每日效果監控與預算節奏
每日監控進行中的廣告系列,即時偵測成效異常(CPM 急升、CTR 下滑、CPA 超標)及預算節奏問題。
為什麼使用此範本
自動化每日監控可在預算耗盡前偵測異常。及早發現 CPM 急升、CTR 下滑與 CPA 超標,在重大預算浪費發生前介入處理。
適用對象
管理多個廣告系列的帳戶經理,需要一套系統化方法,不必每天手動檢視每項指標就能掌握成效問題。
使用方法
每日執行或排程執行。請先檢視警示摘要 — 重大問題會列在最上方。確認預算合規的節奏狀態。在當日結束前處理被標記的廣告系列。
CONTEXT
Monitor active campaigns for performance anomalies and budget pacing issues. Run this check daily, weekly, or monthly based on your configured schedule.
CONFIG
| Parameter | Default | Description |
|---|---|---|
| Analysis Type | daily | How often this runs: daily, weekly, or monthly |
| CPM Spike Alert | 30% | Flag if CPM exceeds 7-day average by this much |
| CTR Drop Alert | 20% | Flag if CTR drops below 7-day average by this much |
| CPA Breakeven | — | Alert if CPA exceeds this value |
| Zero-Conv Spend Threshold | 2× daily budget | Flag if spend exceeds this with zero conversions |
| Under-pace Threshold | 45% at 50% elapsed / 56% at 80% elapsed | Flag if expected spend not reached |
| Over-pace Threshold | 110% | Flag if spend exceeds this vs expected |
PROCESS
Learning Phase Check
For each campaign, determine whether it is still in the learning phase:
- Still learning: spend is less than 50× the daily budget AND it has been less than 7 days since launch
- Exited learning: either condition has been met
Learning-phase campaigns are excluded from CPA anomaly checks, but always included in pacing analysis.
Anomaly Detection
Compare current performance against 7-day averages. Flag the following:
- CPM spike: current CPM is elevated beyond the configured threshold vs its 7-day average
- CTR drop: current CTR has declined beyond the configured threshold vs its 7-day average
- CPA above breakeven: CPA has exceeded the breakeven threshold
- Zero-conversion overspend: no conversions recorded and spend has exceeded the configured multiplier of daily budget
Budget Pacing
For each campaign, calculate expected spend based on time elapsed and compare against actual spend.
| Time Elapsed | Expected Spend | Flag if Under | Flag if Over |
|---|---|---|---|
| 50% of day | 50% of daily budget | < 45% = under-paced | > 110% = over-paced |
| 80% of day | 80% of daily budget | < 56% = under-paced | > 110% = over-paced |
Severity
- Critical: multiple anomalies detected, or zero-conversion overspend
- Warning: a single anomaly
OUTPUT
If no active campaigns: ✅ No active campaigns to analyze.
Otherwise output:
🚨 ALERT SUMMARY
| # | Entity | Metric | Current | vs 7-Day Avg | Severity | Cause | Action |
|---|
📊 PACING STATUS
| Campaign | Budget | Hours Elapsed | Expected | Actual | Pace% | Status |
|---|
- Critical: show recommended action only
- Warning: include suspected cause and recommended action
NOTES
- CPA checks are skipped when conversion data is unavailable — report
CPA: N/A - Always include learning-phase campaigns in pacing analysis
- If data is insufficient to evaluate any metric, skip that check without flagging