How to Proceed with Facebook Ads Audit? The Simplest Way So Far

Being in performance marketing isn’t only about launching new campaigns and tracking ROAS. It also includes the very detailed (and sometimes boring) task of conducting regular Facebook Ads Audits.

Which means if you are a marketing analyst, you have often found yourself looking at Ads Manager and wondering where to start auditing your account. If that sounds relatable, you’ve come to the right place.

In this blog, we will explore all about Facebook advertising audits, step by step process of conducting an audit, mistakes to overlook, and practices to follow. (PS: There’s a surprise revelation at the end that you wouldn’t want to miss!)

Let’s get started.

Understanding Facebook Ads Audit

A Facebook Ads audit is like a checkup for your campaigns. It looks closely at every part of your account. This helps to find out how well your campaigns are doing. The audit examines your campaign setup, checks your target audience, and looks at important numbers.

With detailed advertising audits, you get useful information about what is working and what is not. You can see what steps to take next to improve your campaigns. Whether you want to increase brand awareness, get leads, or drive conversions, a good audit helps guide you to success.

What is a Facebook Ads Audit?

A Facebook Ads audit is a complete review of your Facebook ads account. It checks how well your ads are doing, looks at your audience targeting, and makes sure your campaigns are set up correctly. Think of it like a health check for your Facebook advertising.

The aim of the audit is to find ways to improve your results. This could mean changing your ad creative, fine-tuning your targeting, or changing your bids. By seeing how your campaigns perform, you can make smart choices to get more value from your advertising budget.

Metrics are very important in this process. A Facebook Ads audit looks at key performance indicators (KPIs) like click-through rates (CTRs), conversion rates, cost per click (CPC), and return on ad spend (ROAS), among others. These numbers tell you what is happening, and the audit helps you understand them to make your campaigns better.

Why Should You Regularly Audit Your Facebook Ads Account?

Regularly auditing your Facebook Ads will help your campaigns run well and get the most return on your investment.

These audits help you spot what’s going wrong with your campaign and further give you a clear plan for improvement. They point out what needs your attention, like ad creative, targeting, or bidding strategies. By examining key metrics such as CTRs, conversion rates, and CPC, you can see what appeals to your target audience. This helps you make better use of your ad budget and get improved results from your campaigns.

Keep in mind that Facebook advertising is always changing–in terms of algorithms, audience behaviour, and features. With regular audits, you will be able to stay on top of all such changes and adjust strategies accordingly.

Setting Up Your Facebook Ads Manager

Before we jump into the audit itself, let’s make sure you’re comfortable with Facebook Ads Manager — whether it’s your own account or someone else’s. If you’re auditing someone else’s account, the process is pretty similar, but you’ll need to make sure you have the necessary access first.

Getting Access to the Facebook Ads Manager Account

If you’re auditing someone else’s account, you’ll need proper access to their Ads Manager. This usually means the account owner (your client, boss, or colleague) will need to grant you permission.

Here’s how they can give you access:

1. Request Access to Their Facebook Ad Account
   • If you’re auditing a client’s or colleague’s account, they’ll need to add you to their Ads Manager. They can do this by going to Business Settings in Facebook Business Manager and selecting People under Users. They can then invite you as an Admin, Editor, or Analyst, depending on what access level you need.
2. Adding Yourself to Their Account as a Partner
   • If you’re working on behalf of a business or agency, your client might add you as a partner through Facebook Business Manager. This allows you to access their ad account without sharing personal login details.

Once you’ve got access, follow the same steps as you would for your own account: log into Ads Manager, and you’re ready to go!

