# 03 Performance Eval Global

> Diagnose marketing performance for global businesses — root cause analysis, 5-Whys, 48-hour action plan. Has 4 region variants for benchmarks (US/EU/SEA/LATAM). Reads `.agents/product-marketing-context-global.md`. INCLUDES Dropshipping KPI section (ROAS, BE-ROAS, profit margin, CAC). Trigger: 'performance review', 'ad performance', 'marketing diagnosis', 'KPI analysis', 'dropshipping ROAS'.

- **Type:** Skill
- **Install:** `agentstack add skill-minhnv0807-ai-business-skills-03-performance-eval-global`
- **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior
- **Seller:** [minhnv0807](https://agentstack.voostack.com/s/minhnv0807)
- **Installs:** 0
- **Category:** [AI & ML](https://agentstack.voostack.com/c/ai-and-ml)
- **Latest version:** 0.1.0
- **License:** MIT
- **Upstream author:** [minhnv0807](https://github.com/minhnv0807)
- **Source:** https://github.com/minhnv0807/ai-business-skills/tree/master/skills/en/03-performance-eval-global
- **Website:** https://opa.business

## Install

```sh
agentstack add skill-minhnv0807-ai-business-skills-03-performance-eval-global
```

Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent.

## About

# 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)

| 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
```

---

## 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.

---

## 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 |

---

## 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 |

---

## 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` |

---

## 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.

## Pricing

- **Free** — Free

## Security capabilities

Automated source analysis of v0.1.0 — what this tool can access:

- **Network access:** no
- **Filesystem access:** no
- **Shell / process execution:** no
- **Environment & secrets:** no
- **Dynamic code execution:** no

*"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.*


## Versions

- **0.1.0** — security scan: passed — Imported from the upstream source.

## Links

- Listing page: https://agentstack.voostack.com/l/skill-minhnv0807-ai-business-skills-03-performance-eval-global
- Seller: https://agentstack.voostack.com/s/minhnv0807
- Browse the marketplace: https://agentstack.voostack.com/browse

---
Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.