全链路投放复盘

drama-pipeline-mcp / full-link report v2

全链路投放复盘 · 2026-05-29

13 节点漏斗 · 7 维拆细 · 05-29 00:00 → 05-30 00:00 GMT(账号TZ)

Report Ready

§0 · 总览 ad + drama + 收入一屏

总投放

$101.4

7 日均 $132.31

CPM

$2.42

≤ $50 优秀 · > $100 异常

CTR

29.36%

7 日均 17.82%

触达

38,028

freq 1.10

LPV

412

7 日均 114

新落地

635

7 日均 298

付费

已剔 $0 试用

ROAS

0.000

目标 ≥ 0.4

§1 · 全链路 13 节点漏斗 · Meta 8 + drama 5 05-29 00:00 → 05-30 00:00 GMT

Stage vs 展示 Count Drop

— Meta · 视频观看链 —

① 广告展示

41,912 —

② 独立触达 (reach)

38,028 -9.3%

③ Video 3s+ 观看

10,911 -71.3%

④ Video 50%

795 -92.7%

⑤ Video 75%

555 -30.2%

— Meta · 出站点击链 —

⑥ Link Click

1,394 —

⑦ Landing Page View

412 -70.4%

⑧ View Content (Pixel)

497 +20.6%

— drama · 后端漏斗 —

⑨ drama 新落地访客

635 —

⑩ PlayStart

391 -38.4%

⑪ 完整观看 (≥90%)

80 -79.5%

⑫ Paywall 触达 (≥EP10)

65 -18.8%

⑬ 付费

0 -100.0%

视频 3s 率

26.0%

3s→75% 留存

5.1%

吊起率 (Click→LPV)

29.6%

整体转化 (展示→付费)

0.0000%

§2 · 账号汇总 3 账号

账号	Spend	Imp	Reach	Clicks	CTR	CPM	LPV	VC
primary act_800509389474426	$0.00	0	—	0	0.00%	$0.00	0	0
secondary act_1152552146845197	$0.00	0	—	0	0.00%	$0.00	0	0
tertiary act_2316825152099128	$101.39	41,912	38,028	12,304	29.36%	$2.42	412	497

§3 · Campaign 细分 (全部跑量) 9 个 campaign

Campaign	Spend	Imp	Clicks	CTR	CPM	Video 3s	LPV	吊起率
Popularreels_FB_T1_20260524_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$34.27	200	32	16.00%	$171.35	97	24	75%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$30.64	822	170	20.68%	$37.27	427	62	36%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$14.40	364	82	22.53%	$39.56	183	34	41%
Popularreels_FB_T1_20260529_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$5.47	17,198	5,294	30.78%	$0.32	4,944	135	3%
Popularreels_FB_www_20260529_Accidentally Slept with the You 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$5.43	23,191	6,704	28.91%	$0.23	5,187	144	2%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$4.63	78	16	20.51%	$59.36	46	6	38%
Popularreels_FB_T1_20260528_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$3.23	14	3	21.43%	$230.71	7	4	133%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$2.85	43	3	6.98%	$66.28	19	2	67%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$0.47	2	0	0.00%	$235.00	1	1	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	$34.27	200	32	16.00%	$171.35	97	24
2 Accidentally Slept with the Young Mafia Boss · tertiary	$1.83	3	1	33.33%	$610.00	2	0
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.72	44	12	27.27%	$39.09	28	6
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.69	39	6	15.38%	$43.33	18	3
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.68	50	12	24.00%	$33.60	27	5
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.66	30	4	13.33%	$55.33	16	1
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.64	37	10	27.03%	$44.32	19	2
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.62	52	15	28.85%	$31.15	25	6
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.57	31	6	19.35%	$50.65	15	4
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.53	35	12	34.29%	$43.71	24	3
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.52	40	1	2.50%	$38.00	17	0
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.51	41	5	12.20%	$36.83	27	1
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.48	28	7	25.00%	$52.86	9	3
3 Accidentally Slept with the Young Mafia Boss · tertiary	$1.43	38	9	23.68%	$37.63	16	4
4 Accidentally Slept with the Young Mafia Boss · tertiary	$1.43	27	9	33.33%	$52.96	14	3

