Most people fill this in from memory.
They remember approving a tracking setup in 2023. They remember someone mentioning the pixel. They tick the box and move on.
Wellness ad accounts change hands more than most. A freelancer set it up. An intern touched it. An agency rebuilt half of it and left the other half running. Nobody has the full picture, including the person who owns the account.
So the first rule is simple: open the account, not your memory.
Run the audit in five clear steps.
Open the account, not your memory
Log into Google Ads and Meta Business Manager before you tick anything. Have both dashboards open next to the checklist.
Tick only what you can prove in 30 seconds
If you cannot find the setting, leave it blank. A blank box is not a failure. It is a leak with an address.
Score each platform separately
Google Ads is out of 32. Meta Ads is out of 33. Do not add them together because one platform is usually healthier than the other.
Fix in the right order
Tracking comes first, then structure, targeting, creative, landing page and budget. Do not optimise creative while tracking is broken.
Pick three, not thirty
Nobody fixes 65 items at once. Take the three lowest-effort blanks from tracking and fix those this week.
Do not combine Google and Meta.
The gap between the two scores is usually where your budget is quietly draining.
Solid foundation. Gains now come from creative, offers and follow-up speed.
Working, but leaking. Typically 20-35% of spend is recoverable.
You are buying clicks, not leads. Structural fixes are needed before more budget.
Fix in this order, not in list order.
This is the part people get wrong.
Once a quarter is enough.
Also run it whenever something important changes in the account or business.
- You change agencies or freelancers
- You launch a new service or location
- Cost per lead jumps more than 30% in a month
- Leads look fine but the appointment book does not