Blog Post

Marketing tools keep changing. Customer behavior keeps shifting. Budgets keep tightening. But one thing hasn’t changed: if you’re not regularly auditing your marketing, you’re not optimizing—it’s that simple.

I’ve spent the better part of the last decade helping businesses fix what’s broken and scale what’s working. And it always starts with one thing: a clear, comprehensive audit. In 2025, that means going deeper than vanity metrics and checking more than just your ad spend.

Here’s exactly how I conduct marketing audits for clients that want smarter strategy, better ROI, and fewer “why isn’t this working?” meetings.

• What a marketing audit looks like in 2025 (and why it’s different now)
  
• The steps I follow to run a full audit
  
• Tools I use (and a few I avoid)
  
• How to identify what’s helping—or hurting—your marketing
  
• When to audit and how often
  
• What to do after the audit is complete

Back in the day, a “marketing audit” usually meant checking last month’s Google Ads and maybe looking at bounce rates. In 2025? That doesn’t cut it.

Today’s marketing involves complex tech stacks, multi-channel funnels, AI-driven tools, and customer journeys that don’t follow a straight line. An audit now needs to account for:

• Channel overlap
  
• Data fragmentation
  
• Attribution weirdness
  
• Shifting privacy rules
  
• Algorithm changes (thanks again, search engines)
  

So yes, the basics still matter—but the stakes are higher, and the process needs to be sharper.

Before we even pull a report, I start with a simple question: What’s the goal?

Are we trying to improve ROI? Find wasted spend? Align your marketing with a new business direction? Every audit should start with a clear outcome in mind. Otherwise, you’re just checking boxes.

I usually set 2–3 primary goals and tie them directly to business outcomes. Not just “get more traffic,” but “increase qualified leads by 30% in Q3.” Specific. Measurable. Useful.

If you’re marketing across 6–8 channels (which most businesses are), you need to see the full picture. I build a map of:

• Website (SEO, UX, CTAs)
  
• Paid media (Google, Meta, LinkedIn, etc.)
  
• Email workflows and automation
  
• Social content strategy and engagement
  
• CRM and sales enablement
  
• Offline efforts (if applicable)
  
• Analytics and tracking tools
  

No stone left unturned. You can’t fix what you haven’t listed.

Need help identifying all your marketing parts? Use my audit checklist to see what should be reviewed.

This is where the numbers come in—but not just for the sake of it.

I look at:

• Traffic trends
  
• Conversion rates
  
• Engagement metrics
  
• ROI by channel
  
• Attribution paths
  
• Lead quality
  
• Funnel drop-offs
  

It’s not just about looking for “bad” performance. It’s about asking: what’s working, and why? Where are we losing people? Are we spending more to get less?

And yes, I still meet businesses that don’t have GA4 fully configured. If that’s you—fix it. Right now.

No, this isn’t about copying your rivals’ TikTok videos. But it is about context.

I choose 2–3 direct competitors and review:

• Their messaging and positioning
  
• Their content strategy
  
• Their domain authority and search presence
  
• Their ad visibility (and rough budget estimates)
  

If they’re outranking you or stealing share, this will tell you where and how.

Want a shortcut? I break down how I run this comparison in my full audit process guide.

This is where it gets interesting. The audit isn’t about flagging every “bad” stat—it’s about finding opportunity.

Here’s what I usually find:

• Duplicate messaging across channels
  
• Email automations triggering at the wrong time
  
• Traffic coming in, but no funnel to convert it
  
• Ads targeting people who’ll never buy
  
• Sales and marketing working toward different KPIs
  

The goal here isn’t to shame your strategy—it’s to clean it up.

After the review, I build a ranked list of what to fix or focus on. Not a giant spreadsheet, not a 40-page slide deck. Just real, tactical suggestions.

I organize recommendations by:

• Quick wins
  
• High-impact fixes
  
• Medium-term improvements
  
• Longer-term strategies
  

This helps you know what to act on first—and where not to waste time.

Once the findings are in, I sit with leadership and make sure the audit aligns with your goals for the quarter, year, or strategic cycle.

If the audit says “spend more on paid” but your goal is “reduce CAC,” we revisit. Strategy isn’t just about what’s possible—it’s about what’s right for your growth stage.

If you’re not sure how to turn findings into action, a consultation can help.

I keep it lean. Here’s what I rely on:

• GA4 – traffic, events, conversions
  
• Google Tag Manager – tracking setup
  
• Hotjar / Microsoft Clarity – behavior analytics
  
• CRM platforms (like HubSpot or Salesforce) – lead tracking
  
• SEMrush / Ahrefs – SEO and competitive research
  
• Meta and Google Ads Dashboards – campaign data
  

What I don’t use: tools that give “scores” without showing how they got there. You don’t need magic ratings—you need real insight.

My answer? Once a year, minimum.

Here’s when I recommend one:

• Before launching a major campaign
  
• After a drop in performance
  
• When business strategy shifts
  
• If you’re bringing on new leadership
  
• If your reporting feels… chaotic
  

Need more context? Check out the most common audit triggers.

Here’s the part most businesses skip: implementation.

An audit without action is just a well-organized reminder of what’s broken.

Once the audit is complete:

• Share the findings across your team
  
• Assign clear owners to each next step
  
• Set timelines for quick fixes
  
• Revisit the audit 90 days later to track progress
  

I also recommend pairing the audit with a strategic session. That’s where we connect the “what” with the “how.”

Not sure where to begin? Start by reviewing the key differences between audits and consultations.

Running a comprehensive marketing audit in 2025 isn’t just about performance—it’s about precision.

The tools may change. The platforms may shift. But asking “Is our marketing actually working?” will always be a smart move.

If you’ve never done a full audit—or if the last one was pre-GA4—it’s time. And if you don’t want to do it alone? I’ll walk you through it, step by step.