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

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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/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:

Nen tang	MCP khuyen dung	Tool su dung
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	search voi GAQL query
TikTok Ads	AdsMCP/tiktok-ads-mcp-server	Performance report tools
Cross-platform	Adspirer ads-mcp	Unified analytics 222 metrics

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

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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)

Muc do	He so	Mo ta
Critical	5.0x	Dang gay mat tien / mat du lieu ngay — fix ngay
High	3.0x	Anh huong lon den hieu qua — fix trong 7 ngay
Medium	1.5x	Best practice bi thieu — fix trong 30 ngay
Low	0.5x	Toi uu them — fix khi co thoi gian

Phan loai diem so

Diem	Grade	Y nghia
90-100	A	Xuat sac — duy tri va scale
75-89	B	Tot — mot so diem can cai thien
60-74	C	Trung binh — can dau tu cai thien nghiem tuc
40-59	D	Kem — nhieu van de lam giam hieu qua dang ke
< 40	F	Nguy hiem — co the dang mat tien khong hieu qua

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Audit META ADS (50 Checks)

Trong so danh muc: Pixel/CAPI (30%) · Creative Diversity (25%) · Cau truc (20%) · Audience (15%) · Settings (10%)

Nhom 1 — Pixel & Tracking (30% trong so)

#	Check	Muc do	Cach kiem tra
M01	Meta Pixel da cai tren tat ca trang web	Critical	Business Manager → Events Manager
M02	Purchase/Lead event dang fire chinh xac	Critical	Events Manager → Test Events
M03	Event Match Quality (EMQ) >= 6.0	High	Events Manager → Bang diem EMQ
M04	Conversion API (CAPI) da setup	High	Cai thiet bat tay hoac qua partner
M05	Khong bi duplicate event (mua 1 tinh 2)	Critical	Events Manager → xem so luong/ngay
M06	Domain da verify	Medium	Business Manager → Brand Safety
M07	UTM parameter day du tren tat ca quang cao	Medium	URL Builder → kiem tra link
M08	Aggregated Event Measurement da cau hinh (neu can)	Medium	Events Manager → AEM

Sub-score Tracking: _____ / 10 diem (tinh theo trong so)

Nhom 2 — Creative Diversity (25% trong so)

#	Check	Muc do	Cach kiem tra
M09	Co it nhat 10 creative thuc su khac biet	High	Ads Manager → Creative tab
M10	Khong co creative nao chay > 21 ngay lien tuc	High	Xem ngay bat dau creative
M11	Frequency < 3.5 (cold audience)	High	Ads Manager → Cot Frequency
M12	CTR creative lon nhat va nho nhat khong chenh > 3x	Medium	Sort by CTR
M13	Co ca 3 format: video, image, carousel	Medium	Creative library
M14	Video co am thanh / nhac nen (neu dung video)	High	Xem tung video
M15	Hook 3 giay dau gay chu y (HookRate > 25%)	High	TikTok-style: 3s view / Impression
M16	Co UGC hoac review-style creative (1+)	Medium	Kiem tra creative list
M17	Creative khong bi blur, mo, cua so sai	Low	Xem preview tung ad

Sub-score Creative: _____ / 10 diem

Nhom 3 — Cau truc tai khoan (20% trong so)

#	Check	Muc do	Cach kiem tra
M18	So luong campaign phu hop (khong qua 3-5 campaign chu luc)	Medium	Campaign list
M19	Cac campaign co muc tieu ro rang, khong bi chong cheo	High	Xem Objective moi campaign
M20	Moi ad set co ngan sach it nhat 5x CPMess muc tieu/ngay	Critical	Tinh: ngan sach / CPMess muc tieu ≥ 5
M21	Khong co > 5 ad set chay cung luc trong 1 campaign (chia nho qua)	High	Dem ad set
M22	Exclusion audience da thiet lap (loai khach cu, loai remarketing khoi cold)	High	Ad set → Exclusions
M23	Campaign retarget tach biet voi campaign cold	High	Kiem tra campaign objectives
M24	Budget Campaign-level hoac Ad Set-level (nhat quan)	Medium	Kiem tra Budget type

Sub-score Structure: _____ / 10 diem

Nhom 4 — Audience (15% trong so)