§5 · 国家拆分 128 国

国家	Spend	Spend %	Imp	Clicks	CTR	CPM	LPV	吊起率
US	$49.97	49%	629	120	19.08%	$79.45	49	41%
GB	$18.47	18%	466	108	23.18%	$39.63	46	43%
AU	$14.74	15%	260	47	18.08%	$56.70	24	51%
CA	$7.37	7%	168	32	19.05%	$43.85	15	47%
NG	$0.93	1%	3,073	1,047	34.07%	$0.30	4	0%
CD	$0.80	1%	2,634	905	34.36%	$0.30	5	1%
DZ	$0.75	1%	3,759	1,012	26.92%	$0.20	24	2%
ID	$0.74	1%	1,238	303	24.47%	$0.60	13	4%
ET	$0.62	1%	2,804	907	32.35%	$0.22	4	0%
AO	$0.61	1%	2,237	676	30.22%	$0.27	1	0%
LY	$0.39	0%	1,312	442	33.69%	$0.30	30	7%
MA	$0.36	0%	1,715	657	38.31%	$0.21	3	0%
PG	$0.33	0%	754	173	22.94%	$0.44	0	0%
BF	$0.32	0%	1,285	394	30.66%	$0.25	5	1%
GN	$0.29	0%	1,422	386	27.14%	$0.20	4	1%
CI	$0.24	0%	680	256	37.65%	$0.35	2	1%
LR	$0.24	0%	664	176	26.51%	$0.36	4	2%
BJ	$0.23	0%	546	164	30.04%	$0.42	1	1%
SY	$0.20	0%	1,081	248	22.94%	$0.19	35	14%
CM	$0.19	0%	764	251	32.85%	$0.25	2	1%
GH	$0.18	0%	371	134	36.12%	$0.49	3	2%
YE	$0.18	0%	850	190	22.35%	$0.21	20	11%
TZ	$0.17	0%	578	188	32.53%	$0.29	2	1%
MW	$0.16	0%	591	191	32.32%	$0.27	0	0%
SN	$0.16	0%	414	101	24.40%	$0.39	0	0%
SL	$0.13	0%	1,106	275	24.86%	$0.12	3	1%
BI	$0.12	0%	955	270	28.27%	$0.13	0	0%
HT	$0.12	0%	430	96	22.33%	$0.28	0	0%
MG	$0.12	0%	464	165	35.56%	$0.26	0	0%
ML	$0.12	0%	611	179	29.30%	$0.20	2	1%
MR	$0.11	0%	831	244	29.36%	$0.13	3	1%
SS	$0.11	0%	426	148	34.74%	$0.26	0	0%
TL	$0.11	0%	763	163	21.36%	$0.14	0	0%
EG	$0.10	0%	235	83	35.32%	$0.43	11	13%
NI	$0.10	0%	127	42	33.07%	$0.79	3	7%
BR	$0.09	0%	13	4	30.77%	$6.93	1	25%
NE	$0.09	0%	259	67	25.87%	$0.35	2	3%
PK	$0.09	0%	417	96	23.02%	$0.22	26	27%
UG	$0.09	0%	171	59	34.50%	$0.53	0	0%
AF	$0.07	0%	195	66	33.85%	$0.36	6	9%
BD	$0.07	0%	330	88	26.67%	$0.21	13	15%
BW	$0.07	0%	163	60	36.81%	$0.43	0	0%
GW	$0.07	0%	237	50	21.10%	$0.30	0	0%
SO	$0.07	0%	293	89	30.38%	$0.24	3	3%
ZA	$0.07	0%	74	24	32.43%	$0.95	0	0%
TD	$0.06	0%	252	73	28.97%	$0.24	2	3%
BO	$0.05	0%	43	10	23.26%	$1.16	0	0%
NP	$0.05	0%	196	37	18.88%	$0.26	4	11%
PE	$0.05	0%	18	10	55.56%	$2.78	1	10%
RW	$0.05	0%	244	74	30.33%	$0.21	0	0%
CO	$0.04	0%	61	20	32.79%	$0.66	0	0%
TN	$0.04	0%	364	81	22.25%	$0.11	5	6%
ZM	$0.04	0%	188	53	28.19%	$0.21	0	0%
KE	$0.03	0%	312	97	31.09%	$0.10	1	1%
MZ	$0.03	0%	252	76	30.16%	$0.12	1	1%
CG	$0.03	0%	158	58	36.71%	$0.19	1	2%
CV	$0.02	0%	29	8	27.59%	$0.69	1	12%
KM	$0.02	0%	49	15	30.61%	$0.41	1	7%
SV	$0.02	0%	13	6	46.15%	$1.54	0	0%
FJ	$0.02	0%	32	9	28.12%	$0.63	2	22%
