全链路投放复盘

drama-pipeline-mcp / full-link report v2

全链路投放复盘 · 2026-05-30

13 节点漏斗 · 7 维拆细 · 05-30 00:00 → 05-31 00:00 GMT(账号TZ)

Report Ready

§0 · 总览 ad + drama + 收入一屏

总投放

$185.7

7 日均 $120.27

CPM

$2.61

≤ $50 优秀 · > $100 异常

CTR

28.88%

7 日均 18.60%

触达

58,568

freq 1.22

LPV

609

7 日均 150

新落地

938

7 日均 359

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 05-30 00:00 → 05-31 00:00 GMT

Stage vs 展示 Count Drop

— Meta · 视频观看链 —

① 广告展示

71,176 —

② 独立触达 (reach)

58,568 -17.7%

③ Video 3s+ 观看

17,830 -69.6%

④ Video 50%

1,151 -93.5%

⑤ Video 75%

790 -31.4%

— Meta · 出站点击链 —

⑥ Link Click

2,050 —

⑦ Landing Page View

609 -70.3%

⑧ View Content (Pixel)

659 +8.2%

— drama · 后端漏斗 —

⑨ drama 新落地访客

938 —

⑩ PlayStart

586 -37.5%

⑪ 完整观看 (≥90%)

122 -79.2%

⑫ Paywall 触达 (≥EP10)

44 -63.9%

⑬ 付费

0 -100.0%

视频 3s 率

25.1%

3s→75% 留存

4.4%

吊起率 (Click→LPV)

29.7%

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	$185.68	71,176	58,568	20,554	28.88%	$2.61	609	659

单条 ad CPM 极高 · 3 $344

`3` (campaign `Popularreels_FB_T1_20260524_Accidentally Slept with the Youn`) spend $18.55, imp 54, CPM $344。top 2 条这种高 CPM 的 ad 共占 $31.47 spend, 是均值被拉高的主要原因。

→ ACTION

把这几条 ad 单独 pause 或换素材重测; 保留 CPM < $100 的创意继续跑。

§3 · Campaign 细分 (全部跑量) 8 个 campaign

Campaign	Spend	Imp	Clicks	CTR	CPM	Video 3s	LPV	吊起率
Popularreels_FB_T1_20260529_My Destined Mate An Alpha In Com 剧目: My Destined Mate An Alpha In Coma · tertiary	$32.15	1,367	196	14.34%	$23.52	735	107	55%
Popularreels_FB_T1_20260529_My Destined Mate An Alpha In Com 剧目: My Destined Mate An Alpha In Coma · tertiary	$32.11	1,236	162	13.11%	$25.98	692	103	64%
Popularreels_FB_T1_20260524_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$31.47	110	14	12.73%	$286.09	45	10	71%
Popularreels_FB_T1_20260529_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$27.28	768	180	23.44%	$35.52	382	2	1%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$20.09	519	70	13.49%	$38.71	231	41	59%
Popularreels_FB_www_20260529_Accidentally Slept with the You 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$16.71	40,587	12,208	30.08%	$0.41	8,620	176	1%
Popularreels_FB_T1_20260529_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$13.22	26,181	7,657	29.25%	$0.50	6,932	135	2%
Popularreels_FB_T1_20260526_Accidentally Slept with the Youn 剧目: Accidentally Slept with the Young Mafia Boss · tertiary	$12.65	408	67	16.42%	$31.00	193	35	52%

§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	$18.55	54	7	12.96%	$343.52	21	4
8 Accidentally Slept with the Young Mafia Boss · tertiary	$12.92	56	7	12.50%	$230.71	24	6
Popularreels_FB_T1_20260529_Accidentally Accidentally Slept with the Young Mafia Boss · tertiary	$1.69	35	4	11.43%	$48.29	14	0
Popularreels_FB_T1_20260529_Accidentally Accidentally Slept with the Young Mafia Boss · tertiary	$1.67	44	5	11.36%	$37.95	28	0
Popularreels_FB_T1_20260529_Accidentally Accidentally Slept with the Young Mafia Boss · tertiary	$1.67	42	8	19.05%	$39.76	21	0
Popularreels_FB_T1_20260529_Accidentally Accidentally Slept with the Young Mafia Boss · tertiary	$1.65	47	11	23.40%	$35.11	16	1
Popularreels_FB_T1_20260529_Accidentally Accidentally Slept with the Young Mafia Boss · tertiary	$1.65	54	19	35.19%	$30.56	27	0
Popularreels_FB_T1_20260529_Accidentally Accidentally Slept with the Young Mafia Boss · tertiary	$1.63	42	4	9.52%	$38.81	24	0
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	78	15	19.23%	$20.64	49	7
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	61	10	16.39%	$26.39	19	1
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	32	1	3.12%	$50.31	19	1
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	41	2	4.88%	$39.27	23	0
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	50	12	24.00%	$32.20	26	7
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	55	2	3.64%	$29.27	34	0
4 My Destined Mate An Alpha In Coma · tertiary	$1.61	57	3	5.26%	$28.25	30	2

