Ads Audit (Global) — Health Score & Action Plan
Difference from 03-performance-eval-global:
03 evaluates current performance (CPM, ROAS, funnel) — diagnoses symptoms.21 audits account configuration (setup, structure, tracking, creative) — scores 0-100 and finds systemic issues.
Insight before numbers. Lead with judgment; illustrate with metrics.
For Newbies — Start Here
What is an ads audit?
A structured review of your ad accounts (Meta, Google, TikTok) to find leaks, misconfigurations, and missed opportunities. The output is a Health Score (0-100), a list of Quick Wins, and a 7-day Action Plan.
When do you need one?
- ROAS dropped suddenly (>20% week-over-week).
- New account inherited from another agency or in-house team.
- Spending >$5K/month with no clear performance review process.
- Pixel/CAPI showed errors or duplicate events.
- About to scale spend by 2-3x and want to verify foundation.
- Dropshipping store with attribution confusion (Shopify vs Meta vs Triple Whale numbers don't match).
What you'll need before starting:
- Read access to ad accounts (or screen-share / data export).
- Last 30 days of spend, impressions, clicks, conversions, ROAS.
- Pixel/CAPI status (Events Manager, GA4, TikTok Events).
- Region context (US, EU, SEA, LATAM) — benchmarks differ widely.
- Business model (DTC e-com, B2B SaaS, lead gen, dropshipping) — optimization rules differ.
How long does it take?
- Quick audit: 2-3 hours (Health Score + Quick Wins).
- Full audit: 6-10 hours (Health Score + 84 checkpoints + 7-day plan + creative review).
Step 0 — Read Context + Select Region Variant
Before audit, pull two contexts:
- Product context — call
product-marketing-context-global if not already in conversation. This gives the auditor: pricing, target CAC, business model, current channels.
- Region variant — load the appropriate file:
| Region |
File |
Currency |
Key benchmarks |
| US / North America |
variants/01-us.md |
USD |
Meta CPM $7-12, Google CPC $1-3, ROAS 3-5x |
| EU / UK |
variants/02-eu.md |
EUR / GBP |
Meta CPM €5-10, Google CPC €1-3, ROAS 3-4x |
| SEA (VN, TH, ID, PH, SG, MY) |
variants/03-sea.md |
USD-equivalent |
Meta CPM $1-2, Google CPC $0.30-1, ROAS 2-3x |
| LATAM (BR, MX, AR, CO, CL) |
variants/04-latam.md |
USD-equivalent |
Meta CPM $0.50-1.5, Google CPC $0.20-0.80, ROAS 2-3x |
Why region matters: A $5 CPM is excellent in US but terrible in Vietnam. Audit grading without regional context produces false positives or false negatives.
Information Gathering
Ask up to 4 questions:
- Which platforms? Meta / Google / TikTok / multi-platform — and what % of total ad spend each represents.
- Industry + business model? (DTC e-com, dropshipping, B2B SaaS, lead-gen, local service, course/info-product.)
- Monthly ad spend + region? (e.g. "$15K/month, 70% US, 30% Canada".)
- Can you share data? Either paste tables, share a Looker Studio link, or grant view access to the ad account.
Auto-pull via MCP (if connected)
If user has connected an MCP server, pull data directly:
| Platform |
MCP recommended |
Key tools used |
| Meta Ads |
Meta Official MCP (mcp.facebook.com/ads) |
ads_insights_anomaly_signal, ads_insights_auction_ranking_benchmarks, ads_get_dataset_quality, ads_get_opportunity_score |
| Google Ads |
Google Official MCP |
GAQL: campaign performance, search terms, quality score |
| TikTok Ads |
AdsMCP / tiktok-ads-mcp-server |
Performance reports, creative library |
| Cross-platform |
Adspirer ads-mcp |
Unified analytics across 175+ tools |
Sample Meta Insights fields when MCP unavailable:
fields=spend,impressions,clicks,ctr,cpc,cpm,actions,cost_per_action_type,
purchase_roas,frequency,reach
date_preset=last_30d
level=adset
breakdowns=age,gender
Sample GAQL query for Google audit:
SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
metrics.impressions, metrics.clicks, metrics.cost_micros,
metrics.conversions, metrics.cost_per_conversion,
metrics.search_impression_share
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
AND campaign.status != 'REMOVED'
ORDER BY metrics.cost_micros DESC
Health Score Framework (0-100)
Formula
Health Score = Σ(Check_pass × Severity_weight × Dimension_weight)
/ Σ(Check_total × Severity_weight × Dimension_weight) × 100
Severity weights
| Severity |
Multiplier |
Meaning |
| Critical |
5.0× |
Active money/data loss — fix today |
| High |
3.0× |
Major impact — fix within 7 days |
| Medium |
1.5× |
Best practice gap — fix within 30 days |
| Low |
0.5× |
Optimization — fix when possible |
Grade scale
| Score |
Grade |
Meaning |
| 90-100 |
A |
Excellent — maintain & scale |
| 75-89 |
B |
Good — a few improvements needed |
| 60-74 |
C |
Average — needs serious investment |
| 40-59 |
D |
Poor — significant performance leaks |
| <40 |
F |
Critical — likely losing money in real time |
6 Dimensions
1. Account (10%) — billing, permissions, BM/MCC structure, account warnings
2. Campaign (15%) — objectives, separation (cold/warm/retarget), budget allocation
3. AdSet/AdGroup (20%) — audience, budget, scheduling, exclusions, learning phase
4. Ad/Creative (25%) — diversity, freshness, hook quality, format mix
5. Tracking (20%) — pixel/CAPI/server-side, event quality, attribution model
6. Optimization (10%) — bid strategy, ML signals, budget pacing, automation rules
84 Checkpoints (Universal Core)
Region-specific benchmark numbers live in the variant files. The checkpoint logic is identical worldwide.
