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-global3description: 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`.4license: MIT5---6
7# Ads Audit (Global) — Health Score & Action Plan
8
9> **Difference from `03-performance-eval-global`:**
10> - `03` evaluates current performance (CPM, ROAS, funnel) — diagnoses symptoms.
11> - `21` audits account configuration (setup, structure, tracking, creative) — scores 0-100 and finds systemic issues.
12>
13> Insight before numbers. Lead with judgment; illustrate with metrics.
14
15---
16
17## For Newbies — Start Here
18
19**What is an ads audit?**
20A 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**.
21
22**When do you need one?**
23- ROAS dropped suddenly (>20% week-over-week).
24- New account inherited from another agency or in-house team.
25- Spending >$5K/month with no clear performance review process.
26- Pixel/CAPI showed errors or duplicate events.
27- About to scale spend by 2-3x and want to verify foundation.
28- Dropshipping store with attribution confusion (Shopify vs Meta vs Triple Whale numbers don't match).
29
30**What you'll need before starting:**
311. Read access to ad accounts (or screen-share / data export).
322. Last 30 days of spend, impressions, clicks, conversions, ROAS.
333. Pixel/CAPI status (Events Manager, GA4, TikTok Events).
344. Region context (US, EU, SEA, LATAM) — benchmarks differ widely.
355. Business model (DTC e-com, B2B SaaS, lead gen, dropshipping) — optimization rules differ.
36
37**How long does it take?**
38- Quick audit: 2-3 hours (Health Score + Quick Wins).
39- Full audit: 6-10 hours (Health Score + 84 checkpoints + 7-day plan + creative review).
40
41---
42
43## Step 0 — Read Context + Select Region Variant
44
45Before audit, pull two contexts:
46
471. **Product context** — call `product-marketing-context-global` if not already in conversation. This gives the auditor: pricing, target CAC, business model, current channels.
482. **Region variant** — load the appropriate file:
49
50| Region | File | Currency | Key benchmarks |
51|--------|------|----------|----------------|
52| **US / North America** | `variants/01-us.md` | USD | Meta CPM $7-12, Google CPC $1-3, ROAS 3-5x |
53| **EU / UK** | `variants/02-eu.md` | EUR / GBP | Meta CPM €5-10, Google CPC €1-3, ROAS 3-4x |
54| **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 |
55| **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 |
56
57> **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.
58
59---
60
61## Information Gathering
62
63Ask up to 4 questions:
64
651. **Which platforms?** Meta / Google / TikTok / multi-platform — and what % of total ad spend each represents.
662. **Industry + business model?** (DTC e-com, dropshipping, B2B SaaS, lead-gen, local service, course/info-product.)
673. **Monthly ad spend + region?** (e.g. "$15K/month, 70% US, 30% Canada".)
684. **Can you share data?** Either paste tables, share a Looker Studio link, or grant view access to the ad account.
69
70### Auto-pull via MCP (if connected)
71
72If user has connected an MCP server, pull data directly:
73
74| Platform | MCP recommended | Key tools used |
75|----------|-----------------|----------------|
76| 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` |
77| Google Ads | Google Official MCP | GAQL: campaign performance, search terms, quality score |
78| TikTok Ads | AdsMCP / tiktok-ads-mcp-server | Performance reports, creative library |
79| Cross-platform | Adspirer ads-mcp | Unified analytics across 175+ tools |
80
81**Sample Meta Insights fields when MCP unavailable:**
82```
83fields=spend,impressions,clicks,ctr,cpc,cpm,actions,cost_per_action_type,
84 purchase_roas,frequency,reach
85date_preset=last_30d
86level=adset
87breakdowns=age,gender
88```
89
90**Sample GAQL query for Google audit:**
91```sql
92SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
93 metrics.impressions, metrics.clicks, metrics.cost_micros,
94 metrics.conversions, metrics.cost_per_conversion,
95 metrics.search_impression_share
96FROM campaign
97WHERE segments.date DURING LAST_30_DAYS
98 AND campaign.status != 'REMOVED'
99ORDER BY metrics.cost_micros DESC
100```
101
