A Meta Ads audit checklist for agencies

Checklist · 2 min read · Updated 2026-10-06 · By the Cofoundr team

An audit is useful when it ends in decisions. A long list of everything that could be better overwhelms a client and your team. This checklist goes in an order that finds the expensive problems first, and tells you how to turn what you find into a plan.

1. Tracking and data

• Do the pixel and any server-side events fire on the pages and actions that matter?
• Is the conversion event each campaign optimises for the right one?
• Do the numbers in Meta roughly match the client's own records?
• Is the domain verified and event priority set sensibly?

2. Account structure

• Are campaigns organised by a clear objective?
• Are there overlapping ad sets competing for the same audience?
• Are budgets spread across too many small ad sets to learn from?
• Do the names make sense? See naming conventions.

3. Audiences

• Is there a sensible mix of cold, warm and existing customers?
• Are existing customers or recent converters excluded where they should be?
• Are audiences large enough to deliver at the budget set?

4. Creative

• How old is the creative, and is frequency climbing while click-through falls?
• Is there variety in format and angle?
• For video, do hook rate and hold rate show where viewers leave? See creative diagnostics.

5. Budgets and delivery

• Is spend on pace for the month? See budget pacing.
• Are any ad sets stuck in learning or limited?
• Is money going to ad sets with no results? See wasted spend.
• Are there rejected ads or payment problems?

6. Landing page and offer

• Does the page match the promise in the ad?
• Is it quick and clear on a phone?
• Is there one obvious next step?

7. Turn findings into a plan

• List every finding in one line.
• Score each for impact and effort.
• Present the top three to five, in order, with the expected benefit and what you need from the client.
• Agree dates and owners, then re-audit in a quarter.

Where Cofoundr helps

Cofoundr does much of the first pass: it scores each account with a health score, finds wasted spend and flags weak creative, so you start the audit with the biggest issues already listed.

Frequently asked questions