Thu thap thong tin
Hoi user toi da 4 cau truoc khi bat dau:
- Kenh nao can audit? Meta Ads / TikTok Ads / Google Ads / Organic TikTok / Facebook / Email / Tat ca?
- So lieu hien tai? Cung cap data: Spend, Impressions, Click, CTR, CPMess/CPL, So mess/lead, ROAS, thoi gian chay.
- Van de dang gap? CPMess tang / ROAS giam / Lead chat luong kem / Khong co don / Creative khong hieu qua?
- Muc tieu la gi? KPI muc tieu ban dau la bao nhieu? (CPMess, ROAS, so lead/don/thang)
Auto-pull data qua MCP (neu co ket noi)
Neu user da setup MCP server, pull data tu dong thay vi yeu cau paste. Xem huong dan:
skills/vi/references/mcp-ads-integration.mdMeta Official MCP:https://mcp.facebook.com/ads— setup 5 phut quaclaude.ai/settings/integrations
| Nen tang | MCP khuyen dung | Data pull |
|---|---|---|
| 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 | GAQL query — cost, clicks, conversions, impression share |
| TikTok Ads | TikTok Ads MCP | Campaign/ad group performance reports |
| Nhieu nen tang | Adspirer ads-mcp | 222 metrics, cross-platform unified |
Meta Official MCP — Tools dung cho Danh gia hieu suat:
DIAGNOSTIC (chan doan):
ads_insights_anomaly_signal ← Tim KPI bat thuong vs baseline → feed vao 5 Whys
ads_insights_performance_trend ← Xu huong 7/14/30 ngay → phat hien suy giam
BENCHMARK (so sanh):
ads_insights_industry_benchmark ← CPM, CTR, CPC cua ban vs trung binh nganh
ads_insights_auction_ranking_benchmarks ← Quality ranking, engagement rate ranking vs doi thu
ads_insights_advertiser_context ← Boi canh nganh va khu vuc
OPTIMIZATION:
ads_get_opportunity_score ← Meta goi y co hoi toi uu → action plan
ads_get_dataset_quality ← Chat luong tracking (pixel + CAPI)
Quy trinh danh gia nhanh voi MCP:
1. ads_insights_performance_trend → Co dang giam khong?
2. ads_insights_anomaly_signal → KPI nao bat thuong?
3. ads_insights_industry_benchmark → So voi nganh the nao?
4. ads_get_opportunity_score → Meta goi y gi?
→ Dien vao Benchmark Table + chay Diagnostic Tree
Phan 0 — Ads Health Score (0-100)
Audit day du: Dung
21-audit-ads-performancekhi can chay full 84 checkpoints cho Meta/TikTok/Google/Zalo. Phan nay la quick-check — danh gia nhanh truoc khi di sau vao diagnostic.
Cong thuc tinh Health Score
Health Score = Σ(Check_pass × W_severity × W_category) / Σ(Check_total × W_severity × W_category) × 100
He so muc do (W_severity):
| Muc do | He so | Vi du checkpoints |
|---|---|---|
| Critical | 5× | Pixel khong fire, CAPI chua setup, CPA > 3× target |
| High | 3× | Creative similarity > 60%, budget duoi 5× CPA/ngay |
| Medium | 1.5× | Chua co retarget audience, headline qua 40 char |
| Low | 0.5× | Ten chien dich khong theo naming convention |
Bang diem va hanh dong
| Diem | Grade | Nhan xet | Hanh dong |
|---|---|---|---|
| 90–100 | A ✅ | Xuat sac | Giu nguyen, tap trung scale |
| 75–89 | B 🟢 | Tot | Fix Medium issues, tang budget nhe |
| 60–74 | C 🟡 | Trung binh | Fix High issues truoc khi scale |
| 40–59 | D 🔴 | Kem | Fix Critical + High truoc toan bo |
| < 40 | F ⛔ | Nguy hiem | Pause, audit toan dien, rebuild |
10 Quality Gates — Bat buoc kiem tra truoc moi de xuat
Reference:
skills/vi/references/quality-gates-vn.md— 10 hard rules KHONG bao gio vi pham.
