Goal review

Goal Review

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Review progress toward all marketing goals across all platforms.

Prerequisites

• STRATEGY.md with at least one Goal section (run the onboard skill first)
• STATE.json (run /sync-state first)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

0. Establish today: call mureo_state_get first, on every host (including Claude Code, where you would otherwise Read the file) and take server_now from its response — ISO 8601 with UTC offset, e.g. 2026-07-28T10:12:33+09:00. Its date is the only source of the current date for this run: every "days remaining until deadline" and required-pace calculation in step 4 is measured from it, so a stale date silently flips on-track / at-risk / off-track. Do not shell out (this skill must run in Bash-less headless hosts) and do not read the date off STATE.json — last_synced_at, reports.*.period and action_log timestamps are history, never evidence of what day it is now. Never write server_now into STATE.json: it is a response field, and a persisted copy becomes tomorrow's stale "today".

1. Load context: Read STRATEGY.md (all Goal sections, Data Sources) and STATE.json (the same mureo_state_get response from step 0 on MCP hosts).

2. Discover platforms: Identify all configured platforms and available data sources. Also include any hosted official-MCP connector present in the session (e.g. TikTok, key tiktok_ads) — drive it via its own tools and skip mureo-only value-adds; see ../_mureo-shared/SKILL.md → Hosted-connector platforms.

3. For each Goal, gather current metrics from all relevant platforms and data sources:

   • Ad platforms: Use performance reporting tools for each platform
   • GA4 (if available): Website conversion data, user behavior metrics
   • Search Console (if available): Organic search metrics for SEO-related goals
   • CRM (if available): Lead quality, pipeline data for LTV-related goals

   For goals that span multiple data sources, synthesize a unified view. Example: "Total leads = Platform A 62 + Platform B 28 + Organic 15 = 105 total"

4. Evaluate progress for each Goal:

   • Compare current value against target
   • Calculate % of target achieved
   • Calculate days remaining until deadline — the Goal's Deadline minus server_now's date
   • Assess trajectory: on-track / at-risk / off-track

5. Present Goal dashboard:

   Goal	Target	Current	Progress	Deadline	Status

   Status indicators:

   • On track — current value meets or exceeds the pace needed to hit target by deadline
   • At risk — current value is within 20% of target but trajectory is concerning
   • Off track — current value is more than 20% away from target pace

6. Consult evidence: Before recommending actions, check action_log for past actions with evaluated outcomes:

   • Reference validated findings when proposing similar actions ("Negative keyword cleanup has consistently improved CPA by 10-20% on this account")
   • Flag previously rejected actions ("Device bid adjustments had no significant impact in the last 2 attempts")
   • Do NOT attribute goal progress to specific actions without checking observation windows and sample sizes

7. Recommend actions for off-track Goals:

   • Tie recommendations to the specific platform(s) where the Goal is off-track
   • If cross-platform rebalancing could help, suggest it
   • Suggest specific commands to run (/rescue, /budget-rebalance, /creative-refresh)
   • Prioritize recommendations by Goal priority (P0 > P1 > P2)
   • Prefer actions backed by past validated evidence over unproven strategies

8. Update STATE.json:

   • Log the review to action_log with a summary of Goal statuses
   • Update Current values in STRATEGY.md Goal sections if approved

9. Persist the report summary (best-effort): Call mureo_state_report_set with report="goal" and a concise summary object so the read-only dashboard can render this review without re-running you. Follow this convention:

   • generated_at: ISO 8601 timestamp of this run — use server_now
   • period: the assessment window or "as of" date — the "as of" date is server_now's date
   • totals: the account's headline figures, using the canonical metric vocabulary — spend, conversions, cpa, ctr, clicks, impressions. This is the block the dashboard renders as figures. Raw numbers only: 773957, not "¥773,957"; 0.0466, not "4.66%" — one of those keys carrying a string is refused, because it sits where the view reads a figure and renders as nothing. A key outside the vocabulary may ride along: it is stored, just not shown as a headline number. Omit totals entirely if this run gathered no account-level figures.
   • kpis: per-Goal numbers (target, current, % of target achieved) — the breakdown, not the headline row
   • flags: a list of structured flags — each a small object {code, severity, params} so the dashboard renders a coarse, localizable chip with the numbers on drill-down:
     • code: a canonical vocabulary key — one of goals_met, cpa_over_target, cpa_under_target, cv_below_target, cv_above_target, spend_spike, cpa_spike, invalid_traffic_suspected, zero_cv_adspots, budget_overspend, budget_drift, tracking_suspect, zero_conversions, supply_tools_unconfigured, anomaly_baseline_insufficient, pending_observations, search_console_no_property, ga4_not_configured.
     • severity: one of action/watch/info/positive (omit to take the code's default — info/positive keep informational and good-news flags visually distinct from alarms).
     • params: an object holding the DETAIL (target, current, % of target). Keep detail in params, NOT baked into the code — write {"code":"cpa_over_target","params":{"cpa":15200}}, never a slug like goal_cpa_off_track.
     • For a finding outside the vocabulary use {code:"custom", severity, label} where label is a string or a {"ja":…,"en":…} map. Unknown non-custom codes are rejected. (A legacy bare-string flag still works but renders without the drill-down — prefer the object form.)
     • Example: [{"code":"cpa_over_target","params":{"cpa":15200}}, {"code":"cv_below_target","params":{"cv":18}}]
   • narrative: the overall Goal-health verdict (on-track / at-risk / off-track) and what you propose next, at most 400 characters — the tool refuses a longer one rather than truncating it (a sentence cut in half is worse than a long one). Do not restate the figures and do not list the findings here: numbers belong in totals, findings in flags.

   This is best-effort: if mureo_state_report_set is unavailable (e.g. a pure file-mode host without the context MCP), skip it silently — the rest of this skill still works.

IMPORTANT: When updating Goal "Current" values in STRATEGY.md, ask for approval first.