Quản lý Ngân sách và Campaign - Budget & Campaign Management

1. Tổng quan

1.1. Mục đích

Module này quản lý việc phân bổ ngân sách từ Scope xuống các Campaign cụ thể và theo dõi thực thi.

1.2. Phân biệt vai trò

PM: Lập kế hoạch tài chính, phân bổ ngân sách, set KPI
Ads Team: Thực thi campaign, optimize performance trong khuôn khổ đã định

PM không tạo ads. PM tạo kế hoạch tài chính.

2. Campaign Planning

2.1. Nguyên tắc phân bổ ngân sách

Mỗi Campaign là một "Budget Bucket"

Scope Budget: 800M
  ├── Campaign 1: 200M (Office workers)
  ├── Campaign 2: 250M (Housewives)
  ├── Campaign 3: 200M (Students)
  └── Campaign 4: 150M (Retargeting)

Budget Allocation Rules

Top-down: Từ Contract → Scope → Campaign
Sum constraint: Σ campaign_budget <= scope_budget
KPI alignment: Σ campaign_kpi >= scope_kpi_target
Margin protection: Expected margin >= scope.margin_target

2.2. Campaign Plan Fields

{
  "campaign_plan_id": "CMP-PLN-001",
  "scope_id": "SCP-2026-001",
  "contract_code": "KWP2026",
  "scope_code": "FB01",

  // Naming (machine-readable)
  "campaign_code": "Kewpie-KWP2026-FB01-FB-Lead-Office-P1",
  "campaign_name": "Kewpie Office Lead Gen - Phase 1",

  // Platform
  "platform": "FB",
  "objective": "Lead",
  "segment": "Office",
  "phase": "P1",

  // Budget
  "budget_allocated": 200000000,
  "daily_budget_cap": 2222222,

  // KPI
  "kpi_target": 12500,
  "kpi_type": "leads",

  // Pricing
  "pricing_model": "CPL",
  "break_even_cost": 16000,
  "target_cost": 14000,
  "profit_margin_target": 25,

  // Timeline
  "start_date": "2026-01-01",
  "end_date": "2026-03-31",

  "status": "active"
}

2.3. Use Cases

UC-BDG-01: Import phân bổ ngân sách (Excel/CSV)

Actor: PM

Precondition:

Scope đã được tạo
PM có quyền phân bổ budget

Main Flow:

PM download template Excel:

| contract_code | scope_code | campaign_code | platform | objective | segment | budget | kpi_target | start_date | end_date |

PM điền thông tin cho từng campaign
PM upload file
Hệ thống validate từng row:
- Contract & Scope tồn tại
- Campaign code follow naming convention
- Budget > 0
- KPI > 0
- Dates hợp lệ

Hệ thống validate tổng thể:

SUM(campaign.budget) \<= scope.budget
SUM(campaign.kpi) \>= scope.kpi_target

Hệ thống tính toán:

expected_cpa = campaign.budget / campaign.kpi
expected_profit = (campaign.kpi × unit_price) - campaign.budget
expected_margin = expected_profit / (campaign.kpi × unit_price) × 100

Hệ thống check margin:

IF expected_margin \< scope.margin_target
  → WARNING (có thể override)

Hệ thống tạo các Campaign Plan
Hệ thống hiển thị summary:
- Total campaigns: N
- Total budget: X
- Expected KPI: Y
- Expected margin: Z%

Postcondition:

Campaign Plans được tạo
Sẵn sàng để execute

Exception Flow:

Nếu validation fail → hiển thị errors và highlight các row lỗi
PM fix và re-upload

UC-BDG-02: Tạo campaign plan thủ công

Actor: PM

Main Flow:

PM chọn scope và click "Add Campaign"
PM nhập thông tin:
- Campaign details
- Budget & KPI
- Timeline
Hệ thống auto-generate campaign_code theo naming convention
Hệ thống validate (same as UC-BDG-01)
Hệ thống tạo campaign plan

UC-BDG-03: Tính toán break-even và profit

Actor: System (auto)

Formula:

// Break-even point
break_even_cpa = budget / kpi_target

// Expected profit
expected_revenue = kpi_target × unit_price
expected_cost = budget
expected_profit = expected_revenue - expected_cost
expected_margin = (expected_profit / expected_revenue) × 100