| Gate | Quy tac | Nguong vi pham | Hanh dong bat buoc |
|---|---|---|---|
| G1 3× Kill Rule | CPA > 3× CPA muc tieu | > 3× | Pause ad set NGAY |
| G2 Budget Sufficiency | Ngan sach < 5× CPA/ad set/ngay | < 5× | Gop ad set, tang budget |
| G3 Learning Phase | Ad set dang "Learning" | Dang hoc | KHONG chinh sua bat ky thu gi |
| G4 Pixel Integrity | EMQ < 6.0, duplicate event | < 6.0 | Fix tracking TRUOC khi chay |
| G5 Creative Diversity | Similarity Score > 60% | > 60% | Lam creative moi thuc su khac biet |
| G6 Compliance | Nganh dac biet chua kiem tra | Chua check | Review policy truoc launch |
| G7 TikTok Sound | Video TikTok khong co am thanh | Khong audio | Them nhac/voiceover |
| G8 Scale Speed | Tang ngan sach > 20%/72h | > 20% | Giam toc do tang, toi da 20%/lan |
| G9 Min Data | < 1,000 impression (Meta) | < 1K impr | Doi du data moi ket luan |
| G10 LTV:CAC | LTV:CAC < 3:1 | < 3:1 | Khong nen scale, kiem tra churn |
⚠️ Vi pham bat ky gate nao = CRITICAL — phai fix truoc toan bo de xuat toi uu.
Phan 1 — Diagnostic Decision Tree
Quy trinh chan doan 5 layer (chay TRUOC khi doc cay trieu chung)
So xau la trieu chung, khong phai benh. Dao tung layer tu tren xuong, moi layer phai sach truoc khi di tiep — dung thay creative khi van de nam o tracking.
Layer 1 — Tracking va chat luong data. Pixel co fire dung khong (dung Pixel Helper)? Conversion event dang do dung thu can do hay dang do PageView? UTM day du chua? Co event trung lap khong? → Neu tracking sai: fix tracking truoc, khong lam gi khac. Moi so lieu phia sau deu vo nghia.
Layer 2 — Delivery va dau gia. CPM co tang khong? Frequency dang o dau (>3.5 canh bao, >5 phai tat)? Co dang trong learning phase khong (khong dung vao adset trong learning)? → CPM tang + frequency cao = audience bao hoa → mo rong tep hoac doi creative. → CPM tang + frequency thap = CPM thi truong tang theo mua → cho hoac chinh bid, khong doi creative.
Layer 3 — Creative va hook. CTR co giam khong? Hook rate (3s view) co giam khong? Creative nay chay bao lau roi?
→ CTR giam + creative cu = creative fatigue → refresh (goi 48-quick-visual-brief).
→ CTR thap ngay tu ngay dau = hook chua du manh hoac sai audience — khong phai fatigue.
Layer 4 — Landing page va offer. CTR on nhung CPL cao? LP load qua 3 giay? Form qua 4 truong? Thong diep ads va LP co khop khong? → CTR on ma CPL cao gan nhu luon la van de LP hoac offer, khong phai creative.
Layer 5 — Chat luong audience. Lead nhieu nhung close rate thap? Tep qua rong hay qua hep? → Lead nhieu ma khong chot duoc = van de chat luong lead → them cau hoi loc, hoac doi tep.
Sau khi xac dinh layer co van de, ghi ro: root cause co kha nang nhat · bang chung ung ho (2-3 data point) · gia thuyet da loai tru · muc do tu tin (cao/trung binh/thap — neu thap thi can test them truoc khi hanh dong lon).
Cay chan doan: Tu trieu chung den nguyen nhan
4 cay chan doan dang ASCII cho 4 trieu chung ([CPMess CAO], [ROAS THAP <2x], [LEAD CHAT LUONG KEM], [CREATIVE KHONG HIEU QUA]) — moi cay phan nhanh theo dieu kien va chi thang hanh dong tuong ung: doc
references/cay-chan-doan-va-checklist-tuan.mdmuc "Cay chan doan: Tu trieu chung den nguyen nhan".
