ACQUISITION

Meta Ads Audit

We review the Meta Ads account so you can understand what the current budget is actually buying, which data can be trusted and what should change.

First screen

We do not start with:

“Which campaign has the highest CTR?”

We start with:

“Are the current campaigns generating the right commercial outcome, and does the measurement setup allow us to prove it?”

The audit ends with:

clear issues;

evidence;

priorities;

actionable recommendations.

The amount of work depends on:

account size;

number of campaigns;

number of ad sets;

number of ads;

period reviewed;

lead generation;

ecommerce;

catalogue;

Pixel / CAPI;

tracking complexity;

number of markets;

quality of available data.

CTA support text:

Send us the website and tell us what is unclear about the current Facebook and Instagram campaigns. We review the account and estimate the audit scope.

02PRODUCT READER

When do you need a Meta Ads audit?

An audit is appropriate when:

campaigns are spending budget but you do not know what they produce;

there are many clicks but too few meaningful outcomes;

lead quality is weak;

cost per lead has increased;

ecommerce reports sales differently from Meta;

ROAS looks good but the business does not feel the result;

creative no longer performs;

you cannot tell whether the issue is the audience or the creative;

the account has too many campaigns and ad sets;

automation is being used without a clear reason;

remarketing has no clear logic;

Pixel appears active but the data looks wrong;

CAPI exists but you do not know whether it works correctly;

Purchase or Lead may be duplicated;

UTM parameters are missing;

Meta and GA4 report materially different values;

catalogue data is wrong;

you do not know what to optimize first;

you are changing account management;

you want an independent review before increasing budget.

03PRODUCT READER

What is a Meta Ads Audit?

The audit is a structured analysis of the existing system.

We review the relationship between:

objective -> audience -> creative -> ad -> destination -> tracking -> conversion -> cost -> outcome

We do not evaluate campaigns exclusively inside Ads Manager.

A campaign can have:

strong CTR;

low CPM;

apparently good CPL;

and still generate:

weak leads;

unprofitable sales;

duplicated conversions;

incorrectly attributed outcomes.

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What you receive

Depending on the account, the audit may include:

Meta infrastructure review;

ad account review;

campaign-structure analysis;

ad set analysis;

objective review;

audience analysis;

geographic analysis;

placement analysis;

budget analysis;

delivery / bidding analysis;

ad review;

creative review;

copy review;

frequency analysis;

lead-generation analysis;

Instant Form analysis;

ecommerce analysis;

catalogue analysis;

remarketing analysis;

Pixel validation;

Conversions API validation;

event validation;

Purchase validation;

Lead validation;

deduplication validation;

value and currency validation;

product / content ID validation;

UTM review;

destination-URL review;

attribution analysis;

comparison with analytics where possible;

review of visible consent issues;

issue identification;

intervention prioritization;

final audit report;

optimization recommendations.

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How we work

1. Define the audit objective

We establish what you need to understand.

2. Receive access

We use permissions, not passwords.

3. Define the period

We choose the relevant analysis window.

4. Review infrastructure

We review relevant accounts and assets.

5. Review objectives

We determine which outcome the campaigns are optimizing toward.

6. Analyse structure

Campaigns, ad sets, audiences and budgets.

7. Analyse creative

Message, format, video, image and copy.

8. Analyse destination

Website, landing page, form or ecommerce.

9. Review measurement

Pixel, CAPI, events, deduplication and catalogue where relevant.

10. Review attribution

UTM parameters, analytics and available commercial data.

11. Analyse cost and outcomes

We interpret CPL, CPA, ROAS and other signals in context.

12. Identify problems

We separate symptoms from causes.

13. Prioritize

We define the intervention order.

14. Deliver the report

The audit ends with actionable recommendations.

68. How much does a Meta Ads Audit cost?

EUR 50 / hour

The cost depends on:

account size;

number of campaigns;

number of ad sets;

number of ads;

period analysed;

lead generation;

ecommerce;

catalogue;

Pixel;

CAPI;

tracking;

number of markets;

complexity of the issues;

required report depth.

