Marketing audit
Find out what is really holding your marketing growth back.
We look at the full path from visibility to revenue, to separate symptoms from causes. The goal is not a list of generic recommendations but a prioritised set of constraints to verify and address. Any effect on outcomes is measured after implementation.
Direct answer
What does a marketing audit actually cover?
It examines six angles as one chain rather than in isolation: offer and message, acquisition, conversion, tracking, organisation and unit economics. Each finding is tied to data, a journey observation or an interview.
Important considerationAn audit does not forecast results and does not replace strategic decisions that remain unmade. It produces a prioritised, arguable plan — not a guarantee of gains.
What we audit
Six angles, one value chain.
An acquisition issue may be linked to message, and a conversion issue may be linked to tracking; the audit tests these links rather than assuming them. The angles are never examined in isolation.
| Observed symptom | |
|---|---|
| Offer & message | Clarity of the proposition, available proof, consistency between the commercial promise and what is said online. |
| Acquisition | Traffic sources, intents covered, cost per channel, dependency on a single lever. |
| Conversion | Journey, key pages, friction, request qualification, sales follow-up. |
| Tracking | Reliability of measurement, missing or duplicated events, consistency across tools. |
| Organisation | Who decides, who produces, at what pace, which arbitrations stay stuck for lack of an owner. |
| Economics | Margin, basket or customer value, acceptable acquisition cost, break-even per channel. |
- 01
Offer & message
- Clarity of the proposition, available proof, consistency between the commercial promise and what is said online.
- 02
Acquisition
- Traffic sources, intents covered, cost per channel, dependency on a single lever.
- 03
Conversion
- Journey, key pages, friction, request qualification, sales follow-up.
- 04
Tracking
- Reliability of measurement, missing or duplicated events, consistency across tools.
- 05
Organisation
- Who decides, who produces, at what pace, which arbitrations stay stuck for lack of an owner.
- 06
Economics
- Margin, basket or customer value, acceptable acquisition cost, break-even per channel.
Example framework used during the engagement. It is adapted to your context, data and decisions.
Method
Sourced findings, not impressions.
Each finding is tied to a piece of data, a journey observation or an interview. What cannot be established is presented as a hypothesis to test.
- 01
Collection
Read access to analytics tools, ad accounts and the commercial data available.
- 02
Analysis
Rebuilding the journey, comparing channels, checking measurement before drawing any conclusion.
- 03
Interviews
Interviews with leadership, marketing and sales can reveal context absent from the data.
- 04
Presentation
A working session with live arbitrations, followed by a written document.
Prioritisation
Impact, effort, confidence.
Each recommended action is scored on three axes: expected effect on revenue, real implementation load, and confidence in the hypothesis. A high-impact, low-confidence action becomes a test, not a project.
- Impact: expected effect on qualified demand or margin.
- Effort: internal load, technical dependencies, delay.
- Confidence: quality of the data supporting the hypothesis.
- Outcome: immediate projects, tests to instrument, topics set aside.
Deliverables
What you get at the end of the audit.
- Report of argued findings, ranked by cause.
- Impact / effort / confidence matrix of the actions considered.
- 90-day plan: sequence, owners, dependencies.
- Measurement recommendations to verify the effect of the actions.
Scope
An audit is not a compliance review against generic best practice.
It is not a sales pretext for a pre-decided package, and it is not a forecast of results — we make no promise of gains.
It does not replace strategy if the underlying decisions are still unmade; in that case the audit points to the decision that needs to happen first.
Read next
Related pages in English.
- Strategy consulting
When causes trace back to underlying decisions, the audit leads to strategic framing.
- Data analysis
When measurement is the weak point, it is treated as its own project.
- Google Ads
A frequent audit finding concerns paid acquisition and its tracking.
FAQ
Frequently asked questions
What data do you need?
Read access to your analytics tools and ad accounts, and where possible the related commercial volumes: leads, quotes, sales. An audit is still possible with partial data, but the confidence level of the findings is stated explicitly.
Can you audit a single channel?
Yes, for example a Google Ads account or SEO performance. We then flag causes that sit outside the requested scope, without treating them, so the decision stays informed.
How does the engagement run?
Framing, data access, analysis, interviews, then a presentation session. Pace depends on the availability of access and stakeholders, agreed at kickoff.
What happens after the audit?
You get an executable plan, whether run in-house or with your providers. If you want us to run all or part of the deployment, that is a separate proposal.
Next step
Let's identify the cause before you commit budget.
A first conversation checks whether an audit is justified, or whether the topic can be settled more simply.