Meta Ads account audit template
Audit a new or inherited ad account in a fixed order, and record each finding with its fix. Copy it or download it. Nothing is sent or saved.
META ADS ACCOUNT AUDIT: [Client name / ad account] Date: [Date] Auditor: [Name] Period reviewed: [dates] SUMMARY Spend in period: [amount] Results: [number] Cost per result: [amount] Overall view: [healthy / needs work / urgent] Top three fixes: [1] [2] [3] A. TRACKING [ ] Pixel and events firing correctly. Notes: [ ] [ ] Conversions API status. Notes: [ ] [ ] Right conversion event is optimised. Notes: [ ] [ ] Domain verified. Notes: [ ] B. STRUCTURE [ ] Campaign objectives match business goals. Notes: [ ] [ ] Too many small ad sets splitting the budget. Notes: [ ] [ ] Naming is clear and consistent. Notes: [ ] [ ] Overlapping audiences. Notes: [ ] C. AUDIENCES [ ] Existing customers excluded where they should be. Notes: [ ] [ ] Retargeting window and size sensible. Notes: [ ] [ ] Location, age and placement settings intentional. Notes: [ ] D. CREATIVE [ ] At least [number] fresh ads per ad set in the last [days] days [ ] Frequency and click-through trend checked per ad set [ ] Video ads: hook and hold checked [ ] Copy and landing page match the offer E. BUDGET AND BIDDING [ ] Budget type and level suit the goal [ ] Bid strategy and any cost cap sensible [ ] Pacing against the monthly budget [ ] Waste: spend with no results, or cost far above target FINDINGS LOG Finding | Evidence (number) | Impact (high / medium / low) | Fix | Owner | Date
Plain text, so it pastes into any document, email or project tool. Nothing you copy is sent or stored.
How to use it
- Audit in the order shown. Tracking first, because every number after it depends on it.
- Record evidence for each finding, with a number. Opinions without numbers are hard to act on.
- Rank fixes by impact and effort. Do the high impact, low effort ones first.
Fill the summary last. Share the findings log with the client, since it doubles as your first month's plan.
Common questions
How long does an audit take?
A small account takes a couple of hours. Larger accounts take longer.
How often should I audit?
At onboarding, then every quarter, and whenever results change sharply.
What counts as waste?
Spend that produced no results, or results far above the agreed target cost.
Related
Stop losing 12 days a month to manual work
Where the 12 days go, for an agency running 4 Meta ad accounts
Scenario: 15 minutes of checking and 30 minutes of diagnosing per account per day over 22 working days, plus 2 reports per account at 3.5 hours each. Your numbers may differ.
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