Google Ads eCommerce audit
An account can look healthy while hiding inflated conversions, a weak feed or unprofitable ROAS.
An audit exists to work out whether Google Ads is bringing real orders, margin and customers — or only reassuring reports.
An audit exists to work out whether Google Ads is bringing real orders, margin and customers — or only reassuring reports.
Technical checks
- Primary and secondary conversions.
- GA4, Tag Manager and Consent Mode.
- Purchase, value, currency and duplication.
- Offline or CRM imports, where present.
Campaign checks
- Performance Max and Shopping.
- Brand and non-brand Search.
- Queries, placements and products.
- Budget, target ROAS and bidding strategy.
Commercial checks
- Real orders vs recorded conversions.
- Margins, returns and cancellations.
- Loss-leaders and genuinely profitable products.
- New customers and traffic quality.
What you get from the audit
A prioritised report
We document every finding with evidence, possible impact and priority. We separate measurement errors, likely waste and opportunities to test, without claiming causality the data doesn't show.
A verification plan
We say which checks to run immediately, which need an observation period and which depend on the site, feed, CRM or ERP. Operational changes are not automatically included: they are agreed after the review.
Comparison with your business data
Where access allows, we compare Google Ads against orders, revenue, returns and lead status. Advertising attribution remains an estimate and has to be read alongside commercial sources.
Scope and access needed
Before starting we agree the account, the time range and the goals. Typically we need read access to Google Ads, GA4, Tag Manager and Merchant Center; to verify sales or leads we may also need exports from the CMS or the CRM. The audit is a snapshot of the period analysed and doesn't guarantee future increases: it exists so decisions can be made on more reliable data.