Facebook Ads Audit Checklist
Start with a reliable comparison
Export two comparable reporting periods and write down the campaign objective, attribution setting, spend and business outcome. Mark promotions, stock changes and tracking releases that could distort the comparison. Separate new-customer acquisition from remarketing.
- Account: confirm the business owns the ad account, billing and connected assets; remove access that is no longer needed.
- Measurement: complete a test enquiry or purchase and compare the event with the actual CRM record or order.
- Offer: open every destination on a phone and confirm the price, promise and next step match the ad.
- Delivery: review spend, reach, frequency and conversions by campaign before drilling into placements or creatives.
Build a useful issue register
For each finding record evidence, likely impact, an owner and the next check. “Tracking problem” is too vague; “purchase fires again when the receipt page reloads” is an actionable defect. Fix invalid measurement before reallocating budget.
- Example: 40 recorded leads but only 25 unique enquiries means the reported CPL cannot be trusted yet.
- Example: an ad gets clicks but the contact button fails on Android. Repair the destination before commissioning new creative.
Finish with decisions
Choose three priority changes, keep a dated log and define what would count as improvement. Compare qualified enquiries and customer acquisition cost after enough outcomes have accumulated. Avoid declaring a winner from one sale or changing every variable at once. An audit should leave an evidence trail, not a long list of unexplained dashboard scores.