The Ultimate Meta Ads Audit Checklist: 10 Steps to Fix Broken Accounts (2024)

We audit 50 ad accounts a month. 90% of them have the same errors. They have overlapping audiences. Their CAPI is broken. Their creative is fatigued.

Before you launch new ads, you must Stop the Bleeding. Here is the exact diagnostic process we use.

Phase 1: Infrastructure (The Foundation)

1. Pixel & CAPI Health

• Check: Go to Events Manager → Diagnostics.
• Goal: Are there red errors? Is "Match Quality" for Purchase above 7.0/10?
• Fix: Implement CAPI if missing. Turn on Advanced Matching.

2. Domain Verification

• Check: Business Settings → Brand Safety → Domains.
• Goal: Status must be Verified.
• Fix: Add the DNS TXT record.

3. Aggregated Event Measurement

• Check: Events Manager → AEM.
• Goal: "Purchase" must be the highest priority event.
• Fix: Reorder them.

Phase 2: Architecture (The Structure)

4. Audience Overlap

• Check: Audiences → Select 3 audiences → Actions → "Show Audience Overlap".
• Goal: Overlap should be <20%.
• Fix: If Overlap is >30%, Merge the Ad Sets. You are bidding against yourself.

5. Learning Phase Analysis

• Check: Account Overview.
• Goal: Are >50% of Ad Sets in "Learning Limited"?
• Fix: Consolidate budget. You simply don't have enough conversion volume to sustain that many Ad Sets.

6. Exclusion Logic

• Check: Inspect a Prospecting Campaign.
• Goal: Does it exclude "Purchasers (180 Days)"?
• Fix: If not, you are wasting money on people who already bought.

Phase 3: Creative (The Engine)

7. Frequency Audit

• Check: Breakdown → Delivery → Frequency.
• Goal: Prospecting Frequency should be < 2.0 (Last 7 Days). Retargeting Frequency < 5.0.
• Fix: If Freq is high, you need new creative ASAP.

8. Hook Rate Analysis

• Check: Custom Columns > 3-Sec Plays / Impressions.
• Goal: Is the average < 20%?
• Fix: Your first 3 seconds are boring. Test new hooks.

9. Format Diversity

• Check: Ad Level.
• Goal: Do you have Video, Static Image, and Carousel running?
• Fix: Each format reaches a different pocket of users. Don't rely 100% on video.

10. URL Parameters (UTMs)

• Check: Ad Level → Tracking.
• Goal: Are utm_source=facebook and utm_medium=paid present?
• Fix: Without this, Google Analytics will dump your traffic into "Direct/None".

Summary

An audit is not about "Hacking" the account. It is about Hygiene. Most accounts die because of structure (too many ad sets) or fatigue (old creative). Run this checklist once a month.