Marketing Audit Checklist
A structured checklist for reviewing acquisition, content, conversion and measurement.
Working record
| Check | What to do | Evidence to retain |
|---|---|---|
| Traffic sources | Compare visits from each defined source for the same period. Distinguish campaign tags from channel classifications. | The traffic sources record, its source and the person responsible for resolving missing evidence. |
| Campaigns | Review the objective, audience, offer, spend and conversion definition for each campaign. Keep the reporting window consistent. | The campaigns record, its source and the person responsible for resolving missing evidence. |
| Landing pages | Check whether the page answers the promise in the referring campaign and gives the visitor a clear next action. | The landing pages record, its source and the person responsible for resolving missing evidence. |
| Tracking | Submit or complete a representative conversion and verify the intended record. Check duplicates and missing source information. | The tracking record, its source and the person responsible for resolving missing evidence. |
| Reporting | State the date range, event definitions and decision the report supports. Reconcile differences between source systems. | The reporting record, its source and the person responsible for resolving missing evidence. |
Review the decision
A structured checklist for reviewing acquisition, content, conversion and measurement. Keep traffic sources, campaigns, landing pages attached to the conclusion so the next owner can challenge the assumptions. Resolve missing evidence before treating this record as approval.
Continue the decision
How to Audit Marketing Data Before You Automate the Workflow · Customer Acquisition Cost: A Practical Business Guide.
Calculation and source notes
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.