--- clinic: "曜妍診所" report_type: weekly_integrated_marketing_ad_report period_start: 2026-07-06 period_end: 2026-07-12 comparison_start: 2026-06-29 comparison_end: 2026-07-05 timezone: Asia/Taipei generated_at: 2026-07-13T08:01:20.005255+08:00 primary_kpi: ga4_click_line_and_line_oa_targeted_reach_delta intended_use: AI-assisted weekly optimization of Google Ads, Meta Ads, SEO, website LINE intent, and LINE OA friend retention web_url: https://yaoyan-weekly-ad-report.pages.dev/reports/2026-07-06_2026-07-12/ markdown_url: https://yaoyan-weekly-ad-report.pages.dev/reports/2026-07-06_2026-07-12/report.md data_source_freshness: {"ga4": {"status": "success", "latest_available_date": "2026-07-12", "rows_returned": 26, "non_zero_status": true, "error_or_missing_reason": null}, "google_ads": {"status": "success", "latest_available_date": "2026-07-12", "rows_returned": 57, "non_zero_status": true, "error_or_missing_reason": null}, "meta_ads": {"status": "success", "latest_available_date": "2026-07-12", "rows_returned": 23, "non_zero_status": true, "error_or_missing_reason": null}, "search_console": {"status": "success", "latest_available_date": "2026-07-12", "rows_returned": 80, "non_zero_status": true, "error_or_missing_reason": null}, "line_oa": {"status": "success", "latest_available_date": "2026-07-12", "rows_returned": 2, "non_zero_status": true, "error_or_missing_reason": null}} --- # 曜妍診所每週行銷與廣告成效週報 ## AI_PARSE_NOTES - 本檔固定章節與 RAW_DATA_JSON top-level keys 供後續 AI 週週比較。 - 百分比數值以 number 儲存，例如 12.3 代表 12.3%。 - 觀察數字與推論分開；重大預算調整只列建議，不自動執行。 ## REPORT_CONTEXT - 報告期間：2026-07-06 ～ 2026-07-12（台灣時間最近完整週一～週日） - 比較期間：2026-06-29 ～ 2026-07-05 - 4 週趨勢：2026-06-15~2026-06-21, 2026-06-22~2026-06-28, 2026-06-29~2026-07-05, 2026-07-06~2026-07-12 - 網頁版：https://yaoyan-weekly-ad-report.pages.dev/reports/2026-07-06_2026-07-12/ - AI Markdown：https://yaoyan-weekly-ad-report.pages.dev/reports/2026-07-06_2026-07-12/report.md ## DATA_SOURCE_STATUS - ga4: status=success, rows=26, non_zero=True, latest=2026-07-12, note=GA4 API returned rows for the current report week., error=None - google_ads: status=success, rows=57, non_zero=True, latest=2026-07-12, note=Google Ads API returned account, campaign, search term, keyword, and conversion-action rows., error=None - meta_ads: status=success, rows=23, non_zero=True, latest=2026-07-12, note=Meta account-level status checked for all configured accounts; campaign details included only where spend was present., error=None - search_console: status=success, rows=80, non_zero=True, latest=2026-07-12, note=Search Console API returned current-week query/page data., error=None - line_oa: status=success, rows=2, non_zero=True, latest=2026-07-12, note=LINE OA cumulative snapshots queried separately for 新竹 and 竹北., error=None ## EXECUTIVE_SUMMARY - 本週網站 LINE 意圖 click_line：68，較前週變化 -4.23%。 - Google Ads 花費：NT$13411.12，較前週變化 -12.18%；需以 high-intent conversion composition 判讀 CPA。 - LINE 可觸及好友淨變化：236，較前週變化 28.96%；封鎖率需分新竹/竹北檢查。 - Search Console clicks：50，較前週變化 -39.76%；排名 4–15 機會字已列於 RAW_DATA_JSON。 - Meta Ads 花費：NT$6514.0；若 leads/messages 為 0，不可宣稱 Meta 直接帶來諮詢。 ## KPI_TREND_SNAPSHOT - metric_id: ga4_sessions - source: ga4 - funnel_stage: 網站流量 - current_value: 1339 - previous_value: 1618 - delta_abs: -279.0 - delta_pct: -17.24 - trend_direction: down - unit: sessions - business_interpretation: 網站總工作階段變化，代表整體承接量。 - data_quality_note: - metric_id: ga4_active_users - source: ga4 - funnel_stage: 網站流量 - current_value: 1153 - previous_value: 1404 - delta_abs: -251.0 - delta_pct: -17.88 - trend_direction: down - unit: users - business_interpretation: 實際使用者變化，用來判斷是否只是重複訪問。 - data_quality_note: - metric_id: ga4_click_line - source: ga4 - funnel_stage: LINE 意圖 - current_value: 68 - previous_value: 71 - delta_abs: -3.0 - delta_pct: -4.23 - trend_direction: down - unit: events - business_interpretation: 網站上點擊 LINE 的高意圖行為，是本週主要網站諮詢意圖 KPI。 - data_quality_note: - metric_id: ga4_bounce_rate_pct - source: ga4 - funnel_stage: 網站品質 - current_value: 75.0 - previous_value: 77.0 - delta_abs: -2.0 - delta_pct: -2.6 - trend_direction: up - unit: % - business_interpretation: 跳出率越低越好；若流量成長但跳出也升高，代表承接頁品質需檢查。 - data_quality_note: - metric_id: google_ads_spend_twd - source: google_ads - funnel_stage: 廣告曝光/點擊 - current_value: 13411.12 - previous_value: 15271.48 - delta_abs: -1860.36 - delta_pct: -12.18 - trend_direction: down - unit: TWD - business_interpretation: Google Ads 本週花費，需與 click_line / high-intent conversions 一起看。 - data_quality_note: - metric_id: google_ads_clicks - source: google_ads - funnel_stage: 廣告曝光/點擊 - current_value: 1181 - previous_value: 1213 - delta_abs: -32.0 - delta_pct: -2.64 - trend_direction: down - unit: clicks - business_interpretation: Google Ads 導站點擊量。 - data_quality_note: - metric_id: google_ads_ctr_pct - source: google_ads - funnel_stage: 廣告曝光/點擊 - current_value: 3.21 - previous_value: 3.08 - delta_abs: 0.13 - delta_pct: 4.22 - trend_direction: up - unit: % - business_interpretation: CTR 反映素材與搜尋字詞匹配；Display/PMax 高 CTR 仍需查版位。 - data_quality_note: - metric_id: google_ads_avg_cpc_twd - source: google_ads - funnel_stage: 廣告效率 - current_value: 11.36 - previous_value: 12.59 - delta_abs: -1.23 - delta_pct: -9.77 - trend_direction: up - unit: TWD - business_interpretation: 平均 CPC 降低不等於諮詢品質提升，需對照 high-intent conversions。 - data_quality_note: - metric_id: google_ads_conversions - source: google_ads - funnel_stage: 平台轉換 - current_value: 24.0 - previous_value: 20.0 - delta_abs: 4.0 - delta_pct: 20.0 - trend_direction: up - unit: conversions - business_interpretation: Google Ads 主要 conversions；已另查 conversion action composition 避免被低意圖事件誤導。 - data_quality_note: - metric_id: search_console_clicks - source: search_console - funnel_stage: SEO 自然搜尋 - current_value: 50 - previous_value: 83 - delta_abs: -33.0 - delta_pct: -39.76 - trend_direction: down - unit: clicks - business_interpretation: 自然搜尋帶來的點擊量。 - data_quality_note: - metric_id: search_console_impressions - source: search_console - funnel_stage: SEO 自然搜尋 - current_value: 2218 - previous_value: 3264 - delta_abs: -1046.0 - delta_pct: -32.05 - trend_direction: down - unit: impressions - business_interpretation: 自然搜尋曝光量，判斷內容覆蓋面。 - data_quality_note: - metric_id: search_console_ctr_pct - source: search_console - funnel_stage: SEO 自然搜尋 - current_value: 2.25 - previous_value: 2.54 - delta_abs: -0.29 - delta_pct: -11.42 - trend_direction: down - unit: % - business_interpretation: SEO CTR，受標題/描述與排名影響。 - data_quality_note: - metric_id: search_console_avg_position - source: search_console - funnel_stage: SEO 自然搜尋 - current_value: 13.8 - previous_value: 13.35 - delta_abs: 0.45 - delta_pct: 3.37 - trend_direction: down - unit: position - business_interpretation: 平均排名越低越好；需同時看機會字。 - data_quality_note: - metric_id: meta_ads_spend_twd - source: meta_ads - funnel_stage: 社群廣告 - current_value: 6514.0 - previous_value: 8537.0 - delta_abs: -2023.0 - delta_pct: -23.7 - trend_direction: down - unit: TWD - business_interpretation: Meta 投放花費；目前不可直接等同 LINE 好友成長。 - data_quality_note: - metric_id: meta_ads_clicks - source: meta_ads - funnel_stage: 社群廣告 - current_value: 692 - previous_value: 842 - delta_abs: -150.0 - delta_pct: -17.81 - trend_direction: down - unit: clicks - business_interpretation: Meta 點擊；需與 landing page views / messaging leads 分開判讀。 - data_quality_note: - metric_id: meta_ads_landing_page_views - source: meta_ads - funnel_stage: 社群廣告承接 - current_value: 348.0 - previous_value: 378.0 - delta_abs: -30.0 - delta_pct: -7.94 - trend_direction: down - unit: views - business_interpretation: Meta landing page view；若低於 link clicks，代表頁面載入或點擊品質有落差。 - data_quality_note: - metric_id: meta_ads_leads_or_messages - source: meta_ads - funnel_stage: 社群諮詢 - current_value: 0.0 - previous_value: 0.0 - delta_abs: 0.0 - delta_pct: None - trend_direction: flat - unit: leads/messages - business_interpretation: Meta API 可見的 leads/messages；若為 0，不能宣稱 Meta 直接帶來諮詢。 - data_quality_note: - metric_id: line_oa_followers_delta_total - source: line_oa - funnel_stage: LINE 好友新增 - current_value: 414 - previous_value: 327 - delta_abs: 87.0 - delta_pct: 26.61 - trend_direction: up - unit: followers - business_interpretation: 兩個 LINE OA 合計 followers 淨變化。 - data_quality_note: - metric_id: line_oa_targeted_reach_delta_total - source: line_oa - funnel_stage: 可觸及好友 - current_value: 236 - previous_value: 183 - delta_abs: 53.0 - delta_pct: 28.96 - trend_direction: up - unit: reachable users - business_interpretation: 兩個 LINE OA 合計可觸及好友淨變化。 - data_quality_note: - metric_id: line_oa_blocks_delta_total - source: line_oa - funnel_stage: 封鎖 - current_value: 176 - previous_value: 142 - delta_abs: 34.0 - delta_pct: 23.94 - trend_direction: down - unit: blocks - business_interpretation: 新增封鎖數，越低越好；需與新增好友一起判斷品質。 - data_quality_note: - metric_id: line_oa_block_ratio_total - source: line_oa - funnel_stage: 好友品質 - current_value: 29.83 - previous_value: 30.28 - delta_abs: -0.45 - delta_pct: -1.49 - trend_direction: up - unit: % - business_interpretation: 封鎖 / 估計新增好友比，>30% 為警訊。 - data_quality_note: ## CHANNEL_PERFORMANCE - Google Ads：{"label": "current", "start": "2026-07-06", "end": "2026-07-12", "cost_twd": 13411.12, "clicks": 1181, "impressions": 36735, "ctr_pct": 3.21, "avg_cpc_twd": 11.36, "conversions": 24.0, "cost_per_conversion_twd": 558.8, "all_conversions": 533.0} - Meta Ads：{"label": "current", "start": "2026-07-06", "end": "2026-07-12", "spend_twd": 6514.0, "clicks": 692, "inline_link_clicks": 639, "leads": 0.0, "landing_page_views": 348.0, "missing_accounts": []} - GA4：{"label": "current", "start": "2026-07-06", "end": "2026-07-12", "sessions": 1339, "active_users": 1153, "new_users": 1128, "bounce_rate_pct": 75.0, "avg_session_duration_sec": 66.17, "click_line": 68} - Search Console：{"label": "current", "start": "2026-07-06", "end": "2026-07-12", "clicks": 50, "impressions": 2218, "ctr_pct": 2.25, "average_position": 13.8} - LINE OA：{"label": "current", "start": "2026-07-06", "end": "2026-07-12", "followers_delta": 414, "targeted_reach_delta": 236, "blocks_delta": 176, "new_friends_est": 590, "block_ratio": 29.83, "missing_accounts": []} ## FUNNEL_DIAGNOSIS 廣告曝光/點擊 → 網站流量 → click_line → LINE 好友新增 → 封鎖 → 可觸及好友淨增加 → 諮詢/預約 - 已觀察：{"google_ads_impressions": 36735, "google_ads_clicks": 1181, "meta_impressions": null, "meta_clicks": 692, "ga4_sessions": 1339, "ga4_click_line": 68, "line_followers_delta_total": 414, "line_blocks_delta_total": 176, "line_targeted_reach_delta_total": 236} - 判讀：目前能證明網站 LINE 點擊與 OA 帳號層級好友變化，但尚不能把每位好友精準歸因到 Google / Meta / SEO。 ## TOP_3_PRIORITIZED_ACTIONS - rank: 1 - action_id: google_ads_conversion_quality_audit - title: 先校正 Google Ads 轉換品質，再判斷 CPA 是否真的改善 - priority_rationale: Google Ads 已回傳 conversion action composition；若 low-intent/local actions 佔比高，all conversions 會高估成效。 - cited_metrics: {"google_ads_conversions": {"metric_id": "google_ads_conversions", "source": "google_ads", "funnel_stage": "平台轉換", "current_value": 24.0, "previous_value": 20.0, "delta_abs": 4.0, "delta_pct": 20.0, "trend_direction": "up", "unit": "conversions", "business_interpretation": "Google Ads 主要 conversions；已另查 conversion action composition 避免被低意圖事件誤導。", "data_quality_note": ""}, "high_intent_actions": [{"conversion_action_name": "關之美診所網站 (web) click_line", "all_conversions": 42.0, "conversions": 0.0, "intent_class": "high_intent"}, {"conversion_action_name": "點擊網站任何按鈕LINE", "all_conversions": 31.0, "conversions": 23.0, "intent_class": "high_intent"}, {"conversion_action_name": "Clicks to call", "all_conversions": 11.0, "conversions": 0.0, "intent_class": "high_intent"}, {"conversion_action_name": "Business profile - Call", "all_conversions": 5.0, "conversions": 0.0, "intent_class": "high_intent"}, {"conversion_action_name": "TechSol - page view on contact page 23082", "all_conversions": 4.0, "conversions": 0.0, "intent_class": "high_intent"}], "low_intent_or_local_actions": [{"conversion_action_name": "Local actions - Other engagements", "all_conversions": 379.0, "conversions": 0.0, "intent_class": "low_intent_or_local"}, {"conversion_action_name": "Local actions - Directions", "all_conversions": 42.0, "conversions": 0.0, "intent_class": "low_intent_or_local"}, {"conversion_action_name": "Local actions - Website visits", "all_conversions": 14.0, "conversions": 0.0, "intent_class": "low_intent_or_local"}, {"conversion_action_name": "Local actions - Menu views", "all_conversions": 3.0, "conversions": 0.0, "intent_class": "low_intent_or_local"}, {"conversion_action_name": "Business profile - Directions", "all_conversions": 1.0, "conversions": 0.0, "intent_class": "low_intent_or_local"}]} - platform_or_channel: Google Ads / GA4 - exact_next_step: 在 Google Ads 後台把 LINE click、來電、表單/預約列為主要轉換；Directions、profile、page view/engagement 類轉為次要觀察，並重算 search / PMax 的 high-intent CPA。 - owner_suggestion: 廣告投手 + Eric - expected_impact: 降低被低品質轉換誤導的預算配置風險，讓預算往真實諮詢意圖移動。 - validation_kpi: high_intent_conversions、GA4 click_line、high_intent CPA - risk_or_caveat: 重大出價/預算調整需人工確認；本報告不會自動修改廣告帳戶。 - confidence: high - rank: 2 - action_id: line_block_ratio_followup - title: 檢查 LINE 新竹/竹北加好友後承接與封鎖率 - priority_rationale: LINE OA 是最接近諮詢沉澱的節點；封鎖率若高，表示廣告承諾、分院導流或訊息節奏可能不匹配。 - cited_metrics: {"line_block_ratio_total": {"metric_id": "line_oa_block_ratio_total", "source": "line_oa", "funnel_stage": "好友品質", "current_value": 29.83, "previous_value": 30.28, "delta_abs": -0.45, "delta_pct": -1.49, "trend_direction": "up", "unit": "%", "business_interpretation": "封鎖 / 估計新增好友比，>30% 為警訊。", "data_quality_note": ""}, "line_accounts": {"hsinchu": {"label": "新竹", "status": "success", "weekly_trend_4w": [{"label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "start_snapshot": {"date": "2026-06-14", "status": "ready", "followers": 5160, "targeted_reaches": 3334, "blocks": 1797, "raw_status": "ready"}, "end_snapshot": {"date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready"}, "followers_delta": 347, "targeted_reach_delta": 194, "blocks_delta": 153, "block_ratio": 30.6, "new_friends_est": 500, "unfriends_est": 153, "net_growth_est": 347, "data_quality_note": "computed from cumulative LINE Insight snapshots"}, {"label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "start_snapshot": {"date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready"}, "end_snapshot": {"date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready"}, "followers_delta": 397, "targeted_reach_delta": 245, "blocks_delta": 149, "block_ratio": 27.29, "new_friends_est": 546, "unfriends_est": 149, "net_growth_est": 397, "data_quality_note": "computed from cumulative LINE Insight snapshots"}, {"label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05", "start_snapshot": {"date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready"}, "end_snapshot": {"date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready"}, "followers_delta": 313, "targeted_reach_delta": 176, "blocks_delta": 135, "block_ratio": 30.13, "new_friends_est": 448, "unfriends_est": 135, "net_growth_est": 313, "data_quality_note": "computed from cumulative LINE Insight snapshots"}, {"label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": {"date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready"}, "end_snapshot": {"date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready"}, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots"}], "snapshots": [{"date": "2026-06-14", "status": "ready", "followers": 5160, "targeted_reaches": 3334, "blocks": 1797, "raw_status": "ready"}, {"date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready"}, {"date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready"}, {"date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready"}, {"date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready"}], "current_week": {"label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": {"date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready"}, "end_snapshot": {"date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready"}, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots"}, "error_or_missing_reason": null}, "zhubei": {"label": "竹北", "status": "success", "weekly_trend_4w": [{"label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "start_snapshot": {"date": "2026-06-14", "status": "ready", "followers": 1158, "targeted_reaches": 755, "blocks": 394, "raw_status": "ready"}, "end_snapshot": {"date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready"}, "followers_delta": 10, "targeted_reach_delta": 1, "blocks_delta": 9, "block_ratio": 47.37, "new_friends_est": 19, "unfriends_est": 9, "net_growth_est": 10, "data_quality_note": "computed from cumulative LINE Insight snapshots"}, {"label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "start_snapshot": {"date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready"}, "end_snapshot": {"date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready"}, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots"}, {"label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05", "start_snapshot": {"date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready"}, "end_snapshot": {"date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready"}, "followers_delta": 14, "targeted_reach_delta": 7, "blocks_delta": 7, 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"error_or_missing_reason": null}}} - platform_or_channel: LINE OA / landing page CTA - exact_next_step: 分別檢查新竹與竹北歡迎訊息、首週推播頻率、廣告落地頁 CTA 是否導到正確 OA；封鎖率 >30% 的帳號先減少硬促銷訊息，改為服務導覽與預約分流。 - owner_suggestion: LINE OA 管理者 + 診所櫃台/客服 - expected_impact: 提升可觸及好友淨增加，避免買到好友後快速流失。 - validation_kpi: followers_delta、targeted_reach_delta、blocks_delta、block_ratio - risk_or_caveat: LINE Insight 只能證明帳號層級變化，不能直接歸因到單一廣告；需加 UTM/分流追蹤。 - confidence: high - rank: 3 - action_id: seo_opportunity_and_meta_tracking - title: 用 SEO 機會字補高意圖承接，並修正 Meta 無法證明諮詢的追蹤缺口 - priority_rationale: Search Console 有排名 4–15 與零點擊高曝光詞；Meta 若無 leads/messages，應先做追蹤與再行銷承接，而非只看便宜點擊。 - cited_metrics: {"seo_opportunities": [{"query": "邱文瑾醫師", "clicks": 5, "impressions": 85, "ctr": 5.88, "position": 5.47}, {"query": "午休時間可做的臉部醫美療程 臨床推薦", "clicks": 0, "impressions": 16, "ctr": 0.0, "position": 8.94}, {"query": "川澄淨血", "clicks": 0, "impressions": 12, "ctr": 0.0, "position": 7.58}, {"query": "glazed donut", "clicks": 0, "impressions": 12, "ctr": 0.0, "position": 7.83}, {"query": "exovia", "clicks": 0, "impressions": 9, "ctr": 0.0, "position": 5.44}], "meta_leads_or_messages": {"metric_id": "meta_ads_leads_or_messages", "source": "meta_ads", "funnel_stage": "社群諮詢", "current_value": 0.0, "previous_value": 0.0, "delta_abs": 0.0, "delta_pct": null, "trend_direction": "flat", "unit": "leads/messages", "business_interpretation": "Meta API 可見的 leads/messages；若為 0，不能宣稱 Meta 直接帶來諮詢。", "data_quality_note": ""}, "ga4_click_line": {"metric_id": "ga4_click_line", "source": "ga4", "funnel_stage": "LINE 意圖", "current_value": 68, "previous_value": 71, "delta_abs": -3.0, "delta_pct": -4.23, "trend_direction": "down", "unit": "events", "business_interpretation": "網站上點擊 LINE 的高意圖行為，是本週主要網站諮詢意圖 KPI。", "data_quality_note": ""}} - platform_or_channel: SEO / Meta Ads / GA4 - exact_next_step: 挑 3–5 個排名 4–15 關鍵字更新標題/FAQ/內部連結；Meta 廣告 URL 全部補 UTM，並用 landing page view + click_line + LINE OA delta 共同驗證。 - owner_suggestion: SEO 編輯 + 廣告投手 - expected_impact: 提升自然搜尋高意圖流量，並讓 Meta 從曝光/互動輔助逐步變成可驗證的 LINE 意圖來源。 - validation_kpi: Search Console CTR/position、GA4 organic click_line、Meta landing_page_views/click_line - risk_or_caveat: 醫美內容需避免保證療效與過度承諾；上線前需人工審稿。 - confidence: medium ## NEXT_WEEK_EXPERIMENTS - utm_line_account_params: 所有 LINE CTA 加上 line_account/source/campaign 參數；驗證 KPI：GA4 click_line by source/campaign and LINE OA delta - seo_title_faq_refresh: 針對排名 4–15 機會字更新 3 篇頁面標題與 FAQ；驗證 KPI：Search Console CTR and clicks for selected queries - meta_retarg_line_cta: Meta 暖受眾再行銷導到服務分流頁而非直接泛流量；驗證 KPI：landing page views → click_line ratio ## TRACKING_LIMITATIONS - LINE OA Insight cannot attribute new friends to Google Ads, Meta Ads, SEO, or direct traffic without additional campaign/LINE-account tracking. - Google Ads all_conversions can include low-intent local/profile/page-view actions; conversion-action composition must be reviewed before budget decisions. - Meta API actions may not expose downstream LINE consultations unless messaging/lead tracking is configured. - Search Console data can lag and positions are averages across queries/devices/pages. ## RAW_DATA_JSON ```json { "report_context": { "clinic": "曜妍診所", "report_type": "weekly_integrated_marketing_ad_report", "period_start": "2026-07-06", "period_end": "2026-07-12", "comparison_start": "2026-06-29", "comparison_end": "2026-07-05", "timezone": "Asia/Taipei", "generated_at": "2026-07-13T08:01:20.005255+08:00", "weekly_windows_4w": [ { "label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21" }, { "label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28" }, { "label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05" }, { "label": "current", "start": "2026-07-06", "end": "2026-07-12" } ], "web_url": "https://yaoyan-weekly-ad-report.pages.dev/reports/2026-07-06_2026-07-12/", "markdown_url": "https://yaoyan-weekly-ad-report.pages.dev/reports/2026-07-06_2026-07-12/report.md" }, "data_sources": { "ga4": { "source": "ga4", "status": 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"beauty clinic", "clicks": 0, "impressions": 2, "ctr": 0.0, "position": 8.5 }, { "query": "外科診所", "clicks": 0, "impressions": 2, "ctr": 0.0, "position": 8.5 }, { "query": "城隍廟口甜不辣老闆", "clicks": 0, "impressions": 2, "ctr": 0.0, "position": 9.0 }, { "query": "aesthetics", "clicks": 0, "impressions": 2, "ctr": 0.0, "position": 13.0 }, { "query": "堂妍診所", "clicks": 0, "impressions": 1, "ctr": 0.0, "position": 5.0 } ], "zero_click_high_impression_terms": [ { "query": "安萃妍醫美", "clicks": 0, "impressions": 69, "ctr": 0.0, "position": 1.09 }, { "query": "午休時間可做的臉部醫美療程 臨床推薦", "clicks": 0, "impressions": 16, "ctr": 0.0, "position": 8.94 }, { "query": "glazed donut", "clicks": 0, "impressions": 12, "ctr": 0.0, "position": 7.83 }, { "query": "川澄淨血", "clicks": 0, "impressions": 12, "ctr": 0.0, "position": 7.58 }, { "query": "exovia", "clicks": 0, "impressions": 9, "ctr": 0.0, "position": 5.44 }, { "query": "q 立線音波 新竹", "clicks": 0, "impressions": 9, "ctr": 0.0, "position": 34.11 }, { "query": "新竹嘴邊肉拉提", "clicks": 0, "impressions": 8, "ctr": 0.0, "position": 26.38 } ], "seo_action_notes": [], "insights": [], "data_quality_note": "Search Console API returned current-week query/page data.", "trend_analysis_4w": [ { "metric": "impressions", "values": [ 2976, 2838, 3264, 2218 ], "current_vs_4w_avg_pct": -21.46, "current_vs_previous_pct": -32.05, "missing_weeks": [], "consecutive_marker": "down" }, { "metric": "clicks", "values": [ 98, 64, 83, 50 ], "current_vs_4w_avg_pct": -32.2, "current_vs_previous_pct": -39.76, "missing_weeks": [], "consecutive_marker": "down" }, { "metric": "ctr_pct", "values": [ 3.29, 2.26, 2.54, 2.25 ], "current_vs_4w_avg_pct": -12.79, "current_vs_previous_pct": -11.42, "missing_weeks": [], "consecutive_marker": "down" }, { "metric": "average_position", "values": [ 12.55, 13.26, 13.35, 13.8 ], "current_vs_4w_avg_pct": 4.23, "current_vs_previous_pct": 3.37, "missing_weeks": [], "consecutive_marker": "down" } ] }, "line_oa": { "status": "success", "date_range": { "start": "2026-07-06", "end": "2026-07-12" }, "comparison_range": { "start": "2026-06-29", "end": "2026-07-05" }, "accounts_by_location": { "hsinchu": { "label": "新竹", "status": "success", "weekly_trend_4w": [ { "label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "start_snapshot": { "date": "2026-06-14", "status": "ready", "followers": 5160, "targeted_reaches": 3334, "blocks": 1797, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready" }, "followers_delta": 347, "targeted_reach_delta": 194, "blocks_delta": 153, "block_ratio": 30.6, "new_friends_est": 500, "unfriends_est": 153, "net_growth_est": 347, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "start_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 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cumulative LINE Insight snapshots" }, { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" }, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots" } ], "snapshots": [ { "date": "2026-06-14", "status": "ready", "followers": 5160, "targeted_reaches": 3334, "blocks": 1797, "raw_status": "ready" }, { "date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready" }, { "date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready" }, { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" } ], "current_week": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" }, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, "error_or_missing_reason": null }, "zhubei": { "label": "竹北", "status": "success", "weekly_trend_4w": [ { "label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "start_snapshot": { "date": "2026-06-14", "status": "ready", "followers": 1158, "targeted_reaches": 755, "blocks": 394, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready" }, "followers_delta": 10, "targeted_reach_delta": 1, "blocks_delta": 9, "block_ratio": 47.37, "new_friends_est": 19, "unfriends_est": 9, "net_growth_est": 10, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "start_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05", "start_snapshot": { "date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "followers_delta": 14, "targeted_reach_delta": 7, "blocks_delta": 7, "block_ratio": 33.33, "new_friends_est": 21, "unfriends_est": 7, "net_growth_est": 14, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" } ], "snapshots": [ { "date": "2026-06-14", "status": "ready", "followers": 1158, "targeted_reaches": 755, "blocks": 394, "raw_status": "ready" }, { "date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready" }, { "date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready" }, { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" } ], "current_week": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, "error_or_missing_reason": null } }, "follower_deltas": { "hsinchu": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" }, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, "zhubei": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" } }, "targeted_reach_deltas": { "hsinchu": 223, "zhubei": 13 }, "block_deltas": { "hsinchu": 170, "zhubei": 6 }, "block_ratio": { "hsinchu": 30.09, "zhubei": 24.0 }, "weekly_trend_4w": [ { "label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "followers_delta": 357, "targeted_reach_delta": 195, "blocks_delta": 162, "new_friends_est": 519, "block_ratio": 31.21, "missing_accounts": [] }, { "label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "followers_delta": 416, "targeted_reach_delta": 258, "blocks_delta": 155, "new_friends_est": 571, "block_ratio": 27.15, "missing_accounts": [] }, { "label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05", "followers_delta": 327, "targeted_reach_delta": 183, "blocks_delta": 142, "new_friends_est": 469, "block_ratio": 30.28, "missing_accounts": [] }, { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "followers_delta": 414, "targeted_reach_delta": 236, "blocks_delta": 176, "new_friends_est": 590, "block_ratio": 29.83, "missing_accounts": [] } ], "insights": [], "data_quality_note": "LINE OA cumulative snapshots queried separately for 新竹 and 竹北.", "error_or_missing_reason": null, "trend_analysis_4w": [ { "metric": "followers_delta", "values": [ 357, 416, 327, 414 ], "current_vs_4w_avg_pct": 9.38, "current_vs_previous_pct": 26.61, "missing_weeks": [], "consecutive_marker": "up" }, { "metric": "targeted_reach_delta", "values": [ 195, 258, 183, 236 ], "current_vs_4w_avg_pct": 8.26, "current_vs_previous_pct": 28.96, "missing_weeks": [], "consecutive_marker": "up" }, { "metric": "blocks_delta", "values": [ 162, 155, 142, 176 ], "current_vs_4w_avg_pct": 10.87, "current_vs_previous_pct": 23.94, "missing_weeks": [], "consecutive_marker": "down" }, { "metric": "block_ratio", "values": [ 31.21, 27.15, 30.28, 29.83 ], "current_vs_4w_avg_pct": 0.71, "current_vs_previous_pct": -1.49, "missing_weeks": [], "consecutive_marker": "up" } ] }, "kpis": [ { "metric_id": "ga4_sessions", "source": "ga4", "funnel_stage": "網站流量", "current_value": 1339, "previous_value": 1618, "delta_abs": -279.0, "delta_pct": -17.24, "trend_direction": "down", "unit": "sessions", "business_interpretation": "網站總工作階段變化，代表整體承接量。", "data_quality_note": "" }, { "metric_id": "ga4_active_users", "source": "ga4", "funnel_stage": "網站流量", "current_value": 1153, "previous_value": 1404, "delta_abs": -251.0, "delta_pct": -17.88, "trend_direction": "down", "unit": "users", "business_interpretation": "實際使用者變化，用來判斷是否只是重複訪問。", "data_quality_note": "" }, { "metric_id": "ga4_click_line", "source": "ga4", "funnel_stage": "LINE 意圖", "current_value": 68, "previous_value": 71, "delta_abs": -3.0, "delta_pct": -4.23, "trend_direction": "down", "unit": "events", "business_interpretation": "網站上點擊 LINE 的高意圖行為，是本週主要網站諮詢意圖 KPI。", "data_quality_note": "" }, { "metric_id": "ga4_bounce_rate_pct", "source": "ga4", "funnel_stage": "網站品質", "current_value": 75.0, "previous_value": 