120 lines
5.9 KiB
Markdown
120 lines
5.9 KiB
Markdown
# Standard daily brief format
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Follow this four-section structure exactly. Keep the brief decision-led, but include
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exact dates, mature windows, and enough evidence to audit each action.
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## 1. 是否达标
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Use compact lines:
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```text
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1. 是否达标
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- KPI 1：实际值（达标/未达标；数据日期/成熟 cohort 日期；目标）
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- KPI 2：实际值（达标/未达标；数据日期/成熟 cohort 日期；目标）
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- 日消耗：实际值 / 目标值，差额 xx（达标/未达标；目标类型和范围）
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```
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Evaluate at the confirmed portfolio/account scope unless a narrower scope was given.
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Never use the same date automatically for same-day acquisition and lagged retention or
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revenue KPIs. Add at most two short caveats here for material maturity or data issues.
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If KPI Gate B is unsatisfied, state `无法判定` and ask one consolidated question before
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producing action labels.
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## 2. 问题分析
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Start directly with the Ad-level learning-period and stable-period pools. Do not add a
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Campaign ranking table or `Campaign层级/层级判断` subsection. Campaign and Ad Group may
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appear only in an Ad identity when duplicate names require disambiguation. Keep each
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decision adjacent to its evidence, using a compact labeled line rather than a separate
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visual card.
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### 学习期池排名
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| Rank | Ad | Age / checkpoint | Spend / budget fill | Mature KPI result | Peer position | Decision |
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|---|---|---|---|---|---|---|---|
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Rank comparable new Ads within the same objective and launch cohort. When multiple Ads
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launch together, rank them within that test cohort. Explain day-3 pruning and
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day-5/day-7 observation or promotion decisions.
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### 稳定期池排名
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| Rank | Tier | Ad | Latest mature day | Recent 7D / prior 7D | KPI pass pattern | Stability / change | Diagnosis | Decision |
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|---|---|---|---|---|---|---|---|
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Use exactly these tiers:
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- `S-优质`：KPI超额完成且多日稳定。
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- `A-稳定`：KPI达标，样本与持续性足够。
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- `B-波动待优化`：存在波动或部分KPI未达成，但仍有明确优化空间。
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- `C-劣质`：KPI严重或持续不达标，属于风险项。
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Rank Ads within and across tiers by primary KPI, number of KPI passes, persistence,
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sample confidence, and spend impact. Every row must include a concrete `决定` such as
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protect, hold, reduce, optimize/retest, pause, or replace creative, together with its
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checkpoint or exit condition when observation continues.
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## 3. 建议动作
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Group recommendations under only the headings that have qualifying rows:
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```text
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3. 建议动作
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- 暂停：<完整层级名称>；原因：<证据>；释放配置预算 xx。
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- 下调：<完整层级名称>；表现波动，建议预算从 xx 下调至 xx；保持至 <成熟日期/样本> 后复查；退出条件：xx。
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- 保持观察：<完整层级名称>；当前通过 xx/总 KPI；保持哪些变量不变；在第 5/7 天或指定成熟日复查。
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- 扩量：<Ad 名称>；近 xx 个成熟日表现很好；建议采用 <可用的受控扩量方式>；回退条件：xx。
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- 补量：距离日消耗目标还差 xx；现有合格扩量容量 xx；仍缺 xx，需新增 Ads <数量或“待测试预算确认”>。
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- 素材预警：<Ad 名称> 已连续跑 xx 天；历史表现好但近期严重下滑；建议验证疲劳/流量变化并准备新素材。
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```
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Budget rules:
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- `配置预算` comes only from an explicit budget field or operator-provided history.
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- If only spend is available, write `预计减少/释放日消耗约 xx` and label the estimate;
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never call spend a budget.
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- State an exact reduction only when a configured adjustment rule or credible prior
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control exists. Otherwise state the direction and the missing value needed.
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- After pause/reduction recommendations, recompute the expected pacing gap.
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- Estimate the number of new Ads only when a standard test budget or a defensible
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observed test-spend baseline exists; otherwise request that one value.
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Every observation action must include a checkpoint and exit condition. A recommendation
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never implies execution.
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## 4. 近7天表现好的 Ads（3–5个）
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| Rank | Ad（include Campaign > Group） | Stage | Spend / sample | KPI data | Consistency | Why good | Next use |
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|---|---|---|---|---|---|---|---|
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Choose three to five Ads only when they genuinely qualify. Rank durable stable Ads
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before learning-period candidates. A learning Ad may appear only when clearly labeled
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`学习期候选`, with its checkpoint and concentration risk. Return one or two, or state
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`暂无合格 Ads`, rather than pad the list with weak traffic.
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Explain why each is good using confirmed KPI performance, multi-day consistency,
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sample, trend, and delivery—not adjectives alone. Keep immature outcomes out of the
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negative evidence.
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End with `以上均为人工决策建议，未执行任何平台变更。`
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## Writing rules
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- Use the user's four Chinese section names and order; do not add a separate executive
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summary or duplicate action table.
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- Do not add a title-page or pre-section `核心判断` paragraph. Begin the report body
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directly with `1. 是否达标` after the title/date block.
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- Use the exact subsection titles `学习期池排名` and `稳定期池排名`; never prefix them
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with `规则一` or `规则二`.
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- Do not add a named-Ad `近7日专项判断` section to the standard daily brief. Insights
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from prior conversation about a specific Ad belong in the reusable follow-up
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template, not as hardcoded daily-report content, unless the user explicitly asks to
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include that Ad's drilldown in the report.
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- Use exact calendar dates and exact mature-window ranges.
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- Keep each conclusion or action close to its evidence and avoid repeated colored
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callout boxes. Prefer direct labels such as `预算影响` and `继续观察` over generic
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analysis prose.
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- Separate observed facts, inference, and unverified causes.
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- Show numerator/denominator for low-sample or concentration-sensitive ratios.
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- If a subsection is empty, say `无` and why.
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