102---
103
104## Health Score Framework (0-100)
105
106### Formula
107```
108Health Score = Σ(Check_pass × Severity_weight × Dimension_weight)
109 / Σ(Check_total × Severity_weight × Dimension_weight) × 100
110```
111
112### Severity weights
113| Severity | Multiplier | Meaning |
114|----------|-----------|---------|
115| Critical | 5.0× | Active money/data loss — fix today |
116| High | 3.0× | Major impact — fix within 7 days |
117| Medium | 1.5× | Best practice gap — fix within 30 days |
118| Low | 0.5× | Optimization — fix when possible |
119
120### Grade scale
121| Score | Grade | Meaning |
122|-------|-------|---------|
123| 90-100 | **A** | Excellent — maintain & scale |
124| 75-89 | **B** | Good — a few improvements needed |
125| 60-74 | **C** | Average — needs serious investment |
126| 40-59 | **D** | Poor — significant performance leaks |
127| <40 | **F** | Critical — likely losing money in real time |
128
129### 6 Dimensions
130
131```
1321. Account (10%) — billing, permissions, BM/MCC structure, account warnings
1332. Campaign (15%) — objectives, separation (cold/warm/retarget), budget allocation
1343. AdSet/AdGroup (20%) — audience, budget, scheduling, exclusions, learning phase
1354. Ad/Creative (25%) — diversity, freshness, hook quality, format mix
1365. Tracking (20%) — pixel/CAPI/server-side, event quality, attribution model
1376. Optimization (10%) — bid strategy, ML signals, budget pacing, automation rules
138```
139
140---
141
142## 84 Checkpoints (Universal Core)
143
144> Region-specific benchmark numbers live in the variant files. The checkpoint logic is identical worldwide.
145
146### Dimension 1 — ACCOUNT (12 checks, weight 10%)
147
148| # | Check | Severity |
149|---|-------|----------|
150| A01 | Business Manager / MCC structured (single source of truth) | High |
151| A02 | Account billing healthy (no failed charges in 30d) | Critical |
152| A03 | No active account warnings or restrictions | Critical |
153| A04 | Domain verified (Meta) or website verified (Google/TikTok) | High |
154| A05 | iOS 14.5+ Aggregated Event Measurement configured (Meta) | High |
155| A06 | Brand safety / suitability set (Meta + Google) | Medium |
156| A07 | User access roles minimized (no over-permissioned users) | Medium |
157| A08 | Spending limit set per account (prevents runaway charges) | Medium |
158| A09 | 2FA enabled on all admin accounts | High |
159| A10 | Conversion API token rotated within 12 months | Low |
160| A11 | Account currency matches market currency | Low |
161| A12 | Tax/VAT configuration correct for region | Low |
162
163### Dimension 2 — CAMPAIGN (14 checks, weight 15%)
164
165| # | Check | Severity |
166|---|-------|----------|
167| C01 | Cold / warm / retarget campaigns separated | High |
168| C02 | Campaign objectives match real business outcome | Critical |
169| C03 | No more than 3-5 active "core" campaigns | Medium |
170| C04 | Campaign Budget Optimization (CBO) used appropriately | Medium |
171| C05 | No overlapping audiences across active campaigns | High |
172| C06 | Brand vs non-brand campaigns separated (Google) | High |
173| C07 | Search vs Performance Max separated (Google) | High |
174| C08 | iOS / Android segregation when economics differ | Low |
175| C09 | Budget allocated proportionally to ROAS-by-funnel-stage | High |
176| C10 | Naming convention consistent (Brand_Funnel_Geo_Date) | Low |
177| C11 | Campaign-level frequency caps set (where supported) | Medium |
178| C12 | Holiday/promo campaigns tagged & sunset-dated | Low |
179| C13 | Negative geo / language exclusions set | Medium |
180| C14 | Brand keywords campaign exists with good QS (Google) | High |
181
182### Dimension 3 — AD SET / AD GROUP (16 checks, weight 20%)
183
184| # | Check | Severity |
185|---|-------|----------|
186| S01 | Daily budget ≥ 5× target CPA per ad set | Critical |
187| S02 | Not editing ad sets currently in Learning Phase | High |
188| S03 | Audience size 1M-50M for cold prospecting (Meta) | High |
189| S04 | Audience overlap between ad sets <25% | High |
190| S05 | Lookalikes built from quality seeds (purchasers, not clickers) | High |
191| S06 | Negative keywords list maintained (Google) | High |
