Gemma Philpott

August 13, 2025

What makes a good marketing audit?

TL;DR A proper audit has two components: performance marketing (finding wasted spend and scaling opportunities) and analytics foundation (ensuring your tracking setup is accurate). Focus on immediate wins like pausing zero-conversion keywords, implementing server-side tracking, and setting up automated alerts. Expect 5-15% variance between platforms—anything higher signals broken tracking. Document everything, audit quarterly, and prioritize fixes by ROI impact.

4 minute read