10-tinh-kpi-nguoc v2.1.0A

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---
name: 10-tinh-kpi-nguoc
description: Tinh KPI nguoc tu doanh thu ve ngan sach va tinh xuoi tu ngan sach ra doanh thu — 3 kich ban, sensitivity analysis, break-even, phan bo ngan sach theo giai doan va kenh
metadata:
  version: 2.1.0
  category: performance
triggers:
  - "tinh KPI"
  - "can bao nhieu ngan sach"
  - "tinh nguoc tu doanh thu"
  - "ngan sach de dat X don"
  - "budget calculator"
  - "KPI calculator"
  - "CPL toi da bao nhieu"
  - "break-even ROAS"
  - "LTV CAC"
output: File .md gom bang tinh 3 kich ban, phan tich do nhay, break-even, phan bo ngan sach theo giai doan + kenh, va timeline ROI
related:
  - 00-ke-hoach-mkt
  - 07-bao-cao-marketing
  - 03-danh-gia-hieu-suat
  - 08-nghien-cuu-doi-thu
  - 54-media-plan
  - 61-budget-planning
  - 21-audit-ads-performance
---

# Tinh KPI Nguoc

## Thu thap thong tin

Hoi user toi da 4 cau sau truoc khi bat dau:

1. **Muc tieu la gi?** (Doanh thu X trieu/thang? Hay ngan sach co san X trieu va muon biet duoc bao nhieu don?)
2. **San pham / dich vu va gia ban?** (Gia trung binh 1 don hang — AOV)
3. **Nganh hang va kenh hien tai?** (Nganh gi? Dang chay kenh nao? Co du lieu CPMess/CPL hien tai khong?)
4. **Thoi gian chien dich?** (1 thang? 3 thang? 6 thang? Co pha theo giai doan khong?)

---

## 2 huong tinh

### Huong 1 — Tinh nguoc (Reverse): Tu doanh thu → Ngan sach

Dung khi: "Toi muon dat 200 trieu/thang — can bao nhieu tien ads?"

```
Doanh thu muc tieu
  / AOV (gia tri don trung binh)
  = SO DON CAN
  / Ti le Booking→Customer
  = SO BOOKING CAN
  / Ti le Lead→Booking
  = SO LEAD CAN
  / Ti le Mess→Lead
  = SO TIN NHAN CAN
  x CPMess
  = NGAN SACH ADS CAN
```

### Huong 2 — Tinh xuoi (Forward): Tu ngan sach → Doanh thu

Dung khi: "Toi co 50 trieu — chay duoc bao nhieu don?"

```
Ngan sach
  / CPMess
  = SO TIN NHAN DU KIEN
  x Ti le Mess→Lead
  = SO LEAD DU KIEN
  x Ti le Lead→Booking
  = SO BOOKING DU KIEN
  x Ti le Booking→Customer
  = SO DON DU KIEN
  x AOV
  = DOANH THU DU KIEN
```

---

## Unit economics — tinh TRUOC khi chay dong ads dau tien

Hai huong tinh o tren cho biet **can bao nhieu tien**. Phan nay cho biet **bao nhieu la lo**. Phai thuoc long truoc khi bat bat ky campaign nao.

### Bo cong thuc day du

```
So don can          = Doanh thu muc tieu / AOV
So lead can         = So don can / Close rate (Lead -> Mua)
Max CPL (hoa von)   = (Doanh thu muc tieu x Gross margin %) / So lead can
CPL target (co lai) = Max CPL / 1.5
Break-even ROAS     = 1 / Gross margin %
Target ROAS         = Break-even ROAS x 1.5   (bien an toan)
Ngan sach ads can   = So lead can x CPL target
CAC                 = Tong chi phi ads / So khach hang moi
LTV                 = AOV x Tan suat mua/nam x So nam giu chan
LTV : CAC           = LTV / CAC          (nguong khoe: >= 3:1)
Payback period      = CAC / (Loi nhuan gop moi khach moi thang)
```

**Gross margin** = (Doanh thu - COGS) / Doanh thu. Khong biet gross margin thi khong tinh duoc gi ca — hoi user truoc.

### Vi du so cu the — khoa hoc online

Gia dinh: AOV 3,000,000d · Gross margin 70% · Close rate Lead->Mua 30% · Muc tieu 300,000,000d/thang.

