ACQUISITION

Marketing & Channel Audit

We analyse how customers enter the business and what role each channel plays in that journey.

Unified Systems

customer acquisition auditmarketing channel analysis

EUR 50 / hour

Request a marketing audit

Complementary products

Google Ads Audit Meta Ads Audit Tracking Audit UX & Conversion Audit Google Ads Management Meta Ads Management SEO Services Local SEO

analysing the complete digital acquisition mix and the role of each channel.

Marketing & Channel Audit answers questions such as:

what should be fixed before more budget is invested.

A channel audit goes deep into one platform.

A Marketing & Channel Audit looks at the complete acquisition system.

01PRODUCT READER

First screen

We do not start with:

“Which channel is best?”

We start with:

“What does the business need to achieve, which channels are already being used, what does each one produce, and where should investment go next?”

The audit ends with:

the current picture;

problems;

dependencies;

priorities;

recommendations;

next steps.

The amount of work depends on:

number of channels;

number of markets;

number of products or services;

amount of available data;

tracking complexity;

ecommerce;

lead generation;

period analysed;

quality of available data.

CTA support text:

Tell us which channels you currently use, what you want to achieve and where clarity is missing. We analyse the system and estimate the audit scope.

02PRODUCT READER

When do you need a Marketing & Channel Audit?

The audit is appropriate when:

you invest in several channels but do not know what works;

Google Ads and Meta Ads each report good results, but the business does not see the same picture;

SEO generates traffic, but its commercial value is unclear;

traffic exists, but there are not enough customers;

leads come from multiple sources and cannot be compared properly;

budget allocation is historical rather than strategic;

every channel receives budget without a defined role;

the business depends too heavily on one channel;

you want to add a new channel;

you want to reduce costs without stopping something valuable;

you do not know whether the problem is traffic or conversion;

UTM parameters are inconsistent;

tracking is incomplete;

every platform claims credit for the same sale;

there is no clear source of truth;

you need to decide where the next acquisition investment should go.

03PRODUCT READER

What is a Marketing & Channel Audit?

It is an analysis of the system through which the business:

attracts -> routes -> measures -> converts

demand.

The audit may review together:

paid search;

paid social;

SEO;

local search;

organic social;

email where used;

direct traffic;

referral traffic;

landing pages;

website;

tracking;

other digital channels used by the business.

We do not assume every channel needs to exist.

We analyse what the business uses and what the objective justifies.

04PRODUCT READER

What you receive

Depending on scope, the audit may include:

channel inventory;

role of each channel;

commercial objectives;

budget analysis;

traffic analysis;

lead analysis;

sales analysis;

conversion analysis;

cost analysis;

attribution analysis;

UTM analysis;

naming analysis;

tracking review;

channel-dependency analysis;

overlap identification;

gap identification;

acquisition-funnel analysis;

landing-page review;

lead-quality review;

ecommerce analysis;

market analysis;

channel prioritization;

budget recommendations;

testing recommendations;

stop / reduce / keep / expand recommendations;

final report;

priority plan.

05PRODUCT READER

How we work

1. Define the objective

What does the business need to achieve?

2. Inventory the channels

What are we using now?

3. Define the roles

What should each channel do?

4. Analyse the data

Traffic, cost, conversions and available outcomes.

5. Review measurement

UTM parameters, events, sources and attribution.

6. Analyse the funnel

Where does traffic land and what happens next?

7. Analyse outcome quality

Lead quality, orders or other results.

8. Identify overlap

Where do channels support or cannibalize each other?

9. Identify dependencies

What does each result depend on?

10. Identify gaps

What is actually missing?

11. Prioritize

What should we keep, reduce, stop, repair or test?

12. Deliver the report

With actionable recommendations.

69. How much does a Marketing & Channel Audit cost?

EUR 50 / hour

The cost depends on:

number of channels;

period analysed;

number of markets;

number of products;

paid media;

SEO;

ecommerce;

lead generation;

tracking;

amount of data;

number of systems analysed;

required report depth.

Once the scope is defined, we estimate the required hours.

70. How long does it take?

There is no universal timeframe.

