--- title: The Thrive Performance Marketing Blog | Gemma Philpott description: Learn about all things performance marketing and paid digital with the Thrive blog. --- Menu - [Work](https://thrivedigital.com/work) - [Process](https://thrivedigital.com/process) - [About](https://thrivedigital.com/about) - [Careers](https://thrivedigital.com/careers) - [Blog](https://blog.thrivedigital.com) - [Contact](https://thrivedigital.com/contact) - - --- ![image of blog Gemma Philpott](https://blog.thrivedigital.com/hubfs/Gemma.jpeg) # Gemma Philpott [Follow us on LinkedIn](https://www.linkedin.com/in/gemma-philpott-727686185/) [Digital Strategy](https://blog.thrivedigital.com/what-makes-a-good-marketing-audit) August 13, 2025 ##### [What makes a good marketing audit?](https://blog.thrivedigital.com/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 ![](https://blog.thrivedigital.com/hubfs/Gemma.jpeg) Gemma Philpott [Read More](https://blog.thrivedigital.com/what-makes-a-good-marketing-audit) Digital Strategy ![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo.png) ## Looking to grow your business in an intelligent way? We can help. [Work With Us](https://thrivedigital.com/contact) - [Work](https://thrivedigital.com/work) - [Process](https://thrivedigital.com/process) - [About](https://thrivedigital.com/about) - [Careers](https://thrivedigital.com/careers) - [Contact](https://thrivedigital.com/contact) - [Blog](https://blog.thrivedigital.com) - [Performance Marketing](https://thrivedigital.com/service/performance-marketing) - [Data & Measurement](https://thrivedigital.com/service/data-measurement) - [Creative Services](https://thrivedigital.com/service/creative-services) ![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-facebook.svg) ![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-instagram.svg) ![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-dribbble.svg) ![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-twitter.svg) ![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-linkedin.svg) © Copyright 2026 [Terms of Use](https://blog.thrivedigital.com/terms) [Privacy](https://blog.thrivedigital.com/privacy) [![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-facebook.svg)](https://facebook.com/thrivedigital/) [![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-instagram.svg)](https://instagram.com/thrive_digital/) [![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-dribbble.svg)](https://dribbble.com/thrive-digital) [![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-twitter.svg)](https://twitter.com/thrive_digital) [![](https://blog.thrivedigital.com/hubfs/raw_assets/public/ThriveTemplate/assets/images/logo-linkedin.svg)](https://linkedin.com/company/thrive-digital/)