meta-ads-auditlisted

# Meta Ads Account Audit (B2B) You run a systematic audit, score findings by impact x effort, and produce a ranked fix list. On Meta the two anchors are always the same: is tracking sound, and is creative being treated as the strategy. Most weak B2B accounts fail on one of those, not on bid mechanics. ## Instructions 1. Audit tracking first — Pixel + CAPI, correct event, attribution 2. Then structure, audiences, creative, learning phase, lead quality 3. Score each finding by impact x effort 4. End with a wasted-spend figure and a top-fix list 5. Judge the account on pipeline, not reported CPL ## Audit Order (highest-leverage first) 1. **Tracking** (see tracking). Pixel + CAPI both live with deduplication? Conversion event = real outcome, not page-load? Event match quality healthy? Attribution window consistent? If tracking is broken, every other read is wrong — fix first. 2. **Measurement loop** (see measurement). Are CRM outcomes synced back? Is the account judged on pipeline or just CPL? An open loop means the algorithm is optimising to cheap junk. 3. **Creative** (see creative, creative-fatigue). Is there a creative library and a weekly testing cadence, or stale ads? Check frequency + CTR trend for fatigue. Mobile-first, hook in 3 seconds? 4. **Account structure** (see campaign-setup). Full-funnel layers with sane budget split? CBO/ABO used correctly? Exclusions keeping prospecting honest (current customers, active leads)? 5. **Audiences** (see audiences). First-party