§5 · 国家拆分 122 国

国家	Spend	Spend %	Imp	Clicks	CTR	CPM	LPV	吊起率
US	$106.52	57%	2,314	332	14.35%	$46.03	159	48%
GB	$26.23	14%	1,284	243	18.93%	$20.43	90	37%
CA	$11.82	6%	528	85	16.10%	$22.39	40	47%
AU	$11.59	6%	284	31	10.92%	$40.82	10	32%
ID	$5.20	3%	6,249	1,951	31.22%	$0.83	21	1%
ET	$2.23	1%	6,852	2,012	29.36%	$0.33	3	0%
CD	$1.79	1%	3,539	1,069	30.21%	$0.51	1	0%
BD	$1.70	1%	3,524	979	27.78%	$0.48	66	7%
DZ	$1.69	1%	5,605	1,587	28.31%	$0.30	13	1%
NG	$1.51	1%	3,304	1,048	31.72%	$0.46	1	0%
MG	$0.91	0%	2,364	768	32.49%	$0.39	0	0%
MA	$0.89	0%	2,800	955	34.11%	$0.32	3	0%
PK	$0.87	0%	2,027	570	28.12%	$0.43	44	8%
PG	$0.82	0%	1,910	649	33.98%	$0.43	1	0%
AO	$0.75	0%	1,830	533	29.13%	$0.41	2	0%
AF	$0.73	0%	2,224	647	29.09%	$0.33	18	3%
MW	$0.65	0%	1,896	477	25.16%	$0.34	0	0%
KE	$0.63	0%	933	329	35.26%	$0.68	0	0%
TZ	$0.63	0%	1,406	404	28.73%	$0.45	2	0%
TL	$0.59	0%	1,782	548	30.75%	$0.33	0	0%
CM	$0.50	0%	984	334	33.94%	$0.51	0	0%
CI	$0.45	0%	675	225	33.33%	$0.67	2	1%
GN	$0.35	0%	949	283	29.82%	$0.37	1	0%
LY	$0.35	0%	1,335	361	27.04%	$0.26	19	5%
UG	$0.32	0%	280	71	25.36%	$1.14	0	0%
SY	$0.31	0%	747	213	28.51%	$0.42	24	11%
MR	$0.29	0%	1,063	316	29.73%	$0.27	3	1%
SL	$0.29	0%	601	172	28.62%	$0.48	0	0%
SN	$0.28	0%	560	170	30.36%	$0.50	1	1%
LK	$0.28	0%	241	82	34.02%	$1.16	0	0%
RW	$0.27	0%	851	265	31.14%	$0.32	1	0%
GH	$0.25	0%	432	147	34.03%	$0.58	2	1%
ML	$0.23	0%	657	177	26.94%	$0.35	1	1%
MZ	$0.23	0%	463	135	29.16%	$0.50	0	0%
NP	$0.23	0%	585	159	27.18%	$0.39	15	9%
HT	$0.22	0%	543	141	25.97%	$0.41	1	1%
BJ	$0.21	0%	445	150	33.71%	$0.47	0	0%
KM	$0.21	0%	283	63	22.26%	$0.74	0	0%
ZA	$0.20	0%	100	26	26.00%	$2.00	1	4%
BF	$0.19	0%	944	261	27.65%	$0.20	0	0%
EG	$0.19	0%	397	140	35.26%	$0.48	16	11%
YE	$0.19	0%	564	132	23.40%	$0.34	7	5%
TN	$0.16	0%	519	164	31.60%	$0.31	2	1%
BI	$0.14	0%	678	161	23.75%	$0.21	2	1%
LR	$0.11	0%	335	80	23.88%	$0.33	0	0%
SO	$0.11	0%	284	75	26.41%	$0.39	4	5%
NI	$0.09	0%	128	43	33.59%	$0.70	3	7%
ZM	$0.09	0%	297	82	27.61%	$0.30	0	0%
CG	$0.08	0%	171	45	26.32%	$0.47	0	0%
BW	$0.07	0%	200	63	31.50%	$0.35	1	2%
TD	$0.07	0%	192	44	22.92%	$0.36	0	0%
SB	$0.07	0%	135	36	26.67%	$0.52	0	0%
SZ	$0.07	0%	143	46	32.17%	$0.49	0	0%
DJ	$0.06	0%	18	6	33.33%	$3.33	0	0%
SS	$0.06	0%	311	79	25.40%	$0.19	1	1%
BO	$0.05	0%	36	10	27.78%	$1.39	0	0%
HN	$0.05	0%	21	7	33.33%	$2.38	0	0%