Phan 2 — Vietnam Benchmark Table 2025–2026
4 bang benchmark day du (Paid Ads 12 chi so Meta/TikTok/Google chia 4 muc Kem/TB/Tot/Xuat sac · Funnel Conversion 6 buoc · Organic Content 8 chi so · Benchmark theo 5 nganh) — moi bang co san cot "Data cua ban" de dien: doc
references/benchmark-vietnam-2025-2026.md.
Phan 3 — Root Cause Analysis (5 Whys)
Framework phan tich
Khi gap van de, hoi "Tai sao?" 5 lan de tim nguyen nhan goc:
Vi du: CPMess tang tu 25K len 45K
| Lan | Tai sao? | Tra loi |
|---|---|---|
| 1 | Tai sao CPMess tang? | Vi CTR giam tu 2.5% xuong 1.1% |
| 2 | Tai sao CTR giam? | Vi creative da chay 12 ngay, audience da thay qua nhieu lan |
| 3 | Tai sao creative chay qua lau? | Vi team khong co lich lam creative moi |
| 4 | Tai sao khong co lich? | Vi khong co quy trinh review creative dinh ky |
| 5 | Tai sao khong co quy trinh? | Vi chua setup SOP creative rotation |
Nguyen nhan goc: Thieu SOP creative rotation Giai phap: Lap lich lam 3–5 creative moi/tuan, review performance moi 3–5 ngay
Template 5 Whys
| Lan | Tai sao? | Tra loi |
|---|---|---|
| 1 | [van de] | [nguyen nhan truc tiep] |
| 2 | Tai sao [nguyen nhan 1]? | [nguyen nhan sau hon] |
| 3 | Tai sao [nguyen nhan 2]? | [nguyen nhan sau hon] |
| 4 | Tai sao [nguyen nhan 3]? | [nguyen nhan sau hon] |
| 5 | Tai sao [nguyen nhan 4]? | [nguyen nhan goc] |
Nguyen nhan goc: [tom tat] Giai phap: [hanh dong cu the]
Phan 4 — Creative Fatigue Detection
Tieu chi nhan biet creative met
| Dau hieu | Nguong canh bao | Nguong nguy hiem | Hanh dong |
|---|---|---|---|
| Frequency | >2.5 | >4 | Doi creative, expand audience |
| CTR giam | Giam 20% vs 3 ngay dau | Giam 40% | Thay creative moi |
| CPA tang | Tang 25% vs 3 ngay dau | Tang 50% | Pause creative, test moi |
| Thoi gian chay | >7 ngay | >14 ngay | Bat buoc thay moi |
| Engagement giam | Comment/share giam 30% | Giam 50% | Doi goc do noi dung |
| Negative feedback | >3% | >5% | Tat ngay, review creative |
Lich rotation creative khuyen nghi
| Loai creative | Thoi gian hieu qua | Khi nao lam moi |
|---|---|---|
| Video ads (cold audience) | 5–10 ngay | Khi frequency > 2.5 hoac CTR giam 20% |
| Image ads | 7–14 ngay | Khi CTR giam 30% |
| Carousel | 10–21 ngay | Khi engagement giam 25% |
| UGC video | 10–14 ngay | Khi CPA tang 30% |
Phan 5 — Audience Saturation Indicators
| Chi so | Binh thuong | Bao dong | Hanh dong |
|---|---|---|---|
| Audience overlap (giua cac ad sets) | <20% | >30% | Gop ad sets hoac loai tru |
| Frequency | <2.5 | >4 | Expand audience, doi creative |
| Reach vs Audience size | <50% | >70% | Audience qua nho, mo rong |
| Cost per incremental result | On dinh | Tang 30%+ | Dang bao hoa, can audience moi |
| New user % (trong click) | >60% | <40% | Dang re-show cho nguoi cu |
Hanh dong khi audience bao hoa
- Mo rong Lookalike tu 1% len 3–5%
- Test interest moi chua dung
- Chay broad targeting voi creative tot
- Chuyen ngan sach sang kenh khac
- Tang organic content de mo rong funnel
Phan 6 — Trend Analysis
