Facebook Ads account audit: 5 key points to analyze

After just a few months of using Facebook Ads or Meta Ads, many advertisers are questioning the effectiveness of their strategy, whether deployed in-house or with a specialized partner. Their brand’s lack of track record on this medium means they don’t have sufficient benchmarks to judge the relevance of their presence. To meet this growing demand, Effinity, a specialized Facebook Ads agency, has developed a Facebook Ads account audit methodology. The aim is to assess whether the account is applying current best practices to optimize campaign results. Here are the 5 aspects that our experts examine to help you improve performance, control costs and scale with confidence.

5 analyses of your Facebook Ads account

1) Overall Facebook Ads strategy and campaign objectives

This involves a general analysis of your presence, to ensure that your strategy is in line with Facebook Ads best practices.

The main points taken into account:

• Objective clarity: check that campaign objectives (awareness, traffic, leads, sales, application installation, etc.) match your business KPIs (e.g. sales = ROAS/CPA, leads = CPL + quality).
• Full-funnel: do you have campaigns for all purchasing phases: discovery, consideration, conversion, loyalty?
• Budget & auction :
  • comparison CBO (Campaign Budget Optimization) and ABO (Ad set Budget Optimization). CBO distributes your advertising budget across all ads, while ABO allows you to distribute your advertising budget at ad level.
  • verification of bidding strategy (lowest cost, cost ceiling, minimum ROAS) according to margin.
• Learning phase: respecting best practices to limit changes, so as to emerge more quickly from the learning phase and stabilize results.

2) Analysis of Facebook Ads account structure

The structure of your account is essential to take full advantage of the opportunities offered by Facebook Ads. It must enable you to analyze performance and make the right decisions for your campaigns.

The main points taken into account:

• Productive simplicity: avoidance of over-segmentation for better signal mutualization with fewer sets and more volume.
• Naming & UTM: compliance with naming conventions (Campaign/Object/KPI/Geo/Crea) and systematic UTM implementation for analytics attribution.
• Exclusions & brand safety: verification of exclusion lists (customers, employees) and sensitive location limits if necessary.
• Automated rules: verification of best practices: cutting unprofitable sets, gradual increase in budgets, CPA/ROAS alerts.

3) Analysis of Facebook Ads audience segmentation finesse

Audiences are at the heart of Facebook Ads. They offer a wide range of targeting possibilities, on which campaign results depend. Our audit will show you whether you’re reaching the right people, whether you’re using all the targeting possibilities on offer, and whether you’re employing A/B or split testing.

The main points taken into account:

• Advantage+: checking the implementation of large audiences with Advantage+ Audience to make the best use of the algorithm.
• Flexible Ads: verify the correct use of Flexible Ads, an advertising format designed to automatically adapt to the delivery context and the specific characteristics of your audience.
• 1st-party data: use of customer/prospect data (lookalike), catalog feeds, quality conversion signals.
• Intelligent retargeting: adapted windows (7-30 days) without cannibalizing prospecting.
• A/B testing: verification of procedures for testing audiences, bids and messages, one lever at a time.

4) Analysis of Facebook Ads campaign timing

This part of the audit focuses on determining whether your campaign settings and budget are in line with your marketing objectives (low or high activity periods, need for traffic, brand awareness or ROI)?

The main points taken into account:

• Pixel + CAPI: check the implementation of the Conversions API (in addition to the pixel) to make conversions more reliable and resist signal loss.
• Events & prioritization: check deduplication, naming and prioritization of key events (Purchase/Lead/AddToCart…).
• Attribution window: verification of attribution window validation (e.g. 7-day click) and multi-channel consistency (analytics, CRM).
• Seasonality & pacing: check budget allocation according to your business peaks, profitable days/hours and logistical constraints.

5) Analysis of Facebook Ads advertising media

Facebook Ads offer a wide range of advertising formats. Depending on the phase of the buying cycle (discovery, consideration, conversion, loyalty), it’s best to favor some over others. Our audit will help you determine whether the ad formats you’re using are relevant to your objectives.

The main points taken into account:

• Formats: Reels/Stories mix check 9:16, In-Feed 4:5, carousels, Catalog/Shopping, Advantage+ Shopping for e-commerce.
• Best practices: check compliance with best practices: hook <3s, clear message, subtitles, UGC/creator-style, benefit + proof, visible CTA.
• Creative multiplicity: check for the presence of several variations per set (static, short video, carousel) to feed the algorithm.
• Branding & coherence: stable visual identity, unique promise per crea, fast, aligned landing page.

Facebook Ads audit methodology by Effinity experts

Based on the experience of our Meta Ads consultants, our free audit evaluates: strategy, structure, audiences, measurement and creative. You receive :

• a prioritized diagnosis (quick wins vs. work in progress),
• actionable recommendations (tests, budgets, formats, timetables)
• a ramp-up plan (scaling without CPA/ROAS drift)

Would you like a concrete, jargon-free Facebook/Meta Ads account audit? Contact Effinity for a free diagnosis and a roadmap tailored to your objectives.

Mis à jour le 27 October 2025