77.0, "delta_abs": -2.0, "delta_pct": -2.6, "trend_direction": "up", "unit": "%", "business_interpretation": "跳出率越低越好；若流量成長但跳出也升高，代表承接頁品質需檢查。", "data_quality_note": "" }, { "metric_id": "google_ads_spend_twd", "source": "google_ads", "funnel_stage": "廣告曝光/點擊", "current_value": 13411.12, "previous_value": 15271.48, "delta_abs": -1860.36, "delta_pct": -12.18, "trend_direction": "down", "unit": "TWD", "business_interpretation": "Google Ads 本週花費，需與 click_line / high-intent conversions 一起看。", "data_quality_note": "" }, { "metric_id": "google_ads_clicks", "source": "google_ads", "funnel_stage": "廣告曝光/點擊", "current_value": 1181, "previous_value": 1213, "delta_abs": -32.0, "delta_pct": -2.64, "trend_direction": "down", "unit": "clicks", "business_interpretation": "Google Ads 導站點擊量。", "data_quality_note": "" }, { "metric_id": "google_ads_ctr_pct", "source": "google_ads", "funnel_stage": "廣告曝光/點擊", "current_value": 3.21, "previous_value": 3.08, "delta_abs": 0.13, "delta_pct": 4.22, "trend_direction": "up", "unit": "%", "business_interpretation": "CTR 反映素材與搜尋字詞匹配；Display/PMax 高 CTR 仍需查版位。", "data_quality_note": "" }, { "metric_id": "google_ads_avg_cpc_twd", "source": "google_ads", "funnel_stage": "廣告效率", "current_value": 11.36, "previous_value": 12.59, "delta_abs": -1.23, "delta_pct": -9.77, "trend_direction": "up", "unit": "TWD", "business_interpretation": "平均 CPC 降低不等於諮詢品質提升，需對照 high-intent conversions。", "data_quality_note": "" }, { "metric_id": "google_ads_conversions", "source": "google_ads", "funnel_stage": "平台轉換", "current_value": 24.0, "previous_value": 20.0, "delta_abs": 4.0, "delta_pct": 20.0, "trend_direction": "up", "unit": "conversions", "business_interpretation": "Google Ads 主要 conversions；已另查 conversion action composition 避免被低意圖事件誤導。", "data_quality_note": "" }, { "metric_id": "search_console_clicks", "source": "search_console", "funnel_stage": "SEO 自然搜尋", "current_value": 50, "previous_value": 83, "delta_abs": -33.0, "delta_pct": -39.76, "trend_direction": "down", "unit": "clicks", "business_interpretation": "自然搜尋帶來的點擊量。", "data_quality_note": "" }, { "metric_id": "search_console_impressions", "source": "search_console", "funnel_stage": "SEO 自然搜尋", "current_value": 2218, "previous_value": 3264, "delta_abs": -1046.0, "delta_pct": -32.05, "trend_direction": "down", "unit": "impressions", "business_interpretation": "自然搜尋曝光量，判斷內容覆蓋面。", "data_quality_note": "" }, { "metric_id": "search_console_ctr_pct", "source": "search_console", "funnel_stage": "SEO 自然搜尋", "current_value": 2.25, "previous_value": 2.54, "delta_abs": -0.29, "delta_pct": -11.42, "trend_direction": "down", "unit": "%", "business_interpretation": "SEO CTR，受標題/描述與排名影響。", "data_quality_note": "" }, { "metric_id": "search_console_avg_position", "source": "search_console", "funnel_stage": "SEO 自然搜尋", "current_value": 13.8, "previous_value": 13.35, "delta_abs": 0.45, "delta_pct": 3.37, "trend_direction": "down", "unit": "position", "business_interpretation": "平均排名越低越好；需同時看機會字。", "data_quality_note": "" }, { "metric_id": "meta_ads_spend_twd", "source": "meta_ads", "funnel_stage": "社群廣告", "current_value": 6514.0, "previous_value": 8537.0, "delta_abs": -2023.0, "delta_pct": -23.7, "trend_direction": "down", "unit": "TWD", "business_interpretation": "Meta 投放花費；目前不可直接等同 LINE 好友成長。", "data_quality_note": "" }, { "metric_id": "meta_ads_clicks", "source": "meta_ads", "funnel_stage": "社群廣告", "current_value": 692, "previous_value": 842, "delta_abs": -150.0, "delta_pct": -17.81, "trend_direction": "down", "unit": "clicks", "business_interpretation": "Meta 點擊；需與 landing page views / messaging leads 分開判讀。", "data_quality_note": "" }, { "metric_id": "meta_ads_landing_page_views", "source": "meta_ads", "funnel_stage": "社群廣告承接", "current_value": 348.0, "previous_value": 378.0, "delta_abs": -30.0, "delta_pct": -7.94, "trend_direction": "down", "unit": "views", "business_interpretation": "Meta landing page view；若低於 link clicks，代表頁面載入或點擊品質有落差。", "data_quality_note": "" }, { "metric_id": "meta_ads_leads_or_messages", "source": "meta_ads", "funnel_stage": "社群諮詢", "current_value": 0.0, "previous_value": 0.0, "delta_abs": 0.0, "delta_pct": null, "trend_direction": "flat", "unit": "leads/messages", "business_interpretation": "Meta API 可見的 leads/messages；若為 0，不能宣稱 Meta 直接帶來諮詢。", "data_quality_note": "" }, { "metric_id": "line_oa_followers_delta_total", "source": "line_oa", "funnel_stage": "LINE 好友新增", "current_value": 414, "previous_value": 327, "delta_abs": 87.0, "delta_pct": 26.61, "trend_direction": "up", "unit": "followers", "business_interpretation": "兩個 LINE OA 合計 followers 淨變化。", "data_quality_note": "" }, { "metric_id": "line_oa_targeted_reach_delta_total", "source": "line_oa", "funnel_stage": "可觸及好友", "current_value": 236, "previous_value": 183, "delta_abs": 53.0, "delta_pct": 28.96, "trend_direction": "up", "unit": "reachable users", "business_interpretation": "兩個 LINE OA 合計可觸及好友淨變化。", "data_quality_note": "" }, { "metric_id": "line_oa_blocks_delta_total", "source": "line_oa", "funnel_stage": "封鎖", "current_value": 176, "previous_value": 142, "delta_abs": 34.0, "delta_pct": 23.94, "trend_direction": "down", "unit": "blocks", "business_interpretation": "新增封鎖數，越低越好；需與新增好友一起判斷品質。", "data_quality_note": "" }, { "metric_id": "line_oa_block_ratio_total", "source": "line_oa", "funnel_stage": "好友品質", "current_value": 29.83, "previous_value": 30.28, "delta_abs": -0.45, "delta_pct": -1.49, "trend_direction": "up", "unit": "%", "business_interpretation": "封鎖 / 估計新增好友比，>30% 為警訊。", "data_quality_note": "" } ], "channels": { "google_ads": { "spend_twd": 13411.12, "clicks": 1181, "conversions": 24.0 }, "meta_ads": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "spend_twd": 6514.0, "clicks": 692, "inline_link_clicks": 639, "leads": 0.0, "landing_page_views": 348.0, "missing_accounts": [] }, "organic_search": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "clicks": 