A business with:

Google Ads;

one website;

one service;

is different from a business with:

Meta Ads;

Google Ads;

SEO;

several markets;

ecommerce;

CRM;

complex tracking.

Duration is estimated once the scope is defined.

71. What we need from you

For the audit, it helps to have:

website;

commercial objectives;

products or services;

markets;

channels used;

budgets;

relevant period;

access to required platforms;

analytics;

ecommerce data where available;

information about lead quality;

customer information where relevant;

existing UTM taxonomy;

recent campaigns;

important changes;

any problems you already suspect.

You do not need to arrive with the answer to:

“which marketing channel should I use?”

That is one of the questions the audit is designed to answer.

72. Frequently asked questions

How much does a digital marketing audit cost?

EUR 50 / hour.

The cost depends on the number of channels and data complexity.

Which channels do you analyse?

The relevant digital channels actually used by the business, depending on scope.

These may include Google Ads, Meta Ads, SEO, Local SEO, organic social, email and other existing digital sources.

Can you tell me which marketing channels I should use?

Yes.

The recommendation is based on the offer, market, intent, budget, infrastructure and available data.

Do you analyse Google Ads?

Yes, at the level required for cross-channel analysis.

For deeper analysis, use Google Ads Audit.

Do you analyse Meta Ads?

Yes.

For deeper analysis, use Meta Ads Audit.

Do you analyse SEO?

Yes, at the level of its role within the acquisition mix.

For technical SEO problems, use Technical SEO Audit.

Do you review UTM parameters?

Yes.

Cross-channel UTM taxonomy is an important part of the audit.

Do you compare Meta and Google?

Yes, but not only by cost.

We analyse the role, intent, conversion and context of each channel.

Do you compare paid and SEO?

Yes.

Without assuming one must replace the other.

Do you review GA4?

We use the relevant data for cross-channel analysis.

For a complete technical review, use Tracking Audit.

Do you analyse lead quality?

Yes, where the business has data about leads and their outcomes.

Do you analyse ecommerce?

Yes, where it is part of scope.

Can you recommend stopping channels?

Yes, where the data and context support that conclusion.

Can you recommend making no change?

Yes.

The audit is not required to invent interventions.

Do you modify campaigns during the audit?

Not automatically.

The audit is separate from implementation.

Do we receive a report?

Yes.

The report contains findings, priorities and recommendations.

Do you need to implement the recommendations?

No.

The report is designed to remain useful independently.

Do you guarantee a lower acquisition cost?

No.

73. Complementary components

We show products that may solve issues identified by the audit, not products automatically included.

Google Ads Audit

For in-depth Google Ads account analysis.

Meta Ads Audit

For in-depth Meta Ads ecosystem analysis.

Tracking Audit

For investigation of the measurement infrastructure.

UX & Conversion Audit

For website and funnel friction.

Google Ads Management

For active management of the Google channel.

Meta Ads Management

For active management of the Meta channel.

SEO Services

For developing organic visibility.

Local SEO

For developing geographic visibility.

74. FINAL CTA

Find out where the next marketing euro should go.

We analyse channels, costs, conversions, tracking and the role of each part of the system and explain clearly what should be kept, repaired, reduced or tested.

CTA:

Request a marketing audit

Destination

WhatsApp.

Pre-filled WhatsApp message

Hi! I’d like a Marketing & Channel Audit. The website is:

[link]

The channels I currently use are:

[Google Ads / Meta Ads / SEO / social / email / others]

The main issue is:

[cost / too few leads / weak sales / I do not know which channel works / I want to choose the right channels / other]

Approximate monthly marketing budget:

[amount / prefer to discuss]

06PRODUCT READER

What we do not do / What we do not promise

66. What we do not do

Marketing & Channel Audit does not mean:

declaring one channel the “winner” based only on CTR;

stopping paid and choosing SEO simply because it is organic;

choosing Meta because CPM is lower;

choosing Google only because it captures intent;

recommending every channel;

recommending a new channel without a hypothesis;

adding platform conversions together;

ignoring UTM parameters;

ignoring lead quality;

ignoring the website;

making changes without approval;

inventing issues for upsell.

