meta-optimizer/dashboard.py
José Manuel Gómez deed1db80e Add deep creative analysis: standalone script, dashboard tab, compact Slack scorecard
- analyze_creatives.py: nuevo script independiente que analiza visualmente todos los
  anuncios activos, detecta fatiga creativa (CTR 3d vs 7d) y compara creatividades
  dentro del mismo adset usando Claude Sonnet con visión
- agent.py: analyze_creative_deep() con métricas de rendimiento + detección de fatiga,
  compare_adset_creatives() para comparativa multi-imagen, fallback de descarga de
  imágenes por lista de URLs, prompts en español
- meta_ads_client.py: get_ads_with_creatives() incluye adset_id, image_url separado de
  thumbnail_url, y video_thumbnail_url via AdVideo.picture para vídeos
- baserow_client.py: get_all_creative_analyses() y get_creative_history_by_ad()
- dashboard.py: nueva pestaña Creatividades con tabla seleccionable, panel lateral con
  thumbnail + análisis + recomendaciones + gráfico de evolución del score
- slack_notifier.py: scorecard compacto (una línea por anuncio con acción breve),
  fix del límite de 50 bloques via flush proactivo antes de cada adset

Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>
2026-06-19 12:03:10 +02:00

604 lines
25 KiB
Python

"""Interactive Meta Optimizer dashboard — Streamlit."""
import streamlit as st
from datetime import date, timedelta
import pandas as pd
import sys
import os
sys.path.insert(0, os.path.dirname(__file__))
from meta_ads_client import MetaAdsClient
from baserow_client import BaserowClient
import config
def _extract_vertical(name: str) -> str:
"""VIVIFUL_13_telefonia_leadads → telefonia"""
prefix = config.META_CAMPAIGN_PREFIX
rest = name[len(prefix):].lstrip("_")
parts = rest.split("_")
start = 1 if parts and parts[0].isdigit() else 0
return parts[start].lower() if start < len(parts) else "otros"
st.set_page_config(
page_title=f"Meta Optimizer — {config.META_CAMPAIGN_PREFIX}",
layout="wide",
initial_sidebar_state="expanded",
)
_STRATEGY_LABELS = {
"LOWEST_COST_WITHOUT_CAP": "Menor coste",
"LOWEST_COST_WITH_BID_CAP": "Cap. puja",
"COST_CAP": "Cap. coste",
"MINIMUM_ROAS": "ROAS mín.",
}
def _eur(val: float) -> str:
return f"{val:.2f}"
def _margin(val: float) -> str:
return f"+{val:.0f}" if val >= 0 else f"{val:.0f}"
def _status(leads: int, spend: float) -> str:
if leads > 0:
return ""
if spend > 0:
return ""
return ""
@st.cache_data(ttl=300, show_spinner="Cargando datos de Meta API...")
def _load_data(date_from: str, date_to: str):
meta = MetaAdsClient()
baserow = BaserowClient()
vertical_cpls: dict = {}
try:
for v in baserow.get_all_verticals():
name = (v.get("Nombre") or "").strip().lower()
cpl = float(v.get("target_cpl") or 0)
if name and cpl:
vertical_cpls[name] = cpl
except Exception:
pass
daily_rows = meta.get_daily_campaign_rows(date_from, date_to)
campaign_metrics = meta.get_campaign_metrics(date_from, date_to)
return daily_rows, campaign_metrics, vertical_cpls
@st.cache_data(ttl=300, show_spinner="Cargando detalle de campaña...")