| Buoc | Cong thuc | Ket qua |
|------|----------|---------|
| So don can | 300,000,000 / 3,000,000 | **100 don** |
| So lead can | 100 / 30% | **334 lead** |
| Max CPL (hoa von) | (300,000,000 x 70%) / 334 | **~628,000d** |
| CPL target (co lai) | 628,000 / 1.5 | **~419,000d** |
| Break-even ROAS | 1 / 0.7 | **1.43x** |
| Target ROAS | 1.43 x 1.5 | **2.14x** |
| Ngan sach ads | 334 x 419,000 | **~140,000,000d** |
| Kiem tra lai | 300,000,000 / 140,000,000 | ROAS 2.14x — khop |

**Doc so nay the nao:** CPL cham 628K la hoa von, cham 419K la co lai. Neu thi truong dang cho CPL 700K → khong chay, phai sua offer, sua AOV, hoac sua gross margin truoc.

### LTV : CAC — quyet dinh co duoc scale khong

| Ti le LTV:CAC | Y nghia | Hanh dong |
|--------------|---------|----------|
| < 1:1 | Lo tren moi khach hang | DUNG scale. Sua san pham hoac gia truoc |
| 1:1 - 3:1 | Hoa von den kha thi | Toi uu conversion, tang AOV — chua scale |
| > 3:1 | Khoe — co the tang truong | Bat dau scale co kiem soat |
| > 5:1 | Rat tot | Tang ngan sach ads manh |

**Payback period** (thoi gian hoan von CAC) nen < 6 thang voi SME Viet Nam. Payback dai hon = dong tien bi ket, du ROAS dep van chet.

---

## Nguong healthy tung buoc — canh bao va dung

Moi buoc trong pheu co nguong rieng. Kiem hang ngay khi ads dang chay; buoc nao vuot nguong DUNG thi xu ly buoc do truoc, khong do them tien.

| Chi so | Khoe | Canh bao | DUNG | Hanh dong khi cham nguong dung |
|--------|------|---------|------|-------------------------------|
| CPL / CPMess | <= target | > 1.5x target | > 2x target | Pause adset, chay `21-audit-ads-performance` |
| ROAS | >= Target ROAS | < Break-even x 0.8 | < Break-even | Review offer va gia truoc khi doi creative |
| CTR (Meta) | >= 1.5% | < 0.8% | < 0.5% | Thay creative — van de o hook, khong phai o target |
| Frequency | < 2.0 | 2.0 - 2.5 | > 3.0 | Thay creative va mo rong tep |
| Mess -> Lead | >= benchmark nganh | thap hon benchmark 15% | thap hon benchmark 30% | Van de o sale/tu van, khong phai o ads |
| Lead -> Booking | 60-75% | 40-60% | < 40% | Sua quy trinh follow-up, toc do reply |
| Booking -> Customer | 40-55% | 25-40% | < 25% | Van de o trai nghiem va gia, khong phai o marketing |

**Luat doc nguong:** khi nhieu buoc cung do, sua **buoc gan tien nhat truoc** (Booking->Customer), roi lui dan ve dau pheu. Sua CPL truoc khi sua close rate la dot tien nhanh hon.

### KPI theo tang pheu — do o dau

| Tang | KPI chinh | Nguong tham chieu | Do o dau |
|------|----------|------------------|---------|
| Awareness | CPM, Reach, Video view | CPM theo nganh va mua vu | Ads Manager |
| Consideration | CTR, CPC, Landing view | CTR >= 1.5% (Meta) | Ads Manager |
| Conversion | CPMess, CPL, CPA | Theo bang benchmark ben duoi | Ads Manager + CRM |
| Revenue | ROAS, Doanh thu | >= Target ROAS da tinh | CRM / so ban hang |

---

## Benchmark Vietnam 2025–2026

### Ti le chuyen doi theo nganh

| Buoc | Trung binh chung | Beauty & Spa | F&B | Education | E-commerce | BDS |
|------|-----------------|-------------|-----|-----------|-----------|-----|
| Mess→Lead | 50–60% | 55–65% | 45–55% | 40–50% | N/A | 35–45% |
| Lead→Booking | 50–60% | 55–65% | 40–55% | N/A | N/A | 10–20% |
| Booking→Customer | 30–40% | 40–55% | N/A | 5–15% | 1–3% | 5–15% |
| Customer→Re-purchase (90d) | 15–25% | 20–35% | 25–40% | N/A | 10–20% | N/A |

