Set the brief
Write down the goal, the concern you want to investigate and the period you are reviewing. Note major changes to the offer, budget or website during that period. An awareness campaign and a sales campaign need different measures.
Check the measurement
Follow the customer journey with test details. Confirm that the intended event fires at the right point and that enquiries or orders reach the business. Check for missing or duplicated events and use the same date range when comparing reports.
Give each campaign a role
Review the objective, audience approach and budget for each campaign. Look for duplicated purposes, fragmented spend and activity that is difficult to explain. A simpler structure is useful when it makes decisions clearer.
Review creative and destinations
Group ads by the ideas they test. Check whether the offer is recognisable, the next step is clear and the landing page continues the message. Look at performance against the campaign goal, then decide which ideas to develop or replace.
Connect results to the business
For lead campaigns, review useful conversations, bookings and sales as well as submissions. For retailers, compare purchase value and acquisition cost with margins, stock and returns. For awareness, review the agreed delivery and engagement measures.
Prioritise the next actions
Record the finding, action, owner and measure you will review. Fix broken journeys first, then test the improvements most likely to help the goal.
Turn the audit into a decision
Use a short action sheet: finding, supporting report or journey check, business consequence, next action, owner and review point. For example, if a test enquiry saves successfully but the advertising event is missing, investigate that measurement step before treating the report's zero as proof that no enquiries arrived. Keep the enquiry record and the advertising observation separate.