// Actual profit (real-time)
actual_revenue = kpi_achieved × unit_price
actual_cost = spend_to_date
actual_profit = actual_revenue - actual_cost
actual_margin = (actual_profit / actual_revenue) × 100

Display:

Campaign: Kewpie-KWP2026-FB01-FB-Lead-Office-P1
-------------------------------------------------
Budget: 200,000,000 VND
Spend:  150,000,000 VND (75%)

KPI Target:   12,500 leads
KPI Achieved: 10,000 leads (80%)

Break-even CPA: 16,000 VND
Target CPA:     14,000 VND
Actual CPA:     15,000 VND ✓ (under break-even)

Expected Revenue: 250,000,000 VND
Actual Revenue:   200,000,000 VND
Actual Cost:      150,000,000 VND
Actual Profit:     50,000,000 VND
Actual Margin:     25% ✓ (on target)

Status: ON TRACK

3. Campaign Naming Convention

3.1. Tại sao quan trọng?

Campaign naming là chìa khóa để mapping data từ BigQuery về system.

Nếu không có naming convention:

Không biết campaign nào thuộc scope nào
Không tính được budget/KPI cho đúng scope
Không biết khi nào nghiệm thu
Mất kiểm soát hoàn toàn

3.2. Format chuẩn

\&lt;Client\&gt;-\&lt;Contract\&gt;-\&lt;Scope\&gt;-\&lt;Channel\&gt;-\&lt;Objective\&gt;-\&lt;Segment\&gt;-\&lt;Phase\&gt;

Ví dụ

Kewpie-KWP2026-FB01-FB-Lead-Office-P1

Parse thành tokens

Token	Value	Meaning
0	Kewpie	Client name
1	KWP2026	Contract code
2	FB01	Scope code
3	FB	Platform/Channel
4	Lead	Objective
5	Office	Segment/Audience
6	P1	Phase

3.3. Naming Rules

Client (Token 0)

No spaces, use CamelCase
Max 15 chars
Examples: Kewpie, VinamilkVN, Grab, Shopee

Contract (Token 1)

Format: {ClientCode}{Year}
Examples: KWP2026, VNM2026, GRB2026

Scope (Token 2)

Format: {Channel}{Number}
Examples: FB01, TT01, WEB01, GG01

Channel (Token 3)

FB = Facebook
TT = TikTok
GG = Google
YT = YouTube
IG = Instagram
LI = LinkedIn

Objective (Token 4)

Lead = Lead Generation
Traffic = Website Traffic
Conversion = Sales Conversion
Engagement = Brand Engagement
App = App Install
Video = Video Views

Segment (Token 5)

Mô tả audience chính
No spaces, use CamelCase
Examples: Office, Housewife, Student, Moms, Premium

Phase (Token 6)

P1, P2, P3... = Phase number
Q1, Q2... = Quarter
Jan, Feb... = Month
Test, Scale = Test/Scale phase

3.4. Parsing Logic (BigQuery)

-- Parse campaign name
SELECT
  campaign_name,
  SPLIT(campaign_name, '-')[OFFSET(0)] AS client,
  SPLIT(campaign_name, '-')[OFFSET(1)] AS contract_code,
  SPLIT(campaign_name, '-')[OFFSET(2)] AS scope_code,
  SPLIT(campaign_name, '-')[OFFSET(3)] AS channel,
  SPLIT(campaign_name, '-')[OFFSET(4)] AS objective,
  SPLIT(campaign_name, '-')[OFFSET(5)] AS segment,
  SPLIT(campaign_name, '-')[OFFSET(6)] AS phase
FROM ads_raw_data

3.5. Validation Tool

Hệ thống cung cấp tool validate campaign name trước khi tạo:

Input: Kewpie-KWP2026-FB01-FB-Lead-Office-P1

Output:

✓ Format: Valid
✓ Contract: KWP2026 exists
✓ Scope: FB01 exists in KWP2026
✓ Channel: FB matches scope.channel
⚠ Phase: P1 - ensure unique within scope

4. Auto Budget Guard

4.1. Mục đích

Tự động giám sát và bảo vệ ngân sách, tránh chạy lố.