#	Check	Muc do	Cach kiem tra
M25	Custom Audience (website, video, page) da cap nhat du lieu moi	High	Audiences → cap nhat ngay
M26	Lookalike audience duoc tao tu nguon chat luong (khach mua, khach nhắn tin)	High	LAL sources
M27	Khong dung age/gender restriction qua tat (tru khi co data ro)	Medium	Ad set targeting
M28	Co test Broad Targeting voi creative tot	Medium	Ad set → No detailed targeting
M29	Audience overlap giua cac ad set < 25%	High	Audience Overlap tool

Sub-score Audience: _____ / 10 diem

Nhom 5 — Settings (10% trong so)

#	Check	Muc do	Cach kiem tra
M30	Bid strategy phu hop voi muc tieu (Lowest Cost neu moi, Cost Cap khi on dinh)	High	Kiem tra bid strategy
M31	Ad scheduling (lich chay) phu hop voi gio khach hang online	Medium	Ad Scheduling
M32	Placement dang su dung Advantage+ (khong lock cung 1 placement)	Medium	Placement settings
M33	Campaign spending limit da thiet lap (tranh chi qua)	Low	Campaign → Spending Limit
M34	Trang thai tai khoan: khong co Warning / Hạn chế	Critical	Account Quality

Sub-score Settings: _____ / 10 diem

Meta Health Score

Meta Score = (M_Tracking × 0.30) + (M_Creative × 0.25) + (M_Structure × 0.20) + (M_Audience × 0.15) + (M_Settings × 0.10)

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Audit TIKTOK ADS (30 Checks)

Trong so danh muc: Creative Quality (30%) · Technical Setup (25%) · Bidding/Learning (20%) · Cau truc (15%) · Settings (10%)

Nhom 1 — Creative Quality (30%)

#	Check	Muc do
T01	Video co am thanh / nhac nen (khong im lang)	Critical
T02	3 giay dau gay hook — co chu y hoac hanh dong	Critical
T03	Video dung ty le 9:16 (doc)	High
T04	Do phan giai >= 720p	High
T05	Co text overlay / caption	Medium
T06	CTA ro rang trong video (giong noi hoac text)	High
T07	Creative phu hop vibe TikTok (khong qua "quang cao lo")	High
T08	Co it nhat 3 creative hoan toan khac nhau	High
T09	Creative khong chay qua 10 ngay lien tuc	High

Nhom 2 — Technical Setup (25%)

#	Check	Muc do
T10	TikTok Pixel da cai va fire chinh xac	Critical
T11	Events API (CAPI) da setup	High
T12	ViewContent / AddToCart / Purchase events dang fire	High
T13	URL da co UTM parameter	Medium
T14	Khong duplicate event	Critical

Nhom 3 — Bidding & Learning (20%)

#	Check	Muc do
T15	Ad group ngan sach it nhat 5x CPA muc tieu/ngay	Critical
T16	Khong chinh sua ad group dang trong Learning Phase (0-7 ngay)	High
T17	Bid strategy phu hop (Lowest Cost khi moi, Target CPA khi on dinh)	High
T18	Khong chay > 5 ad group tren cung 1 audience cung luc	Medium

Nhom 4 — Cau truc (15%)

#	Check	Muc do
T19	Retarget tach campaign voi Cold	High
T20	Custom Audience tu web/app da thiet lap	High
T21	Exclusion audience dung (loai nguoi da mua)	Medium
T22	So ad group hoi ly — khong chia qua nho	Medium

Nhom 5 — Settings (10%)

#	Check	Muc do
T23	Tai khoan: khong co Warning / Han che	Critical
T24	Quoc gia target chinh xac (VN, khong target sai)	High
T25	Nganh hang comply TikTok Ads policy	High

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Audit GOOGLE ADS (35 Checks)

Trong so danh muc: Conversion Tracking (25%) · Cau truc / Quality Score (20%) · Keywords (20%) · Ads/Assets (20%) · Settings (15%)

Nhom 1 — Conversion Tracking (25%)

