# Ads Growth Review - subnautica2maps - 2026-06-05

- Verdict: NO_GO spend now / FUTURE_TEST only after paid-specific conversion contract is set
- Site: https://subnautica2maps.com/
- Target keyword: Subnautica 2 map
- Owner attention mode: automated
- Artifact mirror used: true
- Data snapshot: /root/.hermes/kanban/boards/site-review/artifacts/site-review-20260605/subnautica2maps-data-snapshot.md

## 一句话结论

subnautica2maps 有真实搜索意图和完整数据链路，但它是免费 fan-made 地图站、暂无收入/注册回收路径，且 paid conversion action 还没定义；当前不建议真实投放花费，最多在完成事件口径和 UX/索引 watch 后做 owner-approved 的 Microsoft/Google Search 小额学习测试。

## 红黄绿灯

- 投放机会：🟡 搜索意图真实，但强竞品是 Polygon、IGN、MapGenie、TechRaptor、subnautica2.gg；Bing 已有 75 clicks / 12K impressions，Google 近 7 天只有 1 click / 125 impressions，主词 `subnautica 2 map` avg position 60.5。
- 转化路径：🟡 首页首屏 search-first 和 /map/?q=silver 可用；地图可搜索、开 marker、复制坐标、算路线。但免费站无 signup/payment/order，CAC 无回收口径。
- Tracking：🟡 GA4/Plausible/Clarity 均可查，GA4 eventCount=1153，Plausible 7d events=693；但 GA4 keyEvents=0，paid primary conversion / ad-platform conversion action / cpc UTM 口径未定义。
- Policy/CRO：🟡 Legal/Privacy/Terms/DMCA contact 和 fan-made disclaimer 存在，商标风险已被显式 disclaimer 缓解；但 Clarity dead clicks=15.25% / 9 sessions、INP=1.7s poor，投放前需要先解释 /map/ 交互摩擦。

## Evidence Preflight

- Domain/infra: 🟢 production 200；/map/ 200；robots 200；sitemap 200；BingSiteAuth 200；IndexNow key 200；404 probe 返回 404。Cloudflare Pages 自定义域包含 subnautica2maps.com / www / pages.dev。
- Landing/CTA path: 🟢 首页 H1 是 “Find Subnautica 2 resources on the map”，首屏有 search console、SHOW SILVER RESULTS、SEARCH SILVER ON MAP、OPEN FULL MAP、BROWSE RESOURCE LOCATIONS。浏览器验证 /map/?q=silver 可显示 10 / 63 signals、Silver marker 列表、selected signal、copy coordinates、route calculator。
- Core tool success: 🟢 数据包记录 Plausible map_search 147 / marker_open 131 / resource_filter 122 / route_hint_click 6 / copy_coordinates 2；GA4 map_search 136 / marker_open 69 / resource_filter 106 / route_hint_click 7 / copy_coordinates 2。
- Pricing/checkout/signup: ⚪ not applicable。当前是免费 SEO 地图/资源定位工具站，无收入路径，所以不具备付费投放 CAC 回收判断。
- Analytics: 🟢 GA4 property 538884071，Measurement ID G-XZNWPP1D39；Plausible self-host 7d visitors=196、visits=201、pageviews=281、events=693；Clarity 3d sessions=59、unique users=57；Bing Webmaster 可查。
- Conversion events: 🟡 站内事件可查，但 keyEvents=0；缺 paid primary/secondary conversion action。
- UTM: 🟡 来源可查，但 Direct/None 111、GA4 not set 14、self 12、moxi_review 9 sessions 需要过滤和 UTM 对齐；未见 paid cpc campaign 数据。
- Policy/legal: 🟢 /legal/、/privacy-policy/、/terms-of-service/ 可访问，内容声明 fan-made、not affiliated/endorsed/sponsored/approved，说明不存官方 logo/key art/screenshots/long-form source text，提供 hello@subnautica2maps.com。
- CRO friction: 🟡 Clarity dead clicks 15.25%，INP 1.7K ms poor；Paid 前应先定位是否是 map marker/search/copy/route UI 的误点或性能导致。
- Creative angle: 🟡 可用角度是 “search-first interactive map / coordinates / route hints / silver/copper/black boxes”，但要避开官方/guaranteed/complete claims。
- Keyword/channel fit: 🟡 Search 有明确工具意图；Bing organic 已有强信号，Microsoft Ads 比 Google 更适合作为低成本学习入口；Reddit/Meta/TikTok 不适合直接买量。

