Goal
To perform an audit on your team or client’s ad account to determine opportunities to improve and issues to fix
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SOP-124
Audit a Meta Ads Account
Perform an audit on your team or client’s ad account to reveal the low-hanging fruits and pave the way to a new media buying strategy
Type
SOPs · PDF
Execution time
5-10 mins
Last updated
10 April 2025
Who does this
The person responsible for media buying
Length
14 pages
Ideal outcome
You will be able to determine what’s working and not working on the ad account and setting your next steps when you take over the account
Why it matters
The results of this audit will get you acquainted with the ad account history, reveal the low-hanging fruits, and pave the way to a new media buying strategy
Before you start
You will need access to your client’s or your company’s Meta Business Suite and Ad Account
Key steps 20 steps
What is inside 25 headings
1 Review ad account structure
2 Review tracking set up 13
- Install the Meta Pixel Helper Chrome plugin.
- Compile a list of URLs of the website you’re auditing:
- For each URL on the list, check if the Meta Pixel is installed and firing correctly by following the “QA the Meta Pixel” section: SOP 005: Install Meta Pixel on Your Site (web version).
- Also, check if the conversion tracking is set up correctly by following the “Check if conversions are tracking properly” section of SOP 017: Set up Facebook (Meta) Conversion Tracking (web version).
- Next, review the UTM parameters by compiling a list of all landing page URLs from your ads.
- To export all the landing page URLs, first, log in to Meta Ads Manager.
- Hover your mouse to the top right panel and click "Columns: Performance" > "Customize columns".
- Search for "URL parameters" in the search bar and tick the box. Then, click "Apply".
- Next, select the campaign by ticking the box, click on the arrow next to the share icon button or “Export”, and click “Customize export”.
- Name the report and select the appropriate format to export the report. It is recommended to include summary totals. Remember to click "Export" to proceed.
- To ensure proper export of URL parameters, check if they are being logged properly to Google Analytics by following the “Check your UTM URLs” section of SOP 006: How to Create UTM Tracking URLs (web version).
- Domain ownership verification - Make sure you have completed the domain ownership verification process by following SOP 097: Verifying ownership of your domain in Meta Business Suite (web version).
- Conversion events prioritization - Please follow SOP 098: Configuring your Meta Ads conversion events (web version) if it’s not set up.
3 Review audience and interest targeting 4
- First, review the current audiences being targeted.
- Check if the ad set audience reach is too broad or too narrow.
- Next, review audience segmentation.
- Exclude existing customers (if applicable).
4 Review ad copy and creative direction
5 Review overall account performance 3
- Review current Ad Spend distribution by sorting the campaigns by “Amount Spent” and identify the high-spending campaigns along with their return on ad spend (ROAS) or Cost per Action (CPA).
- Analyse at the Ad Set and Ad level.
- Action steps you can take based on your findings.
The document 14 pages
The file is locked
It comes with the SOP Library.
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