AUDIT TOOL
Digital Marketing Audit Checklist
Open each item for practical guidance on what to check and why it matters.
Clear business objective
Define the primary business outcome: qualified leads, sales, bookings or another measurable result.
Target audience defined
Document who you want to reach, their problem and why they are a realistic customer.
Primary offer is clear
Visitors should quickly understand what you sell, who it is for and why it matters.
Channels have a defined role
Give each channel a job. Search can capture demand; SEO can build organic visibility; paid social can create demand; email can nurture.
Search campaigns match intent
Review keywords, search terms and landing pages together. High-intent searches should lead to directly relevant pages.
SEO fundamentals are covered
Check crawlability, indexability, titles, headings, useful content, internal links and important-page discoverability.
Social channels support the business
Profiles should be accurate, current and aligned with the business, even if social is not the primary acquisition channel.
Landing pages match traffic sources
The promise in the ad or search result should continue on the landing page.
GA4 is installed
Confirm analytics is installed on important pages and traffic is being attributed sensibly.
Key conversions are tracked
Track actions that matter to the business and test the journey from click to confirmation.
Ad platforms use reliable conversion signals
Verify primary conversions, attribution settings and that campaigns are not optimizing toward weak events.
Reporting focuses on business outcomes
Connect spend and traffic to leads, sales, revenue or another meaningful outcome rather than vanity metrics.
Mobile experience is usable
Test navigation, forms, buttons and contact or checkout flows on real mobile layouts.
Pages load quickly
Review realistic mobile performance and remove unnecessary scripts, images or third-party code where appropriate.
Calls to action are clear
Visitors should know what to do next. Make the primary action specific and obvious.
Contact path works end to end
Submit forms, test delivery and confirm thank-you pages and tracking.