GA	$0.02	0%	13	6	46.15%	$1.54	0	0%
IQ	$0.02	0%	56	10	17.86%	$0.36	4	40%
SR	$0.02	0%	13	8	61.54%	$1.54	2	25%
AR	$0.01	0%	6	1	16.67%	$1.67	0	0%
BT	$0.01	0%	29	14	48.28%	$0.35	3	21%
KH	$0.01	0%	24	2	8.33%	$0.42	0	0%
CF	$0.01	0%	93	32	34.41%	$0.11	0	0%
CW	$0.01	0%	1	2	200.00%	$10.01	1	50%
DO	$0.01	0%	7	0	0.00%	$1.43	0	0%
GQ	$0.01	0%	35	6	17.14%	$0.29	0	0%
GM	$0.01	0%	154	25	16.23%	$0.06	2	8%
GE	$0.01	0%	6	1	16.67%	$1.67	0	0%
GD	$0.01	0%	1	0	0.00%	$10.01	0	0%
GT	$0.01	0%	6	2	33.33%	$1.67	0	0%
GY	$0.01	0%	5	1	20.00%	$2.00	0	0%
LS	$0.01	0%	111	22	19.82%	$0.09	0	0%
MY	$0.01	0%	6	0	0.00%	$1.67	0	0%
MN	$0.01	0%	9	1	11.11%	$1.11	0	0%
WS	$0.01	0%	33	5	15.15%	$0.30	0	0%
SB	$0.01	0%	110	18	16.36%	$0.09	0	0%
LK	$0.01	0%	34	13	38.24%	$0.29	0	0%
SZ	$0.01	0%	96	26	27.08%	$0.10	0	0%
TR	$0.01	0%	2	1	50.00%	$5.00	0	0%
VE	$0.01	0%	66	10	15.15%	$0.15	0	0%
BZ	$0.00	0%	6	5	83.33%	$0.00	0	0%
BA	$0.00	0%	2	1	50.00%	$0.00	0	0%
BN	$0.00	0%	1	2	200.00%	$0.00	0	0%
CL	$0.00	0%	1	0	0.00%	$0.00	0	0%
CK	$0.00	0%	1	0	0.00%	$0.00	0	0%
DJ	$0.00	0%	9	2	22.22%	$0.00	0	0%
EC	$0.00	0%	4	4	100.00%	$0.00	0	0%
FM	$0.00	0%	6	0	0.00%	$0.00	0	0%
PF	$0.00	0%	1	0	0.00%	$0.00	0	0%
GU	$0.00	0%	1	1	100.00%	$0.00	0	0%
HN	$0.00	0%	14	6	42.86%	$0.00	0	0%
JM	$0.00	0%	1	2	200.00%	$0.00	1	50%
JO	$0.00	0%	11	4	36.36%	$0.00	2	50%
KI	$0.00	0%	15	3	20.00%	$0.00	2	67%
XK	$0.00	0%	3	0	0.00%	$0.00	0	0%
KG	$0.00	0%	1	0	0.00%	$0.00	0	0%
LA	$0.00	0%	48	9	18.75%	$0.00	2	22%
LB	$0.00	0%	3	0	0.00%	$0.00	0	0%
MV	$0.00	0%	4	0	0.00%	$0.00	0	0%
MH	$0.00	0%	5	1	20.00%	$0.00	0	0%
MX	$0.00	0%	9	1	11.11%	$0.00	0	0%
NA	$0.00	0%	6	3	50.00%	$0.00	0	0%
NR	$0.00	0%	1	0	0.00%	$0.00	0	0%
OM	$0.00	0%	6	2	33.33%	$0.00	0	0%
PS	$0.00	0%	5	0	0.00%	$0.00	0	0%
PY	$0.00	0%	9	3	33.33%	$0.00	1	33%
PL	$0.00	0%	2	0	0.00%	$0.00	0	0%
QA	$0.00	0%	1	0	0.00%	$0.00	0	0%
KN	$0.00	0%	1	2	200.00%	$0.00	0	0%
LC	$0.00	0%	1	0	0.00%	$0.00	0	0%
PM	$0.00	0%	1	0	0.00%	$0.00	0	0%
VC	$0.00	0%	3	0	0.00%	$0.00	0	0%
ST	$0.00	0%	9	1	11.11%	$0.00	0	0%
SA	$0.00	0%	17	6	35.29%	$0.00	2	33%
TJ	$0.00	0%	2	1	50.00%	$0.00	0	0%
TH	$0.00	0%	8	1	12.50%	$0.00	0	0%
TG	$0.00	0%	54	18	33.33%	$0.00	0	0%
TO	$0.00	0%	34	1	2.94%	$0.00	1	100%
UA	$0.00	0%	1	1	100.00%	$0.00	0	0%
UY	$0.00	0%	3	0	0.00%	$0.00	0	0%
UZ	$0.00	0%	3	0	0.00%	$0.00	0	0%
VU	$0.00	0%	54	13	24.07%	$0.00	0	0%
VN	$0.00	0%	4	0	0.00%	$0.00	0	0%
ZW	$0.00	0%	22	2	9.09%	$0.00	1	50%

