You might need to perform a Facebook Ads audit for a potential new client you’re trying to win over. Or you might need to come up with a strategy plan for an existing client, or your own company if you work in-house.
Accounts can sometimes be so overwhelming and you might be wondering, where should I start?
It’s important to know why you’re doing the audit in the first place, and understanding what the goals are.
During this process, you should be looking to answer questions like:
Follow this simple guide to help you perform a Facebook Ad audit that is sure to impress.
Before you can perform an audit, you must have access to the client’s account. If you don’t already have access, you can send them this link to make it easier for them to give you access.
Start by creating a document that you’ll use to summarize all your findings and recommendations. We use a Google doc for the main client-facing report, and a Google sheet to house all the supporting report data.
Before starting the audit, decide on the date range you’re going to pull the data from, and make sure it stays consistent across all the analysis.
It’s best to use the most recent data available. We usually use about 2 months of past data. Make sure to not include data from the day you’re pulling it, as it’s not a complete days worth of data.
All audits should be customized and tailored to the needs of the specific client, but it’s good to have some standardization as a jumping off point.
These are the standard reports we start with for an account:
We look at that data from the account-wide level to get an overall understanding of where budget is going and identifying which elements are performing best. This will allow you to see trends at a high level, and make recommendations on what could be changed for improvements.
When we pull these reports, these are the data metrics we look at:
With the exception of the Objective report, all of these campaigns can be pulled from the Account Overview tab in Ads Manager. At the very bottom of the Account Overview tab, go to Breakdown → By Delivery.
On the data tab, make this data into 2 pivot tables. 1 for platform and placement, and 1 for device only.
Download all of these reports, and put them in your separate data doc to house all the information. Put each cleaned up table in its own tab. Add conditional formatting to help showcase the performance of key metrics.
Insert these tables in your main client-facing audit report, each under their own section.
Once you have all your reports in their area of the audit doc, include a few bullet points under each section. Analyze the current performance, and include any recommendations based on your findings.
It’s important to be sensitive when including analysis. In some cases, the people you will be presenting to are the people who are currently running the account. Point out when things are done well, and position things as opportunities to improve rather than the harsher tone of “this is wrong or terrible and is wasting a lot of money”.
Once you’ve finished with those section, there are a few more areas you should review. They are:
Spend a little time poking around the campaigns to get a feel for what they’re running. It’s easy to spend too much time on this. Try to stay high level and focus on campaigns that are getting the majority of the spend.
Include screenshots throughout to help break up the text and make it easier to visualize your points.
Take a look at the different types of ads that are currently running and what opportunities they might be missing.
Check for different ad types and what types of creatives they’re using.
Who are they targeting?
Take a look at how the campaigns are set up.
After you provide all your analysis, you should include a section that talks about your standard approach and specific strategy for the business.
Your standard approach is sharing with them your philosophies on how to manage accounts, and breaking it down in terms that anyone can understand.
Finally, summarize all your customized recommendations, and present them in order of most impactful to least impactful.
Now that you have it all on paper, set up a meeting to present your work.
It’s important to be able to walk you audience through the document rather than just sending it over, as it might be too overwhelming for the receiving party.