What I look at in the first 90 minutes of an ad account audit
Before creative, before bidding, before budget. The five checks that tell me whether the rest of the account's numbers can be trusted at all.
I don't start with the campaigns. I start with whether the account can be measured, because everything downstream of broken tracking is decoration.
First: does platform-reported revenue reconcile with actual revenue? Second: is there conversion deduplication between pixel and server events? Third: how many campaigns are bidding on the same intent? Fourth: what happens on the landing page the ads point at? Fifth: what is a customer actually worth after costs?
Most accounts fail at least two of those five. That's usually where the money is — not in a smarter bid strategy.
- audit
- process
Written by
Rakesh Roy
Performance Marketing Specialist
Freelance performance marketer. Eight years inside Meta and Google ad accounts, working with founders who want the numbers to make sense.
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