Guides · Audit type
Facebook Ads Audit Checklist
The manual version of what AdStake automates — useful either way you run it.
The problem: 'check the account' isn't a checklist
Most informal Facebook Ads audits amount to opening Ads Manager, glancing at ROAS, and moving on. That catches catastrophic failures but misses the slower, compounding problems — audience overlap, creative fatigue, attribution drift — that erode performance gradually enough to never trigger alarm on their own.
The checklist
Account structure: Are campaigns organized by objective, or has structure accumulated ad hoc over time? Audience overlap: Run the Audience Overlap tool across active campaigns — anything above 20% overlap is worth investigating. Creative fatigue: Check frequency vs. CTR trend per ad — declining CTR with climbing frequency signals fatigue. Attribution window: Confirm your attribution setting (1-day click, 7-day click, etc.) matches your actual sales cycle. Budget pacing: Compare daily spend against daily budget — inconsistent pacing suggests delivery issues or an overly restrictive audience. Pixel/Conversions API health: Verify events are firing and deduplicated correctly between browser and server-side tracking. Placement breakdown: Check whether Advantage+ placements are delivering disproportionately to low-value inventory. Landing page match: Confirm ad creative promises match what the landing page actually delivers.
Why manual checklists fall short
Even a thorough checklist run manually is a point-in-time snapshot — useful once, stale within weeks as the account changes. And cross-referencing overlap, frequency, and attribution data by hand across multiple Ads Manager reports is genuinely tedious, which is exactly why most of this checklist doesn't get run consistently.
How AdStake automates the checklist
Upload your Meta Ads export and AdStake runs the audience overlap, creative fatigue, attribution, and budget pacing checks automatically, scored and evidence-linked, instead of requiring a manual walk through six different Ads Manager reports.
Frequently asked questions
How often should I run this checklist?
Monthly for active accounts is a reasonable baseline — audience overlap and creative fatigue both develop gradually enough that quarterly checks can miss the window to act cheaply.
What counts as 'too much' audience overlap?
There's no universal threshold, but overlap above roughly 20-30% between campaigns targeting different objectives is worth investigating — you may be bidding against yourself.
Related guides
Audit type
Meta Ads Audit: A Real Review of Your Facebook & Instagram Spend
Audit methodology
Audience Overlap: Competing for the Same People
Audit methodology
Creative Fatigue: When Your Ads Stop Working
Audit methodology
Attribution Issues: Getting Credit It Didn't Earn
Audit methodology
Budget Pacing: Is Your Spend Actually Hitting Its Target?
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