Marketing · Step

Diagnose

Flags tracking breaks and explains big moves.

What it does

One step of the Analyze performance playbook. Goose runs it when you ask for the playbook.

The skill file

What your AI app reads when it runs this skill.

Plumbing and the why (atom)

Load: ../analyze-performance/references/diagnosis.md.

Inputs: the clean dataset; the overclaim ratio and its trend; the change log (decisions.md); push failures/disapprovals reported by run-paid-campaigns or the marketer; the competitor watch digest; research-market's "What people are saying" section (newest research/market/<D>-read.md; check its window); the promo calendar and stock notes from the brief; destination URLs of top ads.

Do:

Plumbing: test each break signature (ratio jump/collapse, zero-conversion days with spend, ROAS spike with flat orders, LPV/click drop, UTM traffic missing). For each break: symptom, likely location, what to check, the fix when identifiable, what it blocks. Mark affected numbers suspect.
For each metric that moved materially at equal maturity: read the change log, check noise, mix shift, breakdown effect and denominator changes, then walk the cause checklist in order. One piece of evidence per named cause; confidence; ruled-out and unconfirmed causes listed.
Page/message match for the top 2–3 winners and losers (open the page if the host can browse; else ask for a screenshot): product, promise, offer, price, stock.

Output: the report's Plumbing and Why-it-moved sections, and mismatches to note.