| 1 |
<?php |
| 2 |
/** |
| 3 |
* Merchant Recommendations Engine. |
| 4 |
* |
| 5 |
* Rules-based heuristic engine that scans analytics data and returns |
| 6 |
* structured optimization flags. No external AI or API dependencies. |
| 7 |
* |
| 8 |
* @package Merchant |
| 9 |
* @since 2.3.0 |
| 10 |
*/ |
| 11 |
|
| 12 |
if ( ! defined( 'ABSPATH' ) ) { |
| 13 |
exit; |
| 14 |
} |
| 15 |
|
| 16 |
/** |
| 17 |
* Merchant_Recommendations_Engine |
| 18 |
* |
| 19 |
* Evaluates heuristic rules against analytics data per active |
| 20 |
* campaign-based module. Produces recommendation objects with |
| 21 |
* flags, severity, metrics snapshots, and factual context strings. |
| 22 |
* |
| 23 |
* @since 2.3.0 |
| 24 |
*/ |
| 25 |
class Merchant_Recommendations_Engine { |
| 26 |
|
| 27 |
/** |
| 28 |
* The abilities registry. |
| 29 |
* |
| 30 |
* @var Merchant_Abilities_Registry |
| 31 |
*/ |
| 32 |
private $registry; |
| 33 |
|
| 34 |
/** |
| 35 |
* Rules mapped to focus categories. |
| 36 |
* |
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* @var array<string, string[]> |
| 38 |
*/ |
| 39 |
private static $focus_rules = array( |
| 40 |
'conversion' => array( 'low_conversion', 'high_impressions_low_clicks', 'no_data' ), |
| 41 |
'revenue' => array( 'underperforming', 'top_performer', 'inactive_with_history' ), |
| 42 |
'engagement' => array( 'high_impressions_low_clicks', 'no_data' ), |
| 43 |
); |
| 44 |
|
| 45 |
/** |
| 46 |
* Constructor. |
| 47 |
* |
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* @param Merchant_Abilities_Registry $registry The abilities registry. |
| 49 |
*/ |
| 50 |
public function __construct( $registry ) { |
| 51 |
$this->registry = $registry; |
| 52 |
} |
| 53 |
|
| 54 |
/** |
| 55 |
* Generate optimization recommendations. |
| 56 |
* |
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* @param string|null $module_id Optional. Limit to one module. |
| 58 |
* @param string $focus 'conversion', 'revenue', 'engagement', or 'general'. |
| 59 |
* @param array<string, mixed> $date_range Optional. { start: string, end: string }. |
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* |
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* @return array<int, array<string, mixed>> Array of recommendation objects. |
| 62 |
*/ |
| 63 |
public function generate( $module_id = null, $focus = 'general', $date_range = array() ) { |
| 64 |
$recommendations = array(); |
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$data_provider = new Merchant_Analytics_Data_Provider(); |
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$dates = $this->resolve_dates( $date_range ); |
| 67 |
|
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$modules = $this->get_target_modules( $module_id ); |
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|
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foreach ( $modules as $mod_id => $mod_data ) { |
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$adapter = $this->registry->get_adapter( $mod_id ); |
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$campaign_field_id = $adapter->get_campaign_field_id(); |
| 73 |
|
| 74 |
if ( null === $campaign_field_id ) { |
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continue; // Settings-only module. |
| 76 |
} |
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|
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// Module-level flag: inactive module with historical data. |
| 79 |
if ( ! $this->is_module_active( $mod_id ) ) { |
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if ( $this->is_rule_in_focus( 'module_not_active', $focus ) ) { |
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$data_provider->set_start_date( $dates['start'] ); |
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$data_provider->set_end_date( $dates['end'] ); |
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$historical = $data_provider->get_module_revenue( $mod_id ); |
| 84 |
|
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if ( $historical > 0 ) { |
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$recommendations[] = $this->build_module_not_active( $mod_id ); |
