Auditing a Facebook advertising account starts not with campaigns, but with the question of how much of what the account shows is true. We look at the office and the site at the same time: the numbers are generated on the site, and are shown in Ads Manager, and they differ most often for technical reasons, and not because of targeting. We do the basic part in three to five working days for free and give the document, even if you will not be working with us in the future. We do not make changes to the account - the audit ends with a list, not intervention.
advertising cabinet, event manager and the site itself — together, not separately
after a free audit
Price
30
Guarantee
days after project sign-off
advertising cabinet, event manager and the site itself — together, not separately
What are we watching?
3-5
The term of the basic audit
working days; an account with dozens of campaigns — up to 10
nothing; the document remains with you in any case
How much is the basic part
remotely, reading access; we do not change the settings
Format
the composition of counters is listed by name on 13 sites out of 33, the pixel is on six
A pixel in its own sample
browser and server events without a common identifier - each action is counted twice
The most common cause of disagreement
neither a sales forecast nor an assessment of your target specialist as a specialist
What will not be in the document
Who it's for
Situations where this service delivers results
Scenario 1 of 5
There are one hundred purchases in the office, forty in the accounting department
The most common reason to apply. A discrepancy of this magnitude almost never has a single cause: part of it is due to double accounting of events, part of it is conversions counted after an impression without a click, part is due to different dates that the account and your system count by. We divide these pieces and show how much is each.
We'll review your situation in a free audit
Scenario 2 of 5
The target expert changed, the account was inherited
Together with the account, you get everything accumulated: campaigns that no one turned off, audiences with long-forgotten rules and a second pixel on the site from the previous contractor. The two pixels both work and the cabinet looks livelier than it is. An audit here is a description of what you have accepted before you start paying for it.
Scenario 3 of 5
Advertising gradually worsens, but there is no breakdown
Nothing broke, just a little more expensive every month. The two usual reasons for the defect are not similar: the set of creatives has not changed for six months, and campaigns are competing for the same audience, raising the price of each other. Both are visible in the frequency and intersection layout, and neither is reported as a warning.
Scenario 4 of 5
You sell services, not goods
In a clinic, studio or service, there is no purchase on the website - there is an application, a call or an appointment, and the office has to be reconciled with the record log. In the clinic of aesthetic medicine we measured, there is a tag manager, GA4 and a pixel, and there is no site map at any of the standard addresses. There is a stack, but there is no order in it.
Scenario 5 of 5
Planning to take the channel inside or transfer it to others
Before handover, you need a description of the current state that both parties agree on: what's configured, what's broken, what's just plain old. A third-party document is convenient because it does not protect anyone's previous work.
What's included
Complete list of work and what you get as a result
Breakdown of costs by campaigns, audiences and creatives - you can see the share of the budget that went where there was no result during the period
Inventory of pixels on the site: how many of them, what events are sent and whether there is a second one left after changing the contractor - otherwise, each action is counted in two counters at the same time
Review the view-to-purchase chain of events: If there's no middle ground, the algorithm has nothing to learn from and will optimize for what it sees
Checking deduplication of browser and server events by common identifier - this is where most of the "better than real" numbers are born
Read event mapping quality in Event Manager: How many events were successfully mapped to a person
Reconciliation of purchases in the office with orders in your accounting system for the same period - adjusted for different dates on which each party calculates
Analysis of attribution windows and share of conversions credited after impression: the part of the result that was not behind a single click
Audience Crossover and Impression Frequency Analysis - How much money is going into repeat impressions to the same people and whether those who have already bought are excluded
Assessment of the condition of creatives: when were they last changed, which ones burned out, is there even anything to choose from for the next set
Checking the catalog and dynamic formats, if used: availability, price, links, ID match with site events
A list of changes, ordered by the ratio of effect and labor intensity, and an hour of conversation on the document - you can go with it to the current contractor
When this service isn't right
What's not included — so there are no surprises at delivery
Making changes to the cabinet is a separate volume at your discretion
Evaluation of the work of the previous contractor as a person or company
Forecast of the recovery after the corrections
Account unlocking and correspondence with platform support
Audit of advertising on other platforms is a separate service
Free audit of the advertising office
The audit answers one question: how much of what the cabinet shows is true. In this channel, the discrepancy between the report and the actual orders is very large, and the reason is usually technical, not promotional.
