全链路投放复盘

drama-pipeline-mcp / full-link report v2

全链路投放复盘 · 2026-05-27

13 节点漏斗 · 7 维拆细 · 05-27 00:00 → 05-27 15:00 BJ

Report Ready

§0 · 总览 ad + drama + 收入一屏

总投放

$42.86

7 日均 $74.89

CPM

$36.79

≤ $50 优秀 · > $100 异常

CTR

24.89%

7 日均 15.25%

触达

1,039

freq 1.12

LPV

7 日均 100

新落地

296

7 日均 135

付费

已剔 $0 试用

ROAS

0.93

目标 ≥ 0.4

§1 · 全链路 13 节点漏斗 · Meta 8 + drama 5 05-27 00:00 → 05-27 15:00 BJ

Stage vs 展示 Count Drop

— Meta · 视频观看链 —

① 广告展示

1,165 —

② 独立触达 (reach)

1,039 -10.8%

③ Video 3s+ 观看

625 -39.8%

④ Video 50%

105 -83.2%

⑤ Video 75%

100 -4.8%

— Meta · 出站点击链 —

⑥ Link Click

156 —

⑦ Landing Page View

1 -99.4%

⑧ View Content (Pixel)

0 -100.0%

— drama · 后端漏斗 —

⑨ drama 新落地访客

296 —

⑩ PlayStart

147 -50.3%

⑪ 完整观看 (≥90%)

47 -68.0%

⑫ Paywall 触达 (≥EP10)

41 -12.8%

⑬ 付费

2 -95.1%

视频 3s 率

53.6%

3s→75% 留存

16.0%

吊起率 (Click→LPV)

0.6%

整体转化 (展示→付费)

0.1717%

§2 · 账号汇总 3 账号

账号	Spend	Imp	Reach	Clicks	CTR	CPM	LPV
primary act_800509389474426	$0.00	0	—	0	0.00%	$0.00	0
secondary act_1152552146845197	$0.00	0	—	0	0.00%	$0.00	0
tertiary act_2316825152099128	$42.86	1,165	1,039	290	24.89%	$36.79	1

§3 · Campaign 细分 (全部跑量) 6 个 campaign

Campaign	Spend	Imp	Clicks	CTR	CPM	Video 3s	LPV	吊起率
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$13.79	429	104	24.24%	$32.14	237	1	1%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$11.49	400	100	25.00%	$28.73	210	0	0%
Popularreels_FB_T1_20260524_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$8.26	53	14	26.42%	$155.85	26	0	0%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$6.66	227	61	26.87%	$29.34	123	0	0%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$2.09	31	6	19.35%	$67.42	15	0	0%
Popularreels_FB_T1_20260526_Fired, Framed and Fierce_test_cx 剧目: Fired, Framed and Fierce · tertiary	$0.57	25	5	20.00%	$22.80	14	0	0%

§4 · Ad 创意 Top 15 按 spend desc · 单条素材

Ad	Spend	Imp	Clicks	CTR	CPM	Video 3s	LPV
3 Accidentally Slept with the Young Mafia Boss · tertiary	$8.13	52	14	26.92%	$156.35	26	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.47	50	9	18.00%	$29.40	23	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.36	28	6	21.43%	$48.57	15	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.29	44	10	22.73%	$29.32	23	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.15	44	13	29.55%	$26.14	28	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.10	35	14	40.00%	$31.43	24	0
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.09	17	10	58.82%	$64.12	11	0
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.07	25	10	40.00%	$42.80	16	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.06	28	8	28.57%	$37.86	15	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.06	47	9	19.15%	$22.55	23	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.00	22	7	31.82%	$45.45	15	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.97	24	9	37.50%	$40.42	14	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.95	20	6	30.00%	$47.50	14	0
4 Accidentally Slept with the Young Mafia Boss · tertiary	$0.93	32	6	18.75%	$29.06	15	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$0.88	30	9	30.00%	$29.33	21	1

§5 · 国家拆分 4 国

国家	Spend	Spend %	Imp	Clicks	CTR	CPM	LPV	吊起率
US	$26.65	62%	476	89	18.70%	$55.99	0	0%
AU	$7.50	17%	249	62	24.90%	$30.12	1	2%
GB	$5.28	12%	290	95	32.76%	$18.20	0	0%
CA	$3.43	8%	150	44	29.33%	$22.88	0	0%

美国吃 62% spend, 吊起率 0%

US spend $26.65, clicks 89, LPV 0 → 吊起率 0%。对比非美国 (1.6x 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	$42.54	1,155	289	25.02%	$36.83	1
instagram	$0.32	10	1	10.00%	$32.34	0

§7 · 设备 (impression_device)