67. What we do not promise

The audit does not automatically promise:

lower CAC;

lower CPL;

lower CPA;

higher ROAS;

higher sales;

more leads;

a fixed improvement percentage.

The audit delivers:

clarity + diagnosis + priorities + recommendations.

The outcome of later interventions depends on:

market;

offer;

budget;

website;

execution;

tracking;

competition;

business capacity.

07PRODUCT READER

We start with the business objective

A channel cannot be evaluated without an objective.

We first need to understand whether the business wants:

leads;

sales;

orders;

appointments;

quote requests;

qualified traffic;

local visibility;

another commercial action.

A channel can perform well for one objective and poorly for another.

08PRODUCT READER

Channel inventory

Before recommending anything, we establish what already exists.

For example:

Google Ads;

Meta Ads;

SEO;

Local SEO;

Google Business Profile;

organic social;

email;

referral;

direct;

other relevant sources.

We do not recommend a new channel before understanding the current infrastructure.

09PRODUCT READER

The role of each channel

Every channel should have a reason to exist.

Examples:

Google Ads

May capture existing intent.

Meta Ads

May introduce the offer and generate demand.

SEO

May build organic visibility around relevant intent.

Local SEO

May support searches with a geographic component.

Organic social

May support presence, continuity and trust.

May continue an existing relationship.

We do not judge every channel by the same KPI.

10PRODUCT READER

The channel is not the strategy

Using:

Google;

Meta;

SEO;

does not mean the business has an acquisition strategy.

The strategy needs to explain:

what role each channel has;

which audience;

which intent;

which budget;

which destination;

which conversion;

how the channels complement each other.

11PRODUCT READER

Channel overlap

Two channels may contribute to the same customer.

For example:

Meta -> Google Search -> website -> Purchase

or:

SEO -> visit -> remarketing -> lead

We do not automatically treat overlap as waste.

We need to understand the role of each touchpoint.

12PRODUCT READER

Unnecessary cannibalization

There are also situations where channels compete unnecessarily.

For example:

two campaigns target the same intent without a clear reason;

several SEO pages compete for the same query;

remarketing spends budget on users who already converted;

paid media sends users to a page already capturing the same intent extremely well organically.

The audit identifies where overlap helps and where it only consumes resources.

13PRODUCT READER

Dependence on one channel

If most acquisition depends on:

one account;

one platform;

one campaign;

one query;

the business may face concentration risk.

The audit does not recommend diversification simply for diversification’s sake.

But it makes dependencies visible.

14PRODUCT READER

Channels that exist through inertia

Sometimes a business keeps investing in a channel because:

“we have always done it this way.”

We review whether that channel:

still has a current role;

produces useful data;

produces outcomes;

deserves the same budget.

History alone does not justify future investment.

15PRODUCT READER

Missing channels

The audit may identify an opportunity where a relevant channel is not being used.

But the recommendation must be justified by:

intent;

customer behaviour;

product;

market;

infrastructure;

measurement capability.

We do not recommend every available channel.

16PRODUCT READER

Which marketing channels should I use?

There is no universal answer.

The choice depends on:

what you sell;

to whom;

sales cycle;

whether active demand already exists;

whether the offer needs to be discovered;

price;

margin;

location;

budget;

website;

measurement;

operational capacity.

The audit answers this question in the context of the actual business.

17PRODUCT READER

Paid vs organic

Paid and organic are not opposing sides.

They may serve different roles.

Paid

May create fast distribution controlled through budget.

Organic

May build visibility that does not require payment for every visit.

A business may need:

both;

one;

different priorities at different stages.

18PRODUCT READER

Google Ads

At cross-channel level, we review:

the role of Google Ads;

budget share;

outcomes;

type of demand captured;

relationship with SEO;

relationship with landing pages;

relationship with the wider funnel.

This does not automatically become a full Google Ads Audit.

Where deeper account issues exist, we recommend the dedicated audit.

19PRODUCT READER

Meta Ads

At system level, we analyse:

role of Meta;

lead generation;

ecommerce;

remarketing;

creative;

contribution to the journey.

We do not automatically investigate every Pixel, CAPI, ad set and creative detail if the issue requires a dedicated Meta Ads Audit.

