Blog Post

If your marketing feels scattered, misaligned, or underperforming, chances are something in your system needs attention. But what exactly should you review? And how do you know what matters most?

That’s where a well-run audit makes the difference—and it starts with the right checklist.

After years of conducting audits for brands across industries, I’ve learned that successful audits don’t just look at numbers—they review the entire marketing ecosystem. This checklist is what I use to guide every audit I run. It’s practical, focused, and built to surface the things that actually affect ROI.

• The exact areas I review in every marketing audit
  
• Why each area matters to your performance and growth
  
• How to spot red flags in your marketing system
  
• What to do with this checklist once it’s complete

Modern marketing involves more tools, platforms, and moving parts than ever before. And that means more places for things to go wrong—or to quietly stop working.

Without a checklist, it’s easy to:

• Miss critical gaps
  
• Focus on vanity metrics
  
• Spend time fixing symptoms, not causes
  

This checklist helps you zoom out, audit your entire system, and walk away with a clear understanding of what needs attention.

Here’s what I review across five core categories: strategy, channels, assets, analytics, and alignment.

• Are current marketing goals clearly defined?
  
• Do goals tie directly to business objectives (leads, revenue, CAC, LTV)?
  
• Is there a documented strategy that guides day-to-day execution?
  
• Are you targeting the right audience based on current priorities?
  
• Is messaging consistent across platforms and aligned with brand positioning?
  

Why it matters: Without a strategy-to-execution link, even the best campaigns miss the mark.

• Is the website mobile-friendly and fast-loading?
  
• Are top landing pages optimized for conversion (CTA, layout, offer clarity)?
  
• Is technical SEO in place (meta tags, headings, internal linking, schema)?
  
• Are keywords aligned with audience intent—not just traffic goals?
  
• Do blog posts, pages, and content align with search queries that convert?
  

Why it matters: Your site is often the first place people decide to buy—or bounce.

• Are campaigns targeting the right stages of the funnel?
  
• Is targeting based on real customer behavior—not assumptions?
  
• Are budgets optimized based on ROI—not just CPC or impressions?
  
• Are ad creatives relevant and matched to the landing experience?
  
• Are you tracking conversions accurately and attributing value properly?
  

Why it matters: Paid spend without strategy becomes expensive guesswork.

• Are you segmenting contacts based on behavior or lifecycle stage?
  
• Are automated workflows active, tested, and driving value?
  
• Is there a regular cadence of email campaigns that supports engagement?
  
• Is your CRM clean, organized, and integrated with marketing tools?
  
• Are lead sources tracked all the way through to revenue?
  

Why it matters: Strong retention and nurture systems reduce CAC and increase LTV.

• Are you publishing consistently across chosen channels?
  
• Does content reflect your value proposition—not just trends?
  
• Are engagement metrics aligned with brand and lead goals?
  
• Are you repurposing content across formats and platforms?
  
• Are social campaigns driving traffic or brand recall?
  

Why it matters: Social isn’t just about visibility—it’s about trust and relevance.

• Do you have a clear path from awareness to conversion?
  
• Are calls-to-action visible, compelling, and consistent?
  
• Are there key drop-off points in your funnel?
  
• Are offers aligned with customer pain points at each stage?
  
• Is lead handoff between marketing and sales smooth and trackable?
  

Why it matters: If users don’t know what to do next, they’ll leave.

• Are GA4 and other analytics tools properly installed?
  
• Are goals, events, and conversion tracking set up?
  
• Are KPIs relevant to business outcomes—not just activity?
  
• Is there a dashboard for real-time reporting?
  
• Do decision-makers have access to the data they need?
  

Why it matters: You can’t improve what you can’t see—or measure.

Need help defining the right KPIs? My KPI tracking guide walks you through it.

• Do you understand your competitors’ messaging and content strategy?
  
• Are you clearly differentiated in your market?
  
• Are you outranked on key search terms or ad placements?
  
• Is your offer unique, relevant, and timely?
  
• Can your audience easily tell why you’re the better fit?
  

Why it matters: If your positioning is unclear, your audience will default to the familiar.

A checklist is only helpful if it leads to action. Here’s how I recommend using it:

• Review each area with your team – Score them (green/yellow/red) based on current performance.
  
• Identify gaps and overlaps – Highlight what’s missing, duplicated, or underperforming.
  
• Prioritize fixes by business impact – Focus on high-leverage changes, not cosmetic tweaks.
  
• Build a quarterly roadmap – Use the findings to guide focus, budget, and campaigns.
  
• Revisit quarterly – Marketing changes fast. Make auditing part of your routine.
  

Need help turning your findings into action? That’s where a consultation comes in.

Running a marketing audit without a clear checklist is like fixing a machine without knowing how it works. You’ll miss things. You’ll guess. You’ll waste time.

This checklist gives you structure—so you can spend less time reacting and more time optimizing.

It’s not about checking every box perfectly. It’s about knowing which boxes matter most for your goals.

Start here. Then go fix what matters.