### CPMess / CPL theo kenh

| Kenh | CPMess Kem | CPMess TB | CPMess Tot | CPMess Xuat sac |
|------|-----------|----------|-----------|----------------|
| Meta (Facebook + IG) | >40K | 25–40K | 18–25K | <18K |
| TikTok | >45K | 28–45K | 20–28K | <20K |
| Google (CPL) | >200K | 85–150K | 50–85K | <50K |
| Zalo (CPMess broadcast) | N/A | ~500d/mess | ~300d/mess | <200d/mess |

### CPL va ROAS theo nganh (de doi chieu Max CPL vua tinh)

| Nganh | CPL trung binh | ROAS thuong thay | CTR Meta |
|-------|---------------|-----------------|----------|
| Khoa hoc online | 50K – 200K | 3 – 8x | 1.5 – 3% |
| Beauty / Skincare | 50K – 300K | 3 – 7x | 1.5 – 3% |
| F&B / Nha hang | 30K – 100K | 3 – 6x | 1 – 2.5% |
| E-commerce fashion | — | 2 – 5x | 1 – 2% |
| BDS | 200K – 2 trieu | — | 0.5 – 1.5% |
| SaaS / B2B | 500K – 3 trieu | 3 – 10x | 0.5 – 1.5% |

**Cach dung:** so sanh **Max CPL** vua tinh voi khoang CPL cua nganh. Neu Max CPL thap hon dai duoi cua nganh → mo hinh chua chay duoc bang ads, phai sua AOV / margin / close rate truoc, khong phai sua creative.

### Luu y mua vu

| Thoi diem | Anh huong CPM |
|-----------|-------------|
| Tet Nguyen Dan (T1–T2) | +30–50% |
| Black Friday / 11.11 / 12.12 | +20–30% |
| He (T6–T8) | +10–15% |
| Thang binh thuong | Baseline |

---

## Bang tinh 3 kich ban

### Cau truc 3 kich ban

| Chi so | Pessimistic (Xau) | Base (Co so) | Optimistic (Tot) |
|--------|-------------------|-------------|------------------|
| CPMess | TB nganh + 30% | TB nganh | TB nganh - 20% |
| Mess→Lead | TB nganh - 15% | TB nganh | TB nganh + 15% |
| Lead→Booking | TB nganh - 10% | TB nganh | TB nganh + 10% |
| Booking→Customer | TB nganh - 10% | TB nganh | TB nganh + 10% |

### Template bang tinh (vi du: Spa, AOV 500K, muc tieu 200 trieu/thang)

| Buoc | Pessimistic | Base | Optimistic |
|------|-------------|------|-----------|
| Doanh thu muc tieu | 200,000,000 | 200,000,000 | 200,000,000 |
| AOV | 500,000 | 500,000 | 500,000 |
| **So don can** | **400** | **400** | **400** |
| Booking→Customer | 36% | 45% | 55% |
| **So booking can** | **1,111** | **889** | **727** |
| Lead→Booking | 47% | 60% | 69% |
| **So lead can** | **2,364** | **1,481** | **1,054** |
| Mess→Lead | 47% | 60% | 69% |
| **So tin nhan can** | **5,030** | **2,469** | **1,527** |
| CPMess | 39,000 | 30,000 | 24,000 |
| **Ngan sach ads** | **196,170,000** | **74,070,000** | **36,648,000** |
| **ROAS du kien** | **1.02x** | **2.70x** | **5.46x** |

### Doc ket qua

- Pessimistic: Can ~196 trieu ads cho 200 trieu doanh thu — ROAS <1, lo
- Base: Can ~74 trieu ads — ROAS 2.7x, chap nhan duoc
- Optimistic: Can ~37 trieu ads — ROAS 5.5x, rat tot

**Dung so Base de lap ke hoach. Dung so Pessimistic de du phong. Dung so Optimistic de dat muc tieu toi uu.**

---

## Sensitivity Analysis (Phan tich do nhay)

Bien nao anh huong nhieu nhat? Tang/giam 10% moi bien va xem ngan sach thay doi bao nhieu:

### Template

| Bien | Gia tri Base | Thay doi +10% | Ngan sach moi | Thay doi ngan sach |
|------|-------------|--------------|--------------|-------------------|
| CPMess | 30K | 33K | +10% | **Truc tiep 1:1** |
| Mess→Lead | 60% | 66% | -9% | **Anh huong lon** |
| Lead→Booking | 60% | 66% | -9% | **Anh huong lon** |
| Booking→Customer | 45% | 49.5% | -9% | **Anh huong lon** |
| AOV | 500K | 550K | -9% (it don hon) | Gian tiep |

