Broken tracking
Duplicate or missing conversions are the most common and most costly issue we find.
Settings left on defaults
Platforms add features constantly. Defaults are rarely right for your business.
Wasted spend
Overlapping audiences, irrelevant search terms and weak placements quietly drain budget.
Missed opportunities
New campaign types, integrations and automation can often lift results without more spend.
Putting it into practice
To run a useful audit, start with access. List every account, who owns it and who has admin rights, and remove people who have left. Then check tracking before anything else, because every other finding depends on whether the conversion data is right.
Next, go through the settings with one question: was this chosen, or left as the default? Note each default and decide whether it suits your business. Pull search terms, placements and audience overlaps for a recent period and mark obvious waste for removal.
Finally, rank every finding by likely impact and effort, fix the quick wins first and schedule the rest. Write down what changed and when, so results can be compared later, and repeat the audit at least once a year.
Key takeaways
- Check tracking first
- Review default settings
- Cut obvious waste
- Look for features you are not using