## Opportunity Scan

- SERP/ad density: web_search 未返回明显搜索广告位；自然结果主要是 Polygon、IGN、MapGenie、TechRaptor、subnautica2.gg、Steam/Reddit/YouTube。结论：SERP 是高权威内容/地图站竞争，不是典型高商业 CPC 场景。
- Competitors: Polygon interactive map、IGN wiki map、MapGenie、TechRaptor、subnautica2.gg。
- CPC/intent: 没有可信 CPC 数据源接入本轮证据包；仅能判断 intent 是免费工具/攻略型，不是购买型。
- Channel fit:
  - Microsoft Ads: FUTURE_TEST 首选，因为 Bing 已贡献 75 clicks / 12K impressions，且 Plausible Bing 48、GA4 bing 42。
  - Google Search: 仅可作为后续 exact/phrase 小额验证；Google 当前 GSC 1 click / 125 impressions，主词 avg 60.5，SEO 尚未稳定。
  - Reddit/Quora: 仅适合墨运做 organic/community，不建议 paid；游戏 subreddit 对广告/自推敏感。
  - Meta/TikTok: NO_GO，缺强视觉 paid conversion 和回收路径。
  - PMax/Display: NO_GO，免费工具站早期会浪费。

## Active Ads Review

- Spend / impressions / clicks / CTR / CPC: 未投放或本轮不可查；数据包未提供 Google Ads/Microsoft Ads campaign spend，也未见 paid cpc UTM source。
- Conversion / CPA / CAC: 无 paid conversion action；免费站无 signup/payment/order，CAC 不可计算。
- Search terms / placements: 无真实 ad search terms/placements。
- 站内质量: organic/referral 下 map_search、resource_filter、marker_open 已成立；copy_coordinates 和 route_hint_click 样本低，需先验证它们是否能作为 paid qualified action。
- Paid performance verdict: Not applicable。不能从曝光/点击包装成投放成功。

## Campaign Structure - FUTURE_TEST only, owner approval required

仅在完成 Tracking Contract + CRO watch 后，且孟健明确批准真实花费时使用。

- Campaign: MS_Search_Subnautica2Map_ExactPhrase_US-EN_202606
- Channel: Microsoft Ads Search only；Google Search 可作为第二阶段。
- Network/location settings: Search only；关闭 audience/display/native expansion；presence-based location；优先 US/CA/UK/AU 或按 Bing/GSC 高质 geos 拆分。
- Ad groups:
  1. interactive_map
     - exact/phrase: [subnautica 2 map], "subnautica 2 interactive map", "subnautica 2 map coordinates"
  2. resource_locator
     - exact/phrase: "subnautica 2 silver location", "subnautica 2 copper location", "subnautica 2 resources map"
  3. progression_markers
     - exact/phrase: "subnautica 2 black box locations", "subnautica 2 data box locations"
- Negatives before launch: official, download, mod, torrent, crack, trainer, cheats, wiki official, job, wallpaper, server, apk, free game, steam key, unknown worlds, krafton。
- Bid strategy: start manual CPC / maximize clicks with strict CPC cap only if conversion volume too low；conversion actions configured from day 0，但不要用 broad conversion bidding until trustworthy conversion volume exists。
- Budget: 当前 $0。未来 owner-approved learning test：$5/day x 10 days 或 total cap $50；stop at $25 spend if no qualified_map_action, or if CPC > $0.50 and engaged sessions < 30%。
- Stop-loss: no qualified_map_action after $25；dead-click/INP worsens；search terms drift to official/download/mod/crack；Clarity shows paid users bounce before marker open；no conversion event validation。
- Scale condition: >=20 paid qualified_map_action, CPC stable, marker_open/search engagement comparable to organic, no policy/trademark complaints, and a monetization/lead capture path exists. Without revenue path, scale remains NO_GO。

## Tracking Contract

- UTM convention:
  - utm_source=microsoft_ads 或 google_ads
  - utm_medium=cpc
  - utm_campaign=ms_search_subnautica2map_exactphrase_us_en_202606
  - utm_content={adgroup}_{rsa_variant}
  - utm_term={keyword}
  - utm_id={platform_campaign_id}
- Primary conversion for paid readiness:
  - qualified_map_action: user performs map_search then marker_open, or route_hint_click/copy_coordinates after a map query. 需要前端/数据侧确认是否已能组合或新增事件。
- Secondary conversions:
  - map_search
  - resource_filter
  - marker_open
  - route_hint_click
  - copy_coordinates
  - mark_found
  - legal/privacy page visit from paid traffic if policy audit needs
- Validation method:
  - GA4 DebugView/realtime: paid UTM session has events and key event flag
  - Plausible: campaign/source view shows cpc campaign with same events
  - Clarity: paid sessions record /map/ interactions without dead-click cluster
  - Ad platform: conversion diagnostics sees imported/website conversion, but no launch until approval

