LETHIR RESOURCES
Google Ads and Meta Ads campaign audit checklist
Audit ad campaigns step by step: verify conversion tracking, compare spend and results, investigate weak campaigns, and document changes before applying them.
An ad campaign audit should leave you with a short list of evidenced decisions. Start by checking whether the report is trustworthy, investigate the campaigns that need attention, then document what you will change and how you will evaluate it.
1. Define the question and reporting window
Write down the business outcome you care about: completed purchases, qualified leads, or another measurable action. Choose a reporting period and use it consistently. Record currency, account time zone, attribution settings, and when the data was last refreshed.
For a client review, agree on those definitions before preparing a comparison. A lead count from one account and purchase revenue from another do not describe the same outcome.
2. Check conversion tracking before judging performance
Confirm that the intended conversion action is active and that its values represent what you expect. A fixed value assigned to a lead is different from actual purchase revenue. Check for missing events, duplicate reporting, refunds, or a recent tracking change before treating zero conversions as proof of failure.
Google’s documentation explains how conversion values depend on the values supplied for your conversion actions. Verify the source configuration in the advertising platform; Lethir does not repair tags or tracking events.
3. Compare spend with meaningful outcomes
Review spend, conversions, cost per conversion, and revenue together. Use ROAS and break-even ROAS to understand the relationship between ad spend and attributed revenue, while keeping margin and attribution in view.
| What you see | What to check next |
|---|---|
| Spend with no attributed conversions | Tracking, conversion delay, traffic relevance, and landing-page completion. |
| Low revenue relative to spend | Revenue values, margin, refunds, and whether the reporting windows match. |
| A sudden movement in performance | Recent edits, tracking changes, account delivery, and the size of the underlying sample. |
| Similar totals across two platforms | Whether both platforms may be claiming the same customer action. |
4. Investigate relevance in the source account
For Google Search campaigns, inspect the search terms report to understand the searches that triggered ads. Check the relationship between the search, the ad’s promise, and the landing page. The report does not expose every query.
For Meta campaigns, review the selected audience, placements, creative, destination, and conversion event in Meta Ads Manager. Lethir currently presents campaign-level summaries; detailed search-query and creative diagnostics belong in the source platforms.
5. Record a decision before applying it
For each proposed change, write down the observation, a plausible explanation, the evidence you checked, and the outcome you expect to measure. Avoid changing several unrelated settings at once if that would make the result difficult to interpret.
For an agency, add the client’s approval owner and agreed reporting window. In Lethir, supported budget and delivery changes go through the review queue. Keep the source-platform review alongside the workspace’s activity history.
Use the checklist with Lethir
Sync your connected accounts, open the campaign report, and run an account audit. Lethir’s current rule flags active synced campaigns with at least 100 units of spend in the workspace currency and zero attributed conversions. That fixed threshold is a review trigger, not a universal profitability or statistical threshold.
Check the flagged campaign in context before approving a change. If AI analysis is enabled, ask the analyst to summarize the synced data and suggest questions to investigate. See how Lethir’s AI ad management workflow works for current capabilities and limits.
A reusable audit note
- Account, currency, reporting window, and last refresh:
- Business outcome and conversion definition:
- Campaign and observed issue:
- Tracking and source-platform checks completed:
- Proposed change and approval owner:
- Review date and result to measure:
Keep this note with the report so the next review starts with evidence rather than a new interpretation of the same numbers.