Dimension 1 — ACCOUNT (12 checks, weight 10%)
| # |
Check |
Severity |
| A01 |
Business Manager / MCC structured (single source of truth) |
High |
| A02 |
Account billing healthy (no failed charges in 30d) |
Critical |
| A03 |
No active account warnings or restrictions |
Critical |
| A04 |
Domain verified (Meta) or website verified (Google/TikTok) |
High |
| A05 |
iOS 14.5+ Aggregated Event Measurement configured (Meta) |
High |
| A06 |
Brand safety / suitability set (Meta + Google) |
Medium |
| A07 |
User access roles minimized (no over-permissioned users) |
Medium |
| A08 |
Spending limit set per account (prevents runaway charges) |
Medium |
| A09 |
2FA enabled on all admin accounts |
High |
| A10 |
Conversion API token rotated within 12 months |
Low |
| A11 |
Account currency matches market currency |
Low |
| A12 |
Tax/VAT configuration correct for region |
Low |
Dimension 2 — CAMPAIGN (14 checks, weight 15%)
| # |
Check |
Severity |
| C01 |
Cold / warm / retarget campaigns separated |
High |
| C02 |
Campaign objectives match real business outcome |
Critical |
| C03 |
No more than 3-5 active "core" campaigns |
Medium |
| C04 |
Campaign Budget Optimization (CBO) used appropriately |
Medium |
| C05 |
No overlapping audiences across active campaigns |
High |
| C06 |
Brand vs non-brand campaigns separated (Google) |
High |
| C07 |
Search vs Performance Max separated (Google) |
High |
| C08 |
iOS / Android segregation when economics differ |
Low |
| C09 |
Budget allocated proportionally to ROAS-by-funnel-stage |
High |
| C10 |
Naming convention consistent (Brand_Funnel_Geo_Date) |
Low |
| C11 |
Campaign-level frequency caps set (where supported) |
Medium |
| C12 |
Holiday/promo campaigns tagged & sunset-dated |
Low |
| C13 |
Negative geo / language exclusions set |
Medium |
| C14 |
Brand keywords campaign exists with good QS (Google) |
High |
Dimension 3 — AD SET / AD GROUP (16 checks, weight 20%)
| # |
Check |
Severity |
| S01 |
Daily budget ≥ 5× target CPA per ad set |
Critical |
| S02 |
Not editing ad sets currently in Learning Phase |
High |
| S03 |
Audience size 1M-50M for cold prospecting (Meta) |
High |
| S04 |
Audience overlap between ad sets <25% |
High |
| S05 |
Lookalikes built from quality seeds (purchasers, not clickers) |
High |
| S06 |
Negative keywords list maintained (Google) |
High |
| S07 |
Match types appropriate (Broad+Smart Bidding, or Phrase/Exact) |
High |
| S08 |
Search term report reviewed within 14 days |
High |
| S09 |
Exclusion of past purchasers from acquisition campaigns |
Critical |
| S10 |
Placement: Advantage+/automatic where appropriate |
Medium |
| S11 |
Ad scheduling matches actual peak-conversion hours |
Medium |
| S12 |
Bid strategy matches account stage (Lowest Cost early, Cost Cap mature) |
High |
| S13 |
Demographic restrictions justified by data (not prejudice) |
Medium |
| S14 |
TikTok-specific: SmartTargeting tested vs manual |
Medium |
| S15 |
Quality score average ≥6/10 (Google) |
High |
| S16 |
Ad set count per campaign ≤5 (Meta) for ML efficiency |
Medium |
Dimension 4 — AD / CREATIVE (18 checks, weight 25%)
| # |
Check |
Severity |
| AD01 |
At least 10 truly different creatives per active ad set |
High |
| AD02 |
No single creative running >21 days continuously |
High |
| AD03 |
Frequency <3.5 on cold audience |
High |
| AD04 |
All 3 formats present (video / image / carousel) |
Medium |
| AD05 |
Videos have sound/music (TikTok-critical) |
Critical |
| AD06 |
First 3 seconds hook tested (Hook Rate >25%) |
High |
| AD07 |
Captions / on-screen text present (sound-off viewing) |
High |
| AD08 |
UGC / review-style creative present (≥1) |
Medium |
| AD09 |
CTA explicit in creative (voice or text) |
High |
| AD10 |
Vertical 9:16 used for Stories/Reels/TikTok |
High |
| AD11 |
Resolution ≥720p (1080p preferred) |
Medium |
| AD12 |
RSA: ≥8/15 headlines, ≥4/4 descriptions filled (Google) |
High |
| AD13 |
Asset strength "Good" or higher on RSA (Google) |
Medium |
| AD14 |
Sitelink / callout / call extensions present (Google) |
Medium |
| AD15 |
Landing page load time <3s on 4G |
High |
| AD16 |
Landing page mobile-first design verified |
Critical |
| AD17 |
Creative-to-LP message match (no bait-and-switch) |
High |
| AD18 |
Compliance: no policy violations (alcohol, health, financial) |
Critical |
Dimension 5 — TRACKING (16 checks, weight 20%)
| # |
Check |
Severity |
| T01 |
Pixel/Tag installed on all relevant pages |
Critical |
| T02 |
Purchase / Lead / KeyEvent firing accurately |
Critical |
| T03 |
Conversion API (CAPI / Enhanced Conversions) deployed |
High |
| T04 |
Event Match Quality ≥6.0 (Meta) |
High |
| T05 |
No duplicate events (deduplication ID set) |
Critical |
| T06 |
UTM parameters present on all paid links |
Medium |
| T07 |
GA4 linked to Google Ads + GA4 linked to BigQuery |
High |
| T08 |
Conversion windows aligned across platforms |
High |
| T09 |
Server-side tracking layer (GTM SS, Stape) considered |
Medium |
| T10 |
Triple Whale / Hyros / Northbeam reconciled vs platform (DTC) |
High |
| T11 |
TikTok Pixel + Events API both firing |
High |
| T12 |
View-through and click-through windows documented |
Medium |
| T13 |
