Run your first advertising account audit
Turn raw campaign history into a prioritized view of tracking, structure, budget, creative, and wasted spend.
6 min read · Updated August 27, 2026A useful audit does more than list metrics. It distinguishes measurement problems from campaign problems, ranks opportunities by impact, and makes assumptions visible before suggesting action.
Choose the right period
Use at least 30 days when conversion volume is stable, and extend to 90 days for seasonal or low-volume accounts. Tell Falmana about launches, promotions, stock issues, or tracking changes that may distort the comparison.
Verify measurement first
Before optimizing bids or budgets, check that the primary conversion represents real business value. Duplicate tags, imported micro-conversions, missing revenue, and attribution changes can make a profitable campaign look weak—or the reverse.
- Primary versus secondary conversions
- Recent tag or consent changes
- Revenue and currency consistency
- Landing-page and form completion tracking
Review the five audit layers
Falmana organizes findings across account structure, search or audience quality, budget pacing, creative fatigue, and conversion efficiency. Each finding should include the evidence, estimated impact, confidence level, and proposed next step.
Build the action queue
Approve quick, reversible improvements first. Keep structural changes, new budgets, and campaign launches in a separate review queue. This creates a clean baseline and makes later performance changes easier to attribute.
- Fix broken measurement before scaling.
- Pause obvious waste only after checking context.
- Document the baseline KPIs.
- Schedule the next review date.