20PRODUCT READER

SEO

We analyse:

what organic traffic exists;

which intents it captures;

which pages attract users;

whether there is a relationship with commercial objectives;

relationship with paid media.

We do not replace a Technical SEO Audit or complete SEO strategy.

21PRODUCT READER

Local SEO

For geographically focused businesses, we review the role of:

local searches;

Google Maps;

Google Business Profile;

location pages.

Local SEO can be an important acquisition channel without being evaluated in the same way as paid media.

22PRODUCT READER

Organic social

We analyse organic social according to its actual role.

It may support:

brand;

content;

trust;

community;

distribution;

continuity.

We do not require organic social to demonstrate the same attribution logic as Search Ads when its role is different.

23PRODUCT READER

Email

Where the business uses email, we review its role in:

lead nurturing;

ecommerce;

retention;

reactivation;

communication with the existing database.

The audit does not automatically include email implementation or ongoing management.

24PRODUCT READER

Direct and referral

Direct or referral traffic may hide important context.

Where possible, we review:

partnerships;

recommendations;

URLs without tagging;

campaigns without UTM parameters;

traffic incorrectly classified as Direct.

High Direct traffic does not automatically mean strong brand demand.

It may also indicate weak attribution.

25PRODUCT READER

Budget

The audit analyses how budget is distributed across channels.

We review:

share;

history;

outcomes;

objective;

dependencies;

marginal potential.

We do not divide budget equally between channels.

26PRODUCT READER

More budget does not automatically mean more results

A channel may have:

demand limits;

saturated audience;

weak landing page;

incomplete tracking;

insufficient operational capacity.

The audit determines whether the problem is:

insufficient budget

or:

a system unable to use more budget efficiently.

27PRODUCT READER

Acquisition cost

Where the data allows, we try to understand the cost of the outcome.

That may be:

CPL;

CPA;

CAC;

cost per booking;

cost per purchase;

another relevant metric.

We do not use one KPI for every business.

28PRODUCT READER

CAC

Customer Acquisition Cost only makes sense if we can identify with sufficient reliability:

acquisition costs;

new customers;

time period;

channels included.

We do not calculate CAC with false precision where the data does not support it.

29PRODUCT READER

Lead quality

For lead-generation businesses, we need to distinguish between:

technical lead;

relevant lead;

qualified lead;

customer.

A channel with a higher CPL may generate better customers.

The audit tries to follow value, not only volume.

30PRODUCT READER

Ecommerce

For ecommerce, we analyse:

traffic;

AddToCart;

checkout;

Purchase;

revenue;

product;

channel;

margin where the business provides the necessary context.

We do not automatically treat ROAS as profit.

31PRODUCT READER

Conversion

If every channel generates traffic but the website does not convert, the problem may sit in Experience rather than Acquisition.

The audit tries to separate:

traffic problem

from:

conversion problem.

32PRODUCT READER

Landing pages

We review whether each channel sends users to an appropriate destination.

Common issues include:

every ad points to Home;

the offer in the ad does not exist on the page;

SEO sends traffic to informational pages with no commercial path;

the form is difficult;

the mobile experience is weak.

The audit does not automatically become a full UX & Conversion Audit.

But it may identify the need for one.

33PRODUCT READER

Funnel

We analyse the available journey:

source -> landing -> action -> lead / purchase -> outcome

Where the data exists, we review where the largest loss of volume or value appears.

We do not assume the first weak point we observe is automatically the root cause.

34PRODUCT READER

Measurement

We cannot compare channels properly if every channel measures something different.

The audit reviews:

which conversions exist;

which sources are used;

which events are relevant;

which systems report;

what is missing.

Measurement needs to support cross-channel decisions.

35PRODUCT READER

UTM taxonomy

UTM parameters are an important part of the audit.

Where used, we review:

utm_source

utm_medium

utm_campaign

utm_content

utm_term

We analyse whether a coherent convention exists across channels.

36PRODUCT READER

Source / medium

The taxonomy should allow clear separation of sources.

For example:

Google paid:

utm_source=google

utm_medium=cpc

Meta paid:

utm_source=meta

utm_medium=paid_social

These values are examples of a coherent convention, not universal rules independent of the existing infrastructure.