Navigating the Ads Manager Interface (Client or Personal Account)

When you’re in Ads Manager, whether it’s your own or a client’s, the interface remains the same. Here’s a quick recap of the main sections you’ll want to pay attention to:

1. Campaigns Tab
   This is where all campaigns are displayed. If you’re auditing someone else’s account, be sure to look at the overall structure to ensure everything is logically organized.
2. Ad Sets Tab
   Under each campaign, you’ll find ad sets. These contain targeting settings, budgets, and schedules. If you’re auditing for a client, check whether their targeting matches their business goals. Are they reaching the right people?
3. Ads Tab
   This is where the actual ads — the ones your audience sees — are created. You’ll want to evaluate the ad creatives, copy, and visuals to see if they align with best practices.
4. Performance Overview
   In this section, you can see key metrics such as impressions, clicks, conversions, and costs. If you’re auditing someone else’s account, it’s useful to see how they’re measuring success. Are they focused on the right metrics?

Setting Up Preferences for Ads Manager

Whether you’re working with your own account or a client’s, setting up your Ads Manager preferences is crucial. Here are some key settings to review:

1. Currency & Time Zone
   For your own account, this is easy to set up, but if you’re working with a client, ensure these details match their location and financial settings. This ensures accurate reporting.
2. Payment Methods
   When auditing someone else’s account, you may not need to manage payment methods directly. But if you do, make sure the correct payment method is linked and the account has sufficient funds.
3. User Permissions
   If you’re working with a team or on behalf of a client, make sure the right people have access to the Ads Manager. If you’re the one auditing, you might need to check that only authorized users can make changes.

The Core Elements of a Facebook Ads Audit

Now that you’re set up, it’s time to dive into the audit. During the audit, you’ll be analyzing several key areas. Let’s go step by step:

1. Review Campaign Structure

Campaign structure is one of the first things you should assess. A well-organized account will help with performance tracking and make future audits easier. Here’s what to look for:

• Campaign Names: Are the campaign names clear and organized? This is especially important if you’re auditing someone else’s account.
• Campaign Objectives: Are the campaigns aligned with the business goals? For example, if the goal is conversions, ensure the campaign objective is set to Conversions, not Traffic or Engagement.
• Ad Sets and Ads: Are the ad sets targeting different audience segments, and are there enough variations of the ads to test performance?

If campaigns are messy or unorganized, it’s going to be harder to measure success and optimize in the future.

2. Analyze Target Audience and Segmentation

Audience targeting is one of the most critical aspects of any Facebook ad campaign. You need to check if the right audience is being reached and if the targeting settings are optimized. Here’s what to check:

• Demographics and Interests: Are the campaigns targeting the right age, gender, location, and interests?
• Custom and Lookalike Audiences: Are custom or Lookalike audiences being used effectively? These audiences are more likely to convert because they’re tailored to the brand’s ideal customers.
• Audience Overlap: Check if there’s any audience overlap between campaigns. You don’t want multiple campaigns targeting the same people, as this can cause ad fatigue.

If the targeting is off, the campaign won’t reach the right people, and you’ll see lower engagement and conversions.

3. Evaluate Ad Creatives

Now let’s take a look at the ads themselves. Whether you’re auditing an ad account, creative elements play a huge role in ad performance. Here’s what to evaluate:

• Visuals and Copy: Are the images and videos high-quality and engaging? Is the ad copy clear, concise, and aligned with the brand voice?
• CTA: Does the ad include a strong and clear call to action? A well-crafted CTA can make a huge difference in conversions.
• A/B Testing: Are you testing different ad creatives to see what works best? If not, you’re missing out on valuable optimization opportunities.

Good creatives are essential for catching the audience’s attention and driving them to take action.

PRO TIP: You can start by comparing the account’s creatives with top-performing competitors in the niche. Start by finding competitors’ ad copies with Vaizle’s Free Ad Spy Tool.

4. Budgeting and Bidding Strategies

Budgeting is another important factor to review during the audit. If you’re working with a client, make sure the budget is allocated appropriately across campaigns and ad sets. Here’s what to look for:

• Budget Distribution: Is the budget spread too thinly across many campaigns, or is it focused on the highest-performing campaigns?
• Bidding Strategies: Check if the correct bidding strategy is used based on the campaign objective. Are you bidding for Conversions or Link Clicks? Are you using Manual Bidding or Automatic Bidding?