§6 · 版位 (publisher_platform)

Platform	Spend	Imp	Clicks	CTR	CPM	LPV
facebook	$101.39	41,915	12,304	29.35%	$2.42	412

§7 · 设备 (impression_device)

Device	Spend	Imp	Clicks	CTR	CPM
iphone	$63.68	1,268	219	17.27%	$50.22
android_smartphone	$35.27	40,422	12,029	29.76%	$0.87
ipad	$1.71	50	7	14.00%	$34.23
desktop	$0.39	49	13	26.53%	$7.97
android_tablet	$0.26	120	35	29.17%	$2.17
other	$0.08	6	1	16.67%	$13.35

§8 · 受众 (age × gender)

Age × Gender	Spend	Imp	Clicks	CTR	CPM
45-54 · female	$23.93	776	195	25.13%	$30.84
35-44 · female	$23.22	1,513	396	26.17%	$15.35
65+ · female	$13.25	441	125	28.34%	$30.05
55-64 · female	$12.23	410	133	32.44%	$29.83
25-34 · female	$10.05	2,696	715	26.52%	$3.73
18-24 · female	$4.95	4,270	1,233	28.88%	$1.16
35-44 · male	$3.31	6,207	1,846	29.74%	$0.53
25-34 · male	$2.96	9,965	2,839	28.49%	$0.30
18-24 · male	$2.88	10,104	3,149	31.17%	$0.29
45-54 · male	$1.82	3,117	910	29.19%	$0.58
55-64 · male	$1.29	1,466	445	30.35%	$0.88
65+ · male	$0.95	851	287	33.73%	$1.12
45-54 · unknown	$0.25	5	2	40.00%	$50.00
25-34 · unknown	$0.12	16	6	37.50%	$7.50
65+ · unknown	$0.10	5	1	20.00%	$20.00
35-44 · unknown	$0.06	18	5	27.78%	$3.33
18-24 · unknown	$0.02	51	17	33.33%	$0.39
55-64 · unknown	$0.00	1	0	0.00%	$0.00

video 3s→50% 只剩 7%

昨日 10,911 人看了 3s+, 但只有 795 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

1,639

基线 999

独立访客

656

完播率

19.0%

平均观看

37.9%

Beacon Gap

64.00%

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 15	$101.39	1,558	597	39.1%	64	11%	$1.58	$0.00	0.000
My Destined Mate An Alpha In Coma Love · max EP 2	—	58	56	5.0%	0	0%	—	$0.00	—
Even Suicide Won't Make Me Love You Romance · max EP 6	—	7	1	44.0%	0	0%	—	$0.00	—
The Alpha’s Hidden Heir Mafia · max EP 1	—	5	2	42.5%	0	0%	—	$0.00	—
The Foolish Heiress Strikes Back Romance · max EP 2	—	4	2	56.3%	0	0%	—	$0.00	—
Everybody Step Aside, The Matriarch Is Back Revenge · max EP 10	—	3	1	0.0%	1	100%	—	$0.00	—
Step by Step into the Mafia's Embrace Love · max EP 2	—	2	1	52.0%	0	0%	—	$0.00	—
Never Betray the Woman Who Built You Revenge · max EP 1	—	1	1	0.0%	0	0%	—	$0.00	—
Fired, Framed and Fierce Business · max EP 1	—	1	1	0.0%	0	0%	—	$0.00	—

paywall 触达 98% 集中在《Accidentally Slept with the Young Mafia Boss》

当日 paywall_clients 65 个, 其中 64 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 2026-05-29 vs 2026-05-22

昨日

$0.00

0 付费 (剔 $0)

前 7 日均值

$27.13

1.1 付费/日

上周同日

$0.00

spend $185.77

WoW Δ 收入

—%

WoW Δ 投放

-45.42%

0 付费 0 试用

花 $101.39 没有任何订单 (含试用)。paywall 触达 65 人,但全部停在那里, 一个 checkout 都没发起。可能 paywall 文案 / 价格档位 / CTA 完全没说服力。

→ ACTION

看 Stripe expired sessions 数, 那是进了 paywall 但没付的人; 重写 paywall 文案 + 多档位价格 A/B。

§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	656	—	100.0%
≥ EP3	168	-74.4%	25.6%
≥ EP5	116	-31.0%	17.7%
≥ EP10 (paywall)	65	-44.0%	9.9%
≥ EP15	2	-96.9%	0.3%
≥ EP20	0	-100.0%	0.0%

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 GMT 05-29 00:00 → 05-30 00:00

Stripe 总

含 internal 0

complete

expired

进了 paywall 没付

真付 (external)

$0.00

试用 (external)

price=0 赠送

— 对账明细 —

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

— external 完成 sessions —

时间	Stripe id	Amount	Email
05-29 07:44 UTC	cs_live_b1lZwmRGNLk4ZV1w	$0.00	—

生成时间 2026-05-30 · 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 2026-05-29 ~ 2026-05-29 (账号 TZ)

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