We estimate the hours once the scope is defined.

69. How long does it take?

There is no universal timeframe.

An account with:

two campaigns;

a few ads;

one objective

is different from an account with:

ecommerce;

catalogue;

several markets;

Pixel + CAPI;

dozens of campaigns;

extensive history;

multiple conversions.

Duration is estimated after the scope is defined.

70. What we need from you

For the audit, it helps to have:

website;

access to the required Meta infrastructure;

ad account;

campaign objective;

products or services promoted;

relevant period;

budget;

markets;

information about lead quality;

Pixel / dataset;

CAPI where available;

catalogue where available;

analytics access where necessary and approved;

existing UTM taxonomy;

information about commercial outcomes;

context about recent changes;

any problems you already suspect.

We do not ask for personal account passwords.

71. Frequently asked questions

How much does a Meta Ads Audit cost?

EUR 50 / hour.

The amount of work depends on account complexity.

Do you audit Facebook Ads?

Yes.

Do you audit Instagram Ads?

Yes.

Do you review lead-generation campaigns?

Yes.

Do you review ecommerce campaigns?

Yes.

Do you review creative?

Yes.

Creative strategy is an important part of the audit.

Do you review audiences?

Yes.

We analyse broad, interests, Custom Audiences, lookalikes and other relevant configurations.

Do you review Pixel?

Yes.

Do you review Conversions API?

Yes, where it exists.

Do you review Pixel + CAPI deduplication?

Yes.

It is one of the important checks for browser + server implementations.

Do you review Purchase?

Yes.

Where data allows, we also review value, currency, duplication and relationship with real orders.

Do you review Lead?

Yes.

Do you review the Meta catalogue?

Yes, for ecommerce campaigns that use it.

Do you review UTM parameters?

Yes.

UTM taxonomy is an explicit part of the audit.

Do you compare Meta with GA4?

Yes, where relevant and where access is available.

We do not expect absolute equality between systems with different attribution logic.

Do you review the landing page?

Yes, from the perspective of campaign continuity.

Do you change the account during the audit?

Not automatically.

The audit is separate from implementation.

Do we receive a report?

Yes.

The report contains findings, priorities and recommendations.

Can you implement the recommendations?

Yes.

Through the appropriate product after the intervention is approved.

Do you have to manage the account afterwards?

No.

The report is designed to remain useful independently.

Do you guarantee results will improve after the audit?

No.

The audit identifies what should be corrected. Later results depend on implementation and commercial context.

72. Complementary components

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

Meta Ads Management

For active campaign implementation and management.

Tracking Audit

For a complete investigation of the measurement infrastructure.

Tracking & Analytics Implementation

For implementing or fixing Pixel, CAPI, events, consent and analytics.

Social Media Content

For new creative where the audit identifies weak or insufficient assets.

Landing Page Development

For campaigns that do not have an appropriate destination.

Conversion Rate Optimization

For funnel problems identified after the click.

73. FINAL CTA

Find out what is actually happening in your Facebook and Instagram campaigns.

We review structure, audiences, creative, budgets, Pixel, CAPI, UTM parameters and outcomes and explain clearly what should be addressed first.

CTA:

Request a Meta Ads audit

Destination

WhatsApp.

Pre-filled WhatsApp message

Hi! I’d like a Meta Ads audit. The website is:

[link]

The campaigns promote:

[products / services]

The issue I currently see is:

[high cost / weak leads / sales / tracking / Pixel / CAPI / creative / not sure yet]

Approximate media budget:

[amount / prefer to discuss]

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What we do not do / What we do not promise

65. What we do not do

Meta Ads Audit does not mean:

making changes without approval;

automatically increasing budget;

automatically stopping campaigns;

recommendations based only on platform scores;

declaring a creative the winner only because of CTR;

declaring an audience the winner only because of CPM;

accepting Pixel as correct simply because it appears active;

ignoring CAPI;

ignoring deduplication;

ignoring UTM parameters;

ignoring the landing page;

reporting through vanity metrics;

inventing issues for upsell.