A poorly allocated budget or wrong bidding strategy can lead to wasted spend or missed opportunities.

5. Review Performance Metrics

Now, let’s come to the core bread and butter of any ad audit, i.e., performance metrics. Whether you’re auditing your own account or a client’s, understanding how the campaigns are performing is crucial. Here’s what to check:

• CTR (Click-Through Rate): This shows how many people clicked on your ad after seeing it. A low CTR could indicate that the creative or targeting needs improvement.
• CPC (Cost Per Click): How much are you paying for each click? If this is too high, it might be time to adjust targeting or ad creatives.
• CPA (Cost Per Acquisition): Are you paying a reasonable amount to acquire a customer or lead? If your CPA is too high, it’s time to rethink your strategy.
• ROAS (Return on Ad Spend): This is one of the most important metrics. If your ROAS is low, you’re likely not getting enough value from your ads.

By analyzing these metrics, you can quickly spot areas that need improvement and adjust accordingly.

6. Assess Landing Pages and Conversion Paths

Your landing page is very important. It turns clicks from ads into actions that matter. First, check how well your landing page matches your ad. Does it continue the story and keep the promise made in the ad?

Next, look at how users experience your landing page. Is it nice to look at, easy to use, and working well on mobile devices? When users have a smooth and enjoyable time, they are more likely to stay and see what you offer.

Lastly, think about your paths to conversions. Are there any problems that might make it hard for people to take action? By finding and fixing these issues, you can make the customer experience better and increase your conversion rates. A strong landing page is key for getting the most from your advertising money.

7. Pixel and Tracking Setup

Check if the account you’re going to work on has the Facebook Pixel set up or not. If not, you can install and verify the Pixel.

Installing and Verifying the Facebook Pixel

1. Install the Pixel: If you haven’t already, start by installing the Facebook Pixel on your website. You can find the Pixel in your Facebook Ads Manager under Events Manager. Once you’ve created the Pixel, Facebook will give you a piece of code that needs to be placed on your website. If you’re using platforms like Shopify, WordPress, or Wix, there are integrations that make this process super easy.
2. Verify the Pixel is Firing Correctly: After the Pixel is installed, it’s crucial to verify that it’s working. You can use the Facebook Pixel Helper Chrome extension, which helps you check whether the Pixel is properly installed on your website. When you visit a page with the Pixel, the extension should show you a green checkmark if it’s firing correctly.

If you’re new to Facebook Pixel, this video will clear your concepts:

8. Setting Up Standard Events & Custom Conversions

Facebook Pixel tracks various events that can provide valuable insights into how users interact with your website. You can visit Google Analytics to track events like:

• Page Views: Tracks when a user visits a page.
• Add to Cart: Tracks when an item is added to a shopping cart.
• Purchase: Tracks when a user completes a purchase.

You can also set up Custom Conversions for more specific actions, such as a form submission, email sign-up, or download. Custom conversions are tailored to your business goals and help refine your tracking for better optimization.

Common Mistakes in Facebook Ads Audits

Falling into common mistakes during Facebook Ads audits can hurt your campaign’s success. Not setting clear goals, ignoring audience insights, or not testing ad copies can result in poor outcomes. It’s important to optimize your ads manager regularly. You should also ensure the tracking pixel is set up correctly. Make sure your ad content matches your brand voice. By avoiding these mistakes, you can make decisions based on data and boost the performance of your Facebook ads. Stay alert and keep improving your strategies for the best results.

Overlooking Privacy Settings and Compliance

Making sure your Facebook Ads follow data privacy rules is a must. During your audit, check your privacy settings. Make sure your ad campaigns follow the policies about collecting data, targeting users, and getting consent.

Look closely at features like Custom Audiences. They are great for reaching specific groups of people. However, you also need to follow regulations like GDPR. Your ways of collecting data, using cookies, and targeting should all meet these rules.