Cross-domain tracking working (multi-domain checkout) |
High |
| T14 |
First-party data collection (email/phone) for CAPI matching |
High |
| T15 |
Cookie consent compliant (GDPR / CCPA / LGPD) |
Critical |
| T16 |
Bot/spam traffic filtered from conversion data |
Medium |
Dimension 6 — OPTIMIZATION (8 checks, weight 10%)
| # |
Check |
Severity |
| O01 |
Automated rules in place (pause low ROAS, scale winners) |
Medium |
| O02 |
Budget pacing reviewed weekly |
Medium |
| O03 |
Creative refresh cadence set (≥30% new every 14 days) |
High |
| O04 |
A/B testing framework defined (one variable at a time) |
Medium |
| O05 |
Reporting cadence: daily skim, weekly deep-dive |
Low |
| O06 |
Diagnostics tab reviewed (Quality, Engagement, Conversion) |
Medium |
| O07 |
Performance reviewed by funnel stage (TOFU/MOFU/BOFU) |
High |
| O08 |
Stop-loss thresholds defined per campaign |
High |
Quick Wins Decision Tree
After scoring, surface the top 5-10 actions a user can do today (<15 minutes each).
START → Is any Critical check failing?
├─ YES → Fix in next 24 hours (account-level issues first)
│ ├─ A02/A03 (billing/warning) → fix immediately
│ ├─ T01/T02/T05 (tracking broken) → fix before any more spend
│ ├─ S01 (budget < 5× CPA) → increase budget or pause
│ └─ AD18 (policy violation) → revise creative
│
└─ NO → Score Critical/High Quick Wins by impact:
├─ Pause "wasted spend" keywords / ad sets (>$200 spend, 0 conv)
├─ Add exclusion of past purchasers from cold campaigns
├─ Refresh top-frequency creative (>3.5 freq)
├─ Enable CAPI / Enhanced Conversions
├─ Add UTM parameters to untagged ads
└─ Connect GA4 ↔ Google Ads if not linked
Each Quick Win must include: action, expected impact, time required, owner.
Dropshipping Audit Checklist (Special Section)
Dropshipping has unique audit needs: high creative volume, thin margins, attribution opacity, and compressed test cycles. This section augments — not replaces — the 84 universal checkpoints.
1. Creative Testing Velocity (the #1 dropshipping killer)
| Check |
Pass criteria |
Severity |
| New creatives launched per week |
≥10 (winning store benchmark) |
Critical |
| Creative-to-spend ratio |
1 winning ad funds 4-5 tests |
High |
| Hook variations tested |
≥3 hooks per product |
High |
| UGC creator pipeline active |
≥2 UGC creators delivering weekly |
High |
| Cycle time from brief to launch |
<72 hours |
High |
Failure mode: A store running 2-3 creatives "until they die" instead of testing 10+/week is starving Meta's algorithm and ad fatigue compounds. Fix: build a creative ops calendar (see 06-ugc-egc-brief-global).
2. CBO vs ABO Setup
| Check |
Pass criteria |
Severity |
| Testing layer uses ABO (Ad Set Budget) |
≥3 ad sets, $20-50/day each |
High |
| Scaling layer uses CBO (Campaign Budget) |
Top winners only, single CBO |
High |
| Budget reallocates within 3-7 days of clear winner |
Document rule + execute |
Medium |
| No mixed CBO with non-comparable ad sets |
Audit campaign structure |
High |
3. Pixel + CAPI Dual Tracking (post-iOS 14.5 critical)
| Check |
Pass criteria |
Severity |
| Pixel + CAPI both firing on Purchase event |
Verified in Test Events |
Critical |
| EMQ ≥7.0 (dropshipping should beat 6.0 floor) |
Events Manager |
High |
| Email + phone + first-name + last-name passed via CAPI |
Backend integration |
Critical |
| Server-side tracking via Stape/GTM SS for AOV>$50 stores |
Verified deployment |
High |
| iOS attribution gap reconciled with Triple Whale or Hyros |
Compare last 30 days |
High |
4. Landing Page CRO Signals
| Check |
Pass criteria |
Severity |
| Mobile load time <2.5s (LCP) |
PageSpeed Insights |
Critical |
| Add-to-Cart rate ≥6% (sessions → ATC) |
GA4 / Shopify |
High |
| Checkout conversion ≥40% (ATC → Purchase) |
GA4 / Shopify |
High |
| Hero matches winning ad (creative-LP message match) |
Manual review |
Critical |
| Trust badges, reviews, return policy visible above fold |
Manual review |
High |
| Exit-intent + abandoned cart sequence active |
Klaviyo / equivalent |
High |
5. Attribution Accuracy
| Check |
Pass criteria |
Severity |
| UTMs use consistent schema (utm_source/medium/campaign/content) |
URL builder doc |
High |
| Triple Whale / Hyros / Northbeam connected |
At least one MMP active |
High |
| Platform-reported revenue vs Shopify revenue gap <15% |
Reconciliation report |
High |
| Post-purchase survey ("How did you hear about us?") active |
Order form / KnoCommerce |
Medium |
| Customer LTV tracked, not just first-order revenue |
Cohort report quarterly |
High |
6. Profit Margin Tracking
| Check |
Pass criteria |
Severity |
| Net margin per order calculated (after COGS, ad spend, fees) |
Spreadsheet or Lifetimely |
Critical |
| MER (Marketing Efficiency Ratio = total revenue / total ad spend) tracked daily |
Dashboard |
High |
| Break-even ROAS documented and visible |
Operations dashboard |
Critical |
| Refund/chargeback rate <5% |
Shopify reports |
High |
| Profit-per-customer rising or flat (not declining) |
90-day cohort |
High |
Dropshipping cross-reference: When auditing dropshipping accounts, also call 29-dropshipping-mastery-global for product-fit and supply-chain audit beyond ad-account scope.