Week-over-Week (WoW)
| Chi so | Tuan truoc | Tuan nay | Thay doi | Xu huong |
|---|---|---|---|---|
| Spend | [so] | [so] | [+/-]% | Tang / Giam / On dinh |
| CPMess | [so] | [so] | [+/-]% | |
| So mess | [so] | [so] | [+/-]% | |
| CTR | [so]% | [so]% | [+/-]% | |
| ROAS | [so]x | [so]x | [+/-]% | |
| So don | [so] | [so] | [+/-]% | |
| AOV | [so] | [so] | [+/-]% |
Month-over-Month (MoM)
| Chi so | Thang truoc | Thang nay | Thay doi | Xu huong 3 thang |
|---|---|---|---|---|
| Tong spend | [so] | [so] | [+/-]% | [mo ta] |
| Tong mess/lead | [so] | [so] | [+/-]% | |
| CPMess trung binh | [so] | [so] | [+/-]% | |
| ROAS | [so]x | [so]x | [+/-]% | |
| Doanh thu tu ads | [so] | [so] | [+/-]% | |
| LTV:CAC | [so]:1 | [so]:1 | [+/-] |
Quy tac doc xu huong
- 3 tuan lien tuc tang/giam → xu huong that, can hanh dong
- 1 tuan dot bien → kiem tra yeu to ben ngoai (mua le, doi thu, algorithm)
- On dinh 4+ tuan → can breakthrough, thu creative/audience moi
Phan 7 — 48h Action Plan
Ap dung khi phat hien van de can xu ly gap.
Template action plan
| STT | Thoi gian | Hanh dong | Muc do | Ket qua ky vong | Nguoi TH |
|---|---|---|---|---|---|
| 1 | Trong 2h | Pause creative/ad set co CPA > 2x target | CRITICAL | Ngung chay mau ngan sach | [ten] |
| 2 | Trong 4h | Phan tich data chi tiet: creative nao, audience nao, gio nao | CRITICAL | Xac dinh nguyen nhan | [ten] |
| 3 | Trong 8h | Duplicate winning ad set, test creative moi | HIGH | Co creative thay the | [ten] |
| 4 | Trong 12h | Dieu chinh audience: loai tru overlap, test LAL moi | HIGH | Giam frequency | [ten] |
| 5 | Trong 24h | A/B test 3 hook moi cho creative | HIGH | Tim hook tot hon | [ten] |
| 6 | Trong 24h | Kiem tra landing page/inbox flow | MEDIUM | Fix leak trong funnel | [ten] |
| 7 | Trong 36h | Review ket qua thay doi, so sanh | MEDIUM | Co data de quyet dinh tiep | [ten] |
| 8 | Trong 48h | Bao cao va de xuat ke hoach tuan tiep | MEDIUM | Ke hoach cu the | [ten] |
Phan 8 — Nhip kiem tra hang ngay va hang tuan
Daily check — 15 phut moi sang
Ba viec, khong hon. Muc tieu la bat van de trong ngay, khong phai phan tich sau:
- CPL vs target → quyet dinh scale hay pause theo decision rules trong
references/benchmarks-vietnam.md(muc "Decision rules theo target"). - Frequency → neu vuot 2.5 thi chuan bi creative moi; vuot 3.5 thi brief gap qua
48-quick-visual-brief. - Pace spend → dang tieu dung tien do hay overspend? Overspend som trong ngay thuong keo CPL len vao khung gio dat.
Nguyen tac khi kiem tra hang ngay: chi thay MOT bien moi lan. Doi nhieu thu cung luc thi khong biet cai nao co tac dung. Va 3 ngay data chua du de ket luan — toi thieu 5-7 ngay sau khi sua moi danh gia lai.
Sau khi sua — ke hoach theo doi
| Chi so | Baseline truoc khi sua | Muc tieu sau sua | Kiem tra ngay |
|---|---|---|---|
| [chi so chinh] | D+3 | ||
| [chi so chinh] | D+7 |
Neu sau 7 ngay khong cai thien: dung tiep tuc tinh chinh nho — quay lai Layer 1 de chan doan lai, hoac chuyen huong (doi offer, doi tep, doi kenh).
