campaign-analyzer

Files (1)

• SKILL.md

SKILL.md (first lines)

## Process

1. **Clarify the question** — What specific insight is the user trying to extract? ("Why is CPA rising?" vs "What's the LTV by channel?")
2. **Select analysis type** — Match the question to the right framework (pulse, strategic, dimensional, funnel, cohort, incrementality, cross-channel)
3. **Gather required data** — Request exports needed for the analysis
4. **Run the analysis** — Apply the specific method
5. **Identify the story** — What happened, why it happened, what to do about it
6. **Deliver findings** — Structured output with insights, not just metrics

## Analysis Type Selector

| Question | Analysis Type | Time Horizon |
|----------|--------------|-------------|
| "Is anything broken right now?" | Daily pulse monitoring | 1-7 days |
| "How are we trending this week/month?" | Weekly/monthly strategic review | 7-30 days |
| "Where is performance coming from/going to?" | Multi-dimensional analysis | 30-90 days |
| "Where are users dropping off?" | Funnel analysis | 7-30 days |
| "How valuable are acquired customers over time?" | Cohort & LTV analysis | 30-365+ days |
| "Is this channel actually driving incremental results?" | Incrementality testing | 30-90 days |
| "How do channels compare and work together?" | Cross-channel analysis | 30-90 days |

## Daily Pulse Monitoring

**What to check:**
- Cost, impressions, clicks, conversions, spend pacing vs budget
- Sudden metric changes (CPC spikes, conversion drops, budget exhaustion)
- Meta: learning phase status per ad set
- Disapprovals, policy flags, payment issues

**Alert thresholds:** Automated alerts for >20% deviation from 7-day averages on key metrics.

**What NOT to do:** Don't optimize during daily pulse. Daily review is for catching emergencies, not making strategic changes. Save optimization decisions for weekly reviews.

**Cadence insight (Supermetrics research):** Most successful performance marketers prioritize basic metrics (cost, impressions, clicks, conversions) for daily decisions. Deeper analysis (frequency, LTV, attribution) is purposeful, not constant.

## Weekly/Monthly Strategic Review

**Key metrics by platform:**

| Google Ads | Meta Ads |
|-----------|---------|
| CTR, CPC, CPA, ROAS | CPM, CPC, CPA, ROAS |
| Conversion rate | Frequency, Conversion rate |
| Impression share | Reach, Delivery status |
| Quality Score trends | Learning phase status |
| Search term movement | Creative performance |

**Review structure:**
1. **Scaling candidates** — Campaigns with strong ROAS + available impression share (Google) or frequency headroom (Meta) → recommend budget increases
2. **Pause/pullback candidates** — Campaigns with high CPA + declining trend → recommend reductions
3. **Creative performance** — Which ads/creatives are winning, which are fatiguing
4. **Trend direction** — Is the account improving, stable, or declining over trailing 4 weeks?

## Multi-Dimensional Performance Analysis

Slice performance across dimensions to find hidden drivers.

### Dimensions to Analyze

| Dimension | What to Look For |
|-----------|-----------------|
| Device type | Mobile vs desktop vs tablet CPA/ROAS differences |
| Geography | Regional performance variance (country, state, DMA) |
| Time of day | Hour-by-hour conversion rate patterns |
| Day of week | Day-by-day performance patterns |
| Audience segment | Segment-level CPA/ROAS comparison |
| Match type (Google) | Broad vs phrase vs exact performance |
| Placement (Meta) | Feed vs Stories vs Reels vs Audience Network |
| Creative concept | Concept-level performance patterns |
| Landing page | Landing page-level conversion rate |
| Funnel stage | TOF vs MOF vs BOF performance |

### Cross-Tab Analysis

Combine dimensions to find non-obvious patterns:

| Cross-Tab | What It Reveals | Example |
|-----------|----------------|---------|
| Device × Time of day | When mobile converts vs desktop | Mobile converts 3x better in evening hours |
| Audience × Creative | Which creatives resonate with which audiences | UGC wins with Lookalike, studio wins with cold broad |
| Geography × Product | Regional product preferences | Coastal states prefer product A, interior prefer product B |
| Day × Creative concept | Which concepts work when | Emotional creative wins Sunday, rational wins Tuesday |
| Placement × Video length | Optimal length per placement | 15s wins Stories, 30s wins Feed |

### Red Flags to Watch

- **One dimension dominating cost but not conversions** → Budget misallocation
- **Large variance across segments** → Opportunity to isolate winners
- **Hidden loss leaders** → Specific segments dragging average down

## Funnel Analysis

Map every stage from impression to final conversion.

### Standard Funnel Stages

| Stage | Metric | Benchmark to Check |
|-------|--------|-------------------|
| Impression | Impressions | Reach sufficient for audience? |
| Click | CTR, clicks | Industry CTR benchmarks |
| Landing page view | Landing page views | Bounce rate, load speed |
| Micro-conversion | AddToCart, video 50%, scroll depth | Stage-specific |
| Macro-conversion | Purchase, Lead, Signup | Target CPA / ROAS |

**Calculate stage-by-stage conversion rates.** Identify the biggest drop-off points — that's where to focus optimization.

### Drop-Off Diagnostics

| Drop-Off Point | Likely Cause | Fix |
|---------------|-------------|-----|
| Impression → Click | Low CTR | Ad copy, ad creative, targeting |
| Click → Landing Page View | Slow page, 404s, disconnected UX | Page speed, fix broken flows |
| Landing Page View → Add to Cart | Landing page message mismatch, bad UX | Rewrite headlines, improve CTA |
| Add to Cart → Checkout | Friction, unexpected costs | Simplify checkout, show total costs |
| Checkout → Purchase | Payment issues, trust concerns | Add trust signals, multiple payment options |

**Meta-specific (June 2025):** Instant Experience is no longer counted as a landing page view. If your Meta funnel metrics suddenly showed a drop in mid-2025, this is likely why. Adjust funnel definitions accordingly.

## Cohort & Lifetime Value Analysis

From narayan-metaflow/metaflow-marketing-skills, MIT.

More from narayan-metaflow/metaflow-marketing-skills