Marketing Audit

Marketing Audit

What it is: A Marketing Audit looks under the hood of your paid media, email, social, and SEO strategies to uncover what’s performing, what’s lagging, and what’s completely off-track. It’s the refresh button for your ecommerce marketing engine.

Why it matters for ecommerce merchants: Marketing budgets in ecommerce are under constant pressure. A comprehensive audit ensures you're not wasting budget on underperforming platforms or misaligned tactics.

Common Steps

1. Channel Performance Review Assess each marketing channel, email, paid media, SEO, social, marketplaces ,to evaluate:

• ROI/ROAS
• Traffic and engagement levels
• Conversion rates and attribution models
• Campaign consistency and quality

Tools: Google Analytics, platform dashboards (Meta, Klaviyo, Google Ads)

2. Audience and Segmentation Audit Review how audiences are defined, targeted, and segmented:

• Email list segmentation and SMS opt-ins
• Lookalike and retargeting audience effectiveness
• Personalization based on user behavior and lifecycle
• Coverage across funnel stages

3. Creative and Messaging Evaluation Audit the clarity, consistency, and performance of your brand’s visuals and messaging:

• Alignment with your brand identity
• Offer clarity and value proposition
• Mobile-readiness and accessibility
• Testing of headlines, CTAs, visuals

4. Data, Tracking, and Reporting Validation Check how well you're capturing and using performance data:

• Tag health and tracking accuracy (GA4, Meta Pixel, etc.)
• Data cleanliness and reliability
• Reporting cadence and decision-making alignment

5. Strategic Alignment & Gap Identification Look at how your tactics align with business goals:

• Are you overspending on underperforming channels?
• Are there untapped opportunities or funnel stages?
• How well does your marketing ladder up to your ecommerce roadmap?

Challenges:

• Getting full visibility across all marketing channels
• Making tough decisions about what to cut or double down on
• Sifting through noisy data to find meaningful insights
• Aligning findings with executive expectations and timelines