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Account structure and audience funnels is super important for social ads. So the first thing we'll do is check out how your audiences are set up to flow through your ad funnel.
Quite often when a social ads account has been set up incorrectly, the audiences will sometimes cross over at different stages of the ad funnel. This can limit the performance of an ad and stop them from performing to the best that they can.
Campaigns all have different strategies and it's important (if there are multiple strategies in an account) that they all marry up well and don't stop each other from performing.
Depending on the objective of the campaigns within the account, we'll analyse performance in different ways. Some of the fundamental things we look at are: • Average Cost Per Acquisition (CPA) • Conversion Rate • Cost Per Click (CPC) • Click-Through Rate (CTR) • Return On Ad Spend (ROAS)
The amount of ads can sometimes be a tell tale sign that whoever was running the account previous, may be grasping at straws to figure out what works and what doesn't. This is fine as long as there is some form of structure to measure the A:B testing properly.
Check all Pixel events, CAPI, UTMs, Purchase Conversion Value Tracking and more.
Find any quick wins, tell you how much wasted spend there is, look for some long term opportunities, trend analysis and competitor research.