def _load_detail(campaign_id: str, date_from: str, date_to: str):
meta = MetaAdsClient()
adsets = meta.get_adset_metrics(campaign_id, date_from, date_to)
ads = meta.get_ad_metrics(campaign_id, date_from, date_to)
bid = meta.get_campaign_bid_config(campaign_id)
bids = meta.get_adset_bid_configs(campaign_id)
for adset in adsets:
b = bids.get(adset["id"], {})
adset["cost_cap_eur"] = b.get("cost_cap_eur")
adset["bid_strategy"] = b.get("bid_strategy", "")
return adsets, ads, bid
# ── Sidebar ───────────────────────────────────────────────────────────────────
st.sidebar.title("Filtros")
today = date.today()
yesterday = today - timedelta(days=1)
first_of_month = today.replace(day=1)
c1, c2 = st.sidebar.columns(2)
date_from = c1.date_input("Desde", value=first_of_month, max_value=yesterday)
date_to = c2.date_input("Hasta", value=yesterday, min_value=date_from, max_value=yesterday)
if st.sidebar.button("🔄 Actualizar", use_container_width=True):
st.cache_data.clear()
date_from_str = date_from.strftime("%Y-%m-%d")
date_to_str = date_to.strftime("%Y-%m-%d")
if date_from > date_to:
st.error("La fecha inicio debe ser anterior a la fecha fin.")
st.stop()
# ── Data ──────────────────────────────────────────────────────────────────────
daily_rows, campaign_metrics, vertical_cpls = _load_data(date_from_str, date_to_str)
# Aggregate daily totals with per-vertical margins
_daily: dict = {}
for row in daily_rows:
v = _extract_vertical(row["campaign_name"])
target = vertical_cpls.get(v, config.META_TARGET_CPL)
margin = round((target - row["spend"] / row["leads"]) * row["leads"], 2) if row["leads"] > 0 else round(-row["spend"], 2)
d = _daily.setdefault(row["date"], {"spend": 0.0, "leads": 0, "margin": 0.0})
d["spend"] += row["spend"]
d["leads"] += row["leads"]
d["margin"] += margin
daily_totals = [
{
"date": dt,
"spend": round(d["spend"], 2),
"leads": int(d["leads"]),
"cpl": round(d["spend"] / d["leads"], 2) if d["leads"] > 0 else 0.0,
"margin": round(d["margin"], 2),
}
for dt, d in sorted(_daily.items())
]
# Aggregate verticals
verticals: dict = {}
for cid, m in campaign_metrics.items():
v = _extract_vertical(m["name"])
target = vertical_cpls.get(v, config.META_TARGET_CPL)
margin = round((target - m["cpl"]) * m["leads"], 2) if m["leads"] > 0 else round(-m["spend"], 2)
if v not in verticals:
verticals[v] = {"spend": 0.0, "leads": 0, "margin": 0.0, "target_cpl": target}
verticals[v]["spend"] += m["spend"]
verticals[v]["leads"] += m["leads"]
verticals[v]["margin"] += margin
# Vertical filter (populated after load)
v_options = ["Todos"] + sorted(verticals.keys())
selected_vertical = st.sidebar.selectbox("Vertical", v_options)
if selected_vertical != "Todos":
campaign_metrics = {
cid: m for cid, m in campaign_metrics.items()
if _extract_vertical(m["name"]) == selected_vertical
}
# ── Header ────────────────────────────────────────────────────────────────────
st.title(f"Meta Optimizer — {config.META_CAMPAIGN_PREFIX}")
st.caption(f"Período: **{date_from.strftime('%d/%m/%Y')}** → **{date_to.strftime('%d/%m/%Y')}**")
total_spend = sum(d["spend"] for d in daily_totals)
total_leads = sum(d["leads"] for d in daily_totals)
total_cpl = round(total_spend / total_leads, 2) if total_leads > 0 else 0.0
total_margin = sum(d["margin"] for d in daily_totals)
k1, k2, k3, k4 = st.columns(4)
k1.metric("Gasto total", _eur(total_spend))
k2.metric("Leads totales", f"{total_leads:,}")
k3.metric("CPL medio", _eur(total_cpl))
k4.metric("Margen total", _margin(total_margin))
st.divider()
# ── Tabs ──────────────────────────────────────────────────────────────────────
tab1, tab2, tab3, tab4, tab5 = st.tabs(["📅 Por día", "📊 Campañas", "🏷️ Verticales", "🗂️ Histórico", "🎨 Creatividades"])
# ── Tab 1: Por día ────────────────────────────────────────────────────────────
with tab1:
if not daily_totals:
st.info("Sin datos para el período seleccionado.")
