The audit begins with the decision to be made
Without a clear question, an audit becomes inventory. We can find dozens of imperfections without knowing which ones change the outcome. We therefore define the objective, time horizon, risk boundary, and person who will use the conclusions.
The audit strategy is to reduce uncertainty around a real decision: where to invest, what to repair, what to stop, what to test, or what must be clarified before execution.
- The decision and its owner
- The time horizon
- Commercial constraints
- The required confidence level
Economics, offer, and demand
We begin outside the platforms. We examine revenue model, margin, recurrence, operating cost, seasonality, and delivery capacity. A media result cannot be interpreted correctly without the economics it is meant to serve.
We then examine the offer: who it is for, what problem it solves, why it is credible, and what makes it different. We compare that definition with observable demand, audience language, and the alternatives people already consider.
- Unit economics and margin
- Segment clarity
- Strength of promise
- Proof and differentiation
- Demand and seasonality
Funnel, creative, media, and measurement
We follow the full journey from first exposure to outcome and separate symptoms from system problems. High cost can come from offer, message, distribution, page, operations, or an incorrect conversion definition.
We examine campaign architecture, creative quality, page continuity, tracking, naming, and reporting. We look for fragile dependencies: one channel, one format, one audience, or one person who understands the data.
- Message and creative
- Media structure
- Landing pages and conversion
- Tracking and definitions
- Processes and ownership
From findings to an executable plan
Every finding receives an estimated impact, confidence level, effort, and dependencies. We do not confuse certainty with importance. Some large opportunities need a test before investment, while smaller repairs can be implemented immediately.
The STRAT deliverable includes a system map, primary risks, open questions, and an ordered backlog. The first actions should create both progress and new information for the next decision.
- Immediate repairs
- Hypothesis-led experiments
- Structural investments
- Decisions held until more evidence exists
Key takeaways
- An audit answers a decision rather than collecting faults.
- Economics and offer come before platforms.
- Symptoms must be separated from system problems.
- Findings need priorities, owners, and next steps.