4.2. Monitoring Rules

Spend Level	Action	Notification
< 80%	Normal	None
80-89%	Warning	Email to PM
90-94%	Alert	Email + Slack
95-99%	Critical	Email + Slack + SMS
>= 100%	Auto Pause	All channels + Director

4.3. Use Cases

UC-GUARD-01: Warning Alert (80%)

Trigger: Spend >= 80% budget

Main Flow:

Hệ thống detect spend >= 80%

Hệ thống tính:

days_remaining = end_date - today
daily_pace_needed = (budget - spend) / days_remaining
current_daily_pace = spend / days_elapsed

Hệ thống tạo notification:

Campaign: Kewpie-...-Office-P1
Budget used: 80% (160M / 200M)
Days remaining: 30

Current pace: 2.2M/day
Needed pace: 1.3M/day

⚠ You are spending faster than planned.
Consider reducing daily budget or pause low-performing ads.

Email to PM

UC-GUARD-02: Critical Alert (95%)

Trigger: Spend >= 95% budget

Main Flow:

Hệ thống detect spend >= 95%

Hệ thống tính ETA (Estimated Time to hit 100%):

remaining_budget = budget - spend
current_daily_pace = spend_last_7_days / 7
eta_days = remaining_budget / current_daily_pace

Hệ thống tạo alert:

🚨 CRITICAL: Budget Almost Depleted

Campaign: Kewpie-...-Office-P1
Budget used: 95% (190M / 200M)
Remaining: 10M

At current pace (2.5M/day), budget will be depleted in 4 days.

ACTION REQUIRED:
- Reduce daily budget immediately, OR
- Request budget increase, OR
- Pause campaign

Email + Slack + SMS to PM
Notification to Director

UC-GUARD-03: Auto Pause (100%)

Trigger: Spend >= 100% budget

Precondition:

API integration enabled
PM không override auto-pause setting

Main Flow:

Hệ thống detect spend >= 100%
Nếu có Meta Ads API integration:
- Hệ thống get campaign ID từ mapping table
- Call Meta API: PATCH /{campaign-id} với status: "PAUSED"
- Log API response
Hệ thống update campaign_plan.status = "paused"

Hệ thống tạo incident log:

{
  "type": "auto_pause",
  "campaign": "Kewpie-KWP2026-FB01-FB-Lead-Office-P1",
  "reason": "Budget depleted",
  "spend": 200500000,
  "budget": 200000000,
  "timestamp": "2026-03-15T14:23:00Z"
}

Hệ thống gửi notification:

🛑 CAMPAIGN AUTO-PAUSED

Campaign: Kewpie-...-Office-P1
Reason: Budget 100% depleted (200.5M / 200M)

The campaign has been automatically paused on Meta platform.

To resume:
1. Request budget increase from Director
2. System will resume campaign automatically

Email + Slack + Push notification to:
- PM (owner)
- Director
- Ads Team

Postcondition:

Campaign paused on Meta
campaign_plan.status = "paused"
Không spend thêm

Manual Override:

Director approve budget increase
Hệ thống update budget
Hệ thống resume campaign
Notification gửi đi

5. KPI Pace Monitoring

5.1. Mục đích

Đảm bảo campaign không chỉ trong budget, mà còn đạt KPI đúng tiến độ.

5.2. Pace Calculation

# Expected pace (should-be)
total_days = (end_date - start_date).days
days_elapsed = (today - start_date).days
expected_progress = days_elapsed / total_days
expected_kpi = kpi_target * expected_progress

# Actual pace
actual_kpi = kpi_achieved
actual_progress = actual_kpi / kpi_target

# Pace gap
pace_gap = actual_progress - expected_progress

# Status
if pace_gap \>= 0.1:
    status = "ahead"
elif pace_gap \<= -0.1:
    status = "behind"
else:
    status = "on_track"

5.3. KPI Alert Rules

Pace Gap	Status	Action
>= +10%	Ahead	Great job notification
-5% to +10%	On Track	None
-10% to -5%	Slightly Behind	Warning email
< -10%	Behind	Alert + Action required

