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/vi/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:

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:

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

Quy trinh audit theo khau (SOP)

Audit tu tren xuong, khong nhay coc. Sua creative khi tracking sai = tu lua minh bang so ao.

1 ACCOUNT  →  2 CAMPAIGN  →  3 ADSET  →  4 CREATIVE  →  5 LANDING  →  6 TRACKING
   (nen)       (muc tieu)     (tep)      (noi dung)     (chuyen doi)   (do luong)

Nhung khi CHAY thi doc nguoc: TRACKING truoc — so sai thi 5 khau tren deu vo nghia.

Bang cac khau audit

Tong thoi gian audit day du: 1.5 - 2 gio. Neu chi co 30 phut → chay Quick Health Check + khau 6 (Tracking) + khau 4 (Creative).

Quick Health Check — 6 chi so doc dau tien

Xanh = dat; Vang = lech 1 den 1.5 lan nguong; Do = lech tren 1.5 lan nguong. Cham 2 o Do tro len → audit day du, khong sua vun vat.

Chan doan: trieu chung → nguyen nhan → hanh dong

CPL cao va ROAS thap la trieu chung, khong phai benh. Bang nay tra ve nguyen nhan goc theo dung khau.

Creative audit — 5 cau hoi

Landing page audit — 6 diem

• Toc do tai < 3 giay (do bang PageSpeed Insights, do o mang 4G khong phai wifi)
• Message match: ads noi gi, headline LP phai noi dung dieu do
• Above the fold: headline + CTA thay ngay khong can cuon
• Form <= 4 field
• Social proof hien thi trong man hinh dau hoac ngay duoi
• Toi uu mobile — phan lon traffic ads o VN la mobile

Chi tiet sua landing → 12-brief-landing-page.

Tracking audit — 5 diem

• Pixel dang fire dung (kiem bang Meta Pixel Helper hoac cong cu tuong duong)
• Conversion event mapping dung (Lead / Purchase / Contact) — khong dung nham event
• CAPI match rate >= 70%
• UTM day du tren tat ca link, dung chuan naming
• So GA4 doi chieu duoc voi Ads Manager (lech < 20% la chap nhan)

Setup lai tu dau → 53-tracking-setup.

Luat sua sau audit

1. Sua tu tren xuong theo khau — tracking va account truoc, creative sau.
2. Moi lan chi doi 1 bien. Doi 3 thu cung luc thi khong biet thu nao co tac dung.
3. Sau khi sua, cho 3-5 ngay moi danh gia. Doc so sau 1 ngay la doc nhieu.
4. Giu/tat/scale theo thang CPA duy nhat trong skills/vi/references/quality-gates-vn.md Gate 1 — dung tu dat nguong rieng o day. Tom tat: chua du data khi spend < 3x CPA muc tieu · winner ≤ 1.0x · theo doi 1.0-1.5x · thay creative khi > 1.5x keo dai 7 ngay · tat khi > 3.0x. Ghi ly do vao log truoc khi tat.
5. Sua xong va so on dinh >= 5 ngay → chuyen sang 55-scaling-ads. Chua on dinh thi khong scale.

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)

Phan loai diem so

Audit META ADS (50 Checks)

5 nhom check M01-M34 (Pixel & Tracking, Creative Diversity, Cau truc tai khoan, Audience, Settings) — moi check co muc do nghiem trong + cach kiem tra, kem trong so tung nhom, o ghi sub-score va cong thuc Meta Health Score: doc references/checklist-audit-theo-nen-tang.md muc "Audit META ADS (50 Checks)".

Audit TIKTOK ADS (30 Checks)

5 nhom check T01-T25 (Creative Quality, Technical Setup, Bidding & Learning, Cau truc, Settings) kem trong so tung nhom va muc do nghiem trong: doc references/checklist-audit-theo-nen-tang.md muc "Audit TIKTOK ADS (30 Checks)".

Audit GOOGLE ADS (35 Checks)

5 nhom check G01-G25 (Conversion Tracking, Cau truc & Quality Score, Keywords, Ads & Assets, Settings) kem trong so tung nhom va muc do nghiem trong: doc references/checklist-audit-theo-nen-tang.md muc "Audit GOOGLE ADS (35 Checks)".