Output Structure
# Ads Audit: [Brand / Product]
Audit date: [YYYY-MM-DD]
Region: [US / EU / SEA / LATAM]
Auditor: [Agency / In-house]
Spend audited: [$ — last 30d]
## Executive Summary
| Platform | Score | Grade | Top issue |
|----------|-------|-------|-----------|
| Meta Ads | [n]/100 | [A-F] | [1-line] |
| Google Ads | [n]/100 | | |
| TikTok Ads | [n]/100 | | |
| **Aggregate** | **[n]/100** | **[Grade]** | |
## Critical Issues (fix in 24 hours)
[List failed Critical checks with remediation steps]
## Quick Wins (today, <15 min each)
[Top 5-10 actions, sorted by impact]
## By Dimension
### 1. Account — [score]/10
[Pass/fail per check, with screenshots if MCP-pulled]
### 2. Campaign — [score]/10
[...]
[Continue for all 6 dimensions]
## By Platform
### Meta Ads — [score]/100
[Breakdown by dimension]
### Google Ads — [score]/100
[...]
### TikTok Ads — [score]/100
[...]
## Dropshipping Audit (if applicable)
[6 sub-sections from Dropshipping Checklist]
## 7-Day Action Plan
| Day | Action | Platform | Owner | Expected outcome |
|-----|--------|----------|-------|------------------|
| Day 1 | [Quick wins + Critical fixes] | | | |
| Day 2-3 | [High priority] | | | |
| Day 4-5 | [Tracking + creative] | | | |
| Day 6-7 | [Setup + test deploy] | | | |
## 30-Day Forecast
[Realistic improvement estimate if all Critical/High fixed]
## Appendix
- Raw data exports
- Screenshots
- MCP query logs (if used)
Cross-references
| When you need |
Call skill |
| Diagnose current KPIs and funnel |
03-performance-eval-global |
| Deep data analysis (descriptive→prescriptive) |
13-data-analysis-global |
| Refresh creative after audit finds fatigue |
05-ad-copy-global + 06-ugc-egc-brief-global |
| Reverse-calc budget after fixing tracking |
10-reverse-kpi-calc-global |
| Dropshipping product/supply audit |
29-dropshipping-mastery-global |
| Set up A/B test for fixes |
19-ab-test-setup-global |
Quality Checklist (before delivery)
Region Variant References
Load the appropriate file before scoring:
variants/01-us.md — United States, Canadavariants/02-eu.md — European Union, UKvariants/03-sea.md — Vietnam, Thailand, Indonesia, Philippines, Singapore, Malaysiavariants/04-latam.md — Brazil, Mexico, Argentina, Colombia, Chile
Each variant contains: healthy CPM/CPC ranges, ROAS targets per business model, common red flags, region-specific compliance gates, and tracking platform peculiarities.
1---
2name: 21-ads-audit-global
3description: "Use when an ad account needs a systematic CONFIGURATION audit — 84 checkpoints across account, campaign, ad set, ad, tracking, and optimization, scored into a Health Score out of 100, quick wins ranked by impact, regional benchmarks, and a dropshipping checklist, covering Meta, Google, and TikTok. Trigger on 'ads audit', 'audit my ad account', 'is my Meta setup correct', 'health score for the account', 'review my Google Ads', 'we inherited this account and it is a mess'. Not for — diagnosing why the numbers moved this week, see `03-performance-eval-global`; planning fresh budget, see `54-media-plan-global`; rebuilding the campaign hierarchy, see `52-account-structure-global`."
4metadata:
5 version: 1.0.1
6 category: performance
7license: MIT
8triggers:
9 - "ads audit"
10 - "ad account audit"
11 - "Meta audit"
12 - "Google Ads audit"
13 - "TikTok audit"
14 - "dropshipping ads audit"
15related:
16 - product-marketing-context-global
17 - 03-performance-eval-global
18 - 13-data-analysis-global
19 - 29-dropshipping-mastery-global
20 - references/global-platforms-comparison
21---
22
23# Ads Audit (Global) — Health Score & Action Plan
24
25> **Difference from `03-performance-eval-global`:**
26> - `03` evaluates current performance (CPM, ROAS, funnel) — diagnoses symptoms.
27> - `21` audits account configuration (setup, structure, tracking, creative) — scores 0-100 and finds systemic issues.
28>
29> Insight before numbers. Lead with judgment; illustrate with metrics.
30
31---
32
33## For Newbies — Start Here
34
35**What is an ads audit?**
36A structured review of your ad accounts (Meta, Google, TikTok) to find leaks, misconfigurations, and missed opportunities. The output is a **Health Score (0-100)**, a list of **Quick Wins**, and a **7-day Action Plan**.