else:
df_daily = pd.DataFrame([
{
"Día": d["date"][8:10] + "/" + d["date"][5:7],
"Gasto": _eur(d["spend"]),
"Leads": d["leads"],
"CPL": _eur(d["cpl"]),
"Margen": _margin(d["margin"]),
"Est": _status(d["leads"], d["spend"]),
}
for d in daily_totals
])
st.dataframe(df_daily, use_container_width=True, hide_index=True)
st.subheader("Desglose por campaña")
day_opts = [d["date"] for d in reversed(daily_totals)]
selected_day = st.selectbox(
"Selecciona un día",
day_opts,
format_func=lambda s: s[8:10] + "/" + s[5:7] + "/" + s[:4],
)
if selected_day:
day_camp: dict = {}
for row in daily_rows:
if row["date"] != selected_day:
continue
key = row["campaign_name"]
if key not in day_camp:
v = _extract_vertical(key)
target = vertical_cpls.get(v, config.META_TARGET_CPL)
day_camp[key] = {
"name": key, "vertical": v,
"spend": 0.0, "leads": 0, "target_cpl": target,
}
day_camp[key]["spend"] += row["spend"]
day_camp[key]["leads"] += row["leads"]
rows = []
for c in sorted(day_camp.values(), key=lambda x: -x["spend"]):
cpl = round(c["spend"] / c["leads"], 2) if c["leads"] > 0 else 0.0
margin = round((c["target_cpl"] - cpl) * c["leads"], 2) if c["leads"] > 0 else round(-c["spend"], 2)
rows.append({
"Campaña": c["name"],
"Vertical": c["vertical"],
"Gasto": _eur(c["spend"]),
"Leads": c["leads"],
"CPL": _eur(cpl) if c["leads"] > 0 else "",
"Obj": _eur(c["target_cpl"]),
"Margen": _margin(margin),
})
if rows:
st.dataframe(pd.DataFrame(rows), use_container_width=True, hide_index=True)
else:
st.info("Sin campañas activas ese día.")
# ── Tab 2: Campañas ───────────────────────────────────────────────────────────
with tab2:
if not campaign_metrics:
st.info("Sin campañas para el período seleccionado.")
else:
camp_rows = []
for cid, m in sorted(campaign_metrics.items(), key=lambda x: -x[1]["spend"]):
v = _extract_vertical(m["name"])
target = vertical_cpls.get(v, config.META_TARGET_CPL)
margin = round((target - m["cpl"]) * m["leads"], 2) if m["leads"] > 0 else round(-m["spend"], 2)
camp_rows.append({
"Campaña": m["name"],
"Vertical": v,
"Gasto": _eur(m["spend"]),
"Leads": m["leads"],
"CPL": _eur(m["cpl"]) if m["leads"] > 0 else "",
"Obj": _eur(target),
"Margen": _margin(margin),
"CTR": f"{m['ctr']:.1f}%",
"_cid": cid,
})
df_camps = pd.DataFrame([{k: v for k, v in r.items() if k != "_cid"} for r in camp_rows])
st.dataframe(df_camps, use_container_width=True, hide_index=True)
st.subheader("Detalle de campaña")
camp_id_map = {r["Campaña"]: r["_cid"] for r in camp_rows}
selected_camp = st.selectbox("Selecciona una campaña", list(camp_id_map.keys()))
if selected_camp:
selected_cid = camp_id_map[selected_camp]
adsets, ads, bid_cfg = _load_detail(selected_cid, date_from_str, date_to_str)
strategy = bid_cfg.get("bid_strategy", "")
strat_label = _STRATEGY_LABELS.get(strategy, strategy or "")
budget = bid_cfg.get("daily_budget_eur")
budget_str = f"{budget:.0f}€/día" if budget else ""
st.caption(f"Estrategia: **{strat_label}** | Presupuesto: **{budget_str}**")
if adsets:
st.markdown("**Conjuntos de anuncios**")
df_adsets = pd.DataFrame([
{
"Nombre": a["name"],
"Gasto": _eur(a["spend"]),
"Leads": a["leads"],
"CPL": _eur(a["cpl"]) if a["leads"] > 0 else "",
"CTR": f"{a['ctr']:.1f}%",
"Cap": _eur(a["cost_cap_eur"]) if a.get("cost_cap_eur") else "Auto",
}
for a in adsets
])
st.dataframe(df_adsets, use_container_width=True, hide_index=True)
else:
st.info("Sin conjuntos de anuncios con gasto en este período.")
