Open the CSV in Excel, or import it into Google Sheets and choose comma-separated values. Save your working copy in a controlled location. The CSV contains the rows below and space for your notes; it has no macros, formulas or live account connection.
How to use the template
Start with a real customer action
Write what the business considers a successful purchase or inquiry, then inspect how the campaign measures it. A click, browser event, accepted form and qualified lead are different milestones. Put the source of each count beside it before comparing reports.
Reconstruct the path
Use a controlled test with permission from the account owner. Record whether the page worked, the business system received the outcome and the measurement implementation recorded the intended event. Keep customer details out of the shared checklist; use an internal evidence reference instead.
Separate diagnosis from creative judgment
A creative can receive little delivery for reasons other than its persuasive quality. Record spend distribution, audience, dates and concurrent changes before declaring a winner or fatigue. Use platform experiment documentation to understand what was randomized in an actual test.
Write the next decision
End the audit with a named action, evidence and owner. For an uncertain hypothesis, state what would support or weaken it. For a confirmed broken path, define the technical readback that will prove repair. These require different completion criteria.
Preview the worksheet
Every row shown here is included in the download. Scroll the table horizontally on a small screen.
| Area | Check | Evidence to record |
|---|---|---|
| Scope | Write account, dates, currency and time zone | Report scope; conversion window; data maturity |
| Objective | Compare campaign objective with the actual business outcome | Objective; performance goal; expected customer action |
| Event source | Identify the event source used by active campaigns | Dataset reference; selected event; implementation owner |
| Delivery path | Trace an authorized test outcome through the implementation | Browser/server receipts and business-system outcome |
| Duplicates | Review browser/server handling of the same event | Event names and matching identifiers in a safe test |
| Values | Check purchase values, currency and refunds | Compatible order totals; value definitions |
| Reporting | Record attribution settings and delayed outcomes | Attribution window; reporting dates; import lag |
| Delivery | Inspect status, rejection and payment interruptions | Status messages; affected dates; billing owner |
| Audience | Check exclusions and business eligibility | Included/excluded audiences; serviceable regions |
| Budget | Reconcile allocation with the approved allowance | Campaign/ad-set budgets; spend; pacing |
| Creative | Group creatives by concept and offer | Asset IDs; concept labels; spend distribution |
| Fatigue | Compare frequency, response and conversion patterns together | Mature trend by audience and concept |
| Destination | Open each active landing path on mobile | URL; offer consistency; form behavior; errors |
| Quality | Follow lead cohorts into qualification or purchases | Mature outcomes; invalid reasons; review coverage |
| Experiment | Distinguish delivery comparisons from randomized tests | Experiment setup; allocation; primary outcome |
| Next action | Choose a small set of verifiable changes | Evidence; impact; owner; approval; review date |
Worked review example
Illustrative finding: lead volume looks stable, but sales reports fewer reachable prospects. The report period includes several days of unreviewed inquiries and a new landing form.
Split the mature and unreviewed cohorts, inspect contact validation and confirm the form-delivery path. Do not label every uncontacted person a poor-quality lead or attribute the change to the audience before those checks are complete.
What this template does and does not establish
The worksheet does not inspect your Meta account, diagnose every tracking integration or provide a compliance certification. Interface labels and feature availability vary. Use the account's current provider documentation when implementing changes.