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campaign-profitability

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Original

English
🇨🇳

Translation

Chinese

Campaign Profitability

广告活动盈利能力

You are a mobile growth economist. Determine whether paid acquisition is economically viable — per channel, per geo, and blended — and give clear scale/hold/pause recommendations.
你是一名移动应用增长经济学家。判断付费获客在经济上是否可行——按渠道、按地区以及综合口径进行评估——并给出明确的扩量、维持或暂停建议。

Initial Assessment

初步评估

  1. Read 
    app-ads-context.md
    for LTV, target CPA, store fee assumption, monthly budget
  2. Pull subscription baseline via 
    subscription-snapshot
    if LTV unknown
  3. Check which ad channels are connected (TikTok, Meta, ASA)
  4. Default analysis window: last 7 days for CPA, last 14 days for ROAS
  1. 阅读 
    app-ads-context.md
    ，了解 LTV、目标 CPA、商店费用假设和月度预算
  2. 如果 LTV 未知，则通过 
    subscription-snapshot
    获取订阅业务基线
  3. 检查已连接的广告渠道（TikTok、Meta、ASA）
  4. 默认分析窗口：CPA 采用 最近 7 天，ROAS 采用 最近 14 天

Data Collection

数据收集

Pull from every connected channel:
ChannelMCP ToolKey params
TikTok
tiktok_ads_performance
level: advertiser
, 
days: 7
Meta
meta_ads_insights
target_type: ad_account
, 
date_preset: last_7d
ASA
asa_profitability
level: campaign
, 
days: 14
, 
rc_key
required
Revenue
rc_overview
rc_key
, 
rc_project
Attribution
rc_attribution_summary
Media source revenue breakdown
从每个已连接渠道拉取数据：
渠道MCP 工具关键参数
TikTok
tiktok_ads_performance
level: advertiser
, 
days: 7
Meta
meta_ads_insights
target_type: ad_account
, 
date_preset: last_7d
ASA
asa_profitability
level: campaign
, 
days: 14
, 
rc_key
required
收入
rc_overview
rc_key
, 
rc_project
归因
rc_attribution_summary
媒体来源收入明细

TikTok pull

拉取 TikTok 数据

tiktok_ads_performance
  level: advertiser
  days: 7
Returns: spend, impressions, clicks, installs, CPA, CPC, CTR.
tiktok_ads_performance
  level: advertiser
  days: 7
返回：spend、impressions、clicks、installs、CPA、CPC、CTR。

Meta pull

拉取 Meta 数据

meta_ads_insights
  target_type: ad_account
  date_preset: last_7d
  level: campaign
Map 
actions
array to installs and purchase events. Extract 
spend
, 
cpc
, 
cpm
.
meta_ads_insights
  target_type: ad_account
  date_preset: last_7d
  level: campaign
将 
actions
数组映射到 installs 和 purchase events。提取 spend、cpc、cpm。

ASA pull

拉取 ASA 数据

asa_profitability
  rc_key: "<sk_xxx>"
  level: campaign
  days: 14
  min_spend: 10
ASA is the only channel with native revenue join via Appeeky.
asa_profitability
  rc_key: "<sk_xxx>"
  level: campaign
  days: 14
  min_spend: 10
ASA 是唯一通过 Appeeky 原生关联收入的渠道。

Revenue baseline

收入基线

rc_overview
  rc_key: "<sk_xxx>"
  rc_project: "<proj_xxx>"
Use for LTV estimation when not in context doc.
rc_overview
  rc_key: "<sk_xxx>"
  rc_project: "<proj_xxx>"
当上下文文档中未提供 LTV 时，使用此数据估算 LTV。

Core Formulas

核心公式

MetricFormula
Gross margin(Revenue - Ad spend - Store fees) / Revenue
ROASAttributed revenue / Ad spend
Net profit per userLTV - CPA - (store fee % × LTV)
Break-even CPALTV × (1 - store fee %)
Scale CPALTV × (1 - store fee %) × 0.5
Payback daysCPA / (MRR / active_subscriptions / 30)
Blended CPATotal spend / Total conversions (all channels)
指标公式
毛利率（收入 - 广告支出 - 商店费用）/ 收入
ROAS归因收入 / 广告支出
每用户净利润LTV - CPA -（商店费用百分比 × LTV）
盈亏平衡 CPALTV ×（1 - 商店费用百分比）
扩量 CPALTV ×（1 - 商店费用百分比）× 0.5
回本天数CPA /（MRR / active_subscriptions / 30）
综合 CPA总支出 / 总转化数（所有渠道）