5.4. Use Case

UC-KPI-01: KPI Behind Alert

Trigger: Pace gap < -10%

Main Flow:

Hệ thống tính toán daily:

expected_kpi = 12500 × (45 days / 90 days) = 6250 leads
actual_kpi = 5000 leads
pace_gap = (5000 / 12500) - (45 / 90) = -10%

Hệ thống tạo alert:

⚠ KPI BEHIND SCHEDULE

Campaign: Kewpie-...-Office-P1
Progress: 50% of time elapsed, but only 40% of KPI achieved

Target: 12,500 leads
Expected by now: 6,250 leads (50%)
Actual: 5,000 leads (40%)
Gap: -1,250 leads (-10%)

At current pace: 10,000 leads (80% of target)

RECOMMENDATION:
- Review ad creative performance
- Adjust audience targeting
- Consider increasing budget for top performers
- Review landing page conversion rate

Email to PM với actionable insights

6. Profit Protection Engine

6.1. Mục đích

Ngăn chặn campaign chạy lỗ do:

CPA cao hơn break-even
Chi phí vượt kế hoạch
Conversion thấp

6.2. Real-time Profit Calculation

# Expected profit (at planning stage)
expected_revenue = kpi_target × unit_price
expected_cost = budget_allocated
expected_profit = expected_revenue - expected_cost

# Actual profit (real-time)
actual_revenue = kpi_achieved × unit_price
actual_cost = spend_to_date
actual_profit = actual_revenue - actual_cost

# Projected profit (forecast)
if kpi_achieved \> 0:
    projected_kpi = kpi_achieved / (spend / budget) # scale up
    projected_revenue = projected_kpi × unit_price
    projected_cost = budget
    projected_profit = projected_revenue - projected_cost
else:
    projected_profit = expected_profit

6.3. Protection Rules

Condition	Action
Projected profit < 0	Block budget increase
Actual margin < Target margin - 10%	Warning alert
Actual margin < 0	Critical alert + Recommendation to pause
CPA > Break-even CPA	Warning + Optimization suggestions

6.4. Use Case

UC-PROFIT-01: Block budget increase khi lỗ

Actor: PM

Scenario: PM muốn tăng budget cho campaign đang chạy

Main Flow:

PM request tăng budget từ 200M → 250M

Hệ thống tính projected profit:

Current:
- Spend: 150M
- KPI achieved: 8,000 leads
- Actual CPA: 18,750 VND

Projected (if scale to 250M):
- Projected KPI: 8000 × (250M / 150M) = 13,333 leads
- Revenue: 13,333 × 20,000 = 266M
- Cost: 250M
- Profit: 266M - 250M = 16M (6.4% margin)

Expected margin: 25%
Projected margin: 6.4%
Gap: -18.6%

Hệ thống check:

IF projected_margin \< scope.margin_target:
    → BLOCK with explanation

Hệ thống hiển thị:

❌ Budget Increase Request BLOCKED

Reason: Projected profit margin (6.4%) is below target (25%)

Current Performance:
- Actual CPA: 18,750 VND
- Break-even CPA: 16,000 VND
- Target CPA: 14,000 VND

The campaign is currently ABOVE break-even CPA.
Increasing budget will result in higher loss.

RECOMMENDATION:
1. Optimize campaign to reduce CPA first
2. Target CPA: \< 15,000 VND
3. Once CPA improved, request budget increase again

OR get Director approval to override.

PM có 2 options:
- Optimize campaign để giảm CPA, sau đó request lại
- Escalate to Director để override (nếu có lý do đặc biệt)

Postcondition:

Budget không được tăng
PM biết rõ lý do
System bảo vệ margin

7. Campaign Performance Dashboard

7.1. Overview Metrics

CAMPAIGN: Kewpie-KWP2026-FB01-FB-Lead-Office-P1
Status: Active | Phase: P1 | Platform: Facebook
─────────────────────────────────────────────────

📊 BUDGET
Budget:    200,000,000 VND
Spend:     150,000,000 VND (75%)
Remaining:  50,000,000 VND
Daily cap:   2,222,222 VND

