Meta Audit Process: Difference between revisions
Created page with "== 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 ar..." |
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== Meta Business Manager Audit Checklist == | == Meta Business Manager Audit Checklist == | ||
# Request and confirm access to the Meta Business Manager and all associated ad accounts, pages, catalogues, apps, and pixel data. Responsible for: PM | |||
# Request and confirm access to the Meta Business Manager and all associated ad accounts, pages, catalogues, apps, and pixel data. | |||
# Check the Business Info and ensure that all business information is completed and that two-factor authentication is enabled for everyone with BM access. | # 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. | # Confirm that payment methods are connected correctly and that there are no payment issues. | ||
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# Check the catalogue for errors and ensure the connected pixel is tracking conversions. | # 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. | # 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. | # 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. | # 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 campaign structure and budget strategy. | ||
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# Check ad settings – all key features should be configured and CTAs should be relevant. | # 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. | # 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. | # Analyse ad copy for clarity, persuasiveness, and a clear call to action. Responsible for auditing: Meta specialist | ||
# 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 | |||
# Create a document with audit findings and recommendations using a standard template. | |||
# Send the completed document to the responsible person for final review. | |||
# Send the deliverables to the client. | |||
=== Deliverable === | === Deliverable === | ||
Latest revision as of 12:55, 22 May 2025
Meta Business Manager Audit Checklist[edit]
- Request and confirm access to the Meta Business Manager and all associated ad accounts, pages, catalogues, apps, and pixel data. Responsible for: PM
- 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
- 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[edit]
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