66. What we do not promise

The audit does not automatically promise:

lower CPL;

lower CPA;

lower CPM;

higher CTR;

higher ROAS;

more leads;

more sales;

higher profit;

a fixed improvement percentage.

The audit delivers:

diagnosis + priorities + recommendations.

The outcome of later interventions also depends on:

offer;

market;

competition;

creative;

budget;

website;

tracking;

commercial process;

execution.

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Account and assets

We audit the infrastructure used by the business.

Depending on the setup, this may include:

Business Portfolio / business infrastructure;

ad account;

Facebook Page;

Instagram account;

Pixel / dataset;

catalogue;

other relevant assets.

The principle remains:

the business controls the assets; Unified Systems receives the access required for the audit.

We do not request passwords to personal accounts as a normal working method.

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Ownership and access

We review possible issues such as:

assets controlled by former collaborators;

unclear ad account ownership;

Pixel located in another business;

catalogue that is difficult to manage;

Instagram account not connected properly;

outdated access;

people who should no longer have access.

The audit does not automatically reorganize permissions.

But access and ownership risks are documented.

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Campaign structure

We review whether the current structure allows:

control;

analysis;

budget allocation;

interpretation of outcomes;

coherent testing.

Potential problems include:

too many campaigns;

too many ad sets;

fragmented budget;

unrelated products mixed together;

different objectives arranged in structures that are difficult to compare;

inconsistent naming;

old campaigns creating confusion.

We do not recommend restructuring simply because we would have built the account differently.

A change needs to solve a real problem.

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Campaign objective

We review what the campaign is actually trying to achieve.

It may be:

lead;

purchase;

message;

booking;

form submission;

another commercial action.

We do not treat the current interface objective name as the strategy.

The real question is:

is the platform optimizing toward the right business outcome?

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Lead-generation campaigns

For lead generation, we analyse:

destination type;

form;

landing page;

questions;

friction;

cost;

volume;

lead quality;

process after the lead.

A low CPL is not enough.

We need to understand whether the lead can become a customer.

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Instant Forms

For native Meta forms, we review:

fields;

questions;

qualification level;

message;

privacy link;

final screen;

CTA;

process after submission.

The audit may identify a form that is:

too easy;

too long;

misaligned with the offer;

unable to filter weak leads.

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What happens after the lead?

Where the necessary context exists, we analyse:

Lead -> notification -> handoff -> contact -> qualification

Meta can generate the lead.

But the campaign may appear weak if:

leads are not picked up;

they are contacted too late;

no process exists;

the team does not record the outcome.

We separate the advertising problem from the operational problem.

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Sales campaigns

For ecommerce or other campaigns using Purchase, we review:

event used;

signal quality;

creative;

products;

destinations;

checkout;

catalogue;

transmitted value;

costs;

ROAS.

We do not interpret sales before validating measurement.

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Ecommerce

For ecommerce, we analyse the relationship between:

creative -> product -> landing page -> AddToCart -> checkout -> Purchase

The problem may exist in:

advertising;

product;

price;

offer;

product page;

checkout;

tracking;

stock;

delivery.

The audit separates these areas as far as the available evidence allows.

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Meta catalogue

Where campaigns use the catalogue, we review:

IDs;

products;

variants;

titles;

images;

prices;

availability;

destination URLs;

synchronization;

product / content IDs;

relationship with ecommerce events.

An incorrect catalogue can affect both advertising and result interpretation.

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Incorrect products in advertising

The audit may identify situations such as:

the ad shows a single product while the actual offer is a multipack;

the price is wrong;

the wrong variant is shown;

the product no longer exists;

the URL leads to another page.

Advertising should represent the real offer.

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Audiences

We review:

broad;

interests;

Custom Audiences;

lookalikes;

exclusions;

geographies;

other relevant configurations.