🎯 KPI
Target:    12,500 leads
Achieved:  10,000 leads (80%)
Remaining:  2,500 leads
Pace:      ON TRACK ✓

💰 COST
Target CPA:     14,000 VND
Actual CPA:     15,000 VND
Break-even CPA: 16,000 VND
Status: PROFITABLE ✓

📈 PROFIT
Revenue:  200,000,000 VND (10k × 20k)
Cost:     150,000,000 VND
Profit:    50,000,000 VND
Margin:    25% ✓ (target: 25%)

⏱ TIMELINE
Start:     2026-01-01
End:       2026-03-31
Elapsed:   45 days (50%)
Remaining: 45 days

🚦 STATUS: HEALTHY
All metrics within acceptable range.

7.2. Trend Charts

Budget utilization over time
KPI achievement over time
CPA trend
Daily spend trend

7.3. Alerts Section

⚠ ACTIVE ALERTS (2)
─────────────────────
[WARNING] Budget at 75% with 50% time remaining
Action: Monitor daily spend

[INFO] KPI pace slightly ahead (+2%)
Keep up the good work!

8. Batch Operations

8.1. Bulk Pause Campaigns

Use Case: Pause tất cả campaign của một scope

Main Flow:

PM select scope
Click "Pause All Campaigns"

Hệ thống confirm:

Pause 4 campaigns in scope FB01?
- Kewpie-...-Office-P1
- Kewpie-...-Housewife-P1
- Kewpie-...-Student-P1
- Kewpie-...-Retarget-P1

This will pause campaigns on Meta platform.

PM confirm
Hệ thống call API pause từng campaign
Update status in database

8.2. Bulk Budget Adjustment

Use Case: Điều chỉnh budget theo % cho nhiều campaign

Main Flow:

PM select multiple campaigns
Enter adjustment: +10% hoặc -15%

Hệ thống preview:

Campaign 1: 200M → 220M (+20M)
Campaign 2: 150M → 165M (+15M)
Total: 350M → 385M (+35M)

Scope budget: 800M
After adjustment: 385M / 800M (48%)

PM confirm
Hệ thống update budgets
Sync to Meta if integrated

9. Integration với Ads Platform

9.1. Meta Ads API

Daily Budget Sync

// Set daily budget cap khi tạo campaign
const campaignData = {
  name: campaign_code,
  objective: "LEAD_GENERATION",
  status: "ACTIVE",
  daily_budget: daily_budget_cap * 100, // in cents
  lifetime_budget: budget_allocated * 100
};

await fb.api(`/act_{ad_account_id}/campaigns`, 'POST', campaignData);

Auto-pause khi hết budget

if (spend \>= budget) {
  await fb.api(`/{campaign_id}`, 'POST', {
    status: 'PAUSED'
  });
}

9.2. TikTok Ads API

Similar integration cho TikTok

9.3. Google Ads API

Similar integration cho Google

10. Reporting

10.1. Campaign Performance Report

Export PDF/Excel
Filters: Date range, Scope, Status
Metrics: Budget, Spend, KPI, CPA, Profit
Visualizations: Charts & graphs

10.2. Budget Utilization Report

By scope
By campaign
By time period
Budget vs Spend comparison

10.3. Profit & Loss Report

Expected vs Actual
Margin analysis
Top performers
Bottom performers

11. Best Practices

11.1. Budget Allocation

Allocate 80% budget initially
Keep 20% reserve for scale-up top performers
Review performance after 25% budget spent
Reallocate if needed

11.2. Naming Convention

Always follow standard format
Use meaningful segment names
Keep phase numbering consistent
Document naming choices

11.3. Monitoring

Check dashboard daily
Review alerts immediately
Weekly performance review
Monthly optimization review

