How to Audit your Facebook Ads

What is a Facebook Ads Audit?

A Facebook Ads audit is a full in-depth review of everything that’s happening with your Facebook Ad campaign. I recommend conducting one weekly. If not weekly, then you could consider doing one at least:

  • If your campaign doesn’t seem to be working properly.
  • If you’re making a change to your campaign.

First Things First

Open your Ads Manager and check who has any access to your account. You can review who has access to which accounts and at what level under the “People” tab of Business Manager. It is good to get into the habit of reviewing this regularly if you have more than one person working on your ads as sometimes people leave the business and need to be removed.

Review the Metrics

Now it’s time to start number-crunching.

  • Results (or number of actions taken)
  • Cost per action
  • Reach
  • Quality ranking
  • Clicks
  • Amount spent

Assess your Ads Performance

Now review your different ads. Look for trends into what’s working and what isn’t.

  • Which campaigns cost the most in terms of CPA (cost per action) — did they yield a higher overall result?
  • Look at the different stages of your sales funnel? Are you getting lots of initial interest which then tapers off? If so, then why aren’t people following through on this?
  • Lots of clicks but no conversions? Check your landing page!

Now Review your Integrations

These are the tools that help you manage and run your ads e.g. your CRM such as Aweber or Mailchimp, your chatbots, your product catalogue if you’re e-commerce, lead forms, as well as the Facebook tracking pixel.

  • Review your product catalogue — is this still up to date?
  • Check your custom audiences. Are these still up to date?
  • What about your lead forms? Do you need to ad or remove anything from these? Are they still fit for purpose?

Finally …

While a Facebook Ads audit can be time-consuming, it really is the only way to deep dive into your ads management. Without a thorough audit, you are working in the dark as while you may see numbers, it’s hard to know what’s actually driving them.



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Mary Donné

Mary Donné


Ad Girl | PPC | Facebook and Google Ads | Funnel Builder. I like contemporary art, tea, and big animals.