We do not judge an audience only by its size.

The question is:

why does this audience exist and which hypothesis is it testing?

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Broad targeting

Broad audiences are not automatically a problem.

They may work well where:

the objective is correct;

the conversion signal is reliable;

creative is strong;

budget can support learning.

The audit determines whether broad is:

a justified choice

or:

the absence of a strategy.

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Interest targeting

We review whether the interests used:

genuinely relate to the offer;

fragment budget unnecessarily;

create highly similar ad sets;

support a clear hypothesis.

Interest is not the same as purchase intent.

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Custom Audiences

Where used, we analyse:

source;

relevance;

eligibility;

recency;

exclusions;

role in the funnel.

A Custom Audience should have a purpose.

It should not exist only because it can be created.

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Lookalike

For lookalikes or other signal-expansion mechanisms, we review source quality.

If the source consists of:

weak traffic;

poor leads;

incorrect events;

the expansion may amplify a weak signal.

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Placements

Where sufficient information exists, we analyse:

Feed;

Stories;

Reels;

other relevant placements.

We review:

cost;

format;

creative;

conversions;

destination compatibility.

A placement is not automatically good because it has a low CPM.

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Creative

Creative is a central part of the audit.

We review:

message;

first impact;

clarity of the offer;

image;

video;

format;

CTA;

product;

brand;

relationship with the landing page.

Creative is not evaluated only through aesthetics.

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Creative strategy

We review whether there are:

hypotheses;

meaningful directions;

relevant variations;

iteration;

a testing process.

The problem may be:

one single creative

or, on the other hand:

dozens of creative assets with no strategic difference.

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Creative fatigue

We analyse signals such as:

frequency;

cost;

CTR changes;

CPA / CPL changes;

conversion decline;

audience size.

We do not automatically declare fatigue based on one universal threshold.

We interpret it in context.

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Video

For video, we review:

opening message;

pacing;

duration relative to the objective;

CTA;

visibility of the offer;

placement adaptation;

relationship with the landing page.

We do not conclude that a video is weak simply because it is long or short.

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Copy

We review:

clarity;

message;

offer;

CTA;

claims;

consistency with creative;

consistency with the destination.

Copy that generates clicks through exaggeration may reduce traffic quality.

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Frequency

Frequency is interpreted in the context of:

prospecting;

remarketing;

audience size;

campaign duration;

creative;

outcome.

There is no universal number that automatically means:

too high.

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CPM

CPM can provide information about distribution cost.

But it is not a campaign verdict.

A high CPM may exist inside a profitable campaign.

A low CPM may buy exposure with little commercial value.

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CTR

CTR is a signal about interaction with the ad.

We review whether a strong CTR continues into:

relevant traffic;

actions;

conversions;

lead quality;

sales.

We do not optimize the audit around vanity metrics.

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Cost per lead

CPL is interpreted together with:

quality;

offer;

contact rate;

qualification;

closing rate;

customer value.

The audit may conclude that:

a lead needs to cost more in order to be commercially better

if the business data supports that conclusion.

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ROAS

For ecommerce, we review whether ROAS can be trusted.

We analyse:

Purchase;

value;

currency;

duplicates;

attribution;

returns where context exists;

difference versus business data.

Meta-reported ROAS is not automatically profit.

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Budget

We analyse:

allocation;

fragmentation;

underfunded campaigns;

campaigns consuming disproportionate spend;

relationship with objectives;

relationship with outcomes.

We do not recommend increasing budget simply because the interface suggests it.

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Budget and learning

A highly fragmented account may distribute a small budget across too many directions.

The audit may identify:

too many ad sets;

too many simultaneous tests;

campaigns that do not accumulate enough information.

But we do not automatically recommend consolidation.

The decision depends on objective and data.

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Meta automation

We review how the available automation mechanisms are used.

These may affect:

audiences;

placements;

creative;

delivery;

budgets.

We do not classify automation as:

good

or:

bad.