## Creative Pack - draft only

Policy-safe principles:
- Do not claim official, endorsed, complete, or guaranteed accurate。
- Use fan-made, Early Access, public-reference, source-backed, coordinates/route hints。
- Avoid using official logo/key art/trademark-heavy display creative。

RSA headlines:
1. Subnautica 2 Interactive Map
2. Find Silver, Copper & Black Boxes
3. Search Resources On The Map
4. Fan-Made Subnautica 2 Map
5. Route Hints From Coordinates
6. Source-Backed Marker Details
7. Plan Your Next Swim Faster
8. Filter Resources And POIs
9. Early Access Map Tool
10. Open The Free Map Console
11. Locate Black Box Clues
12. Coordinates, Depth And Biomes

Descriptions:
1. Search resources, POIs, black boxes, coordinates and route clues in a free fan-made Subnautica 2 map。
2. Filter map markers, open source-backed details, and estimate local route hints from your current coordinates。
3. Built for Early Access players. Independent tool, not official or endorsed by the Subnautica franchise。
4. Start with silver, copper, black boxes or biomes and jump from search to marker details in one page。

Sitelinks:
- Interactive Map: /map/
- Silver Locations: /resources/silver/
- Copper Locations: /resources/copper/
- Black Boxes: /black-boxes/
- Coordinate Guide: /guides/how-to-find-coordinates/
- Legal / DMCA: /legal/

Callouts:
- Fan-Made Tool
- Free Interactive Map
- Source-Backed Markers
- Coordinate Route Hints
- Early Access Updates
- No Login Required

Landing-page hypotheses:
- Keep /map/?q={keyword} as ad final URL for resource ad groups, not always homepage。
- For main query, test homepage vs /map/ only after qualified_map_action is validated。
- Add visible “fan-made, not official” line near paid landing hero to reduce trademark/policy risk。
- Before spend, inspect paid landing Clarity recording for dead-click clusters around marker list / map points / copy route controls。

## Gaps / Suggested Actions

- moxi / mojie｜Define paid qualified_map_action and GA4 key event｜验收：GA4 keyEvents 不再为 0；DebugView/realtime 能看到 paid UTM session 触发 qualified_map_action；Plausible campaign view 可按 utm_campaign 看 map_search/marker_open/copy/route｜需要孟健：否，除非 Google account permission blocks。
- mojie / moce｜Resolve /map/ paid-CRO watch before spend｜证据：Clarity dead clicks 15.25%、INP 1.7s poor｜验收：录屏定位 dead-click 元素或证明不是核心 CTA；INP/interaction issue 有明确修复或豁免结论｜需要孟健：否。
- moyun / moxi｜Clean UTM/test traffic attribution｜证据：Direct/None 111、GA4 not set 14、self 12、moxi_review 9｜验收：paid/organic/listing/community/test source 命名规则可过滤，复盘 traffic excludes moxi_review/pages.dev/127.0.0.1｜需要孟健：否。
- motou｜Prepare owner approval card only if future paid learning is desired｜验收：channel、campaign、预算 cap、stop-loss、conversion actions、creative pack 均列明；不执行广告平台写操作｜需要孟健：是，只有真实花费时。

## Monitoring Plan

- Daily if launched: spend, clicks, CPC, CTR, paid qualified_map_action, marker_open rate, route/copy rate, Clarity dead clicks, search terms, geo/device。
- Search terms / negatives: add official/download/mod/crack/cheat/irrelevant terms; expand only from converting resource terms。
- Hand off to moxi: raw spend/click/search terms + GA4/Plausible/Clarity paid sessions；由墨析判断 Kill / Iterate / Scale。
- No launch until owner approval。

## Risks

- Spend waste: 免费工具站无 monetization，任何 paid scale 都没有 CAC payback。
- Trademark/policy: 使用 Subnautica 词会触发游戏商标敏感；必须保持 fan-made/not official/independent，避免官方素材和保证准确。
- Competitive SERP: Polygon/IGN/MapGenie/TechRaptor 权威强；paid 只能买意图，不解决 organic 权威差距。
- Tracking: GA4 keyEvents=0；若直接投放，ad platform 无合格转化。
- CRO: Clarity dead clicks / INP poor 可能把 paid click 浪费在交互摩擦上。

## Owner Approval Needed

- 当前：无。建议不花钱。
- 只有未来要真实投放时需要孟健确认：Microsoft Ads 或 Google Ads 账户、campaign launch、预算 cap（建议 $50 total max）、广告文案、是否接受 fan-made/trademark policy 风险。