50, "impressions": 2218, "ctr_pct": 2.25, "average_position": 13.8 }, "website": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "sessions": 1339, "active_users": 1153, "new_users": 1128, "bounce_rate_pct": 75.0, "avg_session_duration_sec": 66.17, "click_line": 68 }, "line_oa": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "followers_delta": 414, "targeted_reach_delta": 236, "blocks_delta": 176, "new_friends_est": 590, "block_ratio": 29.83, "missing_accounts": [] } }, "funnel": { "funnel_text": "廣告曝光/點擊 → 網站流量 → click_line → LINE 好友新增 → 封鎖 → 可觸及好友淨增加 → 諮詢/預約", "observed_current_week": { "google_ads_impressions": 36735, "google_ads_clicks": 1181, "meta_impressions": null, "meta_clicks": 692, "ga4_sessions": 1339, "ga4_click_line": 68, "line_followers_delta_total": 414, "line_blocks_delta_total": 176, "line_targeted_reach_delta_total": 236 }, "interpretation_note": "LINE OA deltas are account-level and cannot prove per-channel friend attribution without UTM / LINE account parameters." }, "prioritized_actions": [ { "rank": 1, "action_id": "google_ads_conversion_quality_audit", "title": "先校正 Google Ads 轉換品質，再判斷 CPA 是否真的改善", "priority_rationale": "Google Ads 已回傳 conversion action composition；若 low-intent/local actions 佔比高，all conversions 會高估成效。", "cited_metrics": { "google_ads_conversions": { "metric_id": "google_ads_conversions", "source": "google_ads", "funnel_stage": "平台轉換", "current_value": 24.0, "previous_value": 20.0, "delta_abs": 4.0, "delta_pct": 20.0, "trend_direction": "up", "unit": "conversions", "business_interpretation": "Google Ads 主要 conversions；已另查 conversion action composition 避免被低意圖事件誤導。", "data_quality_note": "" }, "high_intent_actions": [ { "conversion_action_name": "關之美診所網站 (web) click_line", "all_conversions": 42.0, "conversions": 0.0, "intent_class": "high_intent" }, { "conversion_action_name": "點擊網站任何按鈕LINE", "all_conversions": 31.0, "conversions": 23.0, "intent_class": "high_intent" }, { "conversion_action_name": "Clicks to call", "all_conversions": 11.0, "conversions": 0.0, "intent_class": "high_intent" }, { "conversion_action_name": "Business profile - Call", "all_conversions": 5.0, "conversions": 0.0, "intent_class": "high_intent" }, { "conversion_action_name": "TechSol - page view on contact page 23082", "all_conversions": 4.0, "conversions": 0.0, "intent_class": "high_intent" } ], "low_intent_or_local_actions": [ { "conversion_action_name": "Local actions - Other engagements", "all_conversions": 379.0, "conversions": 0.0, "intent_class": "low_intent_or_local" }, { "conversion_action_name": "Local actions - Directions", "all_conversions": 42.0, "conversions": 0.0, "intent_class": "low_intent_or_local" }, { "conversion_action_name": "Local actions - Website visits", "all_conversions": 14.0, "conversions": 0.0, "intent_class": "low_intent_or_local" }, { "conversion_action_name": "Local actions - Menu views", "all_conversions": 3.0, "conversions": 0.0, "intent_class": "low_intent_or_local" }, { "conversion_action_name": "Business profile - Directions", "all_conversions": 1.0, "conversions": 0.0, "intent_class": "low_intent_or_local" } ] }, "platform_or_channel": "Google Ads / GA4", "exact_next_step": "在 Google Ads 後台把 LINE click、來電、表單/預約列為主要轉換；Directions、profile、page view/engagement 類轉為次要觀察，並重算 search / PMax 的 high-intent CPA。", "owner_suggestion": "廣告投手 + Eric", "expected_impact": "降低被低品質轉換誤導的預算配置風險，讓預算往真實諮詢意圖移動。", "validation_kpi": "high_intent_conversions、GA4 click_line、high_intent CPA", "risk_or_caveat": "重大出價/預算調整需人工確認；本報告不會自動修改廣告帳戶。", "confidence": "high" }, { "rank": 2, "action_id": "line_block_ratio_followup", "title": "檢查 LINE 新竹/竹北加好友後承接與封鎖率", "priority_rationale": "LINE OA 是最接近諮詢沉澱的節點；封鎖率若高，表示廣告承諾、分院導流或訊息節奏可能不匹配。", "cited_metrics": { "line_block_ratio_total": { "metric_id": "line_oa_block_ratio_total", "source": "line_oa", "funnel_stage": "好友品質", "current_value": 29.83, "previous_value": 30.28, "delta_abs": -0.45, "delta_pct": -1.49, "trend_direction": "up", "unit": "%", "business_interpretation": "封鎖 / 估計新增好友比，>30% 為警訊。", "data_quality_note": "" }, "line_accounts": { "hsinchu": { "label": "新竹", "status": "success", "weekly_trend_4w": [ { "label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "start_snapshot": { "date": "2026-06-14", "status": "ready", "followers": 5160, "targeted_reaches": 3334, "blocks": 1797, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready" }, "followers_delta": 347, "targeted_reach_delta": 194, "blocks_delta": 153, "block_ratio": 30.6, "new_friends_est": 500, "unfriends_est": 153, "net_growth_est": 347, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "start_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready" }, "followers_delta": 397, "targeted_reach_delta": 245, "blocks_delta": 149, "block_ratio": 27.29, "new_friends_est": 546, "unfriends_est": 149, "net_growth_est": 397, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05", "start_snapshot": { "date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, "followers_delta": 313, "targeted_reach_delta": 176, "blocks_delta": 135, "block_ratio": 30.13, "new_friends_est": 448, "unfriends_est": 135, "net_growth_est": 313, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" }, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots" } ], "snapshots": [ { "date": "2026-06-14", "status": "ready", "followers": 5160, "targeted_reaches": 3334, "blocks": 1797, "raw_status": "ready" }, { "date": "2026-06-21", "status": "ready", "followers": 5507, "targeted_reaches": 3528, "blocks": 1950, "raw_status": "ready" }, { "date": "2026-06-28", "status": "ready", "followers": 5904, "targeted_reaches": 3773, "blocks": 2099, "raw_status": "ready" }, { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" } ], "current_week": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 6217, "targeted_reaches": 3949, "blocks": 