We determine whether it makes sense in the real setup.

37PRODUCT READER

Remarketing

We review:

audience;

recency;

exclusions;

message;

creative;

offer;

frequency;

destination;

conversion.

Remarketing should answer:

what do we know about the user and which message makes sense now?

Not only:

“they visited the website.”

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Prospecting vs remarketing

We analyse whether the current separation improves or complicates interpretation.

We review:

overlap;

exclusions;

budgets;

differences in objective;

messaging.

Structure should support commercial decisions.

39PRODUCT READER

Meta Pixel

We audit Pixel in relation to the events that matter to the campaign.

We review:

presence;

source;

events;

triggering;

parameters;

duplicates;

relationship with the real action.

Pixel showing as active does not prove the tracking is correct.

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Conversions API

Where CAPI exists, we review:

which events it sends;

when;

from which source;

which identifiers are used;

whether the data is coherent;

relationship with browser events;

deduplication;

visible discrepancies.

We do not treat CAPI as an automatic guarantee of strong measurement.

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Pixel + CAPI

Where the same event is transmitted through:

browser;

server;

we review whether the system can correctly interpret it as the same commercial event.

The goal is to prevent false volume reporting.

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Deduplication

Deduplication is reviewed explicitly.

A common problem is:

one real Purchase

becoming:

two Purchase events

because browser and server send the event without coherent association.

This may affect:

reporting;

ROAS;

algorithmic optimization.

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Purchase

For Purchase, where relevant, we review:

trigger timing;

value;

currency;

order / event identifiers;

product IDs;

duplicates;

relationship with the real order.

If Purchase is incorrect, ecommerce conclusions may also be incorrect.

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Lead

For Lead, we review:

which action triggers it;

whether the form was actually submitted;

whether duplicates exist;

whether the lead reaches the correct destination;

whether it can be reconciled with commercial reality.

A button click should not automatically be treated as a completed lead.

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AddToCart and InitiateCheckout

For ecommerce, we review whether funnel events represent real actions.

An unusual volume of:

AddToCart;

InitiateCheckout

may indicate:

duplicate tracking;

incorrect triggering;

unusual real behaviour;

another funnel issue.

We do not assume the cause automatically.

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Event quality

Where relevant, we review:

event name;

trigger;

value;

currency;

content IDs;

event source;

duplicates;

relationship with the real action.

An event appearing in Events Manager is not enough.

It needs to be correct.

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Catalogue + events

For ecommerce, we review whether:

product IDs from events;

catalogue IDs;

variants;

products

can be matched correctly.

A catalogue and a Pixel that do not use compatible identifiers may affect dynamic campaigns and analysis.

48PRODUCT READER

UTM audit

UTM parameters are an explicit part of the Meta Ads Audit.

Where used, we review:

utm_source

utm_medium

utm_campaign

utm_content

utm_term

We analyse:

consistency;

taxonomy;

naming;

missing values;

differences between campaigns;

differences versus other channels;

interpretation in analytics.

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Naming convention

We review naming for:

campaigns;

ad sets;

ads;

UTM parameters.

Naming should make the structure understandable without unnecessary investigation.

We do not recommend renaming only for aesthetics.

A change should improve:

analysis;

operation;

scaling.

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URL parameters

We review whether destination URLs:

work correctly;

contain required parameters;

preserve UTM parameters where needed;

avoid problematic redirects;

lead to the correct page.

Tracking needs to be reviewed through to the destination.

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Meta attribution

The audit interprets Meta results in the context of the attribution mechanisms used by the platform.

We do not assume that:

Meta-reported Purchase = a business Purchase attributed identically by every system.

Platform reporting needs context.

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Meta vs GA4

Where useful, we compare the data without expecting perfect equality.

Differences may come from:

attribution;

consent;

identity;

device;

event delivery;

different models;

different windows.

But large discrepancies should be investigated.