Audit ZALO ADS (20 Checks)

Check Z01-Z10 (OA verify, rating, tracking URL, ca nhan hoa broadcast, ti le hinh, CTA, phan khuc database, frequency, unsub rate, read rate) kem trong so 3 danh muc: doc references/checklist-audit-theo-nen-tang.md muc "Audit ZALO ADS (20 Checks)".

Aggregate Score — Tong diem tai khoan

Tong Score = Σ(Platform_Score × Platform_Budget_Share)

Vi du:
  Meta (75 diem) × 60% ngan sach = 45.0
  TikTok (82 diem) × 30% ngan sach = 24.6
  Google (68 diem) × 10% ngan sach = 6.8
  ─────────────────────────────────────
  Tong Score = 76.4 → Grade B

Quality Gates — Kiem tra truoc moi su

Truoc khi di vao chi tiet audit, kiem tra 10 Quality Gates trong skills/vi/references/quality-gates-vn.md:

Neu vi pham Gate 1, 2, 4, 6 → Fix ngay truoc khi lam bat cu dieu gi khac.

Quick Wins — Cai thien nhanh (< 15 phut)

Xac dinh va liet ke cac hanh dong:

• Muc do: Critical hoac High
• Thoi gian thuc hien: < 15 phut
• Sap xep theo: (Muc do × Uoc tinh impact) giam dan

Cau truc ket qua output

# Audit Ads Performance: [Ten Brand / San pham]
Ngay audit: [YYYY-MM-DD]
Nguoi audit: [Agency]

## Tong quan

| Nen tang | Diem | Grade | Trang thai |
|---------|------|-------|-----------|
| Meta Ads | [so]/100 | [A/B/C/D/F] | [mo ta ngan] |
| TikTok Ads | [so]/100 | | |
| Google Ads | [so]/100 | | |
| Zalo Ads | [so]/100 | | |
| **TONG DIEM** | **[so]/100** | **[Grade]** | |

## Quality Gates Vi Pham (xu ly TRUOC TIEN)
[Liet ke cac gate bi vi pham voi hanh dong cu the]

## Quick Wins (Thuc hien ngay hom nay)
[Top 5-10 hanh dong < 15 phut, sap xep theo impact]

## Chi tiet theo nen tang

### Meta Ads — [Diem]/100 ([Grade])
#### Tracking: [x/10]
[Liet ke checks pass/fail + mo ta van de]

#### Creative: [x/10]
[...]

[Tiep tuc cho tung nhom]

### TikTok Ads — [Diem]/100
[...]

## Action Plan 7 Ngay

| Ngay | Hanh dong | Nen tang | Nguoi TH | Ket qua ky vong |
|------|-----------|---------|---------|----------------|
| Hom nay | [Quick wins] | | | |
| Ngay 2-3 | [High priority] | | | |
| Ngay 4-5 | [Medium] | | | |
| Ngay 6-7 | [Setup + test] | | | |

## Ket qua ky vong sau 30 ngay
[Uoc tinh cai thien KPI neu fix du vấn de]

Cross-reference

Checklist chat luong

Truoc khi giao audit:

• Da kiem tra tat ca 10 Quality Gates — vi pham nao duoc danh dau ro rang
• Health Score da tinh cho tung nen tang rieng biet + Aggregate Score
• Quick Wins da liet ke — < 15 phut, sap xep theo impact
• Chi tiet audit co check_pass / check_fail ro rang (khong chi noi "can cai thien")
• Action Plan 7 ngay co nguoi chiu trach nhiem va ket qua ky vong
• Khong de xuat Scale khi chua qua Gate 1 + Gate 4
• Khong de xuat chinh sua khi ad set dang Learning Phase (Gate 3)
• Moi van de Critical duoc uu tien len dau action plan
• Da chay Quick Health Check 6 chi so truoc khi di sau
• Da audit du 6 khau: Account → Campaign → Adset → Creative → Landing → Tracking
• Moi trieu chung duoc quy ve nguyen nhan goc theo dung khau — khong dung lai o "CPL cao"
• Da kiem tracking truoc khi ket luan creative hoac tep co van de
• Action plan chi doi 1 bien moi lan, co moc danh gia sau 3-5 ngay
• Khong de xuat scale khi so chua on dinh >= 5 ngay