What we measure
How many pixels are there on the siteAfter a change of contractor, there are often two left, and events go both ways. In the sample we measured, there was a store where the Meta pixel was the only counter at all - no other analytics nearby, so checking the cabinet numbers with a second source there is nothing.
Double counting of conversionsIf browser and server events do not share an ID, each purchase is counted twice. The figures in the office are getting better, and they are not looking for defects.
Discrepancy with the accounting systemWe compare the number of purchases in the office with the number of orders in your system for the same period. The order of values must converge, and if they do not, we decompose the difference into components.
Post-impression attribution and conversion windowsLet's see which window is there and how many results are credited to people who saw the ad but didn't click. This is not a trick of the cabinet, this is its accounting rule - but you need to know about it before dividing the budget.
Campaign structure and audience intersectionsHow many campaigns are competing for the same audience and how much budget is spent on repeat impressions to the same people.
Creative statusWhen was the last time they were changed, which burned out, is there even anything to choose from. This is the most common cause of a gradual fall without an obvious breakdown.
Frequency of impressions and exclusionsDoesn't one person see your ads ten times a week and excludes those who have already bought.
What you get
A document with a breakdown of costs and a list of found defects.
An assessment of the discrepancy between the cabinet reports and your orders with an explanation of the reason.
List of edits, ordered by the ratio of effect and labor intensity.
Conversation for 60 minutes on the document.
Timeline: 3-5 working days
Why is it free
Because this is our way of showing how we work. If after the audit you give the list of changes to your target specialist, the document still remains with you.
What's next
If our participation is required, we name the cost for specific items. You can take only a part or nothing.
Short form: your contact and site URL
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
What affects the price
Why two seemingly identical tasks are priced differently
Account sizeThree campaigns and one set of ads are sorted in half a day. A few dozen campaigns with their own audiences and a separate history of changes are already days for just the breakdown of costs, to any conclusions.
Access the event managerWith it, you can see the composition of events, their parameters and the quality of comparison. Without it, the state of events is restored indirectly - from the site markup - and part of the conclusions in the document will be signed as assumptions.
Is there a server event channelWhen there is only a pixel, the check is shorter: there is nothing to deduplicate. When the Conversions API is connected, it is necessary to compare two streams of events with each other, and this is where the most expensive audit defect is located.
Catalog and dynamic formatsIf there are no dynamic ads, this block is omitted. If there is, catalog fields, availability, prices, and matching of product identifiers with site events are checked, and this is a separate scope of work.
The depth of reconciliation with your systemThe order of values is reduced quickly. Roll-by-roll reconciliation—where we take the order discharges with dates and amounts and see exactly which days differ—takes more time, but removes the argument about why.
Data periodA month of expenses gives basic conclusions. The year allows you to see the seasonality and the point at which the figures went - which often explains more than the current settings.
Process steps
Transparent stages with approval at every step
Total duration:3–10 days
1
Access and result determination
0.5 working days
We get reading of the cabinet, business account and event manager. We agree on what exactly is considered the result: a paid order, an application or a record. Without this step, the audit turns into a list of settings without a criterion.
2
Technical inspection of the site
0.5–1 working day
How many pixels are there, what events are fired, whether the amount and currency are passed, whether there is a server channel, and whether both copies of the event have the same ID. Most defects in numbers are born here, not in campaigns.
3
Cost breakdown
0.5-3 working days
Money for campaigns, ad sets and creatives for the selected period. Separately, we calculate the share of the budget that went to the campaign without any result, and the share of conversions counted after the display.
4
Audiences, frequency, creatives
0.5–2 working days
Cross-sections of audiences, impressions per person, availability of exclusions for those who have already bought, dates of last update of creatives. Here you can see whether there is a stock of materials for the next month at all.
