Meta Ads audit.
A complete Meta Ads audit: account structure, audiences, conversion events, creatives and attribution. It ends with a prioritization and remediation roadmap.
- Account structureIn progress
- AudiencesIn progress
- Events and Conversions APIIn progress
- CreativesIn progress
- AttributionIn progress
- Active adsIn progress
- Landing pagesIn progress
- ConsentIn progress
What we review in your campaigns.
8 topics reviewed, from the account to measurement. For each one, what we check.
Account structure
What each level should deliver, and where levels overlap.
- Campaigns, ad sets and Advantage+ campaigns
- Chosen objectives and budgets
- Ad sets competing for the same audience
Audiences
Who your ads actually reach.
- Prospecting and remarketing
- Exclusions between audiences
- Consistency with your target audience and your customers
Events and Conversions API
The signals that optimize campaigns.
- Pixel events and parameters sent
- Conversions API and deduplication
- Event match quality
Creatives
The first performance lever on Meta.
- Split by format and by angle
- Ad frequency and fatigue
- Refresh rate
Attribution
What Meta takes credit for, and what it actually brings.
- Attribution windows used
- Gap with your actual sales or leads
- Breakdown by campaign and by creative
Active ads
What your audience sees today.
- Ads visible in the Meta Ad Library
- Hooks and messages
- Consistency with landing pages
Landing pages
What happens after the click, on mobile first.
- Continuity with the ad
- Load time
- A simple user journey
Consent
What the pixel is allowed to send.
- Pixel fired before or after consent
- Visitor choices respected
- Events lost on refusal
When to run an audit?
An audit helps you make a decision: fix, restructure or invest more. These situations come up often.
Acquisition cost is drifting
Results are getting worse with no visible change in the campaigns, and no one can say why.
The numbers no longer match
The platform, the analytics tool and the back office no longer tell the same story.
A team or agency is changing
A shared assessment before taking over campaign management, rather than assumptions.
Budgets are about to increase
Check that structure and measurement hold up before investing more.
From first look to roadmap.
A single audit in three stages, ending with an action plan shared with your teams.
First look
What can be seen from the outside, to focus the audit and request the right access.
Analysis
With your access, every point in the scope is reviewed.
Debrief
Actions ranked by priority, then presented and discussed with your teams.
Let's talk about your campaigns.
A few details are enough to get started. Your request goes straight to the JAAB team.
Prefer to write? partners@jaab.co
An audit by the people who run campaigns.
JAAB audits are carried out by the team that manages more than €20 million in campaigns across ten ad platforms, from Google and Meta to TikTok, LinkedIn and ChatGPT. Our recommendations are based on what we apply ourselves.
JAAB works with more than fifty international clients, with a 97% recommendation rate. The agency was founded in 2023 by two former Google and Twitter employees and now has a team of seven.
We prefer to manage for margin rather than for the ROAS reported by the platform: an audit also looks at what the campaigns really bring in.
Meta Ads audit, in practice.
01What does a Meta Ads audit include?
An analysis of the ad account and its environment: campaign structure, audiences, conversion events, creatives and attribution. It ends with a presentation deck, a prioritization and remediation roadmap, and a presentation to your teams.
02What do you look at before getting access to the account?
The active ads in the Meta Ad Library, the landing pages, the pixel on the site and how the consent banner behaves. This first look focuses the audit before access is requested.
03What access do I need to give for the audit?
Access to the ad account and to Events Manager, from your Business Manager. The account remains the client's property.
04Does the audit cover creatives?
Yes, from a performance standpoint: formats, hooks, angles, frequency and fatigue. JAAB is not a creative agency, but advises on creatives based on their analysis.
05Why do Meta's results differ from our numbers?
Because Meta attributes conversions according to its own attribution windows, and some events may be missing or counted twice. The audit compares the two sources and explains the gap.
06Can Meta be audited along with other ad platforms?
Yes. Each audit addresses a specific need, and a full audit can cover all your platforms and tracking.