37PRODUCT READER

Campaign naming

We review whether the same commercial initiative can be identified across systems.

For example, a launch campaign should not use:

one completely different name in Google;

another in Meta;

another in analytics;

without a mapping logic.

Naming should support reconciliation.

38PRODUCT READER

Lost parameters

UTM parameters may exist in the ad and still disappear.

We review risks created by:

redirects;

landing pages;

checkout;

forms;

technical configurations.

A lost parameter may cause paid traffic to appear as Direct or another incorrect classification.

39PRODUCT READER

Platform attribution

Google, Meta and other platforms may attribute the same outcome to their own campaign.

This does not automatically mean fraud or broken tracking.

It may reflect different attribution models.

The audit separates:

what the platform says

from:

what the cross-channel system can demonstrate.

40PRODUCT READER

We do not add platform conversions mechanically

Example:

Google reports 10 conversions.

Meta reports 8 conversions.

We do not automatically conclude:

18 customers.

There may be:

shared users;

different windows;

multiple interactions;

different models.

The sources need to be reconciled.

41PRODUCT READER

Source of truth

We define which system is used for which question.

Example:

Delivery

Ads platform.

Website behaviour

Analytics.

Orders

Ecommerce.

Lead status

CRM or commercial process where available.

Real revenue

Relevant ecommerce or commercial system.

One tool should not be forced to become the perfect source for every question.

42PRODUCT READER

GA4

GA4 may support cross-channel analysis, but its data needs to be understood in the context of:

consent;

attribution;

events;

tagging;

identity.

We do not assume GA4 automatically resolves every difference between channels.

43PRODUCT READER

Ads tracking

At system level, the audit may verify whether:

Google Ads conversions exist;

Meta Pixel exists;

CAPI exists;

UTM parameters are coherent;

primary events are available.

For deeper debugging, we use Tracking Audit.

44PRODUCT READER

Consent

Cross-channel measurement needs to be interpreted in the context of consent.

Some interactions may be:

observable;

partially observable;

unavailable;

depending on configuration and permissions.

We do not require measurement to prove something the infrastructure cannot legitimately observe.

45PRODUCT READER

Insufficient data

The audit may conclude:

there is not enough data for a reliable decision.

That is a valid conclusion.

We do not invent precision.

We may recommend:

better measurement;

a longer analysis period;

a controlled test;

data consolidation.

46PRODUCT READER

Analysis period

We do not automatically choose:

7 days;

30 days;

90 days.

The period should account for:

volume;

seasonality;

recent changes;

sales cycle;

campaigns;

available data.

47PRODUCT READER

Seasonality

Comparisons need to consider the period.

A business may have:

peak season;

weaker periods;

holidays;

promotions;

events.

We do not automatically attribute seasonal movement to an optimization.

48PRODUCT READER

Different markets

Where the business operates across several markets, we may analyse separately:

language;

competition;

cost;

demand;

channels;

offer;

conversion.

We do not aggregate everything if aggregation hides important differences.

49PRODUCT READER

Different products

Two products may require two different acquisition systems.

The audit may separate:

products;

categories;

services;

margins;

sales cycles.

We do not evaluate every offer only through the account average.

50PRODUCT READER

B2B vs B2C

Commercial journeys can be very different.

B2B may involve:

lead;

qualification;

several conversations;

a longer cycle.

B2C may involve:

ecommerce;

faster decision;

higher volume.

The audit adapts metrics to the business model.

51PRODUCT READER

Dependencies between channels

A channel may look weak in isolation and still support another channel.

For example:

content may support Meta Ads;

SEO may increase brand search;

Meta may introduce the brand;

Search may capture intent;

email may reactivate.

We do not assign value only to the final touchpoint.

52PRODUCT READER

Testing new channels

Where we recommend a new channel, we define:

hypothesis;

objective;

test budget;

period;

conversion;

evaluation criteria.

We do not recommend:

“let’s try TikTok / Google / Meta”

without a reason and evaluation framework.

