend + leads + revenue) is enough for a first pass.
3. The order matters: measure first, diagnose second, fix third. Don't jump to "let's redo creative" before checking why CTR dropped.
4. Benchmarks are regional. A $10 CPM in the US is normal; in SEA it's expensive. Always pick the right region variant.
5. One metric at a time. Don't try to fix CPM, CTR, CPL, ROAS simultaneously — pick the bottleneck and fix that first.
6. The 5-Whys method works. Ask "why?" five times until you hit a root cause that's actionable (process, system, or skill gap — not a symptom).
7. Health Score 0-100 gives you a single number to track. Below 60 = stop scaling, fix first. Above 75 = safe to optimize and grow.

Step 0 — Read context + select region variant

Before diagnosis:

1. Read .agents/product-marketing-context-global.md — get product, audience, region, currency, current channels.
2. Pick the region variant:
   • variants/01-us.md — North America (USD)
   • variants/02-eu.md — Europe (EUR/GBP, GDPR-aware)
   • variants/03-sea.md — Southeast Asia (USD/local, low CPM)
   • variants/04-latam.md — Latin America (USD/BRL/MXN, WhatsApp-first)
3. Auto-pull data if MCP integrations are connected (Meta Official MCP, Google Ads MCP, TikTok Ads MCP, Pipeboard).

Information gathering

Ask user up to 4 questions:

1. Which channel(s) to audit? Meta / Google / TikTok / LinkedIn / email / organic / all?
2. Current numbers? Spend, impressions, clicks, CTR, CPM, CPC, leads, CPL, conversions, CPA, ROAS, time period.
3. What's the issue? CPM rising / ROAS dropping / lead quality poor / no orders / creative fatigue?
4. Original target KPI? What was the goal — CPL, CPA, ROAS, monthly leads/orders?

Auto-pull via MCP (if connected)

Quick MCP diagnostic flow:

1. ads_insights_performance_trend → trending down?
2. ads_insights_anomaly_signal → which KPI is abnormal?
3. ads_insights_industry_benchmark → vs. industry?
4. ads_get_opportunity_score → what does Meta suggest?
→ Feed into Benchmark Table + Diagnostic Tree

Universal diagnosis framework

Part 0 — Ads Health Score (0-100)

Health Score = Σ(Check_pass × W_severity × W_category) / Σ(Check_total × W_severity × W_category) × 100

Part 1 — Diagnostic decision tree

[CPM HIGH]
  |-- CTR low (<1%)?
  |     |-- Weak hook → rewrite first 3s
  |     |-- Wrong targeting → narrow/expand audience
  |     |-- Stale creative (>7d) → make new creative
  |
  |-- CTR normal (1–3%) but CPM still high?
  |     |-- Auction peak → reduce budget, shift schedule
  |     |-- Audience too small → expand, test new LAL
  |     |-- Bid too high → switch to lowest cost
  |
  |-- CTR high (>3%) but CPM high?
        |-- Landing page/inbox not converting → fix LP
        |-- Unclear CTA → rewrite CTA

[ROAS LOW (<2x)]
  |-- CPM ok but few conversions?
  |     |-- Funnel leak → check each step
  |     |-- Slow sales response → improve speed, script
  |     |-- Wrong offer/price → review offer
  |
  |-- High CPM + few conversions?
  |     |-- Loop back to CPM tree
  |
  |-- Many orders but low AOV?
        |-- Weak cross-sell/upsell → bundles, larger packages
        |-- Bargain hunters → tighten targeting

[POOR LEAD QUALITY]
  |-- Many messages but few qualified leads?
  |     |-- Targeting too broad → narrow with LAL of best customers
  |     |-- Wrong-fit content → adjust hook + CTA
  |     |-- Value prop unclear → educate before CTA
  |
  |-- Qualified leads but no booking?
  |     |-- Slow follow-up (>2h) → respond within 15 min
  |     |-- Weak close script → rewrite, train sales
  |     |-- Price too high → bundle, financing, trial
  |
  |-- Booking but no-show?
        |-- No reminder → auto-remind 24h + 2h before
        |-- Trust gap → nurture more before booking
        |-- Decision fatigue → simplify booking flow

Part 2 — Root Cause Analysis (5 Whys)

Ask "Why?" 5 times until you reach a process/system/skill root cause:

Root cause: Missing SOP for creative rotation Solution: Lock in 3-5 new creatives/week, review every 3-5 days

Part 3 — Creative fatigue indicators

Part 4 — Audience saturation indicators

Decision tree — which variant to use

Use the variant that matches your ad account billing region, NOT just where the user is located:

If running multi-region: load multiple variants, compare benchmarks side-by-side, set per-region targets.

Dropshipping KPI section

Dropshipping has different success criteria than typical service/B2B marketing. Use this layer when product is sourced from suppliers (AliExpress, CJ, Zendrop) and shipped directly to customer.

Core KPIs

BE-ROAS formula

BE-ROAS = 1 / Profit margin

Examples:
  Margin 20% → BE-ROAS = 5.0x   (you need 5x ROAS just to break even)
  Margin 25% → BE-ROAS = 4.0x
  Margin 30% → BE-ROAS = 3.33x
  Margin 35% → BE-ROAS = 2.86x
  Margin 40% → BE-ROAS = 2.5x
  Margin 50% → BE-ROAS = 2.0x

Below BE-ROAS = losing money on every order. 1.2× BE-ROAS = healthy growth zone. 2× BE-ROAS = scale aggressively.

Dropshipping diagnostic flags

When to scale dropshipping

See skill 29-dropshipping-mastery-global for full dropshipping playbook.

48-hour action plan template

Apply when CRITICAL issue detected:

Weekly optimization checklist

Cross-reference

Quality checklist

Before delivering evaluation:

• Region variant loaded — benchmarks match user's market
• Health Score estimated (if data sufficient) — <60 means fix first
• User data filled into benchmark tables
• Diagnostic decision tree run — root cause named
• 5 Whys done — process/system root cause, not symptom
• Creative fatigue + audience saturation checked
• WoW + MoM trend analysis included
• 48h action plan has time, owner, expected outcome
• Top 3 priorities with deadlines
• If dropshipping: BE-ROAS calculated, profit margin verified
• All numbers verifiable — no vague estimates
• Recommendations realistic for user's resources