Systematic 75+ checkpoint audit based on the Sam Tomlinson framework: ICP validation → signal infrastructure → account structure → audiences → creatives → measurement — with ICE-prioritized recommendations.
Meta Ads Account Audit applies a comprehensive 75 or more checkpoint review framed around practitioner frameworks including Sam Tomlinson's structured account evaluation principles. It inspects Business Manager hierarchy, pixel and CAPI health, event deduplication, campaign objectives aligned to ODAX, audience overlap, creative fatigue signals, budget consolidation versus fragmentation, attribution settings, and Advantage Plus campaign configurations.
The audit separates cosmetic account clutter from revenue-impacting misconfigurations—wrong optimization events, broken catalogs, learning phase resets from excessive edits, and tracking gaps that inflate reported ROAS.
Meta specialists onboarding accounts, agencies preparing QBR remediation plans, and teams troubleshooting performance drops after iOS changes, AEM updates, or Andromeda-era creative delivery shifts. Run before scaling spend or replatforming ecommerce feeds to Meta catalogs.
Document account structure, monthly spend, primary conversion events, and catalog status. Walk checkpoints by tier: tracking and EMQ first, then campaign architecture, audiences, creative, then account admin. Record findings with severity and fix owner.
Deliver prioritized roadmap: immediate tracking fixes, audience consolidation opportunities, creative testing backlog, budget reallocation suggestions. Cross-reference Meta Ads Tracking Setup skill for deep implementation specs on failed tracking items.
Auditors ask how Meta audit differs from Google—checkpoint emphasis shifts to pixel/CAPI, creative volume, and audience overlap versus keywords and QS. Another question is Advantage Plus Shopping defaults; audit includes when consolidation helps versus when control campaigns remain necessary.
DTC versus lead gen accounts receive different objective and event priority checklists.
Enable audit skill with account overview, recent performance summary, and known issues (EMQ drops, learning limited flags). Answer structured prompts or paste exports. Output feeds Artifact Composer for client deliverables. Re-audit after remediation sprints.
Creative asset volume and diversity checkpoints reflect Andromeda delivery realities—accounts with three stale ads cannot expect stable prospecting efficiency. Catalog diagnostics cover product sets, image fallbacks, and rejected items silently shrinking dynamic ad reach. Business Manager permission hygiene and pixel ownership disputes appear in admin-tier findings to prevent agency transition nightmares. Frequency and overlap reports interpretation guides consolidation without collapsing needed prospecting versus retargeting separation.
Payment method, account spending limit, and domain verification status appear in admin checkpoints because silent delivery throttles often trace to billing or policy holds misread as creative failure. Custom audience terms compliance review reduces disapproval risk on retargeting pools using restricted data sources.
Spend cap and account-level delivery restriction checks close the audit with operational blockers that mimic performance problems until resolved in Business Settings.
For broader context, see our roundup of marketing skills claude, and read Claude skills for Meta Ads for related setup guidance.