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} |
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} |
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|
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continue; |
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} |
| 92 |
|
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// Get campaigns. |
| 94 |
$settings = $this->get_module_settings( $mod_id ); |
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$campaigns = isset( $settings[ $campaign_field_id ] ) ? $settings[ $campaign_field_id ] : array(); |
| 96 |
|
| 97 |
if ( empty( $campaigns ) || ! is_array( $campaigns ) ) { |
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continue; |
| 99 |
} |
| 100 |
|
| 101 |
$module_revenues = array(); |
| 102 |
|
| 103 |
// First pass: collect metrics. |
| 104 |
foreach ( $campaigns as $index => $campaign ) { |
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$campaign_id = isset( $campaign['flexible_id'] ) ? $campaign['flexible_id'] : $index; |
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|
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$data_provider->set_start_date( $dates['start'] ); |
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$data_provider->set_end_date( $dates['end'] ); |
| 109 |
|
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$metrics = $this->get_campaign_metrics( $data_provider, $mod_id, $campaign_id ); |
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$module_revenues[] = $metrics['revenue']; |
| 112 |
|
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// Per-campaign rules (except underperforming/top_performer). |
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$per_campaign_rules = array( |
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'low_conversion', |
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'high_impressions_low_clicks', |
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'no_data', |
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'inactive_with_history', |
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); |
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|
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foreach ( $per_campaign_rules as $rule ) { |
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if ( ! $this->is_rule_in_focus( $rule, $focus ) ) { |
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continue; |
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} |
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|
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$result = $this->evaluate_rule( $rule, $campaign, $metrics, $mod_id, $index ); |
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|
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if ( null !== $result ) { |
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$recommendations[] = $result; |
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} |
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} |
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} |
| 133 |
|
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// Second pass: underperforming/top_performer (need average). |
| 135 |
if ( count( $module_revenues ) > 1 ) { |
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$avg_revenue = array_sum( $module_revenues ) / count( $module_revenues ); |
| 137 |
|
| 138 |
foreach ( $campaigns as $index => $campaign ) { |
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$campaign_id = isset( $campaign['flexible_id'] ) ? $campaign['flexible_id'] : $index; |
| 140 |
|
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$data_provider->set_start_date( $dates['start'] ); |
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$data_provider->set_end_date( $dates['end'] ); |
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|
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$metrics = $this->get_campaign_metrics( $data_provider, $mod_id, $campaign_id ); |
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|
