---
name: 21-audit-ads-performance
description: Audit toan dien tai khoan quang cao — cho diem Health Score 0-100, liet ke Quick Wins, phat hien vi pham Quality Gates, de xuat action plan theo muc do uu tien. Ho tro Meta Ads, TikTok Ads, Google Ads, Zalo Ads.
argument-hint: "<platform + account + period>"
metadata:
  version: 1.2.0
  category: performance
triggers:
  - "audit tai khoan ads"
  - "kiem tra tai khoan quang cao"
  - "health score ads"
  - "cho diem quang cao"
  - "audit Meta Ads"
  - "audit TikTok Ads"
  - "audit Google Ads"
  - "audit Zalo Ads"
  - "tai khoan chay kem qua"
  - "review tai khoan ads"
  - "account audit"
output: File .md gom Health Score 0-100, danh sach Quick Wins, vi pham Quality Gates, chuyen sau theo nen tang, va action plan 7 ngay.
related:
  - 03-danh-gia-hieu-suat
  - 05-copy-quang-cao
  - 10-tinh-kpi-nguoc
  - 00-ke-hoach-mkt
references:
  - skills/references/quality-gates-vn.md
  - skills/references/copy-frameworks-vn.md
  - skills/references/mcp-ads-integration.md
---

# 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

---

## 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:**
```sql
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
```

---

## 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 |

---

## 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)
```

---

## 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 |

---

## 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 |

---

## 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 |

---

## 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
```

---

## 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.**

---

## 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 | |
| ... | | | | | |

---

## Cau truc ket qua output

```markdown
# 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]
```

---

## 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` |

---

## 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
