全链路投放复盘

drama-pipeline-mcp / full-link report v2

全链路投放复盘 · 2026-05-26

13 节点漏斗 · 7 维拆细 · 05-26 00:00 → 05-27 00:00 BJ

Report Ready

§0 · 总览 ad + drama + 收入一屏

总投放

$93.66

7 日均 $74.89

CPM

$44.39

≤ $50 优秀 · > $100 异常

CTR

22.99%

7 日均 15.25%

触达

1,940

freq 1.09

LPV

7 日均 100

新落地

322

7 日均 135

付费

已剔 $0 试用

ROAS

0.21

目标 ≥ 0.4

§1 · 全链路 13 节点漏斗 · Meta 8 + drama 5 05-26 00:00 → 05-27 00:00 BJ

Stage vs 展示 Count Drop

— Meta · 视频观看链 —

① 广告展示

2,110 —

② 独立触达 (reach)

1,940 -8.1%

③ Video 3s+ 观看

1,304 -32.8%

④ Video 50%

236 -81.9%

⑤ Video 75%

210 -11.0%

— Meta · 出站点击链 —

⑥ Link Click

338 —

⑦ Landing Page View

0 -100.0%

⑧ View Content (Pixel)

0 —

— drama · 后端漏斗 —

⑨ drama 新落地访客

322 —

⑩ PlayStart

196 -39.1%

⑪ 完整观看 (≥90%)

24 -87.8%

⑫ Paywall 触达 (≥EP10)

29 +20.8%

⑬ 付费

1 -96.6%

视频 3s 率

61.8%

3s→75% 留存

16.1%

吊起率 (Click→LPV)

0.0%

整体转化 (展示→付费)

0.0474%

§2 · 账号汇总 3 账号

账号	Spend	Imp	Reach	Clicks	CTR	CPM
primary act_800509389474426	$0.00	0	—	0	0.00%	$0.00
secondary act_1152552146845197	$0.00	0	—	0	0.00%	$0.00
tertiary act_2316825152099128	$93.66	2,110	1,940	485	22.99%	$44.39

§3 · Campaign 细分 (全部跑量) 6 个 campaign

Campaign	Spend	Imp	Clicks	CTR	CPM	Video 3s	吊起率
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$32.74	847	188	22.20%	$38.65	566	0%
Popularreels_FB_T1_20260524_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$32.00	345	60	17.39%	$92.75	190	0%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$12.00	327	109	33.33%	$36.70	212	0%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$9.71	347	99	28.53%	$27.98	216	0%
Popularreels_FB_T1_20260526_Fired, Framed and Fierce_test_cx 剧目: Fired, Framed and Fierce · tertiary	$7.01	220	27	12.27%	$31.86	111	0%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$0.20	24	2	8.33%	$8.33	9	0%

§4 · Ad 创意 Top 15 按 spend desc · 单条素材

Ad	Spend	Imp	Clicks	CTR	CPM	Video 3s
3 Accidentally Slept with the Young Mafia Boss · tertiary	$29.77	767	177	23.08%	$38.81	509
3 Accidentally Slept with the Young Mafia Boss · tertiary	$27.78	253	43	17.00%	$109.80	143
4 Accidentally Slept with the Young Mafia Boss · tertiary	$2.97	80	11	13.75%	$37.13	57
8 Accidentally Slept with the Young Mafia Boss · tertiary	$2.10	16	0	0.00%	$131.25	5
证券女王（混剪1） Fired, Framed and Fierce · tertiary	$1.25	34	6	17.65%	$36.76	22
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.23	26	9	34.62%	$47.31	15
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.21	30	15	50.00%	$40.33	21
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.15	21	8	38.10%	$54.76	16
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.06	23	7	30.43%	$46.09	15
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.03	4	1	25.00%	$257.50	4
4 Accidentally Slept with the Young Mafia Boss · tertiary	$0.99	21	11	52.38%	$47.14	15
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.94	35	3	8.57%	$26.86	20
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.93	32	7	21.88%	$29.06	15
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.93	39	15	38.46%	$23.85	25
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.91	24	7	29.17%	$37.92	12