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if ( $this->is_rule_in_focus( 'underperforming', $focus ) && $metrics['revenue'] < $avg_revenue * 0.5 ) { |
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$recommendations[] = $this->build_recommendation( |
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'underperforming', |
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'warning', |
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$mod_id, |
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$index, |
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$campaign_id, |
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$metrics, |
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sprintf( |
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'Campaign revenue ($%s) is less than half the module average ($%s). Consider adjusting targeting or discount value.', |
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number_format( $metrics['revenue'], 2 ), |
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number_format( $avg_revenue, 2 ) |
| 158 |
) |
| 159 |
); |
| 160 |
} |
| 161 |
|
| 162 |
if ( $this->is_rule_in_focus( 'top_performer', $focus ) && $metrics['revenue'] > $avg_revenue * 2 ) { |
| 163 |
$recommendations[] = $this->build_recommendation( |
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'top_performer', |
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'info', |
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$mod_id, |
| 167 |
$index, |
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$campaign_id, |
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$metrics, |
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sprintf( |
| 171 |
'Campaign revenue ($%s) is more than double the module average. This campaign is a standout performer.', |
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number_format( $metrics['revenue'], 2 ) |
| 173 |
) |
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); |
| 175 |
} |
| 176 |
} |
| 177 |
} |
| 178 |
} |
| 179 |
|
| 180 |
return $recommendations; |
| 181 |
} |
| 182 |
|
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/** |
| 184 |
* Get target modules filtered by module_id. |
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* |
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* @param string|null $module_id Optional module filter. |
| 187 |
* |
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* @return array<string, array<string, mixed>> Module data keyed by module ID. |
| 189 |
*/ |
| 190 |
private function get_target_modules( $module_id ) { |
| 191 |
$all_modules = Merchant_Admin_Modules::$modules_data; |
| 192 |
$filtered = array(); |
| 193 |
|
| 194 |
foreach ( $all_modules as $mod_id => $mod_data ) { |
| 195 |
if ( Merchant_Abilities_Registry::is_excluded( $mod_id ) ) { |
| 196 |
continue; |
| 197 |
} |
| 198 |
|
| 199 |
if ( null !== $module_id && $mod_id !== $module_id ) { |
| 200 |
continue; |
| 201 |
} |
| 202 |
|
| 203 |
$filtered[ $mod_id ] = $mod_data; |
| 204 |
} |
| 205 |
|
| 206 |
return $filtered; |
| 207 |
} |
| 208 |
|
| 209 |
/** |
| 210 |
* Check if a module is active via the options DB. |
| 211 |
* |
| 212 |
* Uses direct option check instead of Merchant_Modules::is_module_active() |
| 213 |
* to avoid UI-specific side effects (preview mode, filters, etc.). |
| 214 |
* |
| 215 |
* @param string $module_id Module identifier. |
| 216 |
* |
| 217 |
* @return bool True if active. |
| 218 |
*/ |
| 219 |
private function is_module_active( $module_id ) { |
| 220 |
$modules = get_option( 'merchant-modules', array() ); |
| 221 |
|
| 222 |
return ! empty( $modules[ $module_id ] ); |
| 223 |
} |
| 224 |
|
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/** |
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* Get module settings from the merchant option. |
| 227 |
* |
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* @param string $module_id Module identifier. |
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* |
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* @return array<string, mixed> Module settings. |
| 231 |
*/ |
| 232 |
private function get_module_settings( $module_id ) { |