1. Tổng quan​

1.1. Mục đích​

1.2. Phân biệt vai trò​

2. Campaign Planning​

2.1. Nguyên tắc phân bổ ngân sách​

Mỗi Campaign là một "Budget Bucket"​

Budget Allocation Rules​

2.2. Campaign Plan Fields​

2.3. Use Cases​

UC-BDG-01: Import phân bổ ngân sách (Excel/CSV)​

UC-BDG-02: Tạo campaign plan thủ công​

UC-BDG-03: Tính toán break-even và profit​

3. Campaign Naming Convention​

3.1. Tại sao quan trọng?​

3.2. Format chuẩn​

Ví dụ​

Parse thành tokens​

3.3. Naming Rules​

Client (Token 0)​

Contract (Token 1)​

Scope (Token 2)​

Channel (Token 3)​

Objective (Token 4)​

Segment (Token 5)​

Phase (Token 6)​

3.4. Parsing Logic (BigQuery)​

3.5. Validation Tool​

4. Auto Budget Guard​

4.1. Mục đích​

4.2. Monitoring Rules​

4.3. Use Cases​

UC-GUARD-01: Warning Alert (80%)​

UC-GUARD-02: Critical Alert (95%)​

UC-GUARD-03: Auto Pause (100%)​

5. KPI Pace Monitoring​

5.1. Mục đích​

5.2. Pace Calculation​

5.3. KPI Alert Rules​

5.4. Use Case​

UC-KPI-01: KPI Behind Alert​

6. Profit Protection Engine​

6.1. Mục đích​

6.2. Real-time Profit Calculation​

6.3. Protection Rules​

6.4. Use Case​

UC-PROFIT-01: Block budget increase khi lỗ​

7. Campaign Performance Dashboard​

7.1. Overview Metrics​

7.2. Trend Charts​

7.3. Alerts Section​

8. Batch Operations​

8.1. Bulk Pause Campaigns​

8.2. Bulk Budget Adjustment​

9. Integration với Ads Platform​

9.1. Meta Ads API​

Daily Budget Sync​

Auto-pause khi hết budget​

9.2. TikTok Ads API​

9.3. Google Ads API​

10. Reporting​

10.1. Campaign Performance Report​

10.2. Budget Utilization Report​

10.3. Profit & Loss Report​

11. Best Practices​

11.1. Budget Allocation​

11.2. Naming Convention​

11.3. Monitoring​

1. Tổng quan

1.1. Mục đích

1.2. Phân biệt vai trò

2. Campaign Planning

2.1. Nguyên tắc phân bổ ngân sách

Mỗi Campaign là một "Budget Bucket"

Budget Allocation Rules

2.2. Campaign Plan Fields

2.3. Use Cases

UC-BDG-01: Import phân bổ ngân sách (Excel/CSV)

UC-BDG-02: Tạo campaign plan thủ công

UC-BDG-03: Tính toán break-even và profit

3. Campaign Naming Convention

3.1. Tại sao quan trọng?

3.2. Format chuẩn

Ví dụ

Parse thành tokens

3.3. Naming Rules

Client (Token 0)

Contract (Token 1)

Scope (Token 2)

Channel (Token 3)

Objective (Token 4)

Segment (Token 5)

Phase (Token 6)

3.4. Parsing Logic (BigQuery)

3.5. Validation Tool

4. Auto Budget Guard

4.1. Mục đích

4.2. Monitoring Rules

4.3. Use Cases

UC-GUARD-01: Warning Alert (80%)

UC-GUARD-02: Critical Alert (95%)

UC-GUARD-03: Auto Pause (100%)

5. KPI Pace Monitoring

5.1. Mục đích

5.2. Pace Calculation

5.3. KPI Alert Rules

5.4. Use Case

UC-KPI-01: KPI Behind Alert

6. Profit Protection Engine

6.1. Mục đích

6.2. Real-time Profit Calculation

6.3. Protection Rules

6.4. Use Case

UC-PROFIT-01: Block budget increase khi lỗ

7. Campaign Performance Dashboard

7.1. Overview Metrics

7.2. Trend Charts

7.3. Alerts Section

8. Batch Operations

8.1. Bulk Pause Campaigns

8.2. Bulk Budget Adjustment

9. Integration với Ads Platform

9.1. Meta Ads API

Daily Budget Sync

Auto-pause khi hết budget

9.2. TikTok Ads API

9.3. Google Ads API

10. Reporting

10.1. Campaign Performance Report

10.2. Budget Utilization Report

10.3. Profit & Loss Report

11. Best Practices

11.1. Budget Allocation

11.2. Naming Convention

11.3. Monitoring