§5 · 国家拆分 4 国

国家	Spend	Spend %	Imp	Clicks	CTR	CPM	吊起率
US	$64.01	68%	1,045	236	22.58%	$61.25	0%
GB	$15.03	16%	493	137	27.79%	$30.49	0%
AU	$7.57	8%	277	53	19.13%	$27.33	0%
CA	$7.05	8%	295	59	20.00%	$23.90	0%

美国吃 68% spend, 吊起率 0%

US spend $64.01, clicks 236, LPV 0 → 吊起率 0%。对比非美国 (2.2x spend), 吊起率没相应低多少, 但 US 的 CPM 通常更高, 单 LPV 成本会被拉到不健康水平。

→ ACTION

考虑给非美国地区 (CA / GB / AU) 单独开 adset, 用更便宜的展示拿同样的 LPV。

§6 · 版位 (publisher_platform)

Platform	Spend	Imp	Clicks	CTR	CPM	LPV
facebook	$90.56	2,013	476	23.65%	$44.99	0
instagram	$3.10	97	9	9.28%	$31.96	0

§7 · 设备 (impression_device)

Device	Spend	Imp	Clicks	CTR	CPM
iphone	$59.65	1,023	237	23.17%	$58.31
android_smartphone	$29.79	930	219	23.55%	$32.03
ipad	$2.71	73	16	21.92%	$37.12
android_tablet	$0.75	38	7	18.42%	$19.74
desktop	$0.56	28	2	7.14%	$20.00
other	$0.20	18	4	22.22%	$11.11

§8 · 受众 (age × gender)

Age × Gender	Spend	Imp	Clicks	CTR	CPM
45-54 · female	$23.10	273	58	21.25%	$84.62
65+ · female	$20.58	507	138	27.22%	$40.59
55-64 · female	$18.85	360	109	30.28%	$52.36
35-44 · female	$14.88	250	50	20.00%	$59.52
25-34 · female	$5.33	139	25	17.99%	$38.35
65+ · male	$2.82	194	37	19.07%	$14.54
55-64 · male	$1.71	119	16	13.45%	$14.37
18-24 · female	$1.09	40	9	22.50%	$27.25
25-34 · male	$1.08	54	8	14.81%	$20.00
45-54 · male	$1.03	64	13	20.31%	$16.09
35-44 · male	$0.94	59	13	22.03%	$15.93
35-44 · unknown	$0.89	2	1	50.00%	$445.00
65+ · unknown	$0.79	11	2	18.18%	$71.82
18-24 · male	$0.41	27	2	7.41%	$15.19
55-64 · unknown	$0.08	3	0	0.00%	$26.67
25-34 · unknown	$0.03	2	0	0.00%	$15.00
45-54 · unknown	$0.03	5	4	80.00%	$6.00
18-24 · unknown	$0.02	1	0	0.00%	$20.00

