Meta (Facebook & Instagram) Ads Audit Checklist

Account & Structure

Verify Business Manager setup (ownership, permissions, verified domain)
Ensure correct ad account currency & time zone
Pixel installed & firing on all key events (Page View, Add to Cart, Purchase, Lead, etc.)
Conversions API implemented & tested
Proper naming conventions for campaigns, ad sets, and ads

Campaign Strategy

Clear campaign objectives aligned with business goals
Correct campaign budget allocation (CBO/ABO where appropriate)
Audience targeting accuracy (custom audiences, lookalikes, exclusions)
Retargeting campaigns set up
Broad audience testing in place

Creative & Copy

Ad creatives sized correctly for placements
Ad copy aligned with brand tone & offer
Variety of creatives (image, video, carousel)
Creative fatigue monitoring
Clear CTA in each ad

Performance & Optimization

ROAS & CPA tracked accurately
Frequency monitoring to avoid ad fatigue
Split testing in progress (creative, audience, placement)
Learning phase optimization done
Negative audience exclusions applied

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