The Facebook Ads audit guide for 2026
What to check on a Meta Ads account: structure, audiences, creative, pixel health, attribution and Advantage+.
A Meta Ads audit is different from a Google Ads audit. There are no keywords and search terms — instead, structure, audiences, creative and tracking carry the weight.
1. Campaign structure
- Are campaigns organised by objective and funnel stage?
- Is budget consolidated enough for the algorithm to learn?
- Are there too many ad sets fragmenting learning?
Fewer, better-funded ad sets usually outperform many small ones.
2. Audience strategy
- Are prospecting and retargeting separated?
- Are custom audiences fresh and correctly sized?
- Do lookalike source audiences reflect best customers, not all customers?
- Are converters excluded from prospecting?
3. Creative
- What is the frequency on your top ads?
- Is CTR decaying on aging creatives?
- How many creative variants are live, and are they genuinely different?
- Does creative match the audience’s stage in the funnel?
Creative is the biggest lever on Meta. Treat it as a continuous production line, not a one-off.
4. Budget and bidding
- Are campaigns limited by budget or by learning?
- Is the bid strategy appropriate for the conversion volume?
- Is spend concentrated on the best performers rather than spread evenly?
5. Pixel and Conversions API
This is the tracking audit and it is critical:
- Is the pixel firing on all key pages?
- Are standard events named correctly?
- Is the Conversions API live and deduplicated with the pixel?
- What is event match quality for your key events?
Broken tracking makes every optimisation decision unreliable.
6. Attribution
- Which attribution model and window are you using?
- Are you comparing Meta-reported conversions to your own analytics?
- Does the window match your actual time-to-purchase?
7. Advantage+ and automation
- Are Advantage+ campaigns excluding existing customers?
- Is placement expansion wasting spend on low-quality placements?
- Are audience exclusions configured?
Running the audit continuously
Meta changes fast — frequency climbs, creatives fatigue and auctions shift within days. A one-off audit is out of date almost immediately. MyAd audits Meta continuously, detects creative fatigue early and turns findings into one-click fixes.
Run this on your own account
MyAd audits Google Ads and Meta Ads automatically, ranks findings by projected savings and can apply the fixes with your approval.