if ads:
st.markdown("**Anuncios**")
df_ads = pd.DataFrame([
{
"Nombre": a["name"],
"Gasto": _eur(a["spend"]),
"Leads": a["leads"],
"CPL": _eur(a["cpl"]) if a["leads"] > 0 else "",
"CTR": f"{a['ctr']:.1f}%",
"CPM": _eur(a["cpm"]),
}
for a in ads
])
st.dataframe(df_ads, use_container_width=True, hide_index=True)
else:
st.info("Sin anuncios con gasto en este período.")
# ── Tab 3: Verticales ─────────────────────────────────────────────────────────
with tab3:
if not verticals:
st.info("Sin datos de verticales.")
else:
vert_rows = []
for v, data in sorted(verticals.items(), key=lambda x: -x[1]["margin"]):
v_leads = data["leads"]
v_spend = data["spend"]
v_cpl = round(v_spend / v_leads, 2) if v_leads > 0 else 0.0
vert_rows.append({
"Vertical": v,
"Gasto": _eur(v_spend),
"Leads": v_leads,
"CPL": _eur(v_cpl),
"Obj": _eur(data["target_cpl"]) if data.get("target_cpl") else "",
"Margen": _margin(data["margin"]),
})
st.dataframe(pd.DataFrame(vert_rows), use_container_width=True, hide_index=True)
# ── Tab 4: Histórico ──────────────────────────────────────────────────────────
_ACTION_COLORS = {
"INCREASE_BUDGET": "🟢",
"REDUCE_BUDGET": "🟠",
"PAUSE": "🔴",
"REVIEW_CREATIVES": "🟣",
"MAINTAIN": "",
}
@st.cache_data(ttl=120, show_spinner="Cargando fechas disponibles...")
def _load_snapshot_dates():
return BaserowClient().get_snapshot_dates()
@st.cache_data(ttl=120, show_spinner="Cargando análisis del día...")
def _load_snapshots(run_date: str):
import json
rows = BaserowClient().get_snapshots_for_date(run_date)
result = []
for r in rows:
try:
adsets = json.loads(r.get("adsets_json") or "[]")
except Exception:
adsets = []
try:
ads = json.loads(r.get("ads_json") or "[]")
except Exception:
ads = []
result.append({
"campaign_name": r.get("campaign_name", ""),
"vertical": r.get("vertical", ""),
"spend": float(r.get("spend") or 0),
"leads": int(r.get("leads") or 0),
"cpl": float(r.get("cpl") or 0),
"margin": float(r.get("margin") or 0),
"action_type": r.get("action_type", "MAINTAIN"),
"justification": r.get("justification", ""),
"adsets": adsets,
"ads": ads,
})
return sorted(result, key=lambda x: -x["spend"])
with tab4:
dates = _load_snapshot_dates()
if not dates:
st.info("Sin análisis guardados aún. Los snapshots se generan al ejecutar run.py.")
else:
fmt_date = lambda s: s[8:10] + "/" + s[5:7] + "/" + s[:4]
selected_date = st.selectbox(
"Fecha del análisis",
dates,
format_func=fmt_date,
)
if st.button("🔄 Recargar", key="reload_hist"):
st.cache_data.clear()
snapshots = _load_snapshots(selected_date)
if not snapshots:
st.info("Sin datos para esa fecha.")
