/21-ads-audit-global

name: 21-ads-audit-global
description: "Use when an ad account needs a systematic CONFIGURATION audit — 84 checkpoints across account, campaign, ad set, ad, tracking, and optimization, scored into a Health Score out of 100, quick wins ranked by impact, regional benchmarks, and a dropshipping checklist, covering Meta, Google, and TikTok. Trigger on 'ads audit', 'audit my ad account', 'is my Meta setup correct', 'health score for the account', 'review my Google Ads', 'we inherited this account and it is a mess'. Not for — diagnosing why the numbers moved this week, see `03-performance-eval-global`; planning fresh budget, see `54-media-plan-global`; rebuilding the campaign hierarchy, see `52-account-structure-global`."
metadata:
  version: 1.0.1
  category: performance
license: MIT
triggers:
  - "ads audit"
  - "ad account audit"
  - "Meta audit"
  - "Google Ads audit"
  - "TikTok audit"
  - "dropshipping ads audit"
related:
  - product-marketing-context-global
  - 03-performance-eval-global
  - 13-data-analysis-global
  - 29-dropshipping-mastery-global
  - references/global-platforms-comparison

Ads Audit (Global) — Health Score & Action Plan

> **Difference from `03-performance-eval-global`:** > - `03` evaluates current performance (CPM, ROAS, funnel) — diagnoses symptoms. > - `21` audits account configuration (setup, structure, tracking, creative) — scores 0-100 and finds systemic issues. > > Insight before numbers. Lead with judgment; illustrate with metrics.

---

For Newbies — Start Here

**What is an ads audit?** A structured review of your ad accounts (Meta, Google, TikTok) to find leaks, misconfigurations, and missed opportunities. The output is a **Health Score (0-100)**, a list of **Quick Wins**, and a **7-day Action Plan**.

**When do you need one?**

• ROAS dropped suddenly (>20% week-over-week).
• New account inherited from another agency or in-house team.
• Spending >$5K/month with no clear performance review process.
• Pixel/CAPI showed errors or duplicate events.
• About to scale spend by 2-3x and want to verify foundation.
• Dropshipping store with attribution confusion (Shopify vs Meta vs Triple Whale numbers don't match).

**What you'll need before starting:** 1. Read access to ad accounts (or screen-share / data export). 2. Last 30 days of spend, impressions, clicks, conversions, ROAS. 3. Pixel/CAPI status (Events Manager, GA4, TikTok Events). 4. Region context (US, EU, SEA, LATAM) — benchmarks differ widely. 5. Business model (DTC e-com, B2B SaaS, lead gen, dropshipping) — optimization rules differ.

**How long does it take?**

• Quick audit: 2-3 hours (Health Score + Quick Wins).
• Full audit: 6-10 hours (Health Score + 84 checkpoints + 7-day plan + creative review).

---

Step 0 — Read Context + Select Region Variant

Before audit, pull two contexts:

1. **Product context** — call `product-marketing-context-global` if not already in conversation. This gives the auditor: pricing, target CAC, business model, current channels. 2. **Region variant** — load the appropriate file:

| Region | File | Currency | Key benchmarks | |--------|------|----------|----------------| | **US / North America** | `variants/01-us.md` | USD | Meta CPM $7-12, Google CPC $1-3, ROAS 3-5x | | **EU / UK** | `variants/02-eu.md` | EUR / GBP | Meta CPM €5-10, Google CPC €1-3, ROAS 3-4x | | **SEA (VN, TH, ID, PH, SG, MY)** | `variants/03-sea.md` | USD-equivalent | Meta CPM $1-2, Google CPC $0.30-1, ROAS 2-3x | | **LATAM (BR, MX, AR, CO, CL)** | `variants/04-latam.md` | USD-equivalent | Meta CPM $0.50-1.5, Google CPC $0.20-0.80, ROAS 2-3x |

> **Why region matters:** A $5 CPM is excellent in US but terrible in Vietnam. Audit grading without regional context produces false positives or false negatives.

---

Information Gathering

Ask up to 4 questions:

1. **Which platforms?** Meta / Google / TikTok / multi-platform — and what % of total ad spend each represents. 2. **Industry + business model?** (DTC e-com, dropshipping, B2B SaaS, lead-gen, local service, course/info-product.) 3. **Monthly ad spend + region?** (e.g. "$15K/month, 70% US, 30% Canada".) 4. **Can you share data?** Either paste tables, share a Looker Studio link, or grant view access to the ad account.

Auto-pull via MCP (if connected)

If user has connected an MCP server, pull data directly:

| Platform | MCP recommended | Key tools used | |----------|-----------------|----------------| | Meta Ads | Meta Official MCP (`mcp.facebook.com/ads`) | `ads_insights_anomaly_signal`, `ads_insights_auction_ranking_benchmarks`, `ads_get_dataset_quality`, `ads_get_opportunity_score` | | Google Ads | Google Official MCP | GAQL: campaign performance, search terms, quality score | | TikTok Ads | AdsMCP / tiktok-ads-mcp-server | Performance reports, creative library | | Cross-platform | Adspirer ads-mcp | Unified analytics across 175+ tools |

**Sample Meta Insights fields when MCP unavailable:**

fields=spend,impressions,clicks,ctr,cpc,cpm,actions,cost_per_action_type,
       purchase_roas,frequency,reach
date_preset=last_30d
level=adset
breakdowns=age,gender

**Sample GAQL query for Google audit:**

SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
       metrics.impressions, metrics.clicks, metrics.cost_micros,
       metrics.conversions, metrics.cost_per_conversion,
       metrics.search_impression_share
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status != 'REMOVED'
ORDER BY metrics.cost_micros DESC

---

Health Score Framework (0-100)

Formula

Health Score = Σ(Check_pass × Severity_weight × Dimension_weight)
             / Σ(Check_total × Severity_weight × Dimension_weight) × 100

Severity weights

| Severity | Multiplier | Meaning | |----------|-----------|---------| | Critical | 5.0× | Active money/data loss — fix today | | High | 3.0× | Major impact — fix within 7 days | | Medium | 1.5× | Best practice gap — fix within 30 days | | Low | 0.5× |