Device	Spend	Imp	Clicks	CTR	CPM
iphone	$27.41	648	147	22.69%	$42.30
android_smartphone	$13.19	464	128	27.59%	$28.44
ipad	$1.50	32	5	15.62%	$46.94
desktop	$0.40	7	4	57.14%	$56.62
android_tablet	$0.31	8	4	50.00%	$39.12
other	$0.04	6	2	33.33%	$6.95

§8 · 受众 (age × gender)

Age × Gender	Spend	Imp	Clicks	CTR	CPM
45-54 · female	$11.20	181	47	25.97%	$61.88
55-64 · female	$9.14	175	50	28.57%	$52.23
65+ · female	$7.68	238	70	29.41%	$32.27
35-44 · female	$6.52	161	36	22.36%	$40.50
25-34 · female	$3.48	92	18	19.57%	$37.83
55-64 · male	$1.08	84	23	27.38%	$12.86
18-24 · female	$0.94	30	4	13.33%	$31.33
65+ · male	$0.83	77	15	19.48%	$10.78
45-54 · male	$0.56	35	5	14.29%	$16.00
25-34 · male	$0.53	39	10	25.64%	$13.59
35-44 · male	$0.42	26	5	19.23%	$16.15
18-24 · male	$0.26	19	5	26.32%	$13.68
25-34 · unknown	$0.15	2	1	50.00%	$75.00
65+ · unknown	$0.04	2	0	0.00%	$20.00
35-44 · unknown	$0.02	2	0	0.00%	$10.00
55-64 · unknown	$0.01	1	0	0.00%	$10.00
45-54 · unknown	$0.00	1	1	100.00%	$0.00

video 3s→50% 只剩 17%

昨日 625 人看了 3s+, 但只有 105 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

1,235

基线 445

独立访客

307

完播率

26.8%

平均观看

49.0%

Beacon Gap

29.70%

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	$42.29	927	263	52.4%	39	15%	$1.08	$30.01	0.710
Sinful Nights with My Ex's Uncle Romance · max EP 11	—	84	17	14.5%	1	6%	—	$2.72	—
Fired, Framed and Fierce Business · max EP 13	$0.57	72	25	19.2%	1	4%	$0.57	$2.33	4.089
the sleep contract Romance · max EP 62	—	70	2	92.8%	1	50%	—	$2.27	—
Cut the act, my Faker Romance · max EP 10	—	20	1	46.0%	1	100%	—	$0.65	—
Mr.Incredible Romance · max EP 10	—	19	2	11.5%	1	50%	—	$0.62	—
The Foolish Heiress Strikes Back Romance · max EP 8	—	12	2	15.1%	0	0%	—	$0.39	—
Never Betray the Woman Who Built You Revenge · max EP 11	—	9	2	6.9%	1	50%	—	$0.29	—
Swapped Mates: The Vagrant Alpha's Bride Romance · max EP 7	—	9	1	75.5%	0	0%	—	$0.29	—
The Alpha’s Hidden Heir Mafia · max EP 4	—	9	2	50.4%	0	0%	—	$0.29	—

落地→开播 49.7%

昨日新落地 296 人, 只 147 个点开视频, 剩 149 人到了页面就走。落地页加载、player 初始化、首图吸引力这三个地方最容易卡。

→ ACTION

看 CF Edge TTFB; play_sessions.ttff_ms 分布 (null + 长尾分开); 落地图 vs 广告 hook 是否一致。

paywall 触达 95% 集中在《Accidentally Slept with the Young Mafia Boss》

当日 paywall_clients 41 个, 其中 39 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 2026-05-27 vs 2026-05-20

昨日

$39.98

2 付费 (剔 $0)

前 7 日均值

$0.00

0.0 付费/日

上周同日

$0.00

spend $71.39

WoW Δ 收入

—%

WoW Δ 投放

-39.96%

§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	307	—	100.0%
≥ EP3	92	-70.0%	30.0%
≥ EP5	75	-18.5%	24.4%
≥ EP10 (paywall)	41	-45.3%	13.4%
≥ EP15	4	-90.2%	1.3%
≥ EP20	2	-50.0%	0.7%

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 05-27 00:00 → 05-27 15:00

Stripe 总

含 internal 0

complete

expired

进了 paywall 没付

真付 (external)

$39.98

试用 (external)

price=0 赠送

— 对账明细 —

来源	笔数	金额
Stripe external paid (price>0)	2	$39.98
DB recharge_records paid (price>0)	2	$39.98
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
05-26 23:50 UTC	cs_live_b1xF8F2ATUeYX52y	$19.99	—
05-27 05:34 UTC	cs_live_b1sWWnvNfzMAsxHO	$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 2026-05-27 ~ 2026-05-27 (账号 TZ)

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