else:
# ── Resumen del día ───────────────────────────────────────────────
d_spend = sum(s["spend"] for s in snapshots)
d_leads = sum(s["leads"] for s in snapshots)
d_cpl = round(d_spend / d_leads, 2) if d_leads > 0 else 0.0
d_margin = sum(s["margin"] for s in snapshots)
h1, h2, h3, h4 = st.columns(4)
h1.metric("Gasto", _eur(d_spend))
h2.metric("Leads", f"{d_leads:,}")
h3.metric("CPL", _eur(d_cpl))
h4.metric("Margen", _margin(d_margin))
st.divider()
# ── Tabla de campañas clicable ────────────────────────────────────
df_snap = pd.DataFrame([
{
"Acción": _ACTION_COLORS.get(s["action_type"], "") + " " + s["action_type"],
"Campaña": s["campaign_name"],
"Vertical": s["vertical"],
"Gasto": _eur(s["spend"]),
"Leads": s["leads"],
"CPL": _eur(s["cpl"]) if s["leads"] > 0 else "",
"Margen": _margin(s["margin"]),
}
for s in snapshots
])
event = st.dataframe(
df_snap,
use_container_width=True,
hide_index=True,
on_select="rerun",
selection_mode="single-row",
)
sel_rows = event.selection.rows
if sel_rows:
snap = snapshots[sel_rows[0]]
st.subheader(snap["campaign_name"])
st.caption(
f"Vertical: **{snap['vertical']}** | "
f"Decisión: **{snap['action_type']}** | "
f"Margen: **{_margin(snap['margin'])}**"
)
if snap["justification"]:
st.info(snap["justification"])
# ── Adsets — expanders con evaluación visible ─────────────────
adsets = snap["adsets"]
if adsets:
st.markdown("**Conjuntos de anuncios**")
for a in adsets:
label = (
f"{a['name']}"
f"{_eur(a['spend'])} · {a['leads']} leads · "
f"CPL {_eur(a['cpl']) if a['leads'] > 0 else ''} · "
f"CTR {a.get('ctr', 0):.1f}%"
)
with st.expander(label):
if a.get("cost_cap_eur"):
st.caption(f"Cap: {_eur(a['cost_cap_eur'])}")
if a.get("evaluacion"):
st.write(f"_{a['evaluacion']}_")
if a.get("recomendacion"):
st.write(f"{a['recomendacion']}")
# ── Anuncios — expanders con evaluación visible ───────────────
ads = snap["ads"]
if ads:
st.markdown("**Anuncios**")
for a in ads:
label = (
f"{a['name']}"
f"{_eur(a['spend'])} · {a['leads']} leads · "
f"CPL {_eur(a['cpl']) if a['leads'] > 0 else ''} · "
f"CTR {a.get('ctr', 0):.1f}% · "
f"CPM {_eur(a.get('cpm', 0))}"
)
with st.expander(label):
if a.get("evaluacion"):
st.write(f"_{a['evaluacion']}_")
if a.get("recomendacion"):
st.write(f"{a['recomendacion']}")
# ── Tab 5: Creatividades ──────────────────────────────────────────────────────
with tab5:
@st.cache_data(ttl=300, show_spinner="Cargando análisis de creatividades...")
def _load_creatives():
return BaserowClient().get_all_creative_analyses()
creatives_raw = _load_creatives()
if not creatives_raw:
st.info("No hay análisis de creatividades. Ejecuta `python analyze_creatives.py` para generar datos.")
