# Ad Account Audit Scoring System ## Check ID Convention - **Sequential IDs** (G01, M01, L01, T01, MS01): Original v1.0 checks - **Hyphenated IDs** (G-AI1, M-AN1, L-CRM1, T-SR1, MS-SI1, X-PI1): v1.5+ additions - **Platform prefixes**: G = Google, M = Meta, L = LinkedIn, T = TikTok, MS = Microsoft, ASA = Apple, X = Cross-platform ## Weighted Scoring Algorithm ``` S_total = Σ(C_pass × W_sev × W_cat) / Σ(C_total × W_sev × W_cat) × 100 ``` - `C_pass` = check passed (1) or failed (0); WARNING = 0.5 - `W_sev` = severity multiplier of the individual check - `W_cat` = category weight for that platform - Result: 0-100 Health Score ## Severity Multipliers | Severity | Multiplier | Criteria | |----------|-----------|----------| | Critical | 5.0 | Immediate revenue/data loss risk. Remediation urgent. | | High | 3.0 | Significant performance drag. Fix within 7 days. | | Medium | 1.5 | Optimization opportunity. Fix within 30 days. | | Low | 0.5 | Best practice, minor impact. Nice to have. | ## Scoring Per Check Item | Result | Points Earned | |--------|--------------| | PASS | Full severity × category weight | | WARNING | 50% of full points | | FAIL | 0 points | | N/A | Excluded from total possible | ## Category Weights by Platform ### Google Ads | Category | Weight | Rationale | |----------|--------|-----------| | Conversion Tracking | 25% | Foundation for all optimization; Enhanced Conv + Consent Mode V2 + CTV tracking (12 checks) | | Wasted Spend / Negatives | 20% | Direct money leak; search terms, negative lists (8 checks) | | Account Structure | 15% | Campaign organization, brand/non-brand separation (12 checks) | | Keywords & Quality Score | 15% | QS as diagnostic, not KPI; keyword-ad alignment (8 checks) | | Ads & Assets | 15% | RSA strength, PMax assets, AI Max, Demand Gen (12 checks + PMax 6 + AI/DG 4) | | Settings & Targeting | 10% | Location, network, audiences, landing pages (12 checks) | ### Meta Ads | Category | Weight | Rationale | |----------|--------|-----------| | Pixel / CAPI Health | 30% | 87% of advertisers have poor EMQ; foundational signal (10 checks) | | Creative (Diversity & Fatigue) | 30% | Andromeda makes creative the #1 targeting lever (12 checks) | | Account Structure | 20% | Learning phase, Advantage+ Sales, consolidation (18 checks) | | Audience & Targeting | 20% | Overlap, exclusions, Advantage+ Audience (6 checks) | | Andromeda & Platform Changes | N/A | v1.5 checks scored within above categories (4 checks) | ### LinkedIn Ads | Category | Weight | Rationale | |----------|--------|-----------| | Technical Setup | 25% | Insight Tag + CAPI essential for B2B attribution (2 checks) | | Audience Quality | 25% | LinkedIn's targeting precision is its differentiator (7 checks) | | Creative & Formats | 20% | TLA + format diversity; video efficiency varies (4 checks) | | Lead Gen Forms | 15% | 13% CVR (3.25x landing pages); CRM integration (2 checks) | | Bidding & Budget | 15% | Manual CPC first for cost control (2 checks) | | CRM & Compliance | 10% | v1.5: CRM revenue attribution, EU messaging compliance (2 checks) | ### TikTok Ads | Category | Weight | Rationale | |----------|--------|-----------| | Creative Quality | 30% | Native-feel content is #1 success factor (10 checks) | | Technical Setup | 25% | Pixel + Events API Gateway + ttclid passback (2 checks) | | Bidding & Learning | 20% | 50 conv/week to exit learning; budget sufficiency (3 checks) | | Structure & Settings | 15% | Smart+ modular control, Search Toggle, Shop integration (6 checks) | | Performance | 10% | CTR, CPA, completion rate benchmarks (3 checks) | | Search, Commerce & Tracking | N/A | v1.5 checks scored within above categories (3 checks) | ### Microsoft Ads | Category | Weight | Rationale | |----------|--------|-----------| | Technical Setup | 25% | UET tag, import validation, Enhanced Conv (3 checks) | | Syndication & Bidding | 20% | Partner network control (High severity), Copilot placement (4 checks) | | Structure & Audience | 20% | LinkedIn targeting (16% CTR lift), campaign structure (3 checks) | | Creative & Extensions | 20% | Multimedia, Video (9:16 Apr 2025), Action/Filter Link (5 checks) | | Settings & Performance | 15% | CPC advantage tracking, conversion rate comparison (5 checks) | | Import Safety, Compliance & Video | N/A | v1.5: scheduled imports, Consent Mode, CTV, video (4 checks) | ## Grading Thresholds | Grade | Score | Label | Action Required | |-------|-------|-------|-----------------| | A | 90-100 | Excellent | Minor optimizations only | | B | 75-89 | Good | Some improvement opportunities | | C | 60-74 | Needs Improvement | Notable issues need attention | | D | 40-59 | Poor | Significant problems present | | F | <40 | Critical | Urgent intervention required | ## Quick Wins Logic ``` IF severity == "Critical" OR severity == "High" AND estimated_remediation_time < 15 minutes THEN flag as "Quick Win" PRIORITY: Quick Wins sorted by (severity × estimated_impact) DESC ``` Quick Win examples: - Enable Enhanced Conversions (Critical, 5 min) - Turn on Search Ads Toggle in TikTok (High, 2 min) - Add negative keyword lists (Critical, 10 min) - Fix location targeting method (Critical, 2 min) - Enable Advantage+ Placements (Medium, 2 min) ## Weighting Rationale Category weights are calibrated for paid advertising accounts where conversion tracking infrastructure is the highest-impact factor (25-30% weight across platforms). This differs from generic scoring systems because: - Broken tracking invalidates all optimization decisions downstream - Creative and targeting quality follow tracking in priority - Settings and compliance are important but have lower direct revenue impact - Weights sum to 100% per platform, enabling direct cross-platform comparison The grading thresholds (A=90-100, B=75-89, C=60-74, D=40-59, F=<40) use wider bands than academic-style scoring because ad account health is typically distributed lower; a score of 75+ represents genuinely well-managed accounts. --- ## Cross-Platform Checks (v1.5) These checks apply across all platforms during full audits: | ID | Check | Severity | Description | |----|-------|----------|-------------| | X-PI1 | Privacy infrastructure completeness | Critical | Consent Mode V2 (Google/MS) + CAPI (Meta) + Events API (TikTok) + AdAttributionKit (Apple). Without proper signals, no optimization works | | X-CD1 | Creative diversity audit | High | Andromeda, Smart+, and PMax all use creative signals for targeting. Flag accounts with <5 genuinely distinct creative concepts | | X-RF1 | Platform-appropriate refresh cadence | High | TikTok 7-10d, Meta 14-21d, LinkedIn 4-6w, Google/MS 8-12w. Flag overdue refreshes | Cross-platform checks are scored at 100% weight in the aggregate score (not within any single platform). --- ## Total Check Counts (v1.5) | Platform | v1.0 | v1.5 | Change | |----------|------|------|--------| | Google | 74 | 80 | +6 (AI Max, Demand Gen, CTV, PMax negatives) | | Meta | 46 | 50 | +4 (Andromeda, attribution, Incremental, Threads) | | LinkedIn | 25 | 27 | +2 (CRM, EU compliance) | | TikTok | 25 | 28 | +3 (Search, GMV Max, Events API) | | Microsoft | 20 | 24 | +4 (imports, Consent Mode, CTV, video) | | Cross-platform | 0 | 3 | +3 (privacy, creative diversity, refresh cadence) | | **Total** | **190** | **212** | **+22 new checks** | Note: Apple and YouTube checks are scored within their respective SKILL.md files, not in the reference audit checklists. --- ## Cross-Platform Aggregate Score When auditing multiple platforms, calculate per-platform scores then aggregate: ``` Aggregate Score = Σ(Platform_Score × Platform_Budget_Share) Example: Google (82) × 40% + Meta (71) × 35% + LinkedIn (90) × 25% = 32.8 + 24.85 + 22.5 = 80.15 → Grade B ```