video 3s→50% 只剩 18%

昨日 1,304 人看了 3s+, 但只有 236 撑到 50%。hook 抓住了人 (3s+ 还行), 但中段没接住, 大部分人在 3-15s 之间走了。

→ ACTION

拆 top 3 在跑素材, 看第 5-15 秒的画面/旁白节奏。换一版加快剧情冲突。

§9 · 剧目 × ROAS · drama Top 10 按 sessions desc · ROAS = 分摊收入 / Meta spend

Sessions

1,062

基线 445

独立访客

334

完播率

20.7%

平均观看

35.6%

Beacon Gap

79.60%

剧目	Spend (Meta)	Sessions	独立访客	平均完播	Paywall	Paywall %	单 Paywall $	分摊收入	ROAS
Accidentally Slept with the Young Mafia Boss Revenge · max EP 53	$86.65	757	300	34.8%	26	9%	$3.33	$14.25	0.164
Sinful Nights with My Ex's Uncle Romance · max EP 11	—	77	15	21.0%	1	7%	—	$1.45	—
From Divorced Wife to Billionaire Heiress Romance · max EP 68	—	69	1	98.9%	1	100%	—	$1.30	—
The Alpha’s Hidden Heir Mafia · max EP 11	—	64	2	11.6%	1	50%	—	$1.20	—
Cut the act, my Faker Romance · max EP 11	—	37	3	22.9%	1	33%	—	$0.70	—
the sleep contract Romance · max EP 8	—	12	1	13.3%	0	0%	—	$0.23	—
The Foolish Heiress Strikes Back Romance · max EP 4	—	12	1	13.4%	0	0%	—	$0.23	—
Never Betray the Woman Who Built You Revenge · max EP 10	—	9	9	0.0%	1	11%	—	$0.17	—
Everybody Step Aside, The Matriarch Is Back Revenge · max EP 3	—	7	3	18.8%	0	0%	—	$0.13	—
Mr.Incredible Romance · max EP 6	—	7	1	5.0%	0	0%	—	$0.13	—

paywall 触达 90% 集中在《Accidentally Slept with the Young Mafia Boss》

当日 paywall_clients 29 个, 其中 26 个来自《Accidentally Slept with the Young Mafia Boss》。其他剧带不动用户走到 EP10, 整盘对一部剧高度依赖。

→ ACTION

看 Top 2-3 剧的 EP1-EP3 hook 是否够强; 把广告里这些剧的素材改成 hook 更急的版本。

§10 · 收入 / WoW 2026-05-26 vs 2026-05-19

昨日

$19.99

1 付费 (剔 $0)

前 7 日均值

$0.00

0.0 付费/日

上周同日

$0.00

spend $0.00

WoW Δ 收入

—%

WoW Δ 投放

—%

ROAS 0.213 < 0.4

真付费 1 笔 ($19.99), spend $93.66。额外 0 笔免费试用待 D+7 验续费。

→ ACTION

1) 把高 spend / 低 paywall 的钱坑剧目暂停; 2) paywall 价格档位 A/B (当前只有 $13.99 Weekly?); 3) 看试用→续费转化拉数据。

§11 · 集数深度分布 (独立访客口径) drama play_sessions episode_index

集数深度	独立访客	drop	vs EP1
≥ EP1	334	—	100.0%
≥ EP3	79	-76.3%	23.7%
≥ EP5	62	-21.5%	18.6%
≥ EP10 (paywall)	29	-53.2%	8.7%
≥ EP15	2	-93.1%	0.6%
≥ EP20	2	+0.0%	0.6%

EP10 = paywall 集; EP10→EP15 大跌通常意味着 paywall 卡死 (用户不愿付); EP1→EP3 大跌意味着剧目开头钩子不强。

§12 · Stripe ↔ DB 对账窗口 BJ 05-26 00:00 → 05-27 00:00

Stripe 总

含 internal 0

complete

expired

进了 paywall 没付

真付 (external)

$19.99

试用 (external)

price=0 赠送

— 对账明细 —

来源	笔数	金额
Stripe external paid (price>0)	1	$19.99
DB recharge_records paid (price>0)	1	$19.99
Stripe external trial (price=0)	0	$0.00
DB recharge_records trial (price=0)	0	$0.00

— external 完成 sessions —

时间	Stripe id	Amount	Email
05-25 22:39 UTC	cs_live_b1feAS3dN7bITlkd	$19.99	—

生成时间 2026-05-27 · v2 (2026-05-25) chenkai 拍板重写 · 13 节点 + 7 维

数据源: Meta Insights API (actions[] + breakdowns) · drama Supabase (剔 @sandwichlab.ai + price=0) · Cloudflare Stream

口径: Stage ①-⑧ Meta events 计数 · ⑨-⑬ drama distinct 人数 · Meta 仅 date 粒度 2026-05-26 ~ 2026-05-26 (账号 TZ)

ROAS 按 sessions 占比分摊 (无 click-level join, AF Pull API 待开通)