Weekly Optimization Checklist
Checklist chia theo tung ngay Thu 2 → Thu 6 (Review tuan truoc · Creative & Content · Ads Optimization · Funnel & Sales · Report & Plan), moi ngay 4-5 muc tick: doc
references/cay-chan-doan-va-checklist-tuan.mdmuc "Weekly Optimization Checklist".
Phan 9 — Tom tat danh gia
Bang tong ket
| Hang muc | Trang thai | Chi tiet | Hanh dong |
|---|---|---|---|
| Paid Ads | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |
| Organic Content | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |
| Funnel Conversion | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |
| Creative Health | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |
| Audience Health | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |
| ROAS/ROI | [Xanh/Vang/Do] | [tom tat] | [hanh dong] |
Trang thai:
- Xanh: On track, dat hoac vuot KPI
- Vang: Can theo doi, lech 10–25% vs target
- Do: Can xu ly gap, lech >25% vs target hoac xu huong xau 2+ tuan
Top 3 uu tien
| STT | Uu tien | Ly do | Deadline | Ket qua ky vong |
|---|---|---|---|---|
| 1 | [hanh dong] | [ly do] | [ngay] | [ket qua] |
| 2 | [hanh dong] | [ly do] | [ngay] | [ket qua] |
| 3 | [hanh dong] | [ly do] | [ngay] | [ket qua] |
Cross-reference
| Khi can | Goi skill |
|---|---|
| Audit day du voi Health Score 0-100 (84 checkpoints) | 21-audit-ads-performance |
| Bao cao marketing hang thang day du | 07-bao-cao-marketing |
| Tinh lai ngan sach va KPI tu doanh thu | 10-tinh-kpi-nguoc |
| Viet lai copy quang cao theo 6 frameworks | 05-copy-quang-cao |
| Viet lai script video | 04-script-video |
| Len ke hoach lai toan bo | 00-ke-hoach-mkt |
| Review doi thu (neu nghi doi thu chay deal) | 08-nghien-cuu-doi-thu |
| Sau khi fix xong, muon scale winner | 55-scaling-ads |
| Can creative thay the gap trong ngay | 48-quick-visual-brief |
| Van de nam o tracking (Layer 1) | 53-tracking-setup |
| Van de nam o audience (Layer 5) | 51-audience-research, 56-retargeting-plan |
| Lap plan ads ky sau tu ket qua chan doan | 57-next-ads-plan |
| Tra cuu 10 Quality Gates va 6 copy frameworks | references/quality-gates-vn, references/copy-frameworks-vn |
Checklist chat luong
Truoc khi giao danh gia, kiem tra:
- 10 Quality Gates da kiem tra — bat ky vi pham = CRITICAL, fix truoc toan bo de xuat
- Health Score da uoc tinh (neu co du data) — neu < 60 thi focus fix truoc khi toi uu
- Data cua user da dien day du vao bang benchmark
- Da chay quy trinh 5 layer (tracking → delivery → creative → landing/offer → audience) truoc khi ket luan
- Root cause co bang chung data, co ghi muc do tu tin, va co gia thuyet da loai tru
- Diagnostic decision tree da chay — xac dinh dung nhanh nguyen nhan
- Khong de xuat tang budget khi CPL dang xau; khong de xuat doi creative khi loi nam o tracking
- Moi de xuat chi thay 1 bien mot lan, co moc do lai D+3 va D+7
- 5 Whys da thuc hien — tim duoc nguyen nhan goc, khong dung o trieu chung
- So sanh voi benchmark Vietnam 2025–2026 — co cot "Data cua ban" va "Gap"
- Creative fatigue da kiem tra — frequency, CTR, thoi gian chay
- Audience saturation da kiem tra — overlap, reach vs size
- Trend analysis co WoW va MoM — khong chi nhin 1 ngay
- 48h action plan cu the — co thoi gian, nguoi chiu TN, ket qua ky vong
- Tong ket co trang thai mau (Xanh/Vang/Do) de nhau
- Top 3 uu tien ro rang voi deadline
- Tat ca so lieu co the verify — khong co so lieu "uoc tinh" khong co co so
- De xuat kha thi voi nguon luc hien tai cua user