What Is a Marketing Audit? A Practical Checklist
A marketing audit shows where your customers come from, what they cost and where you're losing them. Here's how to run one.
Key takeaways
- A marketing audit reviews where customers come from, what they cost and where they drop out.
- Start with tracking: if the data is wrong, every conclusion after it is wrong too.
- Check search, AI visibility, paid media, conversion and follow-up in turn.
- End with three priorities, not a list of fifty fixes.
What a marketing audit is
A marketing audit is a structured review of how your business attracts and converts customers. It answers three questions: where do customers come from, what does each one cost, and where are you losing people who were ready to buy? The output should be a short list of priorities, not a long report.
1. Tracking and data
Check that conversions are tracked correctly, that ad platforms and analytics roughly agree, and that enquiries or sales can be traced back to a source. If tracking is broken, fix it first.
2. Search and AI visibility
Review which searches bring visitors and sales, which important pages are missing or underperforming, and how fast and crawlable the site is. Then ask the main AI assistants the questions your buyers ask and record whether your brand is named.
3. Paid media
Look at cost per new customer by channel and campaign, how much spend goes to people who already know you, and whether creative has been refreshed recently.
4. Conversion
Walk through the site as a buyer. Is the offer clear? Are there reviews and proof? How many steps does it take to buy or enquire, and where do people drop out?
5. Follow-up and retention
For service businesses, how fast is every enquiry answered and how many become sales? For ecommerce, how many first-time buyers order again and what brings them back?
6. Priorities
Finish with the three changes that would make the biggest difference, in order. A focused list gets done; a long one doesn't.
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Proof, not promises
100+ confirmed weddings in around nine months
A wedding venue client booked more than 100 confirmed weddings in around nine months, each one paid in full or secured with a deposit. Confirmed bookings are the number that counts, not enquiries.
See more client resultsThe Growth Engine
One engine, four channels, one team
PR
Earned coverage that builds trust and the links search engines reward.
SEO
Pages built to rank for the searches your buyers already make.
AI search
Structured so ChatGPT, Perplexity and AI Overviews can cite you.
Paid
Paid media that converts warmer audiences at a lower cost per sale or lead.
Frequently asked questions
What is included in a marketing audit?
Tracking and data, search and AI visibility, paid media performance, website conversion, follow-up and retention, ending with a short list of priorities.
How long does a marketing audit take?
A focused audit can be done in a few days. A first review of the biggest issues can happen in a single call if the right data is available.
How often should I audit my marketing?
Once a year in full, with a lighter quarterly review of the main numbers.
Can I do a marketing audit myself?
Yes, using a checklist like this one. An outside view helps spot issues a team is too close to see.
Want this working for your business?
Book a free 30-minute strategy call. We will show you where your growth is leaking and what to fix first.
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What Is a Marketing Audit? A Practical Checklist
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