All About CTC’s 27 Point Audit Process

As part of its work with new and prospective clients, CTC conducts a 27-Point Facebook Account Audit. It nicely encapsulates the basic best practices we use for all accounts across our clients, and it’s worth familiarizing yourself. We look at:

1. Historical Trends – Over the past 12 months how has the account performed on the following metrics (Spend, CPM, CTR, CR, AOV). Are there areas that have been declining or improving? Is the account scaling up or pulling back currently? 
2. Structure – Is the current account structure consolidated in a way that provides adsets enough budget to get out of learning phase? The most important rule in any ad account is giving prospecting/acquisition adsets enough budget to get out of learning phase (50 purchases per week per adset). 
3. Optimizations – Is the account leveraging Facebook best practices, optimizing for the correct events and implementing exclusions properly. This is slides 1-3 in the 27 point audit.

For the deep dive, check out the two ~25 minute walkthroughs of the two halves of the audit process from Lexi and Jimmy. If you have trouble viewing this or any other video on the site, make sure you’re logged in to youtube.com with your CTC account.

Part 1

Part 2