Facebook Ad Account Audit Checklist

Conducting a Facebook ad account audit allows your organization to make strategic decisions backed by analytics. It is also essential to remember that these audits may expose any issues with your ads that need fixing in order to unleash their full potential.

1. Are all Ad Sets Generating Sufficient Conversions? For their algorithms to work optimally, Facebook needs a certain number of clicks and conversions in order to learn.

1. Review Ad Sets

Ad sets should be given special consideration during a facebook account audit, as they contain vital information that allows advertisers to create and target ads effectively. Therefore, it’s crucial that these are well-organized and clearly defined for maximum effectiveness.

Be sure that ad sets are optimized for conversions rather than clicks or impressions; this will enable you to determine which ads are driving business for your client, as opposed to wastefully spending their budget.

Also make sure that each ad set targets a specific buyer persona or demographic. For example, if an ad set contains multiple lookalike audiences and manual targeting methods, make sure each is clearly labeled on the ad level so you can easily gather performance reports on all audience segments separately.

2. Review Ad Copy

Ad copy is the text that appears when people view your Facebook ads, and should be clear and engaging so as to draw people’s attention and attract potential customers.

Keywords related to your product or service are essential, but creating compelling ads requires much more. Ad copy can make the difference between being approved or disapproved by Facebook’s manual review team.

Double-checking that conversion tracking is set up correctly on your website or app is another critical element of an audit process. Improper tracking may lead to inaccurate measurements of performance, providing unreliable data for making informed optimization decisions. Also be wary of violating Facebook community standards with unproven claims of weight loss or hair restoration, misleading return policies or cures for incurable diseases that violate its standards.

3. Review Ad Images

Though it can be easy to focus solely on individual performance metrics and optimization efforts, it’s essential that you take a step back and assess the overall health of your account. A detailed audit will reveal any untapped marketing opportunities you might otherwise miss.

Example: you might discover that one audience or landing page is performing better than expected or converting at an exceptional rate, providing invaluable data that can inform future strategies and guide more informed decisions about ad spend.

An effective audit will also verify whether or not conversion tracking pixels or codes have been correctly implemented on destination pages, an essential step towards making sure your ads reach the intended recipients.

4. Review Audiences

As part of your audit process, it is critical that you carefully evaluate the audience targeting of your campaigns. Excessively broad audiences waste your ad budget while too narrow an audience limits reach.

As part of an integrated approach to ads targeting, it’s also vital that they use multiple layers. This may involve setting up Standard Events on your website to track conversions as well as custom conversions tailored for specific behaviors like signups and downloads.

Final review should take into account whether your Facebook Ads link to an appropriate landing page and URL. Aim for pages optimized for mobile use without distracting images or long scrolling layout.

5. Review Conversions

Facebook advertising campaigns can be powerful tools, yet can also be complex to monitor and audit. To get the most out of them, it is necessary to frequently assess them with both high-level analyses as well as by digging deep into individual campaigns or ad sets.

Reviewing conversions is a key element of auditing. Doing this can help identify any discrepancies with your attribution settings, make sure standard events are being tracked, and assess whether campaigns are meeting their goals.

When it comes to creating proposals for clients, analysis can make all the difference in whether you get hired or lose out to competitors. With our quick 30-minute audits and analysis capabilities, Single Grain could give your proposals that extra edge! Interested in working together? Get in touch now.