### Nhan dinh

**Quy tac 80/20:** Thuong 2 bien anh huong nhieu nhat la:
1. **CPMess** — phu thuoc creative + targeting → toi uu bang A/B test ads
2. **Mess→Lead** — phu thuoc chat luong tu van → toi uu bang script chot + toc do reply

**Bien de cai thien nhat:** [Xep hang tu de den kho]
| Bien | Muc do cai thien | Cach cai thien |
|------|------------------|---------------|
| CPMess | De — test creative | A/B test 3–5 creative/tuan, doi hook, doi format |
| Mess→Lead | De — cai script | Training team, script chuan, reply <5 phut |
| Lead→Booking | Trung binh — cai quy trinh | Follow-up 3 lan, noi dung nurture, uu dai |
| Booking→Customer | Kho — cai trai nghiem | Chat luong dich vu, first impression, upsell |

---

## Break-even (Diem hoa von)

### Cong thuc

```
Break-even don = Chi phi co dinh / (AOV - Chi phi bien doi moi don)
Break-even ngay = Break-even don / So don trung binh moi ngay
```

### Template break-even

| Hang muc | Gia tri |
|---------|---------|
| **Chi phi co dinh/thang** | |
| — Ngan sach ads | [X] |
| — Content production | [X] |
| — Nhan su MKT | [X] |
| — Tool (CRM, email, design) | [X] |
| — UGC/KOL | [X] |
| **Tong chi phi co dinh** | **[X]** |
| **AOV** | [X] |
| **Chi phi bien doi/don** | [X] (van chuyen, hoa hong, COGS) |
| **Loi nhuan/don** | AOV - Chi phi bien doi = [X] |
| **Break-even don** | Tong CF co dinh / Loi nhuan moi don = **[X don]** |
| **Break-even ngay** | Break-even don / 30 = **[X ngay]** |

### Danh gia

| Ket qua | Y nghia | Hanh dong |
|---------|---------|----------|
| Break-even < 50% so don du kien | An toan — du bien do loi nhuan | Co the scale ngan sach |
| Break-even = 50–80% so don du kien | Chat — it du bien do | Toi uu chi phi truoc khi scale |
| Break-even > 80% so don du kien | Rui ro cao — de lo | Giam chi phi hoac tang AOV |

---

## Phan bo ngan sach theo giai doan

### 4 giai doan chien dich

| Giai doan | % Ngan sach | Thoi gian | Muc dich | KPI chinh |
|-----------|-----------|-----------|----------|----------|
| **Teasing** | 15% | Tuan 1 | Gay to mo, xay awareness | Reach, Video View, Save |
| **Bung nhe** | 20% | Tuan 2 | Test creative, thu lead dau tien | CPMess, Lead, A/B test |
| **Bung manh** | 40% | Tuan 3–4 | Scale creative thang, chot don | ROAS, So don, Revenue |
| **Duy tri** | 25% | Tuan 5+ | Retarget, nurture, re-purchase | CPA, LTV, Retention |

### Template phan bo

Vi du: Ngan sach 80 trieu/thang

| Giai doan | % | So tien | Tuan | Ngan sach/ngay |
|-----------|---|--------|------|---------------|
| Teasing | 15% | 12,000,000 | Tuan 1 (7 ngay) | 1,714,000/ngay |
| Bung nhe | 20% | 16,000,000 | Tuan 2 (7 ngay) | 2,286,000/ngay |
| Bung manh | 40% | 32,000,000 | Tuan 3–4 (14 ngay) | 2,286,000/ngay |
| Duy tri | 25% | 20,000,000 | Tuan 5+ (con lai) | Tuy so ngay |

---

## Phan bo ngan sach theo kenh

### Khuyen nghi theo nganh

| Kenh | Beauty/Spa | F&B | Education | E-commerce | BDS |
|------|-----------|-----|-----------|-----------|-----|
| Meta (Facebook + IG) | 50–60% | 40–50% | 45–55% | 35–45% | 50–60% |
| TikTok | 25–35% | 30–40% | 20–30% | 35–45% | 10–20% |
| Google | 10–15% | 5–10% | 20–30% | 15–20% | 25–35% |
| Zalo OA | 5–10% | 5–10% | 5–10% | 0–5% | 5–10% |

### Nguyen tac phan bo

1. **Kenh da chung minh hieu qua → 60–70% ngan sach.** Khong dan deu.
2. **Kenh moi / test → 15–20% ngan sach.** Du de co du lieu, khong qua nhieu de mat tien.
3. **Retarget → 10–15% ngan sach.** Nham lai nguoi da tuong tac — thuong ROAS cao nhat.
4. **Chuyen kenh khi ROAS < 2x sau 2 tuan.** Khong cho doi qua lau.