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Meta vs ecommerce

For ecommerce, where access allows, we may compare:

purchases;

revenue;

orders;

timing;

other relevant data.

We do not force 1:1 reconciliation where systems measure different things.

But we need enough understanding of the differences to avoid making decisions from a false picture.

54PRODUCT READER

Consent

The audit may identify signs that measurement depends on a consent implementation that needs further review.

We do not turn a Meta Ads Audit into a legal audit.

But we flag where Pixel, CAPI or other components require deeper investigation.

For deeper analysis, we use the separate Tracking Audit product.

55PRODUCT READER

Landing page

We audit continuity between:

creative -> copy -> landing page -> CTA

We review whether the page:

continues the offer;

is relevant;

works on mobile;

has a clear CTA;

has obvious friction.

We do not automatically turn a Meta Ads Audit into a full CRO audit.

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Instant Form vs website

Where the business uses both, we analyse differences in:

cost;

volume;

quality;

friction;

follow-up process.

A cheaper Meta form is not automatically better than the website.

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Lead quality

Where the business has the necessary data, we try to distinguish between:

technical lead;

relevant lead;

qualified lead;

customer.

Without this distinction, the campaign may optimize for volume rather than value.

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The report does not stop inside Ads Manager

We interpret the data in business context.

For example:

cost per lead;

qualification rate;

purchase value;

product;

margin;

commercial process.

Advertising does not exist separately from the business.

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Problems, not only observations

The report is not a collection of screenshots.

For every meaningful issue, we explain:

what we observed;

why it matters;

what it may affect;

what we recommend;

how important it is.

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Prioritization

Not every problem should be solved at the same time.

We may use levels such as:

critical;

high;

medium;

low;

or another system appropriate to the report.

The objective is:

to know what should be fixed first.

61PRODUCT READER

What can result from the audit?

The audit may conclude that the account needs:

campaign restructuring;

ad set consolidation;

objective changes;

new creative;

a different message;

form changes;

improvement of the lead-handling process;

Pixel fixes;

CAPI fixes;

deduplication;

Purchase fixes;

Lead fixes;

UTM corrections;

catalogue fixes;

landing-page changes;

budget reallocation;

Meta Ads Management;

Tracking Audit;

Tracking & Analytics Implementation;

Conversion Rate Optimization;

no major intervention in a specific area.

The audit is not designed to invent problems that generate more work.

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Audit report

The deliverable should remain useful independently.

It may include:

executive summary;

scope;

infrastructure reviewed;

issues;

evidence;

impact;

recommendations;

priorities;

dependencies;

next steps.

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

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The audit does not automatically modify the account

The audit is a diagnostic product.

We do not automatically change:

campaigns;

ad sets;

audiences;

budgets;

ads;

creative;

Pixel;

CAPI;

events;

UTM parameters;

catalogue;

landing pages

simply because we identified a problem.

Implementation is approved separately.

64PRODUCT READER

Meta Ads Audit vs Meta Ads Management

Meta Ads Audit

Answers:

What is working, what is wrong and what should change?

Delivers:

diagnosis;

priorities;

recommendations;

report.

Meta Ads Management

Answers:

How do we implement and actively manage the campaigns?

Includes:

setup;

management;

testing;

ongoing optimization.

The audit may precede management.

It does not require the client to continue with us.

65PRODUCT READER

Meta Ads Audit vs Tracking Audit

Meta Ads Audit

Reviews measurement from the campaign perspective:

Pixel;

CAPI;

events;

deduplication;

UTM parameters;

attribution.

Tracking Audit

Investigates measurement infrastructure in depth:

GA4;

GTM;

consent;

event architecture;

server-side;

debugging;

data flows.

Where the issue goes beyond the campaign, we separate it.

66PRODUCT READER

Meta Ads Audit vs CRO Audit

The Meta audit may identify obvious post-click friction.

But it does not replace a complete analysis of:

UX;

checkout;

funnel;

user behaviour.

These belong to the dedicated conversion products.

67SEARCH TERRITORY

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