2234, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 6612, "targeted_reaches": 4172, "blocks": 2404, "raw_status": "ready" }, "followers_delta": 395, "targeted_reach_delta": 223, "blocks_delta": 170, "block_ratio": 30.09, "new_friends_est": 565, "unfriends_est": 170, "net_growth_est": 395, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, "error_or_missing_reason": null }, "zhubei": { "label": "竹北", "status": "success", "weekly_trend_4w": [ { "label": "week_minus_3", "start": "2026-06-15", "end": "2026-06-21", "start_snapshot": { "date": "2026-06-14", "status": "ready", "followers": 1158, "targeted_reaches": 755, "blocks": 394, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready" }, "followers_delta": 10, "targeted_reach_delta": 1, "blocks_delta": 9, "block_ratio": 47.37, "new_friends_est": 19, "unfriends_est": 9, "net_growth_est": 10, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_2", "start": "2026-06-22", "end": "2026-06-28", "start_snapshot": { "date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready" }, "end_snapshot": { "date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "week_minus_1", "start": "2026-06-29", "end": "2026-07-05", "start_snapshot": { "date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "followers_delta": 14, "targeted_reach_delta": 7, "blocks_delta": 7, "block_ratio": 33.33, "new_friends_est": 21, "unfriends_est": 7, "net_growth_est": 14, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" } ], "snapshots": [ { "date": "2026-06-14", "status": "ready", "followers": 1158, "targeted_reaches": 755, "blocks": 394, "raw_status": "ready" }, { "date": "2026-06-21", "status": "ready", "followers": 1168, "targeted_reaches": 756, "blocks": 403, "raw_status": "ready" }, { "date": "2026-06-28", "status": "ready", "followers": 1187, "targeted_reaches": 769, "blocks": 409, "raw_status": "ready" }, { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" } ], "current_week": { "label": "current", "start": "2026-07-06", "end": "2026-07-12", "start_snapshot": { "date": "2026-07-05", "status": "ready", "followers": 1201, "targeted_reaches": 776, "blocks": 416, "raw_status": "ready" }, "end_snapshot": { "date": "2026-07-12", "status": "ready", "followers": 1220, "targeted_reaches": 789, "blocks": 422, "raw_status": "ready" }, "followers_delta": 19, "targeted_reach_delta": 13, "blocks_delta": 6, "block_ratio": 24.0, "new_friends_est": 25, "unfriends_est": 6, "net_growth_est": 19, "data_quality_note": "computed from cumulative LINE Insight snapshots" }, "error_or_missing_reason": null } } }, "platform_or_channel": "LINE OA / landing page CTA", "exact_next_step": "分別檢查新竹與竹北歡迎訊息、首週推播頻率、廣告落地頁 CTA 是否導到正確 OA；封鎖率 >30% 的帳號先減少硬促銷訊息，改為服務導覽與預約分流。", "owner_suggestion": "LINE OA 管理者 + 診所櫃台/客服", "expected_impact": "提升可觸及好友淨增加，避免買到好友後快速流失。", "validation_kpi": "followers_delta、targeted_reach_delta、blocks_delta、block_ratio", "risk_or_caveat": "LINE Insight 只能證明帳號層級變化，不能直接歸因到單一廣告；需加 UTM/分流追蹤。", "confidence": "high" }, { "rank": 3, "action_id": "seo_opportunity_and_meta_tracking", "title": "用 SEO 機會字補高意圖承接，並修正 Meta 無法證明諮詢的追蹤缺口", "priority_rationale": "Search Console 有排名 4–15 與零點擊高曝光詞；Meta 若無 leads/messages，應先做追蹤與再行銷承接，而非只看便宜點擊。", "cited_metrics": { "seo_opportunities": [ { "query": "邱文瑾醫師", "clicks": 5, "impressions": 85, "ctr": 5.88, "position": 5.47 }, { "query": "午休時間可做的臉部醫美療程 臨床推薦", "clicks": 0, "impressions": 16, "ctr": 0.0, "position": 8.94 }, { "query": "川澄淨血", "clicks": 0, "impressions": 12, "ctr": 0.0, "position": 7.58 }, { "query": "glazed donut", "clicks": 0, "impressions": 12, "ctr": 0.0, "position": 7.83 }, { "query": "exovia", "clicks": 0, "impressions": 9, "ctr": 0.0, "position": 5.44 } ], "meta_leads_or_messages": { "metric_id": "meta_ads_leads_or_messages", "source": "meta_ads", "funnel_stage": "社群諮詢", "current_value": 0.0, "previous_value": 0.0, "delta_abs": 0.0, "delta_pct": null, "trend_direction": "flat", "unit": "leads/messages", "business_interpretation": "Meta API 可見的 leads/messages；若為 0，不能宣稱 Meta 直接帶來諮詢。", "data_quality_note": "" }, "ga4_click_line": { "metric_id": "ga4_click_line", "source": "ga4", "funnel_stage": "LINE 意圖", "current_value": 68, "previous_value": 71, "delta_abs": -3.0, "delta_pct": -4.23, "trend_direction": "down", "unit": "events", "business_interpretation": "網站上點擊 LINE 的高意圖行為，是本週主要網站諮詢意圖 KPI。", "data_quality_note": "" } }, "platform_or_channel": "SEO / Meta Ads / GA4", "exact_next_step": "挑 3–5 個排名 4–15 關鍵字更新標題/FAQ/內部連結；Meta 廣告 URL 全部補 UTM，並用 landing page view + click_line + LINE OA delta 共同驗證。", "owner_suggestion": "SEO 編輯 + 廣告投手", "expected_impact": "提升自然搜尋高意圖流量，並讓 Meta 從曝光/互動輔助逐步變成可驗證的 LINE 意圖來源。", "validation_kpi": "Search Console CTR/position、GA4 organic click_line、Meta landing_page_views/click_line", "risk_or_caveat": "醫美內容需避免保證療效與過度承諾；上線前需人工審稿。", "confidence": "medium" } ], "experiments": [ { "experiment_id": "utm_line_account_params", "title": "所有 LINE CTA 加上 line_account/source/campaign 參數", "validation_kpi": "GA4 click_line by source/campaign and LINE OA delta" }, { "experiment_id": "seo_title_faq_refresh", "title": "針對排名 4–15 機會字更新 3 篇頁面標題與 FAQ", "validation_kpi": "Search Console CTR and clicks for selected queries" }, { "experiment_id": "meta_retarg_line_cta", "title": "Meta 暖受眾再行銷導到服務分流頁而非直接泛流量", "validation_kpi": "landing page views → click_line ratio" } ], "tracking_limitations": [ "LINE OA Insight cannot attribute new friends to Google Ads, Meta Ads, SEO, or direct traffic without additional campaign/LINE-account tracking.", "Google Ads all_conversions can include low-intent local/profile/page-view actions; conversion-action composition must be reviewed before budget decisions.", "Meta API actions may not expose downstream LINE consultations unless messaging/lead tracking is configured.", "Search Console data can lag and positions are averages across queries/devices/pages." ] } ```