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How To Audit A Meta Ads Account - Step-by-Step Guide

How To Audit A Meta Ads Account - Step by Step Guide

  1. Streamline Checkout Process: Simplify steps and reduce checkout complexity.
  2. Offer Multiple Payment Options: Include diverse, convenient payment methods.
  3. Ensure Mobile-Friendly Experience: Optimize for seamless mobile transactions.
  4. Provide Clear Shipping Information: Display shipping costs and times upfront.
  5. Implement Cart Reminder Notifications: Use email or SMS for cart reminders.

Auditing a Meta Ads account is essential for any marketer looking to optimize their advertising strategy on platforms like Facebook and Instagram. In this step-by-step guide, we'll effectively explore the comprehensive audit approach to a Meta Ads account.


To perform the audit we need:

View-level access to the FB ad account and 3rd party tracker GA/TripleWhale/NorthbeamTarget ROAS to evaluate the current decision-making process

Share our Business Manager ID, and the client add us as a partner

If it's an individual account, request an employee to their BM

(Step-by-step instructions here)

Collect historical Data

β†’ Collect the last 2 yrs’ data via Meta Custom Reports

β†’ We want to track the following

MonthFB Ad SpendPurchasesRevenueROASCVR%AOVCPPCPMCPCCTRImpressionsLink clicks

The end output with data will look like the following:


<aside>πŸ”Ÿ Grab The Template Here


Compare KPIs vs. Peers with Varos


1. Dive into the Ad Account Structure

Start by examining the overall structure of the ad account. Key aspects to consider include:

  • Number of Campaigns: Identify the total campaigns and their objectives.
  • Optimization Goals: Check what each campaign is optimized for.
  • Audiences & Placements: Understand the targeting and where the ads appear.
  • Exclusions: Look for any audience or content exclusions.
  • Campaign Types: Determine if it's a Lifetime, a Cost Cap campaign and how they are set up.
  • Advantage+ Shopping Campaign: Assess if ASC is used and the cap set for buyers. Detailed Adv+ Guide here.

One example of an ideal campaign structure:

<aside>πŸ”Ÿ Grab This Comprehensive Account Structure Framework.


Evaluating the optimization efforts helps in understanding how the budget is managed:

  • Budget Management: Assess how often the budget is increased based on results.
  • Ad Level Optimization: Determine if underperforming ads are being turned off.
  • Performance-Based Budgeting: See if the budget allocation is tied to ad performance.
  • Learning phase spend: In the last 7 days, ensure not more than 20-30% of the ad budget is being spent on the learning phase.

3. Creative Testing Frameworks Analysis

Ad Creative testing is critical for improving ad performance. Points to check include:

  • Dedicated Testing Campaigns: Check if there is a specific campaign for testing.
  • Variations Per Video: Look for multiple variations of each ad.
  • Ad Set Structure: Assess whether there are one or multiple ads per ad set.
  • Dynamic Creative Optimization (DCO): Examine the number of assets in DCO.
  • Iteration and Testing Focus: Understand the iteration process of winning ads and what is being specifically tested.

4. Analyze the Ads

A thorough analysis of the ads can reveal a lot about their effectiveness:

  • Engagement Metrics: Compare Thumb-stop and Hold rates to industry averages.
  • Ad Editing Quality: Assess the quality of editing in the ads.
  • Hooks and Copy: Analyze the hooks used per video and the formatting of ad copy.
  • Winning Concepts and Styles: Identify which concepts and styles are performing best.
  • Customization: Check for post ID and asset customization usage.

5. Funnel Analysis

Understanding the customer journey is crucial. Key aspects to analyze:

  • Landing Page: Determine if it’s a Product Description Page (PDP), an advertorial, or a dedicated sales page.
  • Funnel Drop-offs: Use a custom calculator to identify gaps at each funnel stage.

A) If the ATC rate is too low:

β†’ Possibly ad is being served to low intent audience.

β†’ Users are being sent to the homepage or collection page, instead of PDP or the key page directly

β†’ Use Persuasive Ad Content

β†’ Enhance PDP Content: Provide detailed, attractive product information on PDP.

B) If the Abandoned Cart Rate is too low:

β†’ Streamline Checkout Process: Simplify steps and reduce checkout complexity.β†’ Offer Multiple Payment Options: Include diverse, convenient payment methods.β†’ Ensure Mobile-Friendly Experience: Optimize for seamless mobile transactions.β†’ Provide Clear Shipping Information: Display shipping costs and times upfront.β†’ Implement Cart Reminder Notifications: Use email or SMS for cart reminders.

C**) If the Checkout Rate is too low:**

β†’ Optimize Payment Security: Enhance and highlight security features for trust.

β†’ Reduce Checkout Steps: Simplify the checkout process with fewer steps.

β†’ Address Hidden Costs: Clearly state all costs upfront to avoid surprises.

β†’ Auto-apply discount code or make the process easier with the available discount codes (if any applicable)

β†’ Offer Guest Checkout Option: Allow purchases without mandatory account creation.

6. Early Indicator Calculator

This tool can be instrumental for new creative tests:

  • Conversion Prediction: It helps predict the percentage of people likely to purchase after adding to the cart or initiating checkout, providing targets for early indicator metrics.

<aside>πŸ”Ÿ Use the calculator here.


7. Recap of Findings

Conclude the audit with:

  • Mistakes and Opportunities: Summarize key areas of improvement and potential opportunities.
  • Consultation Call: Offer a detailed walkthrough of the findings with the chance to ask additional questions.

<aside>πŸ”Ÿ Grab This 50+ point Meta Audit Checklist here.



ConclusionAuditing a Meta Ads account involves a detailed examination of various components, from campaign structure to individual ad performance.

By following these steps, marketers can gain a deeper understanding of their ad account's strengths and weaknesses, enabling them to make informed decisions for optimization and scaling.

Still not convinced?

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