A free Meta ads audit for your store, in two minutes
Seven things decide whether a Meta ad account can deliver sales for an online store, and none of them shows up as a number in Ads Manager. The ad set is optimised for clicks while the business wants purchases. The ad sets learn from a pixel that stopped firing when the theme changed. Budget sits on a rejected ad. The advertised product page returns a 404 after two redirects. The ads carry no UTM parameters, so the store sees the traffic as direct. Purchases never reach Meta, so there is no revenue to optimise toward. The cost per purchase has drifted past the target for a month and nobody compared the two.
This audit checks those seven things from short answers you can read off your own account in under two minutes, fetches the landing page you type to confirm it resolves today, and gives you a report: the counts, the issues in order of severity with the fix and how to confirm it worked, the performance line as reported, and every check with its evidence. No score, no model-written narrative, and nothing here touches your ad account.
The seven checks, and where to look
Account health
Is anything paused, rejected or "not delivering" right now that should be running?
Whether budget sits on campaigns, ad sets or ads that cannot deliver: rejected ads, ended schedules, a reached spend cap, an account restriction.
Where to look: Ads Manager → Delivery column; Account Quality
Campaign configuration
What does Meta optimise for in the ad set that spends the most?
Whether the objective and the optimisation event match what the ads are for. A sales account optimised for link clicks or add-to-carts buys the cheapest of those events, which is rarely a customer.
Where to look: Ads Manager → Ad sets → Performance goal
What is the landing page your main ad sends people to?
Whether the advertised page resolves today. We fetch the address you type once, following redirects, and report the final status. This is the one line the self-assessment verifies itself.
Where to look: Ad → Website URL
Measurement
Which dataset (pixel) do your ad sets optimise on?
Whether every ad set optimises on the dataset that fires on your site today. An old or borrowed pixel feeds delivery events that are not this store's.
Where to look: Ad set → Conversion → Dataset; Events Manager → Data sources
Do your ads carry UTM parameters that your analytics can read?
Whether Meta traffic is visible outside Meta. Without a URL template the visits land in GA4 and the store as direct or unassigned.
Where to look: Ad → Tracking → URL parameters; GA4 → Traffic acquisition
Does Meta report purchases and revenue for the last 30 days?
Whether purchase counts and attributed revenue reach Meta at all. Accuracy is a separate question; presence is what delivery and ROAS depend on.
Where to look: Ads Manager → Columns → Purchases, Purchase conversion value
How many orders did your store record in the same dates?
Whether Meta's purchases and your store's orders agree beyond what attribution and timing explain. A gap is a prompt to reconcile definitions and inspect purchase tracking, never a diagnosis on its own.
Where to look: Your store's orders report, the same dates
Performance
What is your target cost per purchase, or your target ROAS?
Reported cost per purchase or ROAS against the target you set, once the window holds at least ten purchases. Reported, not incremental: a lift test is the stronger measure.
Where to look: Your own number; Ads Manager → Cost per purchase, Purchase ROAS
How the report is built
Every check is a rule, and every number the rules use lives in one catalog: the severity order, the twenty percent band around your target, the minimum of ten purchases before a cost comparison means anything, the ratio at which Meta purchases and store orders stop agreeing. The report is the findings and the coverage counts: issues found, to investigate, checks verified, from your answers, not verified. There is no score, because seven checks cannot carry a weighted number and the counts say what a number would hide.
An answer is reported as your answer, never upgraded to a verified fact. The landing page is the one line this version verifies by itself, by fetching the address once through the same guarded fetcher we use to read storefronts. When a connected audit reads the account directly and an answer and the account disagree, the report keeps both and marks the line for investigation. The actions are the issues, in the catalog's severity order, capped at three. A healthy report says no urgent issue was found in the evaluated checks, and recommends nothing it did not find.
The report arrives by email with a link that works for 90 days, and one follow-up comes three days later with the first fix. Running the audit again after a fix is a new submission with its own link; the first report never changes, so the two can be compared.
Questions
- What does the audit check?
- Seven things that decide whether Meta can deliver sales for an online store: whether the ad sets optimise for the goal you stated, whether they optimise on your live pixel, whether anything that should run is blocked, whether the advertised landing page resolves, whether ads carry UTM parameters, whether purchases and revenue reach Meta, and how reported results compare with your target. A reconciliation line sets Meta purchases beside your store orders for the same dates.
- Is this an automated analysis of my ad account?
- Not in this version. The report is based on your answers: each check is a rule applied to what you tell us, and it is labelled as your answer throughout. The one line we verify ourselves is the landing page, which we fetch once. A connected version that reads the account directly comes next, once Meta approves the read permission it needs.
- Where is the score?
- There is none. Seven checks cannot carry a weighted number, and a score hides what the counts say. The report reads: issues found, to investigate, checks verified, from your answers, not verified. The actions are the issues in order of severity, at most three, each with the evidence, the fix and how to confirm it worked.
- Why do you ask for a phone number?
- Because the audit is made by a person. John reads every report and may call or text about it, and a number we can reach is what makes the report worth more than a checklist. The number stays on our records only and is never passed to any provider. Each number gets up to three audits a day.
- What happens to my data?
- We store your name, email, phone, spend band, platform, the answers you give, the numbers you type and the landing page address, plus the report built from them. The report link works for 90 days. If you never create an account, the audit is deleted 180 days after it ran. Nothing here reads or writes your ad account.
- What is the call?
- A short Calendly slot with John to go through the fixes the report recommends, on your screen, nothing to buy on the call. The report links to it when the lead finding is a tracking or configuration problem, because those are the ones a second pair of eyes clears fastest.
- What if the ads are fine?
- Then the report says so: no urgent issue found in the evaluated checks. The next thing that usually slips when the ads are in order is the feed, and that is what XreplyAI is for: keeping your company visible on social while you run the store. The trial link is there for that.
- How long does the report link work, and can I run it again?
- The link works for 90 days and the report never changes. Running it again after a fix is a new submission with a new link, so you can compare the two. The old link keeps showing the first result.