Account audit
A full advertising account review over the last 60 days: structure, performance, harvesting, wasted spend.
A full account review, on demand
A full advertising account review, generated on demand: structure, placements, match types, search term opportunities and wasted spend. Every audit reviews the last 60 days of ingested data, ending at the day your warehouse is fresh to.
An audit is two layers. A deterministic engine computes every table and figure from your own data, and a written layer explains what the numbers say. If the written layer is unavailable for a run, the tables and figures are still complete — you get the audit, just without the prose.
What it covers
Overview
Spend, ad sales, total sales, orders, ACOS, ROAS, TACOS and new-to-brand, split by ad product, plus how many campaigns actually spent against how many exist.
Structure
Portfolios, top campaigns, campaigns mixing exact with phrase and broad in one place, campaigns carrying no negatives, placement modifier usage, and naming that departs from your own convention.
Performance
Branded against non-branded, placement, match type, target mix, Sponsored Brands, and your top products.
Harvesting
Search terms with proven demand that you are not targeting directly, split branded and non-branded.
Wasted spend
Duplicate targets competing with each other, terms taking spend and returning no orders, and coverage gaps.
Extras, where the data exists
Organic against paid, search query share, category benchmarks, hour-of-day, budget pressure, halo effects, and retail sales and traffic.
Running one
You can run 2 audits per day per company. An audit that fails does not count against the limit. The result is stored, so past audits stay on the page and stay readable — you can download any of them as a PDF afterwards.
An audit needs ingested advertising data to exist. On a brand-new company, connect Ads and let the first sync land first; a historical sync gives the 60-day window something to work with from day one.
Run an audit on the day you take over an account. It is the fastest way to find the structural mistakes the previous manager left behind — mixed match types in one campaign, portfolios nobody maintained, and a long tail of terms spending with no orders.
Run one monthly and read only the wasted spend and harvesting sections. Those two are where the money is: terms to negate, and proven demand you are not targeting.
- ✓Run the audit after a full sync, not during one — the window is only as good as the data underneath it.
- ✓Work the action plan top down; it is ordered by size of opportunity, not by section.
- ✓Keep old audits — the diff between two months is the real story.
- ✗Treat a section marked 'not available' as a clean bill of health.
- ✗Act on a harvesting candidate without checking the term is still converting; the window is 60 days wide.