### Template phan bo thang

| Kenh | % Ngan sach | So tien | KPI muc tieu | KPI do luong |
|------|-----------|--------|-------------|-------------|
| Meta — Reach/Awareness | [X]% | | Reach, Video View | CPM, CPV |
| Meta — Conversion | [X]% | | Mess, Lead | CPMess, CPL |
| Meta — Retarget | [X]% | | Don hang | ROAS, CPA |
| TikTok — Reach | [X]% | | View, Follower | CPV, Cost/Follower |
| TikTok — Conversion | [X]% | | Mess, Lead | CPMess |
| Google — Search | [X]% | | Click, Lead | CPC, CPL, Conv rate |
| Zalo OA | [X]% | | Read, Click | Cost/mess, Read rate |
| **Tong** | **100%** | | | |

---

## ROI Projection Timeline

### Khi nao thay ket qua?

| Giai doan | Thoi gian | Ky vong | Chi so theo doi |
|-----------|-----------|---------|----------------|
| Testing | Tuan 1–2 | Chua co don, dang test creative + audience | CPM, CTR, CPMess |
| First results | Tuan 3–4 | Don dau tien, ROAS con thap | So mess, so lead, don dau |
| Optimization | Thang 2 | ROAS cai thien, bat dau on dinh | ROAS, CPA |
| Scale | Thang 3+ | ROAS on dinh, tang ngan sach co kiem soat | ROAS duy tri, Revenue tang |
| Mature | Thang 6+ | he thong tu chay, co data du de forecast | LTV, Retention, Organic % |

### Quy tac ngon tay cai

| Quy tac | Giai thich |
|---------|-----------|
| 2 tuan dau = mat tien | Day la chi phi hoc — dung hoang, dung tat ads |
| ROAS Base dat o thang 2 | Thang 1 la thang test — khong danh gia ROAS thang 1 |
| Tang ngan sach toi da 20%/tuan | Tang nhanh hon = performance giam, CPM tang |
| ROAS giam 30% khi scale | Binh thuong — audience rong hon = ti le chuyen doi thap hon |
| Retarget ROAS cao gap 2–3x Prospecting | Dung de nham, retarget luon la kenh ROAS tot nhat |

---

## Tong ngan sach marketing — khong chi ngan sach ads

Con so tinh nguoc o tren la **ngan sach ads**. Tong ngan sach marketing con nhieu khoan khac — bo qua se vo ke hoach giua ky.

### 3 phuong phap dat ngan sach

| Phuong phap | Cach tinh | Uu | Nhuoc |
|------------|----------|----|----|
| % doanh thu | Ngan sach = X% doanh thu ky vong | Don gian, de duyet | Khong phan anh giai doan tang truong |
| Tinh nguoc tu muc tieu | Dat doanh thu → tinh nguoc ra CAC va ngan sach (phan tren) | Co can cu, bao ve duoc truoc CEO | Can biet CAC / CVR lich su |
| Theo doi thu | Benchmark ngan sach nganh (`08-nghien-cuu-doi-thu`) | Tranh dau tu duoi nguong | Khong phan anh dieu kien rieng |

**Khuyen nghi:** dung phuong phap tinh nguoc lam chinh, dung 2 phuong phap con lai de kiem tra cheo. Lech qua 50% giua 3 cach → xem lai gia dinh.

### Co cau tong ngan sach (tham chieu SME Viet Nam)

| Khoan muc | % tong ngan sach |
|-----------|-----------------|
| Meta Ads (FB + IG) | 50 – 60% |
| TikTok Ads | 15 – 20% |
| Google Ads / SEO | 10 – 15% |
| San xuat content | 10 – 15% |
| KOL / KOC / Seeding | 5 – 10% |
| Email / CRM / tool | 2 – 5% |

Chi tiet ke hoach phan bo theo kenh va thang → `54-media-plan`. Ke hoach ngan sach ca nam va bao ve truoc ban lanh dao → `61-budget-planning`.

