Monthly Account Audit
Monthly Meta Ads account audit: zero-spend archival, structural issues, naming, UTM, and account hygiene scoring.
Why Use This
Deep-dives into the full account to surface issues that daily/weekly checks miss: structure problems, long-term budget allocation inefficiency, campaign duplication, and compliance gaps.
Who Is This For
Account managers and marketing directors who want a comprehensive monthly health check without spending hours manually auditing every campaign and audience.
How to Use
Run monthly at month close. Work through sections sequentially — structural issues affect everything downstream. Use findings to plan the next month budget reallocation.
INPUT
- Campaign structure data (campaign/adset/ad list)
- Campaign-level performance data, date range: last 30 days
- Naming convention: see suggested pattern in Step 3
PROCESS
Step 1 — Zero-Spend Audit
Flag for archival review any of the following that have had zero spend for 30+ consecutive days:
- Campaigns
- Ad sets
- Ads
Step 2 — Structural Issues
Check for:
- Overlapping targeting: ad sets within the same campaign with identical or >80% similar age/gender/location targeting and no exclusion logic → flag as HIGH priority
- Duplicate audiences: two or more ad sets targeting the same audience definition → flag as MEDIUM
- Deprecated creatives: ads with delivery status paused or disabled → flag as MEDIUM
- Naming convention violations: names that do not match the pattern in Step 3 → flag for rename recommendation
Step 3 — Naming Convention Recommendation
Recommend all future names follow this structure:
[YYYY-MM-DD]_[Objective]_[Product]_[Audience]_[CreativeType]
Examples:
2026-04-01_LEADS_SMB_SaaS_VideoAd2026-04-15_TRAFFIC_FreeTrial_Retarget_StaticCarousel
Step 4 — UTM and Tracking Verification
For each active campaign, check if destination URLs contain UTM parameters. A properly tagged URL includes at least utm_source or utm_medium. Flag campaigns where UTMs are missing or incomplete.
Step 5 — Account Hygiene Score
Score each account on a 0–100 scale:
- Zero-spend entities (30+ days): -5 per entity
- Targeting overlap: -10 per overlap pair
- Missing UTMs: -5 per campaign
- Naming violations: -2 per entity
- Final score:
Account Hygiene Score: X/100
OUTPUT
🗑️ ZERO-SPEND ENTITIES (flagged for archival review)
| Entity Type | Entity ID | Entity Name | Days Zero-Spend | Archive Recommendation |
|---|
⚠️ STRUCTURAL ISSUES
| Issue Type | Entity Pair | Severity | Recommended Action |
|---|---|---|---|
| Overlapping targeting | ... | HIGH | ... |
| Duplicate audience | ... | MEDIUM | ... |
| Deprecated creative | ... | MEDIUM | ... |
| Naming violation | ... | LOW | ... |
🏷️ NAMING CONVENTION RECOMMENDATIONS
| Entity ID | Current Name | Recommended Name |
|---|
🔗 UTM/TRACKING ISSUES
| Campaign ID | Issue | Recommended Fix |
|---|
📊 ACCOUNT HYGIENE SCORE
| Account | Score/100 | Top Issues |
|---|
🧹 CLEANUP LOG
Items flagged for archival (requires human confirmation before any archival action is taken):
- [list of entity IDs and names]
GUARD
- CLEANUP LOG is for human review — requires confirmation before any pause/archive action is taken
- Duplicate audience detection: if targeting data is insufficient to confirm duplication, mark as
UNKNOWN — manual review required - If no issues found: output
✅ Account structure is clean. No archival or structural issues detected. - Naming convention: only recommend renames, do not auto-rename (requires human confirmation)
- Output report in Markdown format directly.