{"chunk_id": "nas-sk:c68aac3a5981:0001:4d87ba3f22cac7ec", "chunk_seq": 1, "created_at": "2026-05-16T16:32:02+08:00", "heading": "", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "---\ntitle: 电商推广复盘分析口径\ncategory: 电商业务SOP\ntags: [\"电商推广\", \"复盘\", \"ROI\", \"CPC\", \"成交金额\", \"投产比\"]\nsource: Hermes 任务沉淀，经用户确认同步至 NAS 共享知识库\ncreated_at: 2026-05-16\nvisibility: studio-internal\nsafety: 不含密钥、cookie、token、私聊原文或账号凭证\n---", "title": "电商推广复盘分析口径"}
{"chunk_id": "nas-sk:c68aac3a5981:0002:939af68835c40fce", "chunk_seq": 2, "created_at": "2026-05-16T16:32:02+08:00", "heading": "电商推广复盘分析口径", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "# 电商推广复盘分析口径", "title": "电商推广复盘分析口径"}
{"chunk_id": "nas-sk:c68aac3a5981:0003:2fed201e63e07451", "chunk_seq": 3, "created_at": "2026-05-16T16:32:02+08:00", "heading": "分平台原则", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "## 分平台原则\n\n电商推广复盘应分平台处理，再做总体说明。若后续用户补充“更全/以这份为准”的报表，应以最新完整文件覆盖前一版分析口径。", "title": "电商推广复盘分析口径"}
{"chunk_id": "nas-sk:c68aac3a5981:0004:80b90a75f2d77eeb", "chunk_seq": 4, "created_at": "2026-05-16T16:32:02+08:00", "heading": "常用对比区间", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "## 常用对比区间\n\n用户常用对比口径包括：\n\n- 优化前：5 月 1 日 - 5 月 8 日\n- 优化后：5 月 9 日 - 5 月 13/14 日\n- 或：5 月 9 日 - 5 月 14 日 vs 1 月 1 日 - 5 月 8 日的日均数据对比\n\n实际执行时以用户指定日期为准。", "title": "电商推广复盘分析口径"}
{"chunk_id": "nas-sk:c68aac3a5981:0005:c6b01423f60d1623", "chunk_seq": 5, "created_at": "2026-05-16T16:32:02+08:00", "heading": "核心指标", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "## 核心指标\n\n重点关注：\n\n- 推广效果是否提升\n- 花费/成本是否下降\n- ROI / 投产比\n- 成交金额\n- CPC\n- 转化率\n- 加购\n- 退款\n- 流量提升\n- 推广贡献度", "title": "电商推广复盘分析口径"}
{"chunk_id": "nas-sk:c68aac3a5981:0006:72daad79e0bc4635", "chunk_seq": 6, "created_at": "2026-05-16T16:32:02+08:00", "heading": "汇报表达原则", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "## 汇报表达原则\n\n汇报给局长或管理层时，要客观，不夸大负向指标。\n\n可重点提炼：\n\n- 花费下降 / 成本下降\n- 成交增长\n- ROI 提升\n- 推广贡献度提升\n- CPC 降低\n- 流量或转化改善", "title": "电商推广复盘分析口径"}
{"chunk_id": "nas-sk:c68aac3a5981:0007:530372d7f763580c", "chunk_seq": 7, "created_at": "2026-05-16T16:32:02+08:00", "heading": "常见误区", "source_mtime": 1778911671, "source_path": "/Users/bot1/Volumes/root_for_ai/00_共享区/共享知识库/原始资料/02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_rel": "02_电商业务SOP/02_推广投放/电商推广复盘分析口径.md", "source_sha256": "c68aac3a5981ccfd5ffdc7f163cb9817382a1c1fed74a680ab4cb40acdf5f772", "text": "## 常见误区\n\n- 不要把“总花费下降”误说成“日均花费下降”。\n- 不要在未分平台的情况下直接得出总体结论。\n- 不要忽略店铺流量交易数据与推广数据之间的对照。", "title": "电商推广复盘分析口径"}