192| S07 | Match types appropriate (Broad+Smart Bidding, or Phrase/Exact) | High |
193| S08 | Search term report reviewed within 14 days | High |
194| S09 | Exclusion of past purchasers from acquisition campaigns | Critical |
195| S10 | Placement: Advantage+/automatic where appropriate | Medium |
196| S11 | Ad scheduling matches actual peak-conversion hours | Medium |
197| S12 | Bid strategy matches account stage (Lowest Cost early, Cost Cap mature) | High |
198| S13 | Demographic restrictions justified by data (not prejudice) | Medium |
199| S14 | TikTok-specific: SmartTargeting tested vs manual | Medium |
200| S15 | Quality score average ≥6/10 (Google) | High |
201| S16 | Ad set count per campaign ≤5 (Meta) for ML efficiency | Medium |
202
203### Dimension 4 — AD / CREATIVE (18 checks, weight 25%)
204
205| # | Check | Severity |
206|---|-------|----------|
207| AD01 | At least 10 truly different creatives per active ad set | High |
208| AD02 | No single creative running >21 days continuously | High |
209| AD03 | Frequency <3.5 on cold audience | High |
210| AD04 | All 3 formats present (video / image / carousel) | Medium |
211| AD05 | Videos have sound/music (TikTok-critical) | Critical |
212| AD06 | First 3 seconds hook tested (Hook Rate >25%) | High |
213| AD07 | Captions / on-screen text present (sound-off viewing) | High |
214| AD08 | UGC / review-style creative present (≥1) | Medium |
215| AD09 | CTA explicit in creative (voice or text) | High |
216| AD10 | Vertical 9:16 used for Stories/Reels/TikTok | High |
217| AD11 | Resolution ≥720p (1080p preferred) | Medium |
218| AD12 | RSA: ≥8/15 headlines, ≥4/4 descriptions filled (Google) | High |
219| AD13 | Asset strength "Good" or higher on RSA (Google) | Medium |
220| AD14 | Sitelink / callout / call extensions present (Google) | Medium |
221| AD15 | Landing page load time <3s on 4G | High |
222| AD16 | Landing page mobile-first design verified | Critical |
223| AD17 | Creative-to-LP message match (no bait-and-switch) | High |
224| AD18 | Compliance: no policy violations (alcohol, health, financial) | Critical |
225
226### Dimension 5 — TRACKING (16 checks, weight 20%)
227
228| # | Check | Severity |
229|---|-------|----------|
230| T01 | Pixel/Tag installed on all relevant pages | Critical |
231| T02 | Purchase / Lead / KeyEvent firing accurately | Critical |
232| T03 | Conversion API (CAPI / Enhanced Conversions) deployed | High |
233| T04 | Event Match Quality ≥6.0 (Meta) | High |
234| T05 | No duplicate events (deduplication ID set) | Critical |
235| T06 | UTM parameters present on all paid links | Medium |
236| T07 | GA4 linked to Google Ads + GA4 linked to BigQuery | High |
237| T08 | Conversion windows aligned across platforms | High |
238| T09 | Server-side tracking layer (GTM SS, Stape) considered | Medium |
239| T10 | Triple Whale / Hyros / Northbeam reconciled vs platform (DTC) | High |
240| T11 | TikTok Pixel + Events API both firing | High |
241| T12 | View-through and click-through windows documented | Medium |
242| T13 | Cross-domain tracking working (multi-domain checkout) | High |
243| T14 | First-party data collection (email/phone) for CAPI matching | High |
244| T15 | Cookie consent compliant (GDPR / CCPA / LGPD) | Critical |
245| T16 | Bot/spam traffic filtered from conversion data | Medium |
246
247### Dimension 6 — OPTIMIZATION (8 checks, weight 10%)
248
249| # | Check | Severity |
250|---|-------|----------|
251| O01 | Automated rules in place (pause low ROAS, scale winners) | Medium |
252| O02 | Budget pacing reviewed weekly | Medium |
253| O03 | Creative refresh cadence set (≥30% new every 14 days) | High |
254| O04 | A/B testing framework defined (one variable at a time) | Medium |
255| O05 | Reporting cadence: daily skim, weekly deep-dive | Low |
256| O06 | Diagnostics tab reviewed (Quality, Engagement, Conversion) | Medium |
257| O07 | Performance reviewed by funnel stage (TOFU/MOFU/BOFU) | High |
258| O08 | Stop-loss thresholds defined per campaign | High |
259
260---
261
262## Quick Wins Decision Tree
263
264After scoring, surface the top 5-10 actions a user can do **today** (<15 minutes each).
