The first 30 days: what a good audit actually changes

A useful audit produces a specific kind of output: statements that can be proven wrong. 'Improve creative' is not an audit finding. 'Purchase event fires twice on subscription upsells, inflating ROAS by roughly 15%' is.

We run every audit through the same five lenses: tracking integrity, account structure, creative coverage, offer economics, and landing page experience. Most accounts fail at least two, and the failures are usually cheap to fix and expensive to ignore.

Tracking first, always. Every optimization after broken measurement is theatre. Then structure: campaigns that give the algorithm clean decisions. Then the creative library, the offer math, and finally the pages the money lands on.

Thirty days in, you should have three things: a fixed measurement foundation, a restructured account, and a testing calendar. If you have a 40-page deck instead, you bought a presentation, not a plan.