Marketing audit report: a worked example and template

Give the audit a question

“Take a look at our marketing” is a useful conversation starter, but too broad for a specific result. Clarify what you want to understand: why visitors do not enquire, which pages are missing or which campaigns need attention first.

Agree the subject, period and available data before work begins. They determine both the depth of the review and its limits.

Every finding needs a basis

A useful finding includes an observation, a source and a possible consequence. “The page is too long” is an opinion without context. “On a mobile screen, the button covers part of the service description” is an observation someone can reproduce and fix.

Marketing conclusions also need a source: analytics, actual enquiries or an assumption. A hypothesis is useful when it is clearly labelled, rather than presented as an established cause.

Ask for an order of action

Dozens of equally important comments are hard to turn into work. Separate blocking issues, content changes and experiments. Each recommendation needs a purpose, an approximate scope and a way to check it.

An effort estimate helps you decide where to start with a limited budget. A precise implementation quote may require a separate discussion of scope.

Make missing data visible

Without reliable events, you cannot confidently assess form conversion. Without enquiry statuses, it is difficult to judge advertising lead quality. The audit should identify those gaps and suggest how to close them.

Generic industry figures are not a substitute for missing data without a comparable context.

What does a finding look like? A worked example

Suppose a test copy of a website sends a “lead” event when someone clicks the button, even though the form is still empty. The table below shows how that finding could be recorded. It is an educational scenario, not a BEIZ client audit or a claim about your website.

Field	Example entry
Question	Can the “lead” event be used to assess advertising?
Observation	In the illustrative test, the event fires after a click, before the enquiry is confirmed as saved.
Evidence	A repeatable test-environment scenario: empty form, button click, event log and no saved enquiry.
Confirmed finding	The event describes a click, while its name suggests an accepted enquiry.
Still unknown	The real number of enquiries, the proportion of inaccurate reporting and any effect on sales.
Recommendation	Separate the click from confirmed receipt of the enquiry and agree the conversion definition.
Owner	The person or supplier responsible for the form and analytics.
Acceptance check	An empty form or failed save creates no successful-lead event; a correctly accepted request creates one event.

This format connects the observation with a check. A technical issue does not become an invented lost-revenue calculation. Assessing the effect requires real evidence for an agreed period and a consistent definition of an enquiry across systems. See the article on what happens after an advertising enquiry for the full journey.

How does a finding become an action plan?

Start with dependencies. In this example, the cost per confirmed enquiry cannot be compared reliably while the event counts clicks. Fixing measurement becomes a separate task; a new ad test can follow the data check. This educational example alone is not a reason to stop a current campaign.

Record a task owner, dependency, expected result and acceptance check. Explain the priority: does it block an enquiry, prevent evaluation or test a hypothesis? If the effort is unknown, ask the person doing the work for an estimate. This is more useful than assigning an arbitrary “optimisation strength” score.

For a UAE business, also check the page language and the route after the form. Someone may read an English ad, reach Russian copy and receive a reply in a different language. Reproduce and record that transition; assess its effect using enquiry evidence instead of assuming how customers react.

Download a marketing audit report template

Download the Markdown report template. It includes a scope record, a finding card, data limitations, an action plan and a result check. Complete it in a text editor or transfer it to your team's working document.

An empty template does not replace an audit. It helps you assess a proposal and retain the evidence behind conclusions. No BEIZ client reports are published here; both the example above and the one in the file are educational. When sharing with a supplier, provide source links with suitable access and keep personal data and access secrets out of the shared document.

What to check in the result

• Does it answer the original question?
• Are the observations and their sources clear?
• Are hypotheses separate from confirmed issues?
• Are data limitations recorded?
• Is there a clear order for the next steps?
• Is it clear who needs to take part in the fixes?
• Does it explain how to check the effect of a change?

The audit and the implementation are separate stages

A recommendation does not fix a problem by itself. Production, implementation and verification need their own scope. The audit can still be a complete standalone deliverable that your team works from.

BEIZ offers two audit formats. The full enquiry audit follows the customer’s path from the ad to the WhatsApp reply and your Google Business Profile: 3–5 working days, AED 3,000. The Meta ad account audit covers one account: 2–3 working days, AED 1,500. The timeframes start after payment and receipt of the required access. If you start with BEIZ within 30 days of the review call, the audit fee is credited against your first month, up to the amount of the first payment. Start by describing the situation and the question you want to answer.

The marketing audit cost comparison for Dubai brings together both formats, timeframes and credit terms.