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.

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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.

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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)

1. 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)

| Platform | MCP recommended | Data pulled | |----------|----------------|-------------| | Meta Ads | Meta Official MCP (mcp.facebook.com/ads) | 29 tools — performance, anomalies, benchmarks | | Meta Ads (alt) | Pipeboard, brijr/meta-mcp | Targeting research, ad library | | Google Ads | Google Official MCP | GAQL — cost, clicks, conv, impression share | | TikTok Ads | AdsMCP/tiktok-ads-mcp-server | Campaign performance reports | | Cross-platform | Adspirer ads-mcp | 175+ tools, unified metrics |

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

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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

| Severity | Weight | Example checkpoints | |----------|--------|--------------------| | Critical | 5× | Pixel not firing, CAPI not setup, CPA > 3× target | | High | 3× | Creative similarity > 60%, budget 40 chars | | Low | 0.5× | Naming convention not followed |

| Score | Grade | Action | |-------|-------|--------| | 90–100 | A | Excellent — focus on scaling | | 75–89 | B | Good — fix Medium, scale gently | | 60–74 | C | Average — fix High before scaling | | 40–59 | D | Poor — fix Critical + High first | | 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 (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:

| Round | Why? | Answer |
|-------|------|--------|
| 1 | Why did CPM rise? | CTR dropped from 2.5% → 1.1% |
| 2 | Why did CTR drop? | Creative ran 12 days, audience saturation |
| 3 | Why did creative run so long? | No creative refresh schedule |
| 4 | Why no schedule? | No SOP for periodic creative review |
| 5 | Why no SOP? | No creative rotation process defined |

**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

| Indicator | Warning | Danger | Action |
|-----------|---------|--------|--------|
| Frequency | >2.5 | >4 | Refresh creative, expand audience |
| CTR decline | -20% vs first 3 days | -40% | New creative |
| CPA increase | +25% vs first 3 days | +50% | Pause, test new |
| Run time | >7 days | >14 days | Mandatory refresh |
| Engagement decline | -30% comments/shares | -50% | Switch angle |
| Negative feedback | >3% | >5% | Pause immediately |

### Part 4 — Audience saturation indicators

| Metric | Healthy | Warning | Action |
|--------|---------|---------|--------|
| Audience overlap (between ad sets) | 30% | Merge or exclude |
| Frequency | 4 | Expand audience, new creative |
| Reach vs audience size | 70% | Audience too small, expand |
| Cost per incremental result | Stable | +30% | Saturated — find new audience |
| % new users in clicks | >60% |  Below BE-ROAS = losing money on every order.
> 1.2× BE-ROAS = healthy growth zone.
> 2× BE-ROAS = scale aggressively.

### Dropshipping diagnostic flags

| Flag | Threshold | Action |
|------|-----------|--------|
| ROAS  5% | Too high | Audit product quality + ad claims |
| Chargeback rate > 1% | Critical | Review CB reasons, may risk Stripe ban |
| Shipping time > 18 days | Long | Switch to faster supplier or warehouse stock |
| Cart abandon > 75% | Too high | Audit checkout (shipping cost reveal, slow load) |

### When to scale dropshipping

| Signal | Threshold | Decision |
|--------|-----------|----------|
| ROAS sustained > 2× BE-ROAS | 7+ consecutive days | Scale +20% per cycle |
| 30+ purchases at target CPA | Within ad set | CBO scaling allowed |
| Profit margin stable > 25% | 14+ days | Open new market |
| Email/SMS list > 1000 | Reached | Add retention campaigns |

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

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## 48-hour action plan template

Apply when CRITICAL issue detected:

| # | Time | Action | Severity | Expected outcome |
|---|------|--------|----------|------------------|
| 1 | 0–2h | Pause creatives/ad sets with CPA > 2x target | CRITICAL | Stop bleeding spend |
| 2 | 2–4h | Deep-dive data: which creative, audience, time slot | CRITICAL | Identify root cause |
| 3 | 4–8h | Duplicate winning ad set, test new creatives | HIGH | New creative live |
| 4 | 8–12h | Adjust audience: exclude overlap, test new LAL | HIGH | Reduce frequency |
| 5 | 12–24h | A/B test 3 new hooks for top creative | HIGH | Find better hook |
| 6 | 12–24h | Review landing page / inbox flow | MEDIUM | Fix funnel leak |
| 7 | 24–36h | Compare new vs. old performance | MEDIUM | Decide next step |
| 8 | 36–48h | Report + propose week-2 plan | MEDIUM | Concrete plan |

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## Weekly optimization checklist

| Day | Focus |
|-----|-------|
| Mon | Compare WoW KPIs, identify top/bottom 3 creatives, check frequency + audience overlap |
| Tue | Make 3-5 new creatives, test new hook, review UGC pipeline + organic |
| Wed | Optimize bid/budget on winners, pause CPA > 2x target, test new audiences |
| Thu | Check Mess→Lead, Lead→Booking, response time, sales script |
| Fri | WoW table, top 3 priorities for next week, content calendar update |

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## Cross-reference

| Need | Skill |
|------|-------|
| Full audit with 84 checkpoints | `21-ads-audit-global` |
| Monthly report | `07-marketing-report-global` |
| Recompute budget from revenue target | `10-reverse-kpi-global` |
| New ad copy with frameworks | `05-ad-copy-global` |
| New video script | `04-script-video-global` |
| Replan from scratch | `00-marketing-plan-global` |
| Dropshipping-specific playbook | `29-dropshipping-mastery-global` |

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## 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

## Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

- **Author:** [minhnv0807](https://github.com/minhnv0807)
- **Source:** [minhnv0807/ai-business-skills](https://github.com/minhnv0807/ai-business-skills)
- **License:** MIT
- **Homepage:** https://opa.business

Install and usage instructions live in the source repository linked above.