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PAID ADS AUDIT
Meta Pixel conversion events lost to iOS restrictions, Google Ads brand spend quietly consuming prospecting budgets, LinkedIn CPL figures reported with no connection to pipeline — these are the structural problems that make ad reporting look healthy while actual revenue performance falls short. The audit finds them.
See a sample audit
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/ This is for you if
The growth or demand gen lead whose Meta ROAS dropped after iOS 14 — You know Meta reporting changed after Apple's App Tracking Transparency rollout. You may have set up the Conversions API, or been told it was set up. But you're not confident the implementation is complete, the right events are being passed, or that the data you're seeing now reflects what's actually happening. You need a definitive answer.
The B2B marketing director spending on LinkedIn without pipeline attribution — Your LinkedIn campaigns are generating leads and the CPL looks defensible. But whether those leads are converting to pipeline — and whether that pipeline is converting to revenue — is not captured in the LinkedIn reporting. You're making budget decisions based on top-of-funnel metrics without knowing what they mean for the business.
The DTC or e-commerce brand whose blended ROAS doesn't match the P&L — Your Google Ads and Meta Ads accounts together report a ROAS that should translate to profitable revenue. But when you look at actual margins, the math doesn't hold. You suspect brand keywords, duplicate attribution, or view-through conversions are inflating the number. You need to know which one — or which combination — is the problem.
/ What's broken
Meta Pixel implementations in US accounts frequently have incomplete or incorrectly configured Conversions API setups — meaning iOS-blocked events are either not being recovered at all or being recovered in a way that creates deduplication errors. The result is either understated or overstated conversion data, neither of which supports reliable optimisation.
Google Ads brand spend consuming prospecting budget is the most consistent structural problem we find in US accounts. When brand and non-brand campaigns are not cleanly separated, brand searches — which have extremely high conversion rates regardless of ad presence — inflate the overall account ROAS. Non-brand prospecting performance, which reflects true customer acquisition cost, is invisible.
US B2B businesses using LinkedIn ads routinely report cost-per-lead as the primary performance metric without connecting lead data to CRM pipeline stages. A $120 CPL looks very different depending on whether those leads convert to pipeline at 5% or 30%. Without pipeline attribution — typically requiring a CRM integration or manual UTM-to-deal tracking — LinkedIn's contribution to revenue cannot be measured.
Meta's default attribution window includes view-through conversions — people who saw an ad but did not click and converted through another channel. For US businesses running multi-channel campaigns, this means Meta takes credit for conversions that were driven by Google search, email, or direct traffic. The ROAS figure reported in Meta Ads Manager does not reflect incremental contribution.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We verify that Google Ads conversion tags, the Meta Pixel, and Conversions API are correctly implemented and deduplicating events properly. We check that purchase or lead values are passing correctly, that the Meta CAPI setup is complete for iOS-affected events, and that attribution windows are set in a way that reflects actual customer journeys.
We examine campaign segmentation across brand vs. non-brand, prospecting vs. retargeting, and product or service line. We assess budget distribution, ad group hygiene, and whether the structure provides clean enough data to make meaningful decisions about where to invest and where to cut.
We pull the Google Ads search term report and review match type distribution, negative keyword coverage, and keyword intent alignment. On the Meta and LinkedIn side, we review audience construction, exclusion lists, and whether CRM-based or lookalike audiences are being used and configured correctly.
We review Smart Bidding signal quality in Google Ads — including whether conversion data volume is sufficient for target CPA or ROAS strategies to function — and assess cross-channel attribution to identify where double-counting is occurring between Google, Meta, and LinkedIn.
We assess Quality Scores and ad relevance scores in Google Ads, creative fatigue and frequency metrics in Meta, and landing page alignment across all active campaigns. We check whether landing pages match the specific message in the ad, have functioning conversion tracking, and present a clear conversion path.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyWe need read-only access to your ad accounts — no changes are made during the audit phase. For Google Ads, this means read access via our MCC. For Meta, a read-only Business Manager role plus access to Events Manager to review Pixel and CAPI setup. For LinkedIn, viewer access to Campaign Manager. We also request view access to GA4 and Google Tag Manager.
Yes. CAPI implementations vary significantly in completeness. Common issues include: events being sent via CAPI but not being deduplicated against Pixel events (causing double-reporting), key events like Purchase or Lead not being included in the CAPI payload, or incorrect event matching parameters being passed. Whether CAPI is "set up" and whether it is set up correctly are two different questions.
If you have a third-party attribution platform — Northbeam, Triple Whale, Rockerbox, or similar — we will review how it is configured and whether the data it produces is consistent with what you see in Google Ads and Meta. Third-party attribution tools resolve some cross-channel measurement problems but introduce their own configuration requirements that are frequently incomplete.
Free audits are typically designed to identify enough problems to justify a management retainer. This audit is a paid, independent diagnostic with no upsell attached — the deliverable is a written report and fix list you own. There is no obligation to engage Ignited Nepal for any further work after the audit is delivered.
You receive the written report and 30-day fix list. From there, you choose how to proceed: implement the fixes with your internal team, hand the fix list to your current media buyer or agency, or engage Ignited Nepal for implementation. There is no pressure toward any of those options.
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A written audit report. A sequenced 30-day fix list. No retainer required. Whether the problem is an incomplete CAPI setup, brand spend consuming your prospecting budget, or LinkedIn CPL that can't be tied to pipeline — the audit will find it, document it, and tell you what to do about it in order of impact.
5-day turnaround · Written report + 30-day fix list · No retainer requiredIgnited Nepal
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