Performance review

Produce a review a growth lead could act on in 10 minutes: verdict, winners, losers, watchlist, actions. Every claim grounded in a number.

How to reach Adwarp#

Prefer the Adwarp MCP tools if they are loaded (performance_summary, get_performance, performance_trend, list_campaigns, list_ads). Otherwise the CLI: adwarp report ..., or npx -y adwarp if it isn't installed globally. CLI presets cap at 90 days; for custom windows use the MCP tools with startDate/endDate. Read-only.

Scope#

Cover the whole account over last_30_days by default. If the user names a campaign group, campaign, or period, scope to it. If total conversions in the window are under ~10, widen to last_90_days and say you did.

What to pull#

1. performance_summary for the rollup, top/bottom performers, and flags.
2. get_performance at campaign_group, campaign, and creative levels.
3. performance_trend (weekly) on the account and on the top 2-3 spend campaigns.
4. list_campaigns to map ids to names/statuses and to catch ACTIVE entities with no delivery (drafts are expected to be absent; actives are not).

KPI framework#

Judge in this order, and never let an upstream metric excuse a downstream one:

1. Delivery: impressions, spend. Nothing else matters if it is not serving.
2. Engagement: CTR, CPC. Is the creative earning the click?
3. Outcome: conversions, conversion rate, cost per conversion. The only layer that pays rent. An ad with a great CTR and no conversions is a pause candidate, not a winner.

Compare within the account first: compute account averages for CTR, CPC, and cost per conversion and measure each entity against them. Industry context only as rough guide rails (LinkedIn B2B single-image ads: CTR ~0.4-0.6%, CPC ~$8-16, CPM ~$30-60; lead-gen cost per conversion varies too much to benchmark honestly).

Judgment rules#

• Significance floor: no winner/loser verdicts on creatives under ~1,000 impressions or ~3 conversions. Bucket them as "too early".
• Fatigue: CTR falling 2 or more consecutive weeks on unchanged creative and targeting means the creative is wearing out. The fix on LinkedIn is recreate, not edit: Campaign Manager ignores post edits, so copy changes are delete_ad + create_image_ad (as new drafts).
• Recency: conversions lag; exclude or caveat the last 2-3 days.
• If the account journal has entries (list_ad_changes), check whether recent moves line up with metric shifts, and mention compute_lift for a before/after read.

Report format#

• Verdict: 1 paragraph. Direction, the single biggest problem, the single biggest win.
• Scoreboard: spend, impressions, CTR, CPC, conversions, cost per conversion, each with the week-over-week or period-over-period delta.
• Winners: entities beating account average cost per conversion on real volume, and what scaling them would mean.
• Losers: entities to pause or refresh, with the number that convicts each one.
• Watchlist: too-early entities worth rechecking next week.
• Actions: 3-5 items max, ordered by expected impact. This skill never activates or pauses anything itself; a change happens only when the user explicitly asks for it.