#	Check	Muc do
G01	Conversion tracking da cai dat va fire	Critical
G02	Import GA4 goal vao Google Ads	High
G03	Chi count ENABLED conversion (khong tinh HIDDEN/REMOVED)	High
G04	Khong bi duplicate conversion	Critical
G05	Value-based bidding (neu co the) da thiet lap	Medium

Nhom 2 — Cau truc & Quality Score (20%)

#	Check	Muc do
G06	Ad group khong qua 20 keywords/group (best: 5-15)	High
G07	Quality Score trung binh >= 6/10	High
G08	Moi ad group co it nhat 2 RSA (responsive search ads)	High
G09	Keyword match type mix phu hop (Broad Match + Smart Bidding, hoac Phrase/Exact)	High
G10	Khong dung ECPC (da deprecated March 2025)	Critical

Nhom 3 — Keywords (20%)

#	Check	Muc do
G11	Negative keywords list da thiet lap	High
G12	Wasted spend keywords (spend >200K, 0 conversion) da pause	Critical
G13	Search Term Report duoc review dinh ky	High
G14	Broad Match chi dung voi Smart Bidding	High
G15	Brand keywords co campaign tach biet	Medium

Nhom 4 — Ads & Assets (20%)

#	Check	Muc do
G16	RSA co it nhat 8/15 headline va 4/4 description da dien	High
G17	Asset strength >= "Good" tren moi RSA	Medium
G18	Sitelink extensions (it nhat 4)	Medium
G19	Callout extensions (it nhat 4)	Medium
G20	Call extension (neu la dich vu local)	High
G21	Dynamic Search Ads (DSA) cho website nhieu trang	Low

Nhom 5 — Settings (15%)

#	Check	Muc do
G22	Bid strategy phu hop voi muc tieu (Maximize Conv hoac Target CPA/ROAS)	High
G23	Location targeting chinh xac (khong target toan cau)	Critical
G24	Ad scheduling: tat quang cao ngoai gio lam viec (neu la B2B/dich vu)	Medium
G25	Google Analytics 4 da link voi Google Ads	High

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Audit ZALO ADS (20 Checks)

Trong so danh muc: Setup & Technical (40%) · Content Quality (35%) · Audience (25%)

#	Check	Muc do
Z01	Zalo OA da verify va du follow (> 1,000)	High
Z02	Zalo Official Account co rating > 4.0	High
Z03	Tracking URL da thiet lap	Medium
Z04	Tin nhan broadcast co ca nhan hoa (khong spam chung)	High
Z05	Hinh anh quang cao dung ti le (4:3 hoac 1:1)	Medium
Z06	CTA ro rang trong noi dung	High
Z07	Database Zalo duoc phan khuc (theo hanh vi, lich su mua)	High
Z08	Frequency broadcast <= 2 lan/tuan (tranh unsub)	Critical
Z09	Unsubscribe rate < 5%/broadcast	High
Z10	Read rate > 40% (benchmark trung binh VN)	High

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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

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Quality Gates — Kiem tra truoc moi su

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

Gate	Vi pham?	Muc do
Gate 1 — 3x Kill Rule	□ Co □ Khong	Critical
Gate 2 — Budget Sufficiency	□ Co □ Khong	Critical
Gate 3 — Learning Phase	□ Co □ Khong	High
Gate 4 — Pixel Integrity	□ Co □ Khong	Critical
Gate 5 — Andromeda Diversity	□ Co □ Khong	High
Gate 6 — Compliance	□ Co □ Khong	Critical
Gate 7 — TikTok Sound	□ Co □ Khong	High
Gate 8 — Scale Speed	□ Co □ Khong	High
Gate 9 — Min Data	□ Co □ Khong	Medium
Gate 10 — LTV:CAC	□ Co □ Khong	High

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

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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

STT	Hanh dong	Nen tang	Muc do	Thoi gian	Ket qua ky vong
1			Critical	< 5p
2			Critical	< 10p
3			High	< 15p
...

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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]

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Cross-reference

Khi can	Goi skill
Danh gia KPI va funnel hien tai	03-danh-gia-hieu-suat
Viet lai copy sau khi audit creative	05-copy-quang-cao
Tinh lai ngan sach sau khi fix tracking	10-tinh-kpi-nguoc
Lap ke hoach marketing moi sau audit	00-ke-hoach-mkt

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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