37
38**When do you need one?**
39- ROAS dropped suddenly (>20% week-over-week).
40- New account inherited from another agency or in-house team.
41- Spending >$5K/month with no clear performance review process.
42- Pixel/CAPI showed errors or duplicate events.
43- About to scale spend by 2-3x and want to verify foundation.
44- Dropshipping store with attribution confusion (Shopify vs Meta vs Triple Whale numbers don't match).
45
46**What you'll need before starting:**
471. Read access to ad accounts (or screen-share / data export).
482. Last 30 days of spend, impressions, clicks, conversions, ROAS.
493. Pixel/CAPI status (Events Manager, GA4, TikTok Events).
504. Region context (US, EU, SEA, LATAM) — benchmarks differ widely.
515. Business model (DTC e-com, B2B SaaS, lead gen, dropshipping) — optimization rules differ.
52
53**How long does it take?**
54- Quick audit: 2-3 hours (Health Score + Quick Wins).
55- Full audit: 6-10 hours (Health Score + 84 checkpoints + 7-day plan + creative review).
56
57---
58
59## Step 0 — Read Context + Select Region Variant
60
61Before audit, pull two contexts:
62
631. **Product context** — call `product-marketing-context-global` if not already in conversation. This gives the auditor: pricing, target CAC, business model, current channels.
642. **Region variant** — load the appropriate file:
65
66| Region | File | Currency | Key benchmarks |
67|--------|------|----------|----------------|
68| **US / North America** | `variants/01-us.md` | USD | Meta CPM $7-12, Google CPC $1-3, ROAS 3-5x |
69| **EU / UK** | `variants/02-eu.md` | EUR / GBP | Meta CPM €5-10, Google CPC €1-3, ROAS 3-4x |
70| **SEA (VN, TH, ID, PH, SG, MY)** | `variants/03-sea.md` | USD-equivalent | Meta CPM $1-2, Google CPC $0.30-1, ROAS 2-3x |
71| **LATAM (BR, MX, AR, CO, CL)** | `variants/04-latam.md` | USD-equivalent | Meta CPM $0.50-1.5, Google CPC $0.20-0.80, ROAS 2-3x |
72
73> **Why region matters:** A $5 CPM is excellent in US but terrible in Vietnam. Audit grading without regional context produces false positives or false negatives.
74
75---
76
77## Information Gathering
78
79Ask up to 4 questions:
80
811. **Which platforms?** Meta / Google / TikTok / multi-platform — and what % of total ad spend each represents.
822. **Industry + business model?** (DTC e-com, dropshipping, B2B SaaS, lead-gen, local service, course/info-product.)
833. **Monthly ad spend + region?** (e.g. "$15K/month, 70% US, 30% Canada".)
844. **Can you share data?** Either paste tables, share a Looker Studio link, or grant view access to the ad account.
85
86### Auto-pull via MCP (if connected)
87
88If user has connected an MCP server, pull data directly:
89
90| Platform | MCP recommended | Key tools used |
91|----------|-----------------|----------------|
92| Meta Ads | Meta Official MCP (`mcp.facebook.com/ads`) | `ads_insights_anomaly_signal`, `ads_insights_auction_ranking_benchmarks`, `ads_get_dataset_quality`, `ads_get_opportunity_score` |
93| Google Ads | Google Official MCP | GAQL: campaign performance, search terms, quality score |
94| TikTok Ads | AdsMCP / tiktok-ads-mcp-server | Performance reports, creative library |
95| Cross-platform | Adspirer ads-mcp | Unified analytics across 175+ tools |
96
97**Sample Meta Insights fields when MCP unavailable:**
98```
99fields=spend,impressions,clicks,ctr,cpc,cpm,actions,cost_per_action_type,
100 purchase_roas,frequency,reach
101date_preset=last_30d
102level=adset
103breakdowns=age,gender
104```
105
106**Sample GAQL query for Google audit:**
107```sql
108SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
109 metrics.impressions, metrics.clicks, metrics.cost_micros,
110 metrics.conversions, metrics.cost_per_conversion,
111 metrics.search_impression_share
112FROM campaign
113WHERE segments.date DURING LAST_30_DAYS
114 AND campaign.status != 'REMOVED'
115ORDER BY metrics.cost_micros DESC
116```
117
118---
119
120## Health Score Framework (0-100)
121
122### Formula
123```
124Health Score = Σ(Check_pass × Severity_weight × Dimension_weight)
125 / Σ(Check_total × Severity_weight × Dimension_weight) × 100
126```
127
128### Severity weights
129| Severity | Multiplier | Meaning |
130|----------|-----------|---------|
131| Critical | 5.0× | Active money/data loss — fix today |
132| High | 3.0× | Major impact — fix within 7 days |
133| Medium | 1.5× | Best practice gap — fix within 30 days |
134| Low | 0.5× | Optimization — fix when possible |
135
136### Grade scale
137| Score | Grade | Meaning |
138|-------|-------|---------|
139| 90-100 | **A** | Excellent — maintain & scale |
140| 75-89 | **B** | Good — a few improvements needed |
141| 60-74 | **C** | Average — needs serious investment |
142| 40-59 | **D** | Poor — significant performance leaks |
143| <40 | **F** | Critical — likely losing money in real time |
144
145### 6 Dimensions
146
147```
1481. Account (10%) — billing, permissions, BM/MCC structure, account warnings
1492. Campaign (15%) — objectives, separation (cold/warm/retarget), budget allocation
1503. AdSet/AdGroup (20%) — audience, budget, scheduling, exclusions, learning phase
1514. Ad/Creative (25%) — diversity, freshness, hook quality, format mix
1525. Tracking (20%) — pixel/CAPI/server-side, event quality, attribution model
1536. Optimization (10%) — bid strategy, ML signals, budget pacing, automation rules
154```
155
156---
157
158## 84 Checkpoints (Universal Core)
159
160> Region-specific benchmark numbers live in the variant files. The checkpoint logic is identical worldwide.