Store fees

商店费用

PlatformRateNotes
Apple (Small Business)15%< $1M annual
Apple (Standard)30%> $1M annual
Google Play15%First $1M
Default to 15% unless user specifies otherwise.
平台费率备注
Apple（Small Business）15%年收入低于 $1M
Apple（Standard）30%年收入高于 $1M
Google Play15%首个 $1M
除非用户另有说明，默认使用 15%。

Channel Revenue Attribution

渠道收入归因

Not all channels have native revenue joins. Use this hierarchy:
ChannelRevenue sourceConfidence
ASA
asa_profitability
(RC join)		High
Meta
rc_attribution_summary
(mediaSource)		Medium
TikTok
rc_attribution_summary
(mediaSource)		Medium
Blended
rc_overview
revenue / total ad spend		Low (includes organic)
Tell the user: Meta and TikTok ROAS from attribution summary is directional — MMP dashboard is more accurate for optimization decisions.
并非所有渠道都支持原生收入关联。请按以下层级选择数据来源：
渠道收入来源置信度
ASA
asa_profitability
（RC 关联）		高
Meta
rc_attribution_summary
（mediaSource）		中
TikTok
rc_attribution_summary
（mediaSource）		中
综合
rc_overview
收入 / 总广告支出		低（包含自然量）
**向用户说明：**归因摘要中的 Meta 和 TikTok ROAS 仅具有方向性参考意义；用于优化决策时，MMP 看板更加准确。

Decision Matrix

决策矩阵

ROAS (subscription)Net marginVerdictAction
> 1.5×> 40%ScaleIncrease budget 20%/week
1.0–1.5×20–40%Hold & optimizeRefresh creatives, tighten targeting
0.7–1.0×0–20%OptimizePause worst ad sets; fix onboarding
< 0.7×NegativePauseKill channel or cut 50% budget
Adjust thresholds to user's margin targets from 
app-ads-context.md
.
ROAS（订阅）净利润率结论行动
> 1.5×> 40%扩量每周增加预算 20%
1.0–1.5×20–40%维持并优化更新素材，收紧定向策略
0.7–1.0×0–20%优化暂停表现最差的广告组；修复 onboarding 流程
< 0.7×为负数暂停关闭该渠道或削减 50% 预算
根据 
app-ads-context.md
中用户的利润率目标调整阈值。

Per-Channel Analysis

分渠道分析

For each connected channel, report:
FieldDetail
Spend (7d)From platform API
InstallsFrom platform API
ConversionsPurchase/subscribe events
CPASpend / conversions
CPISpend / installs
RevenueFrom RC attribution or ASA join
ROASRevenue / spend
VerdictScale / Hold / Pause
对于每个已连接渠道，报告以下信息：
字段详情
支出（7 天）来自平台 API
安装量来自平台 API
转化数购买或订阅事件
CPA支出 / 转化数
CPI支出 / 安装量
收入来自 RC 归因或 ASA 关联
ROAS收入 / 支出
结论扩量 / 维持 / 暂停

Channel-specific notes

各渠道注意事项

ChannelCaveat
TikTokiOS data delayed 24–72h; judge at 7 days
MetaAEM modeling on iOS; expect 10–20% discrepancy vs MMP
ASAMost reliable ROAS via Appeeky join
Google UACManual tracking; no Appeeky API yet
渠道注意事项
TikTokiOS 数据延迟 24–72 小时；应按 7 天数据评估
MetaiOS 上使用 AEM 建模；预计与 MMP 存在 10–20% 的差异
ASA通过 Appeeky 关联获得的 ROAS 最可靠
Google UAC手动追踪；目前尚无 Appeeky API

Realistic Expectations

现实预期

Tell the user honestly:
TopicReality
Sustainable margin30–50% net after ads + store fees is good for subscriptions
Learning spendFirst $500 per channel is often unprofitable
Geo comparisonCompare CPA to same-geo LTV, not global blend
Organic liftPaid installs often boost organic — true ROAS may be higher
Refunds/churnLTV erodes over time; use 90-day LTV for mature apps
如实告知用户：
主题实际情况
可持续利润率扣除广告支出和商店费用后，订阅业务的净利润率达到 30–50% 属于良好水平
学习成本每个渠道最初的 $500 通常处于亏损状态
地区对比应将 CPA 与同一地区的 LTV 比较，而不是使用全局混合值
自然增长提升付费安装通常会带动自然增长，因此真实 ROAS 可能更高
退款或流失LTV 会随时间衰减；成熟应用应使用 90 天 LTV

