Audit

Your ad accounts are full of instructions nobody remembers writing.

Somebody set up a conversion two years ago, and every campaign since has been optimised towards it. Somebody added a negative keyword list before a rebrand. Somebody set a schedule three years ago, and it still decides which hours you buy.

An audit is how you find out what those instructions say. You give us read access to your ad accounts and your analytics, we go through them, and you get back a written list of what we found — each item with the thing it rests on, so you can check it yourself or hand it to whoever runs your campaigns.

Why this keeps happening

None of those were mistakes when they were made. They stopped being right quietly, on a day nobody was looking, and nothing in Google Ads or Meta will ever tell you.

The platforms read every one of those settings as a statement about what you want, and they act on it. That is the whole problem: you are giving instructions you did not write, and you cannot see them.

What we look at

Three things, and they are the three that change what Google and Meta actually do.

What you told it counts as success. Which events are conversions, what value they carry, and where that value comes from. This is the one that costs the most and reaches furthest. If your sales team marks a lead "qualified" on a hunch, and that flows back to Google as a conversion, Google treats it as a fact and goes looking for more people like that lead. A judgement call in your CRM becomes a buying instruction with your budget behind it.

What it is allowed to see. Consent settings, tags, what fires and what does not. Most companies are showing the platforms a partial picture and do not know which part is missing.

What you told it not to do. Exclusions, negative keywords, brand safety settings. These are the easiest things in an account to set once and never open again.

There is more that they read about you — your product feed, your reviews, what comparison sites say. We do not look at those in an audit, and we will not pretend otherwise. This is not a complete picture of everything an AI knows about your company.

What arrives, and when

A written document. Every finding says what we saw, where, and what it means for a decision you are actually going to make. Next to each one is the thing it rests on — the screenshot, the setting, the number — so nothing has to be taken on trust.

Every number comes with how far it can be trusted, because measurement is never perfect and a number you cannot trust is worse than no number. Above eighty we give you the figure with its source and date. Between sixty and seventy-nine you get it with the fault named. Between forty and fifty-nine you get direction and rank but no absolute figure — which is usually enough, because most decisions turn on which way something is moving rather than its exact size. Below forty we do not give you the number at all. We give you the list of decisions that were made on it.

What do you have to give us?

Two read-only permissions: GA4 Viewer, and read access to Google Tag Manager. No admin rights, nothing we can change, no developer needed. It is the smallest thing we ever ask for.

You keep working while we read. Nothing in your accounts changes, because we cannot change it.

What we will not promise

That your data will be clean afterwards. Measurement tops out around eighty to ninety percent accuracy in most companies, and anyone who promises better is either not measuring or not being honest. That includes us, and by how much yours improves I cannot tell you.

What I can tell you is which of your numbers hold and which do not, and how far you can lean on each one. Today you do not know that, and every decision you make is standing on it anyway.

The four audits

• Measurement audit — the tracking itself: Google Tag Manager, GA4, and server-side GTM.
• Google and Meta signal audit — what the accounts are telling the models, and what the bidding is really chasing.
• Feed audit — for anyone selling products: what is in the feed and what quietly fell out of it.
• Competitor monitoring — what the market is doing, as opposed to what it says.

There is a fifth we sell in conversation rather than from a page: you bring a decision that is already on the table — an agency proposal, a plan, a budget shift — and we tell you whether the evidence under it holds up. If we do that on an agency proposal, we do not then bid for the work.

How to start

Tell us what you are trying to fix — the account, the channel, what you have already tried. That is the whole first step.