Facebook Ads Audit Template (Free Checklist)

Quick Answer

Run this audit on any Facebook ad account in 30 minutes. 60 checkpoints across pixel, structure, audiences, creative, copy, tracking, and bidding. Score: each item is 1 point. Below 40/60 = bad. 50+ = healthy.

Pixel & Tracking (10 points)

[ ] Meta Pixel installed on all pages
[ ] PageView event firing site-wide
[ ] Standard events firing (ViewContent, AddToCart, IC, Purchase)
[ ] Custom events for unique funnel actions
[ ] Conversion API (CAPI) installed and matching pixel events
[ ] Domain verified in Business Manager
[ ] Aggregated Event Measurement priority set
[ ] Test events show no errors
[ ] Match quality "Good" or "Great" in Events Manager
[ ] Server-side events deduped from browser

Account Structure (10 points)

[ ] Naming convention used consistently
[ ] Campaigns separated by funnel stage (TOFU/MOFU/BOFU)
[ ] Maximum 3-5 ad sets per campaign
[ ] No overlapping audiences within a campaign
[ ] CBO used above $200/day spend
[ ] No more than 6 ads per ad set
[ ] Inactive ads/sets/campaigns archived (not just paused)
[ ] Test campaigns separated from scaling campaigns
[ ] Proper objective per stage (Sales, not Traffic, for purchases)
[ ] No "FB_test_v3_FINAL" naming chaos

Audience Health (10 points)

[ ] Custom Audiences exist for: customers, ATC, IC, video viewers, page engagers
[ ] LLAs built from Purchasers and LTV
[ ] LLA seed contains 1,000+ users
[ ] Audiences refreshed in last 90 days
[ ] Customers excluded from prospecting campaigns
[ ] Past converters excluded from retargeting
[ ] No overlapping audiences with >30% similarity
[ ] Audience size in delivery range (broad enough)
[ ] Geo targeting matches business reality
[ ] No detailed targeting layered onto LLA campaigns

Creative Quality (10 points)

[ ] At least 4 creative formats running (image, carousel, video, UGC)
[ ] Hero creative + 3+ variations per ad set
[ ] Mobile-first design (vertical 9:16 or 4:5)
[ ] First 3 seconds of video have a hook
[ ] Captions on all videos
[ ] Brand visible in first 2 seconds
[ ] CTA visible in creative (not just text)
[ ] No more than 20% text on image (best practice)
[ ] At least 1 UGC variation
[ ] Creative refreshed within last 30 days

Ad Copy (10 points)

[ ] Multiple primary text variations per ad
[ ] Headlines under 40 characters
[ ] Descriptions under 30 characters
[ ] Benefits before features
[ ] Specific numbers/proof in copy
[ ] One clear CTA per ad
[ ] No emoji spam
[ ] Match copy to creative
[ ] Match copy to landing page
[ ] First line is a hook (works without "see more")

Bidding & Budget (5 points)

[ ] Bidding strategy matches goal (Lowest cost for scale)
[ ] Bid caps used only when CPA volatility is the issue
[ ] Daily budget (not lifetime) for evergreen campaigns
[ ] Budget changes <30% per adjustment
[ ] Spend evenly distributed across ad sets

Reporting & Decisions (5 points)

[ ] Last week's data reviewed within 7 days
[ ] Decisions made based on min 50 conversions
[ ] Frequency monitored (under 4)
[ ] CPM trend monitored (audience health signal)
[ ] Attribution window appropriate for sales cycle

Audit Scoring

Score	Status	Action
50-60	Healthy	Optimize and scale
40-49	OK	Fix the gaps before scaling
30-39	Weak	Fix structure before spending more
<30	Broken	Pause all spend, rebuild from scratch

Use This As An Agency Lead Magnet

Send this audit to prospects. They fill it out and self-identify as bad. You then offer to fix it. Best lead magnet in the agency game.

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