Marketing Channel Audit
Review each active channel by cost, role, conversion path, measurement quality and contribution to the current growth target.
Working record
| Check | What to do | Evidence to retain |
|---|---|---|
| Channel role | Explain whether the channel creates demand, captures enquiries, nurtures prospects or supports retention. | The channel role record, its source and the person responsible for resolving missing evidence. |
| Spend | Use the costs included in the selected measure and the same reporting period as its output. | The spend record, its source and the person responsible for resolving missing evidence. |
| Leads | Define the event that creates a lead and how duplicates, spam and unqualified enquiries are treated. | The leads record, its source and the person responsible for resolving missing evidence. |
| Conversion | State the qualifying action and the population that could complete it. Use matching periods for numerator and denominator. | The conversion record, its source and the person responsible for resolving missing evidence. |
| Decision | State the action the evidence supports and the owner responsible for taking it. | The decision record, its source and the person responsible for resolving missing evidence. |
Review the decision
Review each active channel by cost, role, conversion path, measurement quality and contribution to the current growth target. Keep channel role, spend, leads 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.