Meta Audit Process

Meta Business Manager Audit Checklist

Access

1. 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

1. Check the Business Info and ensure that all business information is completed and that two-factor authentication is enabled for everyone with BM access.
2. Confirm that payment methods are connected correctly and that there are no payment issues.
3. 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.
4. Check the ad account for errors and limitations, as well as Meta's recommendations for improving the strategy in the Account Overview section.
5. In the Advertising Settings, make sure that audience segments and default beneficiary/payer are configured, and that the active Pixel is connected.
6. Check Pixel for issues and correct event tracking.
7. Check the catalogue for errors and ensure the connected pixel is tracking conversions.
8. Check the app for errors and ensure the connected pixel is tracking conversions.
9. 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.
10. 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.
11. Check campaign structure and budget strategy.
12. Check the settings of ad sets to ensure optimization events align with campaign goals.
13. Check ad settings – all key features should be configured and CTAs should be relevant.
14. Evaluate whether the visuals are high-quality, engaging, and consistent with the brand.
15. Analyse ad copy for clarity, persuasiveness, and a clear call to action.

Responsible for auditing: Meta specialist

Audit Reporting

1. Create a document with audit findings and recommendations using a standard template.

Responsible for: Meta specialist

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

Responsible for reviewing: PM

1. Send the deliverables to the client.

Responsible for delivering: PM

Deliverable

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