5
Reconciliation with your orders
0.5–1 working day
We put purchases from the office next to orders from your system for the same period and break down the difference into reasons: double accounting, post-impression conversions, different accounting dates, different attribution windows.
6
The document and the conversation about it
0.5–1 working day
Written document with defects, impact assessment and remediation order. Then an hour of conversation with your target specialist or developer, if you have one.
Did not find your case?
Describe how it works on your side — we will tell you whether “Meta advertising account audit” fits and what it means in your situation. No brief and no call: one question, one answer.
Technologies & integrations
What we build on and what it connects to
Stack
Ads Manager - costs, impressions and frequency; whether these conversions reached the checkout is not visible here
Events Manager — composition of events and test events; knows only what happened, and nothing about what was lost on the way
Meta Pixel — browser events; part is cut off by blockers and consent mode
Conversions API — server copy of events; without a common identifier, it does not save, but doubles
The indicator of the quality of the mapping of events is an indicator of the completeness of the parameters, not a diagnosis
Cross-Audience Report - Compares a limited number of audiences at a time and requires large segments
The product catalog is a source of dynamic formats; lives separately from the site and becomes obsolete quietly
GA4 - a second look at the same visits; shows the trend, not the box office
Your accounting system is the only place where conversion becomes money; no access - this is indicated in the document
Integrations
Meta Pixel
Conversions API
catalog of goods
Meta Business Suite
GA4
Google Tag Manager
CRM or order accounting system
Third-party audit versus automatic advice within the cabinet
How this option differs from the alternative
Ads Manager recommendations and open article checklistsOur approach
Whose interestmost automated advice leads to increased reach and costswe don't get paid for showings, so there's no reason to suggest a bigger budget
What coversonly what is inside the account; the check does not go beyond itthe office, events on the website, the catalog and your orders — in one event
Attitude towards conversionsaccepts credited conversions as a fact, because it has no other sourcewe check whether the same purchase is counted twice and how many are non-click impressions
What is done with creativesevaluates a single ad at the moment, without dialing historywe look at update dates and stock of materials — burnout can be seen by dynamics, not by one day
Result formata list of identical recommendations that looks the same for any accounta document where each defect has an impact rating, and the revisions have an order of execution
Cases
Tasks and results in numbers — all metrics measured by us
a specialized online store for self-defense products is our external technical dimension
Task
Understand how you can check the numbers of the advertising office in general, except for the office itself.
Solution
We analyzed the site markup: list of counters, composition of events, site map, structured data, response headers.
Result
The Meta pixel on the site is up and running, but there is nothing else: Google analytics is not detected at all, there are zero blocks of structured data, and there is no h1 tag on the main page either. The site map gives 68 addresses — 48 products and 18 categories. First server response 494.7ms, PHP 7.3.33, not supported since December 2021. For an audit, this is the worst initial state: everything that the cabinet shows has to be taken on faith. Measured on 07/31/2026.
the official online store of garden tools of the world brand is our external technical dimension
Task
Check if the directory is suitable for dynamic formats and where the paid click lands.
Solution
We listed the site map, checked language branches, traced the path from the root of the domain to the final address, collected a list of advertising and analytical tags.
Result
The Meta pixel, the Google meter and the Rozetka platform are connected — there is something to measure. But the 8.57MB sitemap contains 33,493 entries for a total of 8,690 unique addresses: each position is advertised almost four times on average. A single page under multiple addresses means that browsing events are spread out and mapping them to the directory is more difficult. Plus the domain root returns a 301 to the language branch, and those milliseconds sit within 789.4ms of the first response. Measured on 07/31/2026.
aesthetic medicine clinic in the foreign market is our external technical dimension
Task
Find out what to compare advertising with where there is no purchase on the site at all.
Solution
They removed the list of counters, the volume of the site through the service interface of the platform, the speed of response and the presence of a site map and structured data.
Result
The measurement stack is fully assembled: the tag manager, GA4 and the Meta pixel stand together. The site is small - 26 pages and an empty blog, the first response is 285.9 ms with 119.5 KB of markup. Defects lie next to advertising: there is no sitemap at all three standard addresses and it is not declared in robots.txt, there is no structured markup. For services, this means a simple thing: the target event here must first be agreed to be considered a result, and it will have to be checked against the record log. Measured on 07/31/2026.