LA	$0.04	0%	46	16	34.78%	$0.87	6	38%
LS	$0.04	0%	139	38	27.34%	$0.29	0	0%
TH	$0.04	0%	14	3	21.43%	$2.86	0	0%
TG	$0.04	0%	51	15	29.41%	$0.78	1	7%
MV	$0.03	0%	16	5	31.25%	$1.88	0	0%
OM	$0.03	0%	17	6	35.29%	$1.77	0	0%
VE	$0.03	0%	84	26	30.95%	$0.36	0	0%
BR	$0.02	0%	10	2	20.00%	$2.00	0	0%
CO	$0.02	0%	34	15	44.12%	$0.59	0	0%
GQ	$0.02	0%	33	3	9.09%	$0.61	0	0%
FJ	$0.02	0%	21	6	28.57%	$0.95	0	0%
GM	$0.02	0%	111	15	13.51%	$0.18	0	0%
MY	$0.02	0%	4	2	50.00%	$5.00	1	50%
YT	$0.02	0%	10	1	10.00%	$2.00	0	0%
NA	$0.02	0%	5	1	20.00%	$4.00	0	0%
NE	$0.02	0%	126	42	33.33%	$0.16	1	2%
PY	$0.02	0%	31	15	48.39%	$0.65	0	0%
BT	$0.01	0%	20	4	20.00%	$0.50	4	100%
KH	$0.01	0%	28	14	50.00%	$0.36	6	43%
CV	$0.01	0%	14	3	21.43%	$0.71	0	0%
CF	$0.01	0%	147	33	22.45%	$0.07	0	0%
SV	$0.01	0%	14	2	14.29%	$0.71	0	0%
GW	$0.01	0%	76	20	26.32%	$0.13	1	5%
MN	$0.01	0%	13	8	61.54%	$0.77	0	0%
PE	$0.01	0%	18	9	50.00%	$0.56	0	0%
WS	$0.01	0%	17	3	17.65%	$0.59	0	0%
SA	$0.01	0%	20	3	15.00%	$0.50	0	0%
TJ	$0.01	0%	11	0	0.00%	$0.91	0	0%
TR	$0.01	0%	1	1	100.00%	$10.00	0	0%
UA	$0.01	0%	1	0	0.00%	$10.00	0	0%
UZ	$0.01	0%	10	5	50.00%	$1.00	0	0%
VU	$0.01	0%	39	13	33.33%	$0.26	0	0%
AR	$0.00	0%	5	1	20.00%	$0.00	0	0%
AM	$0.00	0%	2	1	50.00%	$0.00	0	0%
BH	$0.00	0%	1	0	0.00%	$0.00	0	0%
BZ	$0.00	0%	0	0	0.00%	$0.00	1	0%
BN	$0.00	0%	1	0	0.00%	$0.00	0	0%
CY	$0.00	0%	1	0	0.00%	$0.00	0	0%
DO	$0.00	0%	5	0	0.00%	$0.00	0	0%
FK	$0.00	0%	1	0	0.00%	$0.00	0	0%
FM	$0.00	0%	2	2	100.00%	$0.00	0	0%
GF	$0.00	0%	1	0	0.00%	$0.00	0	0%
GA	$0.00	0%	13	3	23.08%	$0.00	0	0%
GE	$0.00	0%	2	0	0.00%	$0.00	0	0%
GR	$0.00	0%	1	0	0.00%	$0.00	0	0%
IQ	$0.00	0%	31	11	35.48%	$0.00	4	36%
JM	$0.00	0%	1	0	0.00%	$0.00	0	0%
JO	$0.00	0%	8	2	25.00%	$0.00	1	50%
KZ	$0.00	0%	1	0	0.00%	$0.00	0	0%
KW	$0.00	0%	3	1	33.33%	$0.00	0	0%
KG	$0.00	0%	1	1	100.00%	$0.00	0	0%
LB	$0.00	0%	5	0	0.00%	$0.00	0	0%
MH	$0.00	0%	1	0	0.00%	$0.00	0	0%
MU	$0.00	0%	4	1	25.00%	$0.00	0	0%
MX	$0.00	0%	3	1	33.33%	$0.00	0	0%
MM	$0.00	0%	5	2	40.00%	$0.00	0	0%
QA	$0.00	0%	2	0	0.00%	$0.00	0	0%
KN	$0.00	0%	0	0	0.00%	$0.00	0	0%
VC	$0.00	0%	2	0	0.00%	$0.00	0	0%
ST	$0.00	0%	9	4	44.44%	$0.00	0	0%
SC	$0.00	0%	1	0	0.00%	$0.00	0	0%
SR	$0.00	0%	1	0	0.00%	$0.00	0	0%
TO	$0.00	0%	8	0	0.00%	$0.00	0	0%
VN	$0.00	0%	22	3	13.64%	$0.00	1	33%
ZW	$0.00	0%	30	11	36.67%	$0.00	1	9%

