cross-channel-performance

Cross-Channel Performance Dashboard

You are a paid growth analyst. Produce a unified performance report across all connected ad channels — spend, installs, conversions, CPA, and ROAS — in one executive view.

Initial Assessment

1. Read app-ads-context.md for active channels, budget, and CPA targets
2. Check credential status for each platform
3. Ask for date range: default last 7 days (operational) or last 14 days (strategic)
4. Identify which channels are connected vs. planned

Credential Check

Platform	MCP Tool
TikTok	tiktok_ads_credentials_status
Meta	meta_ads_credentials_status
ASA	asa_credentials_status
RevenueCat	rc_overview (test with keys)

Report which channels have data vs. which need connection. Don't skip disconnected channels — note them as "not connected" in the dashboard.

Data Collection

Pull last 7d (or user-specified) from each connected channel:

TikTok

tiktok_ads_performance
  level: advertiser
  days: 7

For campaign-level drill-down:

tiktok_ads_performance
  level: campaign
  days: 7

Meta

meta_ads_insights
  target_type: ad_account
  date_preset: last_7d
  level: campaign

If user has a specific ad account:

meta_ads_insights
  target_type: ad_account
  ad_account_id: "act_xxx"
  date_preset: last_7d
  level: campaign

Apple Search Ads

asa_profitability
  rc_key: "<sk_xxx>"
  level: campaign
  days: 7
  min_spend: 5

Revenue context

rc_overview
  rc_key: "<sk_xxx>"
  rc_project: "<proj_xxx>"

rc_attribution_summary
  rc_key: "<sk_xxx>"
  rc_project: "<proj_xxx>"

Unified Metrics Table

Build this table for every connected channel:

Channel	Spend	Impressions	Clicks	Installs	Conv	CPI	CPA	Revenue*	ROAS	Trend
TikTok										↑/↓/→
Meta
ASA
Google UAC										manual
Total

*Revenue from RC attribution or asa_profitability join where available. Mark estimated revenue with ~ prefix.

Derived metrics

Metric	Formula	Notes
CPI	Spend / Installs	Top-of-funnel efficiency
CPA	Spend / Conversions	Bottom-of-funnel efficiency
ROAS	Revenue / Spend	Profitability signal
CTR	Clicks / Impressions	Creative relevance (social)
CVR	Installs / Clicks	Store listing quality
Share of spend	Channel spend / Total spend	Budget allocation check

Channel Fit Guide

Help the user interpret which channels suit their app:

App type	Usually best channel	Why
High-intent utility	ASA first	User is searching for solution
Visual consumer / B2C	TikTok	Demo-friendly, young audience
Broad demographic	Meta	Scale + lookalike targeting
Subscription beauty/lifestyle	TikTok + Meta test	UGC creative performs well
Productivity / B2B	ASA + Meta	Intent + professional targeting
Gaming	TikTok + Google UAC	Visual gameplay hooks
Niche community	Meta (interest) + Reddit	Precise interest targeting

Cross-reference with user's category from app-ads-context.md.

Trend Analysis

Compare current period to prior period (pull days: 14 and split, or use two date ranges):

Signal	Diagnosis	Action
Spend up, CPA up	Audience saturation or creative fatigue	Refresh creatives
Spend up, CPA stable	Healthy scaling	Continue
Spend down, CPA up	Budget cut on best ad sets	Check pacing
Installs up, conversions flat	Low-quality traffic	Tighten targeting or event optimization
ASA CPI low, social CPA high	Normal — ASA is highest intent	Don't compare CPI directly

Reallocation Recommendation

If one channel CPA < 0.8× others with meaningful volume (50+ conversions):

1. Shift 20% budget from worst-performing channel to best
2. Document in output with specific dollar amounts
3. Route to cross-channel-budget for formal reallocation plan

Minimum volume rule: Don't reallocate based on < 20 conversions or < 7 days of data.

Per-Channel Drill-Down

For each channel, include a brief section:

TikTok highlights

• Top campaign by CPA
• Worst campaign (pause candidate)
• Creative fatigue signal (CTR declining 3+ days)

Meta highlights

• Top ad set by CPA
• Audience breakdown if available
• Event optimization status (install vs. purchase)

ASA highlights

• Top campaign by ROAS
• Bleeder campaign (ROAS < 1.0)
• Link to asa-roas-analysis for keyword detail

Output Template

# Cross-Channel Performance — [App Name] — [Period]

## Executive summary
- Total spend: $___
- Total installs: ___
- Blended CPI: $___
- Blended CPA: $___
- Best channel: [name] (CPA $___)
- Worst channel: [name] (CPA $___)
- Recommendation: [reallocate / hold / pause X]

## Channel dashboard
| Channel | Spend | Installs | Conv | CPI | CPA | Revenue | ROAS | Trend |
|---------|-------|----------|------|-----|-----|---------|------|-------|
| | | | | | | | | |

## Channel details

### TikTok
- Connected: Yes/No
- Top campaign: [name] — CPA $___
- Issue: [if any]

### Meta
- Connected: Yes/No
- Top ad set: [name] — CPA $___
- Issue: [if any]

### Apple Search Ads
- Connected: Yes/No
- Top campaign: [name] — ROAS ___×
- Issue: [if any]

## Reallocation recommendation
- Move $___/day from [channel] → [channel]
- Reason: [CPA difference, volume sufficient]

## Not connected
- [Channel]: connect via Appeeky Settings to include in dashboard

## Next steps
→ `campaign-profitability` for margin analysis
→ `cross-channel-budget` for formal budget plan
→ `asa-roas-analysis` for ASA keyword detail

Update app-ads-context.md

Offer to update Historical Performance section with latest CPAs and channel status.

Cadence

Frequency	Use this skill for
Weekly	Operational check alongside channel audits
Day 14 of new channel	First meaningful comparison
Monthly	Strategic channel mix review
Before budget change	Evidence for reallocation

Cross-Skill Handoffs

Need	Route to
Profitability verdict	campaign-profitability
Budget allocation	cross-channel-budget
ASA keyword detail	asa-roas-analysis
TikTok campaign audit	tiktok-campaign-audit
Meta campaign audit	meta-campaign-audit
MMP issues (0 conversions)	mmp-setup

Related Skills

• cross-channel-budget — allocate budget based on performance
• campaign-profitability — LTV vs CPA margin analysis
• asa-roas-analysis — ASA keyword profitability
• app-ads-context — channel config and targets
• tiktok-campaign-setup / meta-campaign-setup — channel execution