| 233 |
$options = get_option( 'merchant', array() ); |
| 234 |
|
| 235 |
return isset( $options[ $module_id ] ) ? $options[ $module_id ] : array(); |
| 236 |
} |
| 237 |
|
| 238 |
/** |
| 239 |
* Get campaign metrics from the data provider. |
| 240 |
* |
| 241 |
* @param Merchant_Analytics_Data_Provider $data_provider Data provider instance. |
| 242 |
* @param string $module_id Module identifier. |
| 243 |
* @param string|int $campaign_id Campaign identifier. |
| 244 |
* |
| 245 |
* @return array<string, mixed> Metrics array. |
| 246 |
*/ |
| 247 |
private function get_campaign_metrics( $data_provider, $module_id, $campaign_id ) { |
| 248 |
$impressions = $data_provider->get_campaign_impressions( $campaign_id, $module_id ); |
| 249 |
$clicks = $data_provider->get_campaign_clicks( $campaign_id, $module_id ); |
| 250 |
$orders = $data_provider->get_campaign_orders_count( $campaign_id, $module_id ); |
| 251 |
$revenue = $data_provider->get_campaign_revenue( $campaign_id, $module_id ); |
| 252 |
$ctr = $data_provider->get_campaign_ctr_percentage( $campaign_id, $module_id ); |
| 253 |
|
| 254 |
// Compute conversion rate inline (no provider method). |
| 255 |
$conversion_rate = $impressions > 0 ? ( $orders / $impressions ) * 100 : 0; |
| 256 |
|
| 257 |
return array( |
| 258 |
'impressions' => $impressions, |
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'clicks' => $clicks, |
| 260 |
'orders' => $orders, |
| 261 |
'revenue' => (float) $revenue, |
| 262 |
'ctr' => (float) $ctr, |
| 263 |
'conversion_rate' => round( $conversion_rate, 2 ), |
| 264 |
); |
| 265 |
} |
| 266 |
|
| 267 |
/** |
| 268 |
* Evaluate a single rule against campaign data and metrics. |
| 269 |
* |
| 270 |
* @param string $rule Rule identifier. |
| 271 |
* @param array<string, mixed> $campaign Campaign data. |
| 272 |
* @param array<string, mixed> $metrics Campaign metrics. |
| 273 |
* @param string $mod_id Module identifier. |
| 274 |
* @param int|string $index Campaign index. |
| 275 |
* |
| 276 |
* @return array<string, mixed>|null Recommendation or null if rule not triggered. |
| 277 |
*/ |
| 278 |
private function evaluate_rule( $rule, $campaign, $metrics, $mod_id, $index ) { |
| 279 |
$campaign_id = isset( $campaign['flexible_id'] ) ? $campaign['flexible_id'] : $index; |
| 280 |
|
| 281 |
switch ( $rule ) { |
| 282 |
case 'low_conversion': |
| 283 |
return $this->evaluate_low_conversion( $campaign, $metrics, $mod_id, $index, $campaign_id ); |
| 284 |
|
| 285 |
case 'high_impressions_low_clicks': |
| 286 |
return $this->evaluate_high_impressions_low_clicks( $campaign, $metrics, $mod_id, $index, $campaign_id ); |
| 287 |
|
| 288 |
case 'no_data': |
| 289 |
return $this->evaluate_no_data( $campaign, $metrics, $mod_id, $index, $campaign_id ); |
| 290 |
|
| 291 |
case 'inactive_with_history': |
| 292 |
return $this->evaluate_inactive_with_history( $campaign, $metrics, $mod_id, $index, $campaign_id ); |
| 293 |
|
| 294 |
default: |
| 295 |
return null; |
| 296 |
} |
| 297 |
} |
| 298 |
|
| 299 |
/** |
| 300 |
* Evaluate low_conversion rule. |
| 301 |
* |
| 302 |
* @param array<string, mixed> $campaign Campaign data. |
| 303 |
* @param array<string, mixed> $metrics Campaign metrics. |
| 304 |
* @param string $mod_id Module identifier. |
| 305 |
* @param int|string $index Campaign index. |
| 306 |
* @param string|int $campaign_id Campaign identifier. |
| 307 |
* |
| 308 |
* @return array<string, mixed>|null Recommendation or null. |
| 309 |
*/ |
| 310 |
private function evaluate_low_conversion( $campaign, $metrics, $mod_id, $index, $campaign_id ) { |
| 311 |
if ( $metrics['impressions'] <= 100 || $metrics['conversion_rate'] >= 1 ) { |
| 312 |
return null; |
| 313 |
} |
| 314 |
|
| 315 |
return $this->build_recommendation( |
| 316 |
'low_conversion', |
| 317 |
'warning', |
| 318 |
$mod_id, |
| 319 |
$index, |
| 320 |
$campaign_id, |
| 321 |
$metrics, |
| 322 |
sprintf( |
| 323 |
'%d impressions but only %d orders (%s%% conversion). The offer reaches shoppers but isn\'t compelling enough to drive purchases.', |
| 324 |
$metrics['impressions'], |
| 325 |
$metrics['orders'], |
| 326 |
