# Account audit checklist for Meta ads

> A free 30-point account audit checklist for Meta ads: tracking, structure, spend, creative and landing page, with a worked example and what to fix first.
- **Author**: Marxx
- **Published**: 2026-10-23
- **Category**: Checklists
- **URL**: https://marxx.ai/library-templates/account-audit-checklist-meta-ads

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An account audit checklist for Meta ads covers five areas in order: tracking, structure, spend, creative and landing page. Start with tracking, because if Meta cannot see your sales, every other number you read is wrong.

Copy the checks into a sheet. Look at the last 30 days and compare them with the 30 days before. Mark each check Pass, Fix or Unknown. Treat Unknown as Fix until you find out.

## 1. Tracking

- [ ] The purchase event fires once per order, with the right value and currency
- [ ] Pixel and [Conversions API](/glossary/conversions-api) both send the event, and Meta removes the duplicates
- [ ] Events Manager shows no open errors on your purchase event
- [ ] Meta's purchase count and your store's order count differ by a gap you can explain
- [ ] Every ad link carries UTM tags
- [ ] Domain is verified, and the right ad account, page and Instagram account are connected

## 2. Structure

- [ ] Each ad set has enough budget to reach about 50 results a week (see the [learning phase](/glossary/learning-phase))
- [ ] No two ad sets chase the same people with the same offer
- [ ] New-customer and retargeting campaigns are separate
- [ ] Past buyers are excluded from new-customer campaigns
- [ ] The objective and optimisation event match your goal
- [ ] Campaigns, ad sets and ads follow one naming pattern

## 3. Spend

- [ ] Share of spend by campaign matches your plan
- [ ] No ad set has sat in "Learning limited" for more than a week
- [ ] The top ad takes under half of total spend, or you know why
- [ ] Frequency is below your limit on every ad set
- [ ] Cost per purchase by campaign is compared with your target
- [ ] Budget changes were small, not doubled overnight

## 4. Creative

- [ ] At least five genuinely different concepts are live, not five copies of one
- [ ] You run a mix of static, video and UGC
- [ ] Each ad exists in 4:5 and 9:16
- [ ] Ads older than four weeks with falling CTR are flagged as tiring
- [ ] New creative goes live on a set schedule
- [ ] Every claim in every live ad is one you can prove

## 5. Landing page and offer

- [ ] The page loads fast on mobile data
- [ ] Price and offer match the ad
- [ ] A test order works on a phone
- [ ] Stock, delivery date and return policy are right
- [ ] Reviews sit above the fold
- [ ] A contact or WhatsApp option is visible

## A worked example

Say you audit a skincare brand. It runs six ad sets at INR 1,500 a day each, and a purchase costs about INR 600.

- Each ad set spends INR 10,500 a week (INR 1,500 x 7). That buys about 17 purchases, well under 50.
- Merge them into two ad sets at INR 4,500 a day. Each spends INR 31,500 a week, which buys about 52 purchases.

One check ("enough budget for about 50 results a week") found the fix. You changed no creative.

## What to fix first

| Order | Fix | Why |
|---|---|---|
| 1 | Tracking gaps | Bad data makes every later decision worse |
| 2 | Starved or duplicate ad sets | Wasted spend, slow learning |
| 3 | Tiring ads | Cost per purchase creeps up. See [how to fix ad fatigue](/guides/how-to-fix-ad-fatigue) |
| 4 | Thin creative mix | Few concepts means few buyers reached |
| 5 | Landing page | Cheap to fix, big effect once traffic is right |

Run the shorter [Meta ads launch checklist](/templates/launch-checklist-for-meta-ads) for each new campaign, and the [ad review checklist](/templates/ad-review-checklist) for each new ad.

## A tool for the same job

We make Marxx. It reads your connected Meta ad account, runs an account audit and splits fatigue into ads tiring now and ads tiring within 7 days. You still decide what to change. See [creative intelligence](/features/creative-intelligence).

## FAQ

### How often should I audit an account?

Every month for an account spending steadily, and after any big change such as a new site or a new pixel. A full pass takes about two hours the first time and under one hour after that.

### Who should run the audit?

Someone who did not build the account. A fresh pair of eyes spots the habits the builder no longer sees.

### What if my Meta and store numbers never match?

Some gap is normal, because the two count orders differently. Track the gap each month. A sudden jump means something broke.

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