st.stop()
# Build dataframe
df_all = pd.DataFrame(creatives_raw)
df_all["score"] = pd.to_numeric(df_all.get("score", 0), errors="coerce").fillna(0)
df_all["created_at"] = df_all.get("created_at", pd.Series(dtype=str))
# ── Filters ───────────────────────────────────────────────────────────────
f1, f2, f3 = st.columns([2, 2, 2])
dates_available = sorted(df_all["created_at"].dropna().unique(), reverse=True)
sel_date = f1.selectbox("Fecha análisis", dates_available)
camp_ids = sorted(df_all["campaign_id"].dropna().unique().tolist()) if "campaign_id" in df_all.columns else []
sel_camp = f2.selectbox("Campaña", ["Todas"] + camp_ids)
score_min = f3.slider("Score mínimo", 0.0, 10.0, 0.0, step=0.5)
# Apply filters
df = df_all.copy()
if sel_date:
df = df[df["created_at"] == sel_date]
if sel_camp != "Todas" and "campaign_id" in df.columns:
df = df[df["campaign_id"] == sel_camp]
if score_min > 0:
df = df[df["score"] >= score_min]
# ── KPIs ──────────────────────────────────────────────────────────────────
scored_df = df[df["score"] > 0]
avg_sc = round(scored_df["score"].mean(), 1) if not scored_df.empty else 0.0
fatigue_n = int(df["analysis"].str.contains("FATIGA", na=False).sum()) if "analysis" in df.columns else 0
last_run = df_all["created_at"].max() if not df_all.empty else ""
k1, k2, k3, k4 = st.columns(4)
k1.metric("Anuncios", len(df))
k2.metric("Score medio", f"{avg_sc}/10")
k3.metric("Con fatiga", fatigue_n)
k4.metric("Última ejecución", last_run)
# ── Fatigue alerts ────────────────────────────────────────────────────────
if fatigue_n:
fatigued = df[df["analysis"].str.contains("FATIGA", na=False)]
with st.expander(f"⚠️ {fatigue_n} anuncios con fatiga creativa", expanded=True):
for _, row in fatigued.iterrows():
st.warning(f"**{row.get('ad_name', '')}** — Score {row.get('score', 0):.1f}/10")
st.divider()
# ── Table + Detail panel ──────────────────────────────────────────────────
rename_map = {
"campaign_id": "Campaña ID",
"ad_name": "Anuncio",
"score": "Score",
"created_at": "Fecha",
"analysis": "Análisis",
"recommendations": "Recomendaciones",
}
display_cols = [c for c in rename_map if c in df.columns]
df_display = df[display_cols].rename(columns=rename_map).reset_index(drop=True)
col_table, col_detail = st.columns([3, 2])
with col_table:
st.caption("Haz clic en una fila para ver el detalle →")
event = st.dataframe(
df_display,
use_container_width=True,
selection_mode="single-row",
on_select="rerun",
column_config={
"Score": st.column_config.ProgressColumn(
"Score", min_value=0, max_value=10, format="%.1f"
),
},
hide_index=True,
)
selected_rows = event.selection.rows if hasattr(event, "selection") else []
with col_detail:
if selected_rows:
row = df.iloc[selected_rows[0]]
score = float(row.get("score", 0))
sc_emoji = "🟢" if score >= 8 else "🟡" if score >= 6 else "🟠" if score >= 4 else "🔴"
st.markdown(f"### {row.get('ad_name', '')}")
st.markdown(f"{sc_emoji} **Score: {score:.1f} / 10**")
img_url = str(row.get("image_url", ""))
if img_url.startswith("http"):
try:
st.image(img_url, use_container_width=True)
except Exception:
st.caption("_Imagen no disponible_")
analysis = str(row.get("analysis", ""))
if analysis:
st.markdown("**Análisis**")
st.write(analysis)
rec = str(row.get("recommendations", ""))
if rec:
st.markdown("**Recomendaciones**")
st.info(rec)
# Score evolution across runs
ad_id = str(row.get("ad_id", ""))
if ad_id:
history = BaserowClient().get_creative_history_by_ad(ad_id)
if len(history) >= 2:
st.markdown("**Evolución del score**")
hist_df = pd.DataFrame(history)[["created_at", "score"]].dropna()
hist_df["score"] = pd.to_numeric(hist_df["score"], errors="coerce")
hist_df = hist_df[hist_df["score"] > 0].set_index("created_at")
st.line_chart(hist_df)
else:
st.info("← Selecciona un anuncio en la tabla para ver el detalle.")