number_format( $metrics['conversion_rate'], 1 ) |
| 327 |
) |
| 328 |
); |
| 329 |
} |
| 330 |
|
| 331 |
/** |
| 332 |
* Evaluate high_impressions_low_clicks rule. |
| 333 |
* |
| 334 |
* @param array<string, mixed> $campaign Campaign data. |
| 335 |
* @param array<string, mixed> $metrics Campaign metrics. |
| 336 |
* @param string $mod_id Module identifier. |
| 337 |
* @param int|string $index Campaign index. |
| 338 |
* @param string|int $campaign_id Campaign identifier. |
| 339 |
* |
| 340 |
* @return array<string, mixed>|null Recommendation or null. |
| 341 |
*/ |
| 342 |
private function evaluate_high_impressions_low_clicks( $campaign, $metrics, $mod_id, $index, $campaign_id ) { |
| 343 |
if ( $metrics['impressions'] <= 100 || $metrics['ctr'] >= 2 ) { |
| 344 |
return null; |
| 345 |
} |
| 346 |
|
| 347 |
return $this->build_recommendation( |
| 348 |
'high_impressions_low_clicks', |
| 349 |
'warning', |
| 350 |
$mod_id, |
| 351 |
$index, |
| 352 |
$campaign_id, |
| 353 |
$metrics, |
| 354 |
sprintf( |
| 355 |
'%d impressions but only %d clicks (%s%% CTR). The offer is seen but not compelling enough to trigger interaction.', |
| 356 |
$metrics['impressions'], |
| 357 |
$metrics['clicks'], |
| 358 |
number_format( $metrics['ctr'], 1 ) |
| 359 |
) |
| 360 |
); |
| 361 |
} |
| 362 |
|
| 363 |
/** |
| 364 |
* Evaluate no_data rule. |
| 365 |
* |
| 366 |
* @param array<string, mixed> $campaign Campaign data. |
| 367 |
* @param array<string, mixed> $metrics Campaign metrics. |
| 368 |
* @param string $mod_id Module identifier. |
| 369 |
* @param int|string $index Campaign index. |
| 370 |
* @param string|int $campaign_id Campaign identifier. |
| 371 |
* |
| 372 |
* @return array<string, mixed>|null Recommendation or null. |
| 373 |
*/ |
| 374 |
private function evaluate_no_data( $campaign, $metrics, $mod_id, $index, $campaign_id ) { |
| 375 |
if ( $metrics['impressions'] > 0 ) { |
| 376 |
return null; |
| 377 |
} |
| 378 |
|
| 379 |
$days = $this->get_campaign_age_days( $campaign ); |
| 380 |
|
| 381 |
if ( $days <= 7 ) { |
| 382 |
return null; |
| 383 |
} |
| 384 |
|
| 385 |
return $this->build_recommendation( |
| 386 |
'no_data', |
| 387 |
'info', |
| 388 |
$mod_id, |
| 389 |
$index, |
| 390 |
$campaign_id, |
| 391 |
$metrics, |
| 392 |
sprintf( |
| 393 |
'Campaign has been active for %d days but has zero impressions. Check if targeting rules are correct or if the campaign is visible on the storefront.', |
| 394 |
$days |
| 395 |
) |
| 396 |
); |
| 397 |
} |
| 398 |
|
| 399 |
/** |
| 400 |
* Evaluate inactive_with_history rule. |
| 401 |
* |
| 402 |
* @param array<string, mixed> $campaign Campaign data. |
| 403 |
* @param array<string, mixed> $metrics Campaign metrics. |
| 404 |
* @param string $mod_id Module identifier. |
| 405 |
* @param int|string $index Campaign index. |
| 406 |
* @param string|int $campaign_id Campaign identifier. |
| 407 |
* |
| 408 |
* @return array<string, mixed>|null Recommendation or null. |
| 409 |
*/ |
| 410 |
private function evaluate_inactive_with_history( $campaign, $metrics, $mod_id, $index, $campaign_id ) { |
| 411 |
$status = isset( $campaign['status'] ) ? $campaign['status'] : 'active'; |
| 412 |
|
| 413 |
if ( 'inactive' !== $status ) { |
| 414 |
return null; |
| 415 |
} |
| 416 |
|
| 417 |
if ( $metrics['revenue'] <= 0 ) { |
| 418 |
return null; |
| 419 |
} |
| 420 |
|
| 421 |
return $this->build_recommendation( |
| 422 |
'inactive_with_history', |
| 423 |
'opportunity', |
| 424 |
$mod_id, |
| 425 |
$index, |
| 426 |
$campaign_id, |
| 427 |
$metrics, |
| 428 |
sprintf( |
| 429 |
'Campaign is currently inactive but generated $%s in revenue historically. Consider reactivating or creating a similar campaign.', |
| 430 |
number_format( $metrics['revenue'], 2 ) |
| 431 |
) |
| 432 |
); |
| 433 |
} |
| 434 |
|
| 435 |
/** |
| 436 |
* Build a module_not_active recommendation. |
| 437 |
* |
| 438 |
* @param string $module_id Module identifier. |
| 439 |
* |
| 440 |
* @return array<string, mixed> Recommendation object. |
| 441 |
*/ |
| 442 |
private function build_module_not_active( $module_id ) { |
| 443 |
return array( |
| 444 |
'flag' => 'module_not_active', |
