Digital Marketing Audit Checklist

This handy marketing audit checklist will help you thoroughly assess the health of your digital marketing strategy.

Get the most out of this audit checklist by pairing it with customized consulting.

We can walk through the assessment with you, provide strategic insights tailored to your business, and help prioritize next steps.

Marketing Audit Checklist
Strategy
  • Clarity and presence of unique selling proposition (USP)
  • Defined customer personas
  • Defined and clear marketing objectives
  • Balance in focus between customer acquisition and retention
  • Strategy for seasonal or event-based campaigns
  • Alignment of ad campaigns with sales funnel stages
  • Consistency of brand messaging across different campaigns and platforms
Budget & Bidding
  • Appropriateness of daily/weekly/monthly budget allocation
  • Use of different bidding strategies (maximize conversions, cost cap, etc.)
  • Review of bid adjustments (device, location, ad schedule, etc.)
  • Analysis of cost per result trends
Tracking & Analytics
  • Correct installation and functioning of tracking pixels/tags
  • Custom event tracking for micro conversions (page view, add to cart, etc.)
  • Conversion setup (purchase, lead, etc.)
  • Proper use of UTM parameters for tracking
  • Custom reports or dashboards set up for ongoing monitoring and analysis
  • Google's Consent Mode is set up and working
  • Appropriate session timeout and engaged session duration settings in GA4
  • Exclusion of irrelevant referrals (like payment gateways for eCommerce) in GA4
  • Integration of GA4 with complementary platforms (Google Ads, Firebase, etc.)
Campaign Structure
  • Logical naming convention for campaigns, ad sets, and ads
  • Appropriate campaign types used (awareness, consideration, conversion)
  • Segmentation of campaigns based on offer/product/service lines
  • Exclusion of warm audiences from prospecting campaigns
  • Correct use of ad sets for audience segmentation
  • Number of ads per ad set
Ad Creatives & Copy
  • Variety and freshness of ad creatives
  • Relevance of ad images/videos with the ad message
  • Use of ad personalization features, if applicable
  • Quality of images/videos (resolution, formatting, etc.)
  • Ad copy relevance with the product/service and target audience
  • Presence of a clear and compelling call-to-action (CTA)
  • Use of ad extensions where applicable (sitelink, callout, etc.)
Audience Targeting
  • Use of core audiences (demographic, interest, behavior targeting)
  • Use of custom audiences (website visitors, app users, email list, etc.)
  • Use of lookalike/similar audiences
  • Exclusion of irrelevant audiences or segments
  • Review of audience overlap
  • Geographic targeting and location exclusions
Landing Page & User Experience
  • Relevance of the landing page to the ad
  • Presence of a clear and singular CTA on the landing page
  • Landing page load time and mobile-friendliness
  • Use of persuasive copy and images on the landing page
  • Easy and clear navigation on the landing page
Compliance & Best Practices
  • Compliance with ad policies of each platform
  • Ad placements review
  • Use of split testing or dynamic creative options
  • Frequency of ad monitoring and optimization
  • Scheduled reports and alerts for important metrics
  • Use of brand safety measures to avoid inappropriate ad placements

What should be included in a digital marketing audit?

A digital marketing audit should cover your overall marketing strategy, budget allocation, analytics, campaign structure, ad content, audience targeting, user experience, and compliance. It's a structured approach to evaluate your digital marketing approach, identifying both strengths and potential improvement areas.

How do you conduct a digital marketing audit?

Conducting a digital marketing audit is simpler with our interactive checklist. It guides you through important categories like strategy, budget, tracking, campaigns, ads, targeting, user experience, and compliance. This self-audit tool ensures your digital marketing approach aligns with your business goals.

Some of the items on the checklist may require access to specific tools such as Meta Ads or Google Analytics. Make sure you have the necessary access and permissions before beginning your audit.

Why would you do a digital marketing audit?

The main purpose of a digital marketing audit is to assess how effectively your digital marketing strategy is working. It provides insights into whether your strategies are meeting business goals and offering a good return on investment. An detailed audit can also help you identify areas for improvement, such as setting up tracking more effectively, building more data-driven strategies, and optimizing budget use.

What is a digital marketing audit checklist?

A marketing audit checklist is a tool for evaluating your digital marketing approach. It includes sections on strategy, budgeting, tracking, campaigns, ads, targeting, user experience, and compliance. This checklist acts as a step-by-step guide for a digital marketing audit, helping you optimize your digital marketing strategy for better results.