53PRODUCT READER

Stopping a channel

A channel may be a candidate for reduction or removal where:

it has no clear role;

it produces no meaningful value;

it cannot be measured;

it consumes disproportionate budget;

another channel replaces it more efficiently;

the business cannot support the execution.

But the decision needs to be supported by data and context.

54PRODUCT READER

Keeping a channel

The audit may conclude that a channel should remain even if it is not the most efficient on last-click reporting.

For example, it may support:

awareness;

discovery;

remarketing pool;

education;

branded demand.

The conclusion must be supported by what can actually be observed.

55PRODUCT READER

Scaling a channel

We recommend scaling only where there is enough reason.

We review:

outcomes;

capacity;

demand;

measurement;

landing experience;

marginal budget potential.

A channel that performs well at EUR 10/day is not guaranteed to perform the same at EUR 1,000/day.

56PRODUCT READER

Reducing fragmentation

The audit may identify:

too many campaigns;

too many markets at the same time;

too many objectives;

too many channels for the available budget.

Sometimes the recommendation is:

fewer directions, executed better.

57PRODUCT READER

Priority is not the same as potential

A channel may have strong potential and still not be the next thing the business should do.

For example:

SEO may have potential.

But if the website cannot convert or tracking is broken, another intervention may have higher immediate priority.

The audit separates:

potential

from:

immediate priority.

58PRODUCT READER

Scores and recommendations

We do not create artificial scores such as:

“channel 8.7/10”

just to create the appearance of precision.

We prioritize based on:

problem;

evidence;

dependency;

possible impact;

effort;

risk.

59PRODUCT READER

Problems, not only observations

For each important issue, we clarify:

what we observed;

why it matters;

which data supports it;

what it may affect;

what we recommend.

The report is not a gallery of dashboards.

60PRODUCT READER

Prioritization

Findings may be grouped, for example:

critical;

high;

medium;

low;

or another classification appropriate to the audit.

The objective is to understand:

what should happen first.

61PRODUCT READER

What can result from the audit?

The audit may conclude that the business should:

keep the current mix;

reduce one channel;

stop one channel;

test a new channel;

move budget;

improve landing pages;

fix tracking;

unify UTM taxonomy;

redefine conversions;

improve lead follow-up;

run a Google Ads Audit;

run a Meta Ads Audit;

run a Tracking Audit;

run a UX & Conversion Audit;

develop SEO;

develop Local SEO;

make no major change for now.

The audit does not need to produce a mandatory list of additional work.

62PRODUCT READER

Audit report

The final deliverable should remain usable independently.

It may include:

executive summary;

objective;

channels analysed;

budget;

traffic;

conversions;

issues;

dependencies;

overlaps;

measurement gaps;

priorities;

recommendations;

proposed tests;

next steps.

The report may be implemented by Unified Systems or another team.

63PRODUCT READER

The audit does not automatically modify channels

The audit is a diagnostic product.

We do not automatically change:

budgets;

campaigns;

ads;

SEO;

landing pages;

tracking;

UTM parameters;

content;

simply because a problem was identified.

Implementation is approved separately.

64PRODUCT READER

Marketing & Channel Audit vs Google Ads Audit

Marketing & Channel Audit

Analyses:

the complete acquisition mix.

Google Ads Audit

Analyses:

the Google Ads account and campaigns in depth.

The broader audit may identify the need for the specialized audit.

65PRODUCT READER

Marketing & Channel Audit vs Meta Ads Audit

Marketing & Channel Audit

Compares the role of Meta with the rest of the acquisition system.

Meta Ads Audit

Analyses in depth:

campaigns;

audiences;

creative;

Pixel;

CAPI;

catalogue;

attribution.

66PRODUCT READER

Marketing & Channel Audit vs Tracking Audit

The marketing audit checks whether measurement can support channel comparison.

Tracking Audit reviews the technical measurement infrastructure in depth.

Where the main issue is:

GA4;

GTM;

events;

consent;

server-side;

deduplication;

we use the specialized audit.

67PRODUCT READER

Marketing & Channel Audit vs UX & Conversion Audit

The marketing audit may identify:

traffic arrives, but does not convert.

UX & Conversion Audit investigates in depth:

usability;

funnel;

checkout;

content;

friction.

The two audits answer different questions.

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