265
266```
267START → Is any Critical check failing?
268 ├─ YES → Fix in next 24 hours (account-level issues first)
269 │ ├─ A02/A03 (billing/warning) → fix immediately
270 │ ├─ T01/T02/T05 (tracking broken) → fix before any more spend
271 │ ├─ S01 (budget < 5× CPA) → increase budget or pause
272 │ └─ AD18 (policy violation) → revise creative
273 │
274 └─ NO → Score Critical/High Quick Wins by impact:
275 ├─ Pause "wasted spend" keywords / ad sets (>$200 spend, 0 conv)
276 ├─ Add exclusion of past purchasers from cold campaigns
277 ├─ Refresh top-frequency creative (>3.5 freq)
278 ├─ Enable CAPI / Enhanced Conversions
279 ├─ Add UTM parameters to untagged ads
280 └─ Connect GA4 ↔ Google Ads if not linked
281```
282
283Each Quick Win must include: **action, expected impact, time required, owner**.
284
285---
286
287## Dropshipping Audit Checklist (Special Section)
288
289> 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.
290
291### 1. Creative Testing Velocity (the #1 dropshipping killer)
292
293| Check | Pass criteria | Severity |
294|-------|---------------|----------|
295| New creatives launched per week | ≥10 (winning store benchmark) | Critical |
296| Creative-to-spend ratio | 1 winning ad funds 4-5 tests | High |
297| Hook variations tested | ≥3 hooks per product | High |
298| UGC creator pipeline active | ≥2 UGC creators delivering weekly | High |
299| Cycle time from brief to launch | <72 hours | High |
300
301> **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`).
302
303### 2. CBO vs ABO Setup
304
305| Check | Pass criteria | Severity |
306|-------|---------------|----------|
307| Testing layer uses ABO (Ad Set Budget) | ≥3 ad sets, $20-50/day each | High |
308| Scaling layer uses CBO (Campaign Budget) | Top winners only, single CBO | High |
309| Budget reallocates within 3-7 days of clear winner | Document rule + execute | Medium |
310| No mixed CBO with non-comparable ad sets | Audit campaign structure | High |
311
312### 3. Pixel + CAPI Dual Tracking (post-iOS 14.5 critical)
313
314| Check | Pass criteria | Severity |
315|-------|---------------|----------|
316| Pixel + CAPI both firing on Purchase event | Verified in Test Events | Critical |
317| EMQ ≥7.0 (dropshipping should beat 6.0 floor) | Events Manager | High |
318| Email + phone + first-name + last-name passed via CAPI | Backend integration | Critical |
319| Server-side tracking via Stape/GTM SS for AOV>$50 stores | Verified deployment | High |
320| iOS attribution gap reconciled with Triple Whale or Hyros | Compare last 30 days | High |
321
322### 4. Landing Page CRO Signals
323
324| Check | Pass criteria | Severity |
325|-------|---------------|----------|
326| Mobile load time <2.5s (LCP) | PageSpeed Insights | Critical |
327| Add-to-Cart rate ≥6% (sessions → ATC) | GA4 / Shopify | High |
328| Checkout conversion ≥40% (ATC → Purchase) | GA4 / Shopify | High |
329| Hero matches winning ad (creative-LP message match) | Manual review | Critical |
330| Trust badges, reviews, return policy visible above fold | Manual review | High |
331| Exit-intent + abandoned cart sequence active | Klaviyo / equivalent | High |
332
333### 5. Attribution Accuracy
334
335| Check | Pass criteria | Severity |
336|-------|---------------|----------|
337| UTMs use consistent schema (utm_source/medium/campaign/content) | URL builder doc | High |
338| Triple Whale / Hyros / Northbeam connected | At least one MMP active | High |
339| Platform-reported revenue vs Shopify revenue gap <15% | Reconciliation report | High |
340| Post-purchase survey ("How did you hear about us?") active | Order form / KnoCommerce | Medium |
341| Customer LTV tracked, not just first-order revenue | Cohort report quarterly | High |
342
343### 6. Profit Margin Tracking
344
345| Check | Pass criteria | Severity |
346|-------|---------------|----------|
347| Net margin per order calculated (after COGS, ad spend, fees) | Spreadsheet or Lifetimely | Critical |
348| MER (Marketing Efficiency Ratio = total revenue / total ad spend) tracked daily | Dashboard | High |
349| Break-even ROAS documented and visible | Operations dashboard | Critical |
350| Refund/chargeback rate <5% | Shopify reports | High |
351| Profit-per-customer rising or flat (not declining) | 90-day cohort | High |
352
353> **Dropshipping cross-reference:** When auditing dropshipping accounts, also call `29-dropshipping-mastery-global` for product-fit and supply-chain audit beyond ad-account scope.
