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PAID ADS AUDIT
Shopify feed errors, Meta Pixel order value gaps after iOS changes, and audience data that may not comply with PIPEDA are quietly distorting the performance picture in most Canadian paid accounts. The ROAS on the dashboard is not the same thing as profitable paid acquisition.
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/ This is for you if
You have a Shopify store and paid campaigns driving traffic to it. Your Google Merchant Center feed may have errors you have not been notified about, your Meta Pixel may not be passing order values reliably after iOS privacy changes, and your blended ROAS figure may be combining brand and non-brand in a way that makes performance look stronger than it is. You need to know what the accounts actually contain before you increase spend into Q4 or a peak season.
You are spending on LinkedIn Ads to reach buyers in Canada and your cost per lead figures look reasonable in isolation — but you have no view of whether those leads are converting to pipeline or revenue. LinkedIn attribution is rarely connected to CRM data, which means you may be spending significant monthly budget on leads that never progress. You need a structured view of whether your LinkedIn investment is doing what you think it is.
You are accountable for paid performance across multiple channels and platforms. The reporting you receive from your agency or internal team is platform-specific and never reconciles into a single coherent picture. You have suspected for some time that something in the data is off, but you do not have the internal resource to investigate it systematically. An independent audit gives you the unfiltered view you need.
/ What's broken
Duplicate conversion events, misconfigured GA4 triggers, and Shopify-to-Google Ads feed errors are the most common tracking problems in Canadian e-commerce accounts. When purchase events fire multiple times per transaction, or when the Merchant Center feed contains product errors that restrict Shopping campaign reach, the performance data becomes unreliable before any analysis begins.
Brand search volume in Canadian paid accounts routinely inflates blended ROAS in the same way it does globally — but in Canadian markets with strong organic brand presence, the problem is frequently more acute. Conversions that would have happened through direct or organic traffic are credited to paid, producing a return figure that cannot be replicated when brand search is correctly excluded from performance calculations.
Meta's Pixel implementation on Shopify stores in Canada has been widely disrupted by iOS privacy changes. In many cases the Pixel continues to fire — and Meta continues to report conversions — but the order values are missing, incorrect, or estimated by Meta's modelling rather than drawn from real transaction data. Campaigns optimised against these modelled values are not being trained on accurate revenue signals.
Canada's Personal Information Protection and Electronic Documents Act (PIPEDA) places specific requirements on how personal data can be collected and used for advertising purposes. Customer list uploads, remarketing audiences, and lookalike audiences built from email data require explicit consent. In a significant proportion of Canadian accounts we audit, the audience data in use has not been collected under terms that would satisfy PIPEDA, creating legal exposure alongside the performance problems.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We audit all conversion actions across Google Ads, Meta Ads, and LinkedIn Ads. For Shopify accounts specifically, we verify the Google Ads conversion tag and the Merchant Center feed against the actual product catalogue and transaction data. Meta Pixel implementation is reviewed for order value accuracy and for whether Conversions API is in place to supplement browser-based tracking after iOS changes.
We review campaign and ad group structure, budget allocation across campaigns and channels, and the logic behind how spend is distributed. For Google Shopping campaigns, we review feed quality, product segmentation, and bidding strategy relative to margin data where available. LinkedIn campaign structure is reviewed for audience segmentation, bid type, and objective alignment.
We review search terms reports for keyword waste and match type errors. Audience definitions across Meta and LinkedIn are reviewed for overlap, exclusion errors, and compliance with PIPEDA requirements. The audit documents which audiences are using personal data and whether the consent basis for that data is documented and adequate.
We examine bidding strategies across all platforms and assess whether the conversion data volume and quality is sufficient to support automated bidding reliably. Attribution models are reviewed, with particular attention to whether Shopify-reported revenue, Google Ads reported revenue, and Meta-reported revenue can be reconciled or whether they are each telling a materially different story.
We review ad creative for relevance, quality score impact, and message consistency with landing page content. For e-commerce, we review the landing pages that Shopping and dynamic ads are sending traffic to and check for conversion friction, load speed issues, and any checkout path problems that paid traffic is likely to encounter.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyThe audit is delivered within 5 business days of receiving access across all platforms. If Merchant Center access or Business Manager access is delayed, we will communicate any timeline adjustment immediately. Most audits are delivered within the 5-day window without issue.
Yes. The Canadian paid ads audit includes a review of audience data usage against PIPEDA requirements. This covers customer list uploads, remarketing audiences, and lookalike audiences built from customer data. Where compliance gaps are identified, they are documented in the report. We flag the issues — it is your responsibility to act on them with appropriate legal guidance.
Shopify-connected Google Ads accounts are one of the most common sources of the problems we find in Canadian audits. Feed errors in Merchant Center, Pixel implementation issues on Shopify storefronts, and discrepancies between Shopify-reported revenue and Google or Meta-reported revenue are all reviewed as part of the audit.
Yes. Accounts that pre-date iOS 14 are frequently running with Pixel configurations that have not been updated to account for the tracking changes those updates introduced. Meta's modelled conversion data can mask the gap for a significant period before the problem becomes obvious in revenue figures. The audit checks whether your Meta tracking is drawing on real transaction data or on Meta's estimates.
No. The audit requires read-only account access, not management control. Your agency can continue running the accounts while the audit is in progress. Many clients commission an independent audit precisely to give them an objective basis for a conversation with their agency about what the accounts actually contain.
Start here
The audit covers Google Ads, Meta Ads, and LinkedIn Ads in 5 business days. You receive a written report that documents every significant issue — from Shopify feed errors and Meta Pixel gaps to PIPEDA compliance risks — ranked by revenue impact. The 30-day fix list gives your team or agency a clear sequence of actions to work through. No retainer is required.
5-day turnaround · Written report + 30-day fix list · No retainer requiredIgnited Nepal
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