161
162### Dimension 1 — ACCOUNT (12 checks, weight 10%)
163
164| # | Check | Severity |
165|---|-------|----------|
166| A01 | Business Manager / MCC structured (single source of truth) | High |
167| A02 | Account billing healthy (no failed charges in 30d) | Critical |
168| A03 | No active account warnings or restrictions | Critical |
169| A04 | Domain verified (Meta) or website verified (Google/TikTok) | High |
170| A05 | iOS 14.5+ Aggregated Event Measurement configured (Meta) | High |
171| A06 | Brand safety / suitability set (Meta + Google) | Medium |
172| A07 | User access roles minimized (no over-permissioned users) | Medium |
173| A08 | Spending limit set per account (prevents runaway charges) | Medium |
174| A09 | 2FA enabled on all admin accounts | High |
175| A10 | Conversion API token rotated within 12 months | Low |
176| A11 | Account currency matches market currency | Low |
177| A12 | Tax/VAT configuration correct for region | Low |
178
179### Dimension 2 — CAMPAIGN (14 checks, weight 15%)
180
181| # | Check | Severity |
182|---|-------|----------|
183| C01 | Cold / warm / retarget campaigns separated | High |
184| C02 | Campaign objectives match real business outcome | Critical |
185| C03 | No more than 3-5 active "core" campaigns | Medium |
186| C04 | Campaign Budget Optimization (CBO) used appropriately | Medium |
187| C05 | No overlapping audiences across active campaigns | High |
188| C06 | Brand vs non-brand campaigns separated (Google) | High |
189| C07 | Search vs Performance Max separated (Google) | High |
190| C08 | iOS / Android segregation when economics differ | Low |
191| C09 | Budget allocated proportionally to ROAS-by-funnel-stage | High |
192| C10 | Naming convention consistent (Brand_Funnel_Geo_Date) | Low |
193| C11 | Campaign-level frequency caps set (where supported) | Medium |
194| C12 | Holiday/promo campaigns tagged & sunset-dated | Low |
195| C13 | Negative geo / language exclusions set | Medium |
196| C14 | Brand keywords campaign exists with good QS (Google) | High |
197
198### Dimension 3 — AD SET / AD GROUP (16 checks, weight 20%)
199
200| # | Check | Severity |
201|---|-------|----------|
202| S01 | Daily budget ≥ 5× target CPA per ad set | Critical |
203| S02 | Not editing ad sets currently in Learning Phase | High |
204| S03 | Audience size 1M-50M for cold prospecting (Meta) | High |
205| S04 | Audience overlap between ad sets <25% | High |
206| S05 | Lookalikes built from quality seeds (purchasers, not clickers) | High |
207| S06 | Negative keywords list maintained (Google) | High |
208| S07 | Match types appropriate (Broad+Smart Bidding, or Phrase/Exact) | High |
209| S08 | Search term report reviewed within 14 days | High |
210| S09 | Exclusion of past purchasers from acquisition campaigns | Critical |
211| S10 | Placement: Advantage+/automatic where appropriate | Medium |
212| S11 | Ad scheduling matches actual peak-conversion hours | Medium |
213| S12 | Bid strategy matches account stage (Lowest Cost early, Cost Cap mature) | High |
214| S13 | Demographic restrictions justified by data (not prejudice) | Medium |
215| S14 | TikTok-specific: SmartTargeting tested vs manual | Medium |
216| S15 | Quality score average ≥6/10 (Google) | High |
217| S16 | Ad set count per campaign ≤5 (Meta) for ML efficiency | Medium |
218
219### Dimension 4 — AD / CREATIVE (18 checks, weight 25%)
220
221| # | Check | Severity |
222|---|-------|----------|
223| AD01 | At least 10 truly different creatives per active ad set | High |
224| AD02 | No single creative running >21 days continuously | High |
225| AD03 | Frequency <3.5 on cold audience | High |
226| AD04 | All 3 formats present (video / image / carousel) | Medium |
227| AD05 | Videos have sound/music (TikTok-critical) | Critical |
228| AD06 | First 3 seconds hook tested (Hook Rate >25%) | High |
229| AD07 | Captions / on-screen text present (sound-off viewing) | High |
230| AD08 | UGC / review-style creative present (≥1) | Medium |
231| AD09 | CTA explicit in creative (voice or text) | High |
232| AD10 | Vertical 9:16 used for Stories/Reels/TikTok | High |
233| AD11 | Resolution ≥720p (1080p preferred) | Medium |
234| AD12 | RSA: ≥8/15 headlines, ≥4/4 descriptions filled (Google) | High |