| 445 |
'severity' => 'opportunity', |
| 446 |
'module_id' => $module_id, |
| 447 |
'context' => sprintf( |
| 448 |
"Module '%s' is not active but has historical revenue.", |
| 449 |
$module_id |
| 450 |
), |
| 451 |
'metrics' => array(), |
| 452 |
); |
| 453 |
} |
| 454 |
|
| 455 |
/** |
| 456 |
* Build a recommendation object. |
| 457 |
* |
| 458 |
* @param string $flag Flag identifier. |
| 459 |
* @param string $severity Severity level. |
| 460 |
* @param string $module_id Module identifier. |
| 461 |
* @param int|string $index Campaign index. |
| 462 |
* @param string|int $campaign_id Campaign identifier. |
| 463 |
* @param array<string, mixed> $metrics Metrics snapshot. |
| 464 |
* @param string $context Context description. |
| 465 |
* |
| 466 |
* @return array<string, mixed> Recommendation object. |
| 467 |
*/ |
| 468 |
private function build_recommendation( $flag, $severity, $module_id, $index, $campaign_id, $metrics, $context ) { |
| 469 |
return array( |
| 470 |
'flag' => $flag, |
| 471 |
'severity' => $severity, |
| 472 |
'module_id' => $module_id, |
| 473 |
'campaign_id' => $campaign_id, |
| 474 |
'index' => $index, |
| 475 |
'context' => $context, |
| 476 |
'metrics' => $metrics, |
| 477 |
); |
| 478 |
} |
| 479 |
|
| 480 |
/** |
| 481 |
* Get the age of a campaign in days. |
| 482 |
* |
| 483 |
* @param array<string, mixed> $campaign Campaign data. |
| 484 |
* |
| 485 |
* @return int Age in days. |
| 486 |
*/ |
| 487 |
private function get_campaign_age_days( $campaign ) { |
| 488 |
$created_at = isset( $campaign['created_at'] ) ? $campaign['created_at'] : ''; |
| 489 |
|
| 490 |
if ( empty( $created_at ) ) { |
| 491 |
// No creation date — assume old enough to trigger. |
| 492 |
return 30; |
| 493 |
} |
| 494 |
|
| 495 |
$created = strtotime( $created_at ); |
| 496 |
|
| 497 |
if ( false === $created ) { |
| 498 |
return 30; |
| 499 |
} |
| 500 |
|
| 501 |
return max( 0, (int) floor( ( time() - $created ) / 86400 ) ); |
| 502 |
} |
| 503 |
|
| 504 |
/** |
| 505 |
* Check if a rule is included in the requested focus. |
| 506 |
* |
| 507 |
* @param string $rule Rule identifier. |
| 508 |
* @param string $focus Focus category. |
| 509 |
* |
| 510 |
* @return bool True if rule is in focus. |
| 511 |
*/ |
| 512 |
private function is_rule_in_focus( $rule, $focus ) { |
| 513 |
if ( 'general' === $focus ) { |
| 514 |
return true; |
| 515 |
} |
| 516 |
|
| 517 |
if ( ! isset( self::$focus_rules[ $focus ] ) ) { |
| 518 |
return true; // Unknown focus — include all. |
| 519 |
} |
| 520 |
|
| 521 |
return in_array( $rule, self::$focus_rules[ $focus ], true ); |
| 522 |
} |
| 523 |
|
| 524 |
/** |
| 525 |
* Resolve date range with defaults. |
| 526 |
* |
| 527 |
* @param array<string, mixed> $date_range Optional date range { start: string, end: string }. |
| 528 |
* |
| 529 |
* @return array{start: string, end: string} Resolved dates in m/d/y format. |
| 530 |
*/ |
| 531 |
private function resolve_dates( $date_range ) { |
| 532 |
$start = isset( $date_range['start'] ) ? $date_range['start'] : ''; |
| 533 |
$end = isset( $date_range['end'] ) ? $date_range['end'] : ''; |
| 534 |
|
| 535 |
if ( empty( $start ) || empty( $end ) ) { |
| 536 |
return array( |
| 537 |
'start' => gmdate( 'm/d/y', strtotime( '-30 days' ) ), |
| 538 |
'end' => gmdate( 'm/d/y' ), |
| 539 |
); |
| 540 |
} |
| 541 |
|
| 542 |
return array( |
| 543 |
'start' => $this->normalize_date( $start ), |
| 544 |
'end' => $this->normalize_date( $end ), |
| 545 |
); |
| 546 |
} |
| 547 |
|
| 548 |
/** |
| 549 |
* Normalize a date string to m/d/y format. |
| 550 |
* |
| 551 |
* @param string $date Date string (Y-m-d or m/d/y). |
| 552 |
* |
| 553 |
* @return string Normalized date in m/d/y format. |
| 554 |
*/ |
| 555 |
private function normalize_date( $date ) { |
| 556 |
// ISO 8601: Y-m-d. |
| 557 |
if ( preg_match( '/^\d{4}-\d{2}-\d{2}$/', $date ) ) { |
| 558 |
$d = DateTime::createFromFormat( 'Y-m-d', $date ); |
| 559 |
return $d ? $d->format( 'm/d/y' ) : gmdate( 'm/d/y' ); |
| 560 |
} |
| 561 |
|
| 562 |
// Legacy m/d/y — pass through. |
| 563 |
return $date; |
| 564 |
} |
| 565 |
} |
| 566 |
|