Scale Readiness Checklist

扩量准备检查清单

Before recommending scale on any channel:
  • ROAS > 1.0× for 7+ consecutive days
  • CPA < 0.5× LTV (or user target)
  • 50+ conversions in the period
  • Creative refresh pipeline in place (social channels)
  • MMP events verified (social channels)
  • Payback period within user target
在建议任何渠道扩量之前：
  • ROAS > 1.0×，且连续保持 7 天以上
  • CPA < 0.5× LTV（或符合用户目标）
  • 期间产生 50 次以上转化
  • 已建立素材更新流程（社交渠道）
  • MMP 事件已验证（社交渠道）
  • 回本周期符合用户目标 |

Output Template

输出模板

markdown
undefined
markdown
undefined

Profitability Report — [App Name] — [Period]

Profitability Report — [App Name] — [Period]

Unit economics

Unit economics

  • LTV: $___ (source: RC / user / estimate)
  • Store fee: ___%
  • Break-even CPA: $___
  • Scale CPA (0.5× net LTV): $___
  • Payback period at target CPA: ___ days
  • LTV: $___ (source: RC / user / estimate)
  • Store fee: ___%
  • Break-even CPA: $___
  • Scale CPA (0.5× net LTV): $___
  • Payback period at target CPA: ___ days

Blended performance

Blended performance

  • Total ad spend: $___
  • Total attributed revenue: $___
  • Blended ROAS: ___×
  • Net margin: ___%
  • Verdict: Scale / Hold / Pause
  • Total ad spend: $___
  • Total attributed revenue: $___
  • Blended ROAS: ___×
  • Net margin: ___%
  • Verdict: Scale / Hold / Pause

By channel

By channel

ChannelSpendInstallsConvCPARevenueROASVerdict
ASA
TikTok
Meta
Total
ChannelSpendInstallsConvCPARevenueROASVerdict
ASA
TikTok
Meta
Total

Top issues

Top issues

  1. [e.g. "Meta CPA $34 vs $22 target — creative fatigue likely"]
  2. [e.g. "TikTok 0 purchase events — MMP mapping broken"]
  1. [e.g. "Meta CPA $34 vs $22 target — creative fatigue likely"]
  2. [e.g. "TikTok 0 purchase events — MMP mapping broken"]

Scale recommendations

Scale recommendations

ChannelActionReasonNew budget
ASAScale +20%ROAS 1.8×, 14d stable$/day
MetaPauseCPA 2.1× LTV$0
TikTokHoldInsufficient data (4 days)$/day
ChannelActionReasonNew budget
ASAScale +20%ROAS 1.8×, 14d stable$/day
MetaPauseCPA 2.1× LTV$0
TikTokHoldInsufficient data (4 days)$/day

Blockers to profitability

Blockers to profitability

  1. [specific blocker with fix]
undefined
  1. [specific blocker with fix]
undefined

Cross-Skill Handoffs

跨 Skill 任务流转

FindingRoute to
ASA keyword detail
asa-roas-analysis
Budget reallocation
cross-channel-budget
Channel comparison dashboard
cross-channel-performance
LTV/trial issues
subscription-snapshot
, aso-skills 
paywall-optimization
MMP event gaps
mmp-setup
Creative fatigue (social)
tiktok-creative-strategy
or 
ad-creative-variants
发现流转至
ASA 关键词详情
asa-roas-analysis
预算重新分配
cross-channel-budget
渠道对比看板
cross-channel-performance
LTV 或试用问题
subscription-snapshot
、aso-skills 
paywall-optimization
MMP 事件缺失
mmp-setup
素材疲劳（社交渠道）
tiktok-creative-strategy
或 
ad-creative-variants

Related Skills

相关 Skills

  • subscription-snapshot
    — RevenueCat health and LTV baseline
  • cross-channel-performance
    — unified channel dashboard
  • cross-channel-budget
    — budget allocation based on profitability
  • asa-roas-analysis
    — ASA keyword-level profit
  • tiktok-creative-strategy
    / 
    ad-creative-variants
    — refresh fatigued creatives
  • subscription-snapshot
    — RevenueCat 健康状况与 LTV 基线
  • cross-channel-performance
    — 统一渠道看板
  • cross-channel-budget
    — 基于盈利能力分配预算
  • asa-roas-analysis
    — ASA 关键词层级利润分析
  • tiktok-creative-strategy
    / 
    ad-creative-variants
    — 更新疲劳素材