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.

Housekeeping:

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

→ Collect the last 2 yrs’ data via Meta Custom Reports

→ We want to track the following

MonthFB Ad SpendPurchasesRevenueROASCVR%AOVCPPCPMCPCCTRImpressionsLink clicks

The end output with data will look like the following:

<aside>🔟 Grab The Template Here

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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>🔟 Grab This Comprehensive Account Structure Framework.

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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:

→ Possibly ad is being served to low intent audience.

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

→ Use Persuasive Ad Content

→ Enhance PDP Content: Provide detailed, attractive product information on PDP.

B) If the Abandoned Cart Rate is too low:

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

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

→ Optimize Payment Security: Enhance and highlight security features for trust.

→ Reduce Checkout Steps: Simplify the checkout process with fewer steps.

→ Address Hidden Costs: Clearly state all costs upfront to avoid surprises.

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

→ 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>🔟 Use the calculator here.

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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>🔟 Grab This 50+ point Meta Audit Checklist here.

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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.