If you ignore privacy settings, you could face penalties, harm your reputation, and even disrupt your ad campaigns. Stay updated on changes in privacy rules. Review your settings often to keep everything in line and protect user data.

Neglecting Ad Fatigue and Creative Rotation

Seeing the same ad again and again can make it boring, right? The same thing happens with your Facebook Ads. If you ignore ad fatigue, it can lead to fewer people engaging with your ads, higher costs, and a weaker campaign.

You should regularly check your frequency metrics in the Facebook Ads Manager. This helps you see how often your target audience sees your ads. A high frequency can mean ad fatigue is starting. You can fix this by using a creative rotation strategy.

Make your campaigns fresh and interesting. Test different ad formats, visuals, text, and calls to action. A/B testing will show you which creative works best for your audience and keeps their attention. Keep in mind that fighting ad fatigue is a continuous task – refresh, rotate, and keep your audience engaged!

Best Practices for Ongoing Ad Management

After you have carefully finished your Facebook Ads audit, your work is not over. You need to keep managing and improving it. This is important to make sure your ads stay effective and give you the results you want.

You can think of it like taking care of a garden. By regularly watering, weeding, and looking after your campaigns, you help them grow and thrive in the changing world of Facebook advertising.

Regularly Update Ad Creatives

Keep updating old creatives so that they remain relevant, interesting, and connected to what your target audience cares about.

Don’t hesitate to try out different ad formats, visuals, and messages. A/B testing different parts of your ads can show what works best for your audience and raises engagement. Think about adding seasonal themes, trending topics, or new product features to grab interest and catch attention.

Your ad creatives are how your brand appears on Facebook. Keeping them fresh and engaging is key to leaving a good impression and driving valuable clicks and conversions. It’s all about staying relevant and catching eyes in the constantly changing newsfeed.

Implement Automation and AI Tools

Time is valuable. Automating the tasks you do often for your Facebook Ads can give you more time to focus on important things. You can check out Facebook’s automated rules feature. It helps you make actions based on how your ads are performing. It can also adjust bids or pause ads that aren’t doing well on their own.

Create highly optimized landing pages to match your ads

Your landing page is where users arrive after clicking on your ads. It’s important to ensure they feel comfortable and ready to take action. You should create landing pages that match your ads in looks and message for a smooth experience.

Start by making sure the words, images, and calls to action on your landing page match what your ads promised. This keeps everything consistent and reminds users why they clicked. Use A/B testing on different parts of your landing page, like headlines, design, and forms. This helps you see what gets the most people to take action.

Keep in mind that your landing page is part of your ad campaign. By aligning it with your ads, you make it easier for users to engage with you. This boosts the chances of getting the results you want, like a sale, signup, or download.

A Simpler and Quicker Way to Conduct Facebook Ads Audit

Till now, we have discussed plenty about Facebook Ads Audit – key steps to follow, things to look at, common mistakes to avoid, and best practices for ongoing ad management.

But what if you could streamline the audit process and get real-time insights without spending hours manually analyzing data? (Without training ChatGPT, btw!)

That’s where Vaizle’s AI-powered marketing assistant steps in. Vaizle is like your very own virtual marketing analyst, that knows all about your Facebook Ads and can very effectively evaluate performance, optimize campaigns, and understand complex data.

Simply pick a question from the prompt library, and start building your audit for any example Facebook Ad Account from there. With Vaizle, all its going to take is a few minutes, and a conversation, and you get to skip the complicated analytical tasks.

Get Your Facebook Ads Audit Without Any Manual Analysis

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Conclusion

Conducting regular Facebook Ads audits is essential for optimizing your campaigns and ensuring you’re getting the best return on your investment.

By following a structured approach to evaluate your campaigns, targeting, creatives, and performance metrics, you can improve your ad performance significantly.

With tools like Vaizle AI, auditing becomes faster, more accurate, and smarter, making it easier to make data-driven decisions that drive better results.