235| AD13 | Asset strength "Good" or higher on RSA (Google) | Medium |
236| AD14 | Sitelink / callout / call extensions present (Google) | Medium |
237| AD15 | Landing page load time <3s on 4G | High |
238| AD16 | Landing page mobile-first design verified | Critical |
239| AD17 | Creative-to-LP message match (no bait-and-switch) | High |
240| AD18 | Compliance: no policy violations (alcohol, health, financial) | Critical |
241
242### Dimension 5 — TRACKING (16 checks, weight 20%)
243
244| # | Check | Severity |
245|---|-------|----------|
246| T01 | Pixel/Tag installed on all relevant pages | Critical |
247| T02 | Purchase / Lead / KeyEvent firing accurately | Critical |
248| T03 | Conversion API (CAPI / Enhanced Conversions) deployed | High |
249| T04 | Event Match Quality ≥6.0 (Meta) | High |
250| T05 | No duplicate events (deduplication ID set) | Critical |
251| T06 | UTM parameters present on all paid links | Medium |
252| T07 | GA4 linked to Google Ads + GA4 linked to BigQuery | High |
253| T08 | Conversion windows aligned across platforms | High |
254| T09 | Server-side tracking layer (GTM SS, Stape) considered | Medium |
255| T10 | Triple Whale / Hyros / Northbeam reconciled vs platform (DTC) | High |
256| T11 | TikTok Pixel + Events API both firing | High |
257| T12 | View-through and click-through windows documented | Medium |
258| T13 | Cross-domain tracking working (multi-domain checkout) | High |
259| T14 | First-party data collection (email/phone) for CAPI matching | High |
260| T15 | Cookie consent compliant (GDPR / CCPA / LGPD) | Critical |
261| T16 | Bot/spam traffic filtered from conversion data | Medium |
262
263### Dimension 6 — OPTIMIZATION (8 checks, weight 10%)
264
265| # | Check | Severity |
266|---|-------|----------|
267| O01 | Automated rules in place (pause low ROAS, scale winners) | Medium |
268| O02 | Budget pacing reviewed weekly | Medium |
269| O03 | Creative refresh cadence set (≥30% new every 14 days) | High |
270| O04 | A/B testing framework defined (one variable at a time) | Medium |
271| O05 | Reporting cadence: daily skim, weekly deep-dive | Low |
272| O06 | Diagnostics tab reviewed (Quality, Engagement, Conversion) | Medium |
273| O07 | Performance reviewed by funnel stage (TOFU/MOFU/BOFU) | High |
274| O08 | Stop-loss thresholds defined per campaign | High |
275
276---
277
278## Quick Wins Decision Tree
279
280After scoring, surface the top 5-10 actions a user can do **today** (<15 minutes each).
281
282```
283START → Is any Critical check failing?
284 ├─ YES → Fix in next 24 hours (account-level issues first)
285 │ ├─ A02/A03 (billing/warning) → fix immediately
286 │ ├─ T01/T02/T05 (tracking broken) → fix before any more spend
287 │ ├─ S01 (budget < 5× CPA) → increase budget or pause
288 │ └─ AD18 (policy violation) → revise creative
289 │
290 └─ NO → Score Critical/High Quick Wins by impact:
291 ├─ Pause "wasted spend" keywords / ad sets (>$200 spend, 0 conv)
292 ├─ Add exclusion of past purchasers from cold campaigns
293 ├─ Refresh top-frequency creative (>3.5 freq)
294 ├─ Enable CAPI / Enhanced Conversions
295 ├─ Add UTM parameters to untagged ads
296 └─ Connect GA4 ↔ Google Ads if not linked
297```
298
299Each Quick Win must include: **action, expected impact, time required, owner**.
300
301---
302
303## Dropshipping Audit Checklist (Special Section)
304
305> Dropshipping has unique audit needs: high creative volume, thin margins, attribution opacity, and compressed test cycles. This section augments — not replaces — the 84 universal checkpoints.
306
307### 1. Creative Testing Velocity (the #1 dropshipping killer)
308
309| Check | Pass criteria | Severity |
310|-------|---------------|----------|
311| New creatives launched per week | ≥10 (winning store benchmark) | Critical |
312| Creative-to-spend ratio | 1 winning ad funds 4-5 tests | High |
313| Hook variations tested | ≥3 hooks per product | High |
314| UGC creator pipeline active | ≥2 UGC creators delivering weekly | High |
315| Cycle time from brief to launch | <72 hours | High |
316
317> **Failure mode:** A store running 2-3 creatives "until they die" instead of testing 10+/week is starving Meta's algorithm and ad fatigue compounds. Fix: build a creative ops calendar (see `06-ugc-egc-brief-global`).
