/21-ads-audit-global

name: 21-ads-audit-global
description: "Comprehensive ads audit for Meta/Google/TikTok with Health Score 0-100. 84 checkpoints across 6 dimensions (Account/Campaign/AdSet/Ad/Tracking/Optimization). Has 4 region variants for benchmarks. INCLUDES Dropshipping Audit Checklist (creative testing velocity, CRO signals, attribution accuracy). Trigger: 'ads audit', 'ad account audit', 'Meta audit', 'Google Ads audit', 'TikTok audit', 'dropshipping ads audit'."
metadata:
  version: 1.0.0
  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.

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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.

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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× | Optimization — fix when possible |

Grade scale

| Score | Grade | Meaning | |-------|-------|---------| | 90-100 | **A** | Excellent — maintain & scale | | 75-89 | **B** | Good — a few improvements needed | | 60-74 | **C** | Average — needs serious investment | | 4