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)
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

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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 < 5× CPA/day
Medium	1.5×	No retargeting audience, headline > 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
<40	F	Danger — pause, full audit, rebuild

Part 1 — Diagnostic decision tree

[CPM HIGH]
  |-- CTR low (<1%)?
  |     |-- Weak hook → rewrite first 3s
  |     |-- Wrong targeting → narrow/expand audience
  |     |-- Stale creative (>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 (<2x)]
  |-- CPM ok but few conversions?
  |     |-- Funnel leak → check each step
  |     |-- Slow sales response → improve speed, script
  |     |-- Wrong offer/price → review offer
  |
  |-- High CPM + few conversions?
  |     |-- Loop back to CPM tree
  |
  |-- Many orders but low AOV?
        |-- Weak cross-sell/upsell → bundles, larger packages
        |-- Bargain hunters → tighten targeting

[POOR LEAD QUALITY]
  |-- Many messages but few qualified leads?
  |     |-- Targeting too broad → narrow with LAL of best customers
  |     |-- Wrong-fit content → adjust hook + CTA
  |     |-- Value prop unclear → educate before CTA
  |
  |-- Qualified leads but no booking?
  |     |-- Slow follow-up (>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)	<20%	>30%	Merge or exclude
Frequency	<2.5	>4	Expand audience, new creative
Reach vs audience size	<50%	>70%	Audience too small, expand
Cost per incremental result	Stable	+30%	Saturated — find new audience
% new users in clicks	>60%	<40%	Re-showing to existing — refresh

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Decision tree — which variant to use

Use the variant that matches your ad account billing region, NOT just where the user is located:

Region	Variant	When to use
United States, Canada	01-us.md	Account billed in USD, US/CA traffic
UK, EU, EEA	02-eu.md	Account billed in EUR/GBP, GDPR consent stack
SEA (Vietnam, Thailand, Indonesia, Philippines, Malaysia, Singapore)	03-sea.md	Lower CPM, mobile-first, super-app context
LATAM (Brazil, Mexico, Colombia, Argentina, Chile)	04-latam.md	WhatsApp-dominant, low CPM, FX volatility

If running multi-region: load multiple variants, compare benchmarks side-by-side, set per-region targets.

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Dropshipping KPI section

Dropshipping has different success criteria than typical service/B2B marketing. Use this layer when product is sourced from suppliers (AliExpress, CJ, Zendrop) and shipped directly to customer.

Core KPIs

KPI	Formula	Healthy target
ROAS	Revenue / Ad spend	2.5–3x minimum, 4x+ ideal
BE-ROAS (Break-even ROAS)	1 / Profit margin	If margin = 30%, BE-ROAS = 3.33x
Profit margin	(Revenue − COGS − Shipping − Fees − Ad spend) / Revenue	20%+ healthy, 25%+ ideal
CAC (Customer Acquisition Cost)	Ad spend / Customers acquired	< AOV × Profit margin
CPA (Cost Per Add-to-cart / Purchase)	Ad spend / Conversions	<30% of AOV
AOV (Average Order Value)	Revenue / Orders	Higher AOV = lower BE-ROAS pressure

BE-ROAS formula

BE-ROAS = 1 / Profit margin

Examples:
  Margin 20% → BE-ROAS = 5.0x   (you need 5x ROAS just to break even)
  Margin 25% → BE-ROAS = 4.0x
  Margin 30% → BE-ROAS = 3.33x
  Margin 35% → BE-ROAS = 2.86x
  Margin 40% → BE-ROAS = 2.5x
  Margin 50% → BE-ROAS = 2.0x

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 < BE-ROAS for 7 days	Always losing	Pause, redo product/creative
Profit margin < 20%	Too thin	Raise price OR find cheaper supplier
Refund rate > 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