What we need from you
We can't start without this — best to prepare in advance
1Read access to the advertising cabinet and business account is only for reading, we do not need rights to change.
2Access to the event manager: without it, the event composition is restored only from the site markup.
3The number of actual orders or applications for the period, and preferably export with dates and amounts, is the other side of the reconciliation.
4Access to the site or permission to check events from the outside, without making changes.
5Your definition of performance and acceptable CPA: Without these two numbers, any campaign evaluation will be our guess about your business.
6One person from your side who can answer why each meter is there and who installed it.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
There are a hundred orders in the office, we have forty. Who is wrong?
For the most part, no one makes a mistake on purpose — several effects converge. First and most important: double accounting, when browser and server events are not deduplicated. Second: post-impression conversions that count without a click. Third: different attribution windows. We divide these reasons and show how much each accounts for - after that the conversation becomes substantive.
What is deduplication and can I test it myself?
Deduplication is when Meta understands that the browser event from the pixel and the server event from the Conversions API describe the same purchase, and counts it once. It is maintained on two conditions: both copies have the same event name and the same unique event ID. You can check for yourself: in the event manager, open the desired event and see if the system sees duplicates and in which part. If the server events come without an identifier, they are simply added to the browser events, and the cabinet shows a duplicate picture.
Why does advertising gradually deteriorate without apparent breakdown?
The most common reason is creative burnout with an unchanged set of materials. The audience sees the same thing, reacts worse, the cost of showing increases. The second reason is the intersection of audiences: campaigns compete for the same people and raise each other's prices. Both defects are visible in the layout, and both do not appear to be broken.
What do you check on the site itself?
How many pixels are there, what events are triggered, whether the amount and currency are transferred, whether there is a server channel and whether the events are deduplicated. This is the technical part, and without it the audit of the cabinet will be incomplete: most of the problems with numbers are born here, and not in the campaign settings. In our own sample, we wrote out the composition of counters by name on 13 sites out of 33 — the pixel stood on six, and on two of them there was nothing else at all nearby.
Is it possible to do an audit without access to the office?
Without access, you can check only what is visible on the site: the presence of a pixel, the composition of events, duplication. It's useful, but it's half-baked: costs, audiences, and campaign breakdowns remain invisible. We take on such a limited format, but we clearly indicate which conclusions are drawn blindly.
How much data is needed for an audit to make sense?
A minimum of a month of expenses or several hundred results. On the weekly data, any conclusions will be about the settings, and not about the efficiency - the fluctuations in this channel are large. If the campaigns have been launched recently, we would honestly advise you to come back later instead of doing work for work's sake.
How to properly reconcile the office with our accounting department?
Our recommendation is to do it in two steps, and the first step is free. First, switch the attribution window to seven days after the click, excluding views, and look at the same dates again: some of the difference disappears without any edits. Then take a month, not a day. The office puts the conversion on the date of interaction with the ad, your system - on the date of the order, and in short segments these two logics do not coincide in principle. What will remain after these two actions, it is already worth sorting out technically.
Would you say that the targetologist does a bad job?
We will write what the settings cost and how much it costs in money. There are no personal evaluations in the document: some of the defects arise due to changes on the site side or due to decisions made in a different situation. A list of corrections is more useful than a sentence and can be given to the same person to execute.
What to do with the document next?
Go through the points in the order in which they are listed: the first two or three usually have the most impact and most often relate not to campaigns, but to data. If our participation is required, we name the cost for specific items. It often turns out that the most important thing is to fix the deduplication, and this is a multi-day job.
Give read access to the cabinet and the event manager - our work is on.
Granting access in viewing mode takes a few minutes and is non-binding. In three to five working days, you will receive a document with a breakdown of costs, found defects and the order of their correction. The basic part is free, the document remains with you regardless of whether there will be cooperation.
From measured casesThe measurement stack is fully assembled: the tag manager, GA4 and the Meta pixel stand together
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.