---

## KPI theo 3 tang nguoi dung

Cung mot chien dich nhung moi tang xem so khac nhau. Bao cao sai tang = nguoi doc khong hanh dong duoc.

| Tang | Tan suat | KPI xem | Cau hoi ho quan tam |
|------|---------|---------|--------------------|
| **CEO / Founder** | Thang / Quy | Doanh thu, CAC, LTV, LTV:CAC, Payback period, ROAS tong | "Bo tien vao co lai khong, bao lau hoan von?" |
| **Marketing Lead** | Tuan / Thang | CPL, CPO, CVR tung buoc pheu, tang truong organic | "Khau nao dang nghen, sua gi tuan nay?" |
| **Executor** | Hang ngay | Reach, CPM, CTR, CPMess, Frequency, Engagement rate | "Hom nay tang hay giam adset nao?" |

### Noi KPI voi OKR

```
O  : Tang doanh thu khoa hoc len 500 trieu/quy
KR1: Dat 500 lead/thang voi CPL <= 200K
KR2: Ti le chot don >= 30%
KR3: AOV tang len 3.5 trieu (upsell)
  → KPI Meta Ads : CPMess <= 25K, CTR >= 2%
  → KPI Content  : 40 bai/thang, ER >= 5%
```

**Quy tac:** moi KR phai co it nhat 1 KPI kenh gan vao. KR khong gan duoc KPI kenh nao = KR khong ai chiu trach nhiem.

### Nhip review KPI

| Nhip | Lam gi |
|------|--------|
| Hang ngay (15 phut) | Doi chieu CPL/CPMess vs target → scale hoac pause; kiem frequency; kiem pace spend |
| Hang tuan (thu 2) | Keo data 7 ngay → winner scale +20%, loser pause + ghi ly do; brief creative moi neu frequency cao |
| Hang thang | Cap nhat lai CVR thuc te vao bang tinh — thay benchmark bang so cua chinh minh |
| Hang quy | Tinh lai toan bo unit economics: AOV, margin, LTV, CAC co thay doi khong |

**Nguyen tac:** co so cua chinh minh thi khong dung benchmark nganh nua. Benchmark chi de khoi dau va de doi chieu khi lech bat thuong.

---

## Cross-reference

- Can ke hoach tong the chua? → Dung `00-ke-hoach-mkt` truoc, roi quay lai tinh KPI
- Can bao cao hieu suat hien tai de dieu chinh? → Dung `03-danh-gia-hieu-suat` hoac `07-bao-cao-marketing`
- Can biet doi thu chi bao nhieu? → Dung `08-nghien-cuu-doi-thu`
- Can hieu khach hang de tinh ti le chuyen doi chinh xac hon? → Dung `09-insight-khach-hang`
- Can phan tich du lieu sau khi chay? → Dung `13-phan-tich-du-lieu`
- Can bien so ngan sach thanh ke hoach kenh theo thang? → Dung `54-media-plan`
- Can ke hoach ngan sach ca nam / bao ve truoc ban lanh dao? → Dung `61-budget-planning`
- CPL vuot nguong DUNG, can tim nguyen nhan? → Dung `21-audit-ads-performance`

---

## Checklist chat luong

Truoc khi giao bao cao, kiem tra:

- [ ] Da xac dinh dung huong tinh (nguoc tu doanh thu hay xuoi tu ngan sach)
- [ ] Benchmark dung nganh, dung kenh — khong dung so chung
- [ ] Co du 3 kich ban: Pessimistic, Base, Optimistic
- [ ] Sensitivity analysis chi ra bien nao anh huong nhieu nhat + cach cai thien
- [ ] Break-even duoc tinh va danh gia muc do rui ro
- [ ] Phan bo ngan sach theo giai doan co timeline cu the (tuan/thang)
- [ ] Phan bo kenh co ty le phu hop voi nganh va muc tieu
- [ ] ROI timeline thuc te — khong hua ROAS cao tu tuan 1
- [ ] Tong ngan sach khop giua cac bang (giai doan + kenh + tong = khop nhau)
- [ ] Co ghi chu mua vu neu chien dich roi vao dip dac biet (Tet, 11.11, etc.)
- [ ] Da hoi gross margin — khong tinh Max CPL / Break-even ROAS khi thieu so nay
- [ ] Co du 4 so: Max CPL, CPL target, Break-even ROAS, Target ROAS
- [ ] Da doi chieu Max CPL voi khoang CPL cua nganh — neu thap hon, canh bao user truoc khi chay
- [ ] Co LTV:CAC va payback period, kem ket luan co duoc scale hay khong
- [ ] Co bang nguong khoe / canh bao / DUNG cho tung buoc pheu
- [ ] Tong ngan sach marketing gom ca content, KOL, tool — khong chi ngan sach ads
- [ ] KPI duoc trinh bay dung tang nguoi doc (CEO / Lead / Executor)