318
319### 2. CBO vs ABO Setup
320
321| Check | Pass criteria | Severity |
322|-------|---------------|----------|
323| Testing layer uses ABO (Ad Set Budget) | ≥3 ad sets, $20-50/day each | High |
324| Scaling layer uses CBO (Campaign Budget) | Top winners only, single CBO | High |
325| Budget reallocates within 3-7 days of clear winner | Document rule + execute | Medium |
326| No mixed CBO with non-comparable ad sets | Audit campaign structure | High |
327
328### 3. Pixel + CAPI Dual Tracking (post-iOS 14.5 critical)
329
330| Check | Pass criteria | Severity |
331|-------|---------------|----------|
332| Pixel + CAPI both firing on Purchase event | Verified in Test Events | Critical |
333| EMQ ≥7.0 (dropshipping should beat 6.0 floor) | Events Manager | High |
334| Email + phone + first-name + last-name passed via CAPI | Backend integration | Critical |
335| Server-side tracking via Stape/GTM SS for AOV>$50 stores | Verified deployment | High |
336| iOS attribution gap reconciled with Triple Whale or Hyros | Compare last 30 days | High |
337
338### 4. Landing Page CRO Signals
339
340| Check | Pass criteria | Severity |
341|-------|---------------|----------|
342| Mobile load time <2.5s (LCP) | PageSpeed Insights | Critical |
343| Add-to-Cart rate ≥6% (sessions → ATC) | GA4 / Shopify | High |
344| Checkout conversion ≥40% (ATC → Purchase) | GA4 / Shopify | High |
345| Hero matches winning ad (creative-LP message match) | Manual review | Critical |
346| Trust badges, reviews, return policy visible above fold | Manual review | High |
347| Exit-intent + abandoned cart sequence active | Klaviyo / equivalent | High |
348
349### 5. Attribution Accuracy
350
351| Check | Pass criteria | Severity |
352|-------|---------------|----------|
353| UTMs use consistent schema (utm_source/medium/campaign/content) | URL builder doc | High |
354| Triple Whale / Hyros / Northbeam connected | At least one MMP active | High |
355| Platform-reported revenue vs Shopify revenue gap <15% | Reconciliation report | High |
356| Post-purchase survey ("How did you hear about us?") active | Order form / KnoCommerce | Medium |
357| Customer LTV tracked, not just first-order revenue | Cohort report quarterly | High |
358
359### 6. Profit Margin Tracking
360
361| Check | Pass criteria | Severity |
362|-------|---------------|----------|
363| Net margin per order calculated (after COGS, ad spend, fees) | Spreadsheet or Lifetimely | Critical |
364| MER (Marketing Efficiency Ratio = total revenue / total ad spend) tracked daily | Dashboard | High |
365| Break-even ROAS documented and visible | Operations dashboard | Critical |
366| Refund/chargeback rate <5% | Shopify reports | High |
367| Profit-per-customer rising or flat (not declining) | 90-day cohort | High |
368
369> **Dropshipping cross-reference:** When auditing dropshipping accounts, also call `29-dropshipping-mastery-global` for product-fit and supply-chain audit beyond ad-account scope.
370
371---
372
373## Output Structure
374
375```markdown
376# Ads Audit: [Brand / Product]
377Audit date: [YYYY-MM-DD]
378Region: [US / EU / SEA / LATAM]
379Auditor: [Agency / In-house]
380Spend audited: [$ — last 30d]
381
382## Executive Summary
383
384| Platform | Score | Grade | Top issue |
385|----------|-------|-------|-----------|
386| Meta Ads | [n]/100 | [A-F] | [1-line] |
387| Google Ads | [n]/100 | | |
388| TikTok Ads | [n]/100 | | |
389| **Aggregate** | **[n]/100** | **[Grade]** | |
390
391## Critical Issues (fix in 24 hours)
392[List failed Critical checks with remediation steps]
393
394## Quick Wins (today, <15 min each)
395[Top 5-10 actions, sorted by impact]
396
397## By Dimension
398
399### 1. Account — [score]/10
400[Pass/fail per check, with screenshots if MCP-pulled]
401
402### 2. Campaign — [score]/10
403[...]
404
405[Continue for all 6 dimensions]
406
407## By Platform
408
409### Meta Ads — [score]/100
410[Breakdown by dimension]
411
412### Google Ads — [score]/100
413[...]
414
415### TikTok Ads — [score]/100
416[...]
417
418## Dropshipping Audit (if applicable)
419[6 sub-sections from Dropshipping Checklist]
420
421## 7-Day Action Plan
422
423| Day | Action | Platform | Owner | Expected outcome |
424|-----|--------|----------|-------|------------------|
425| Day 1 | [Quick wins + Critical fixes] | | | |
426| Day 2-3 | [High priority] | | | |
427| Day 4-5 | [Tracking + creative] | | | |
428| Day 6-7 | [Setup + test deploy] | | | |
429
430## 30-Day Forecast
431[Realistic improvement estimate if all Critical/High fixed]
432
433## Appendix
434- Raw data exports
435- Screenshots
436- MCP query logs (if used)
437```
438
439---
440
441## Cross-references
442
443| When you need | Call skill |
444|---------------|-----------|
445| Diagnose current KPIs and funnel | `03-performance-eval-global` |
446| Deep data analysis (descriptive→prescriptive) | `13-data-analysis-global` |
447| Refresh creative after audit finds fatigue | `05-ad-copy-global` + `06-ugc-egc-brief-global` |
448| Reverse-calc budget after fixing tracking | `10-reverse-kpi-calc-global` |
449| Dropshipping product/supply audit | `29-dropshipping-mastery-global` |
450| Set up A/B test for fixes | `19-ab-test-setup-global` |
451
452---
453
454## Quality Checklist (before delivery)
455
456- [ ] Region variant loaded and benchmarks contextualized
457- [ ] All 84 checks scored (no skipped)
458- [ ] Health Score calculated per platform AND aggregate
459- [ ] Critical issues separated and fix-in-24h flagged
460- [ ] Quick Wins ≤15 min each, sorted by impact
461- [ ] Dropshipping section included if business model = dropship
462- [ ] 7-day Action Plan with owner + expected outcome per row
463- [ ] 30-day forecast realistic (not over-promise)
464- [ ] No "improve creative" without specifying WHICH creative + WHY
465- [ ] No scaling recommendation when Critical tracking fails
466- [ ] No edits suggested for ad sets in Learning Phase
467- [ ] Cross-references called when needed (e.g. `06` for creative)
468
469---
470
471## Region Variant References
472
473Load the appropriate file before scoring:
474- `variants/01-us.md` — United States, Canada
475- `variants/02-eu.md` — European Union, UK
476- `variants/03-sea.md` — Vietnam, Thailand, Indonesia, Philippines, Singapore, Malaysia
477- `variants/04-latam.md` — Brazil, Mexico, Argentina, Colombia, Chile
478
479Each variant contains: healthy CPM/CPC ranges, ROAS targets per business model, common red flags, region-specific compliance gates, and tracking platform peculiarities.
gabrielmoreira