How to Do a Digital Marketing Audit
Digital marketing moves fast—and if you’re not regularly assessing what’s working (and what isn’t), you risk wasting time, money, and opportunity. That’s where a digital marketing audit comes in.
Whether you’re a solo marketer or part of a growing team, a well-executed audit gives you a clear picture of your current performance and where to focus next for maximum impact.
Here’s how to do a digital marketing audit, step by step.
What Is a Digital Marketing Audit?
A digital marketing audit is a comprehensive analysis of all your digital marketing efforts, from your website and SEO to social media, paid ads, email, and analytics. The goal is to assess effectiveness, identify gaps, and create a roadmap for improvement.
Think of it like a health check-up for your marketing strategy.
✅ Step 1: Set Clear Goals for the Audit
Before diving in, ask:
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What are we trying to achieve with this audit?
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Are we focused on improving ROI? Traffic? Conversions?
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Which channels matter most to our business?
Having specific objectives helps guide your audit and ensures you focus on what truly matters.
Step 2: Analyze Your Website & UX
Your website is the hub of your digital presence. Evaluate:
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Loading speed (use tools like Google PageSpeed Insights)
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Mobile-friendliness
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Navigation clarity
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On-page SEO (title tags, headers, meta descriptions)
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Conversion paths (CTAs, forms, checkout flow)
Ask: Is the experience seamless and compelling for users?
Step 3: Audit Your SEO Performance
SEO is a long-term game, but it requires regular maintenance. Check:
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Keyword rankings: Are you ranking for the right terms?
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Backlink profile: Quality and quantity of inbound links
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Technical SEO: Site speed, crawlability, structured data
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Content quality: Is it valuable, optimized, and up to date?
Tools: SEMrush, Ahrefs, Google Search Console, Screaming Frog
Step 4: Review Paid Advertising Campaigns
Whether you’re using Google Ads, Meta Ads, or LinkedIn, analyze:
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Campaign structure and goals: Are you targeting the right audiences?
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Ad copy and creative performance
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Cost-per-click (CPC) and cost-per-acquisition (CPA)
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Conversion tracking accuracy
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Quality Score and Ad Relevance
Look for wasted spend, low-performing keywords, and poor ad placements.
Step 5: Evaluate Social Media Channels
Go platform by platform:
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Which channels are driving engagement or traffic?
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What types of posts perform best?
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Are you responding to comments and DMs?
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Is your brand voice consistent?
Check analytics from each platform and identify high-performing content you can replicate.
Step 6: Audit Your Email Marketing
Email is still one of the best-performing digital channels when done right.
Evaluate:
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Open rates, click-through rates, and unsubscribes
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Segmentation and personalization
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Automation flows (welcome, abandoned cart, re-engagement)
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Design and mobile responsiveness
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Compliance with privacy laws (GDPR, CAN-SPAM)
Tools: Mailchimp, Klaviyo, ConvertKit, or whatever platform you use.
Step 7: Check Your Analytics Setup
Without accurate data, you’re flying blind. Review:
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Google Analytics 4 (GA4) configuration: Are goals and events set up properly?
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UTM tracking: Are campaigns tracked consistently?
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Tag Manager: Are tags firing correctly?
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Attribution models: Are you crediting conversions properly?
Ensure you’re measuring what matters to your business.
Step 8: Compile Insights & Prioritize Action
Once you’ve collected the data:
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Highlight what’s working well (so you can double down)
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Identify underperforming areas (that need fixing or dropping)
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Prioritize actions based on impact vs. effort
Organize your findings into a simple report or dashboard.
Final Thoughts on How to Do a Digital Marketing Audit
A digital marketing audit isn’t a one-and-done task. You should do it quarterly or at least twice a year to stay aligned with your goals and adapt to changes in the digital landscape.
By taking a structured, honest look at your strategy, you’ll uncover opportunities to grow, optimize spend, and create better experiences for your audience.
