Editing Meta Audit Process

== Meta Business Manager Audit Checklist ==

=== Access ===
# Request and confirm access to the Meta Business Manager and all associated ad accounts, pages, catalogues, apps, and pixel data.

'''Responsible for:''' PM

=== Account Setup Review ===
# Check the Business Info and ensure that all business information is completed and that two-factor authentication is enabled for everyone with BM access.
# Confirm that payment methods are connected correctly and that there are no payment issues.
# Ensure that the ad account is connected to the client's Facebook page and Instagram account. Linked social media accounts should have branded usernames, brand-appropriate logos, and complete business information.
# Check the ad account for errors and limitations, as well as Meta's recommendations for improving the strategy in the Account Overview section.
# In the Advertising Settings, make sure that audience segments and default beneficiary/payer are configured, and that the active Pixel is connected.
# Check Pixel for issues and correct event tracking.
# Check the catalogue for errors and ensure the connected pixel is tracking conversions.
# Check the app for errors and ensure the connected pixel is tracking conversions.
# Review key ad metrics at the campaign, ad set, and ad levels. Compare with previous period and last year.
  * KPIs: Reach, Impressions, CPM, CTR, Clicks, CPC, Results, CPA, ROAS, Quality Ranking, Conversion Rate Ranking.
# Go to Reports and create an audience report to identify the real audience that performed the goal action. Compare this to the target audience settings.
# Check campaign structure and budget strategy.
# Check the settings of ad sets to ensure optimization events align with campaign goals.
# Check ad settings – all key features should be configured and CTAs should be relevant.
# Evaluate whether the visuals are high-quality, engaging, and consistent with the brand.
# Analyse ad copy for clarity, persuasiveness, and a clear call to action.

'''Responsible for auditing:''' Meta specialist

=== Audit Reporting ===
# Create a document with audit findings and recommendations using a standard template.

'''Responsible for:''' Meta specialist

# Send the completed document to the responsible person for final review.

'''Responsible for reviewing:''' PM

# Send the deliverables to the client.

'''Responsible for delivering:''' PM

=== Deliverable ===
[https://docs.google.com/document/d/1NTmVH-ZXfVIGa6CPTK5nD0h0gJ1s7nxlKOPBNlCrbaI/edit?usp=sharing Meta Audit report] (Google Doc or PDF) containing:
* Results of current advertising analysis
* Mistakes affecting performance and how to fix them
* Ways to improve ad performance