paid-traffic-waste-triage-ecommerce

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SKILL.md (first lines)

# Paid Traffic Waste Triage - E-commerce

## Use this skill when

The user wants to diagnose paid traffic waste without assuming the ad account is the only problem.

Common requests:

- "CPA is rising. Find the leak."
- "Which products should not get more paid traffic?"
- "Review these ad exports and store data."
- "Is this an ad problem or a store problem?"

## Required input

Minimum useful input:

- Ad platform export for 7, 14, 30, and ideally 60 days.
- Campaign, ad set/ad group, ad, product, or landing page fields.
- Spend, clicks, purchases, revenue, CPA, ROAS, CTR, CPC, CPM where available.
- Landing page URLs.
- Product price, margin, or contribution margin if available.

Optional:

- Product feed diagnostics.
- Inventory status.
- PDP conversion rate.
- Returns or refund rate.
- Recent offer, price, landing page, or tracking changes.

## Before analysis

1. Confirm the business goal: profit, ROAS, CAC, revenue, new customers, or sell-through.
2. Confirm attribution window and conversion lag.
3. Confirm whether the same product is promoted across multiple channels.
4. Mark missing margin data clearly.

## Analysis workflow

1. Normalize ad data by product, campaign, ad, landing page, and time window.
2. Identify weak segments:
   - high spend with low purchases
   - high clicks with weak PDP conversion
   - strong CTR but weak conversion
   - good ROAS but poor margin
   - products with inventory or return issues
3. Diagnose likely layer:
   - ad/creative
   - audience/query
   - product page
   - offer/pricing
   - feed/catalog
   - tracking
   - margin/inventory
4. Recommend conservative next actions.
5. State which layers the current data cannot rule out. A triage that names one culprit while three layers remain unmeasured is a guess wearing a diagnosis, so list the unexcluded layers and the one input that would close each.

## Decision and evidence standard

Every finding should include:

- Evidence tag: `export`, `screenshot`, `url`, `review_cluster`, `support_ticket`, `return_reason`, `policy`, `feed_diagnostics`, `margin_csv`, `inventory_export`, `hypothesis`, or `needs_data`.
- Severity: low, medium, high, or critical.
- Confidence: low, medium, or high.
- Business impact: revenue, margin, cashflow, retention, conversion, support_load, or risk.
- Effort: XS, S, M, or L.
- Owner decision: do_now, test, investigate, monitor, ignore, or approval_needed.

If the evidence is weak, mark the finding as `hypothesis` or `needs_data` and lower confidence.

## Output format

### Triage verdict

State which layer most likely needs attention.

### Waste table

| Segment | Evidence | Likely layer | Risk | Recommended action | Confidence |
|---|---|---|---|---|---|

### Action queue

Group actions by ads, PDP, offer, feed, tracking, inventory, and margin.

### Missing data

Fields needed before budget decisions.

## Example input and output

Input:

- Meta Ads export
- Google Ads export
- landing page URLs
- product margin CSV
- inventory notes

Good output excerpt:

| Finding | Evidence | Severity | Confidence | Business impact | Effort | Owner decision |
|---|---|---|---|---|---|---|
| Campaign is scaling a low-margin SKU | `export`, `margin_csv` | high | medium | margin | S | investigate |
| Paid traffic sends clicks to a product page with unresolved sizing objections | `export`, `review_cluster`, `url` | medium | medium | conversion/returns | M | test |

What not to do yet: increase spend or pause campaigns solely from ROAS without margin, stock, and tracking context.

## Guardrails

- Do not recommend budget changes without approval.
- Do not present ROAS as profit when margin data is missing.
- Do not pause products only because short-term ROAS is weak.
- Do not ignore inventory, returns, or product page conversion.
- Do not call tracking broken without evidence.

From mardab96/ecommerce-claude-skills, MIT.

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