354
355---
356
357## Output Structure
358
359```markdown
360# Ads Audit: [Brand / Product]
361Audit date: [YYYY-MM-DD]
362Region: [US / EU / SEA / LATAM]
363Auditor: [Agency / In-house]
364Spend audited: [$ — last 30d]
365
366## Executive Summary
367
368| Platform | Score | Grade | Top issue |
369|----------|-------|-------|-----------|
370| Meta Ads | [n]/100 | [A-F] | [1-line] |
371| Google Ads | [n]/100 | | |
372| TikTok Ads | [n]/100 | | |
373| **Aggregate** | **[n]/100** | **[Grade]** | |
374
375## Critical Issues (fix in 24 hours)
376[List failed Critical checks with remediation steps]
377
378## Quick Wins (today, <15 min each)
379[Top 5-10 actions, sorted by impact]
380
381## By Dimension
382
383### 1. Account — [score]/10
384[Pass/fail per check, with screenshots if MCP-pulled]
385
386### 2. Campaign — [score]/10
387[...]
388
389[Continue for all 6 dimensions]
390
391## By Platform
392
393### Meta Ads — [score]/100
394[Breakdown by dimension]
395
396### Google Ads — [score]/100
397[...]
398
399### TikTok Ads — [score]/100
400[...]
401
402## Dropshipping Audit (if applicable)
403[6 sub-sections from Dropshipping Checklist]
404
405## 7-Day Action Plan
406
407| Day | Action | Platform | Owner | Expected outcome |
408|-----|--------|----------|-------|------------------|
409| Day 1 | [Quick wins + Critical fixes] | | | |
410| Day 2-3 | [High priority] | | | |
411| Day 4-5 | [Tracking + creative] | | | |
412| Day 6-7 | [Setup + test deploy] | | | |
413
414## 30-Day Forecast
415[Realistic improvement estimate if all Critical/High fixed]
416
417## Appendix
418- Raw data exports
419- Screenshots
420- MCP query logs (if used)
421```
422
423---
424
425## Cross-references
426
427| When you need | Call skill |
428|---------------|-----------|
429| Diagnose current KPIs and funnel | `03-performance-eval-global` |
430| Deep data analysis (descriptive→prescriptive) | `13-data-analysis-global` |
431| Refresh creative after audit finds fatigue | `05-ad-copy-global` + `06-ugc-egc-brief-global` |
432| Reverse-calc budget after fixing tracking | `10-reverse-kpi-calc-global` |
433| Dropshipping product/supply audit | `29-dropshipping-mastery-global` |
434| Set up A/B test for fixes | `19-ab-test-setup-global` |
435
436---
437
438## Quality Checklist (before delivery)
439
440- [ ] Region variant loaded and benchmarks contextualized
441- [ ] All 84 checks scored (no skipped)
442- [ ] Health Score calculated per platform AND aggregate
443- [ ] Critical issues separated and fix-in-24h flagged
444- [ ] Quick Wins ≤15 min each, sorted by impact
445- [ ] Dropshipping section included if business model = dropship
446- [ ] 7-day Action Plan with owner + expected outcome per row
447- [ ] 30-day forecast realistic (not over-promise)
448- [ ] No "improve creative" without specifying WHICH creative + WHY
449- [ ] No scaling recommendation when Critical tracking fails
450- [ ] No edits suggested for ad sets in Learning Phase
451- [ ] Cross-references called when needed (e.g. `06` for creative)
452
453---
454
455## Region Variant References
456
457Load the appropriate file before scoring:
458- `variants/01-us.md` — United States, Canada
459- `variants/02-eu.md` — European Union, UK
460- `variants/03-sea.md` — Vietnam, Thailand, Indonesia, Philippines, Singapore, Malaysia
461- `variants/04-latam.md` — Brazil, Mexico, Argentina, Colombia, Chile
462
463Each variant contains: healthy CPM/CPC ranges, ROAS targets per business model, common red flags, region-specific compliance gates, and tracking platform peculiarities.
gabrielmoreira