美国吃 57% spend, 吊起率 48%

US spend $106.52, clicks 332, LPV 159 → 吊起率 48%。对比非美国 (1.3x 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	$155.28	70,343	20,510	29.16%	$2.21	574
instagram	$30.33	830	44	5.30%	$36.55	35
unknown	$0.07	3	0	0.00%	$23.34	0

§7 · 设备 (impression_device)

Device	Spend	Imp	Clicks	CTR	CPM
iphone	$105.78	2,912	344	11.81%	$36.32
android_smartphone	$74.03	67,775	20,110	29.67%	$1.09
ipad	$2.54	166	22	13.25%	$15.30
android_tablet	$1.50	235	65	27.66%	$6.38
desktop	$1.32	72	11	15.28%	$18.34
other	$0.51	16	2	12.50%	$31.88

§8 · 受众 (age × gender)

Age × Gender	Spend	Imp	Clicks	CTR	CPM
35-44 · female	$41.65	2,431	636	26.16%	$17.13
45-54 · female	$37.46	1,351	356	26.35%	$27.73
25-34 · female	$22.63	4,259	1,147	26.93%	$5.31
55-64 · female	$22.11	720	207	28.75%	$30.71
65+ · female	$12.75	655	164	25.04%	$19.47
18-24 · female	$11.91	7,449	2,156	28.94%	$1.60
25-34 · male	$9.55	16,768	4,776	28.48%	$0.57
35-44 · male	$7.50	11,437	3,243	28.36%	$0.66
18-24 · male	$6.67	15,244	4,550	29.85%	$0.44
45-54 · male	$5.16	6,045	1,849	30.59%	$0.85
55-64 · male	$4.04	2,839	875	30.82%	$1.42
65+ · male	$3.49	1,838	552	30.03%	$1.90
45-54 · unknown	$0.26	14	2	14.29%	$18.57
35-44 · unknown	$0.18	19	1	5.26%	$9.47
65+ · unknown	$0.14	11	5	45.45%	$12.73
25-34 · unknown	$0.11	44	12	27.27%	$2.50
18-24 · unknown	$0.04	47	21	44.68%	$0.85
55-64 · unknown	$0.03	5	2	40.00%	$6.00

video 3s→50% 只剩 6%

昨日 17,830 人看了 3s+, 但只有 1,151 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

2,127

基线 1161

独立访客

952

完播率

20.9%

平均观看

40.2%

Beacon Gap

65.30%

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 14	$121.42	1,631	730	38.1%	35	5%	$3.47	$0.00	0.000
My Destined Mate An Alpha In Coma Love · max EP 12	$64.26	493	221	49.5%	9	4%	$7.14	$0.00	0.000
Don't Mess With Dying Me Romance · max EP 1	—	1	1	2.0%	0	0%	—	$0.00	—
Fired, Framed and Fierce Business · max EP 1	—	1	1	0.0%	0	0%	—	$0.00	—
The Alpha’s Hidden Heir Mafia · max EP 1	—	1	1	2.0%	0	0%	—	$0.00	—

§10 · 收入 / WoW 2026-05-30 vs 2026-05-23

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 $0.00

WoW Δ 收入

—%

WoW Δ 投放

—%

0 付费 0 试用

花 $185.68 没有任何订单 (含试用)。paywall 触达 44 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	952	—	100.0%
≥ EP3	200	-79.0%	21.0%
≥ EP5	112	-44.0%	11.8%
≥ EP10 (paywall)	44	-60.7%	4.6%
≥ EP15	0	-100.0%	0.0%
≥ EP20	0	+0.0%	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 05-30 00:00 → 05-31 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)	0	$0.00
DB recharge_records trial (price=0)	0	$0.00

— external 完成 sessions —

无 external 完成 session

生成时间 2026-05-31 · 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 2026-05-30 ~ 2026-05-30 (账号 TZ)

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