CHECKLIST / AUDIT

Before increasing your budget: check these 12 things

A bigger budget amplifies what works — and what doesn't. Tick the areas you've checked and save the list for a conversation with your team.

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Areas checked: 0 / 12

Website and offer

Is the offer clear?Visitors should understand what you offer, who it's for and what the next step is.Are key pages accessible?Check server responses, redirects and accessibility for users and crawlers.Does the mobile journey work?Go from an ad or search result to a form or purchase on your phone.Is buying or getting in touch easy?Check forms, the basket, error messages and confirmations. Remove unnecessary obstacles.

Measurement and data

Do conversions mean what they should?Separate supporting events from actual purchases and qualified enquiries.Is data being counted twice?Test whether refreshing the page or triggering an event again increases the conversion count.Are traffic sources clear?Agree on campaign names and link tags. Document the measurement rules.Do you know the quality of your sales?Connect results with margins, returns, lead quality or signed contracts.

Campaigns and content

Does the ad match the page?The offer, price and promise should be consistent throughout the journey.Does the budget have priorities?Define which products or services are strategic and what acquisition cost keeps them profitable.Does the content answer customer questions?Check what customers need before deciding. Identify missing information.Does the test have an end condition?Write down the hypothesis, metric, review date and the decision you will make for a given result.