80 Marketing Audit Questions: Free Checklist –

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Every Friday, you’ll get new secret-sauce 🥫🥫🥫 growth strategies, free templates, and hacks I’ve used on 50+ startups. I also share occasional feisty opinion pieces (like this one).

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What is a marketing audit?

You can think of a marketing audit as a complete check-up of your marketing strategy. Audits are done 1-2 times per year, and give you a deep dive into your marketing efforts to see what’s working and what’s not, and what could be optimised for better results.

As I wrote in a previous article on TOP mistakes of slow-growth companies, “the goal of a marketing audit is to understand how your business is doing in all aspects and channels of marketing and growth.”

A well-done marketing audit will…

1. Align your marketing strategy with your revenue goals.
2. Show which of your marketing channels bring high v.s. low ROI.
3. Reveal what your competitors’ best practices & strategies.
4. Give you new ideas and opportunities for growth.
5. Result in a prioritised roadmap for the next 6 months.

In order to get answers to all of the above questions, you’ll have to invest a good amount of time into the audit.

When conducting marketing audits for my clients, I usually spend 20+ hours and the resulting document is about 60 pages long (including screenshots).

What does a marketing audit cover?

A good marketing audit digs into every aspect of your strategy, acquisition, and customer engagement activities.

Here are the 8 key chapters of a marketing audit:

1. Results & Reporting
2. Website & Purchase Flow
3. Brand & Value Proposition
4. Social Media Marketing
5. Customer Acquisition
6. Content Marketing & SEO
7. Email Marketing & Automation
8. Summary & Next 12 Months Plan

Previously, I’ve also used the following template:

How to do a marketing audit?

The best way to do a marketing audit is the 360-degree approach.

You should cover all the key aspects of your growth and marketing strategy, from planning and reporting to detailed per-channel analysis.

Start by defining what you want to get out of your audit.

• Is your goal to improve ROI or find new ways to scale?
• Are you looking to identify weak points in your strategy?
• Or are you just checking if your marketing aligns with your overall business goals?

Be clear about what the final audit result should look like before you begin the audit.

Expert v.s. in-house?

There’s also the question of whether to do your audit in-house or hire and external expert.

After conducting 20+ marketing audits for both B2C and B2B companies, I dare to suggest that you hire someone with previous audit experience to create the 1st audit for you.

After you’ve seen how to do an extensive analysis, you could keep doing it on your own every next 6 months.

However, if you feel like doing an audit on your own, here is the list of 80 marketing audit questions.

Checklist of 80 marketing audit questions

In preparation for my ​DIY Marketing Audit: 6-Week Course​, I updated my personal checklist of 80 marketing audit questions.

Then I thought: it’s tough times of tight budgets in many companies.

So I turned it into a free Notion board to help anyone figure out their 2025 marketing strategy.

Here are 5 questions for each marketing audit chapter:

Results & Reporting:

1. Have you got an up-to-date weekly/monthly KPI sheet for marketing ROI tracking?
2. Is there a clear marketing plan & budget for the next 6/12 months?
3. If working with agencies: Is there transparent monthly reporting on KPIs like Cost-Per-Lead and ROI?
4. Do you know where your web traffic & purchases are coming from?
5. Can you track the ROI of every marketing channel you spend on?

Website & Purchase Flow:

1. Does you website header clearly communicate your product and its 1-2 key benefits?
2. Do you use numbers to communicate your unique value proposition + social proof?
3. Are there clear CTAs with the next step you want the visitor to take?
4. Is your product well visualised on the Home page?
5. Are your product features & benefits communicated clearly + differentiate you from competition?

Brand & Value Proposition:

1. Do you have a clear understanding of who your ICPs (Ideal Customer Profiles) are?
2. Are your brand USPs strong enough to convert people to buyers?
3. How does the brand compare to competitors in terms of pricing, quality, and customer experience?
4. Is your brand differentiated from the competition + superior in at least one aspect (that you own)?
5. How well does your brand align with its target audience’s expectations and needs?

Social Media Marketing:

1. What social media platforms does your brand currently use, and are all accounts active?
2. Are your social media profiles consistent in branding (logos, banners) AND messaging (tone of voice)?
3. Is your social media content having high engagement (likes, comments, shares, DMs)?
4. Do you have a social media strategy & plan laid out for 4 weeks in advance?
5. Compared to competition, if your social media content high or low performing?

Customer Acquisition:

1. Do you have a clear documentation of all paid and organic marketing channels with results and ROI?
2. Are your acquisition efforts aligned with broader business and marketing objectives >> driving revenue?
3. What are your TOP 5 acquisition channels that drive sales and revenue?
4. Are there any channels underperforming or delivering diminishing returns? >> Stop spending time & budget on these.
5. What paid/organic marketing channels perform best for your competitors? What can you learn from it?

1. Is there a clear & documented content strategy, and does it drive revenue in the long run?
2. What types of content are you producing (e.g., blog articles, videos, industry reports), and are they effective?
3. What types of content are your competitors producing and what can you learn from them?
4. What types of content you’ve put out have gotten the highes engagement?
5. What types of content that you’ve published got almost no engagement? >> replace these with high-performing content.

Email Marketing & Automation:

1. Do you have an email automation strategy to convert cold leads into customers?
2. Are your automation workflows set up for key customer touchpoints (welcome emails, abandoned cart reminders, re-engagement campaigns)?
3. Are you leveraging behavioral triggers (downloads, product actions, purchase history) for personalised automation?
4. How clean is your email list? Are inactive or unengaged subscribers being managed or removed?
5. Are you actively adding new subscribers via website popups, social media posts, and paid ads?

Summary & Next 12 Months Plan:

1. Based on the audit & competitor research, how would you evaluate your current marketing strategy and results?
2. What are the weakest links in your current marketing strategy that lower your conversion rates?
3. What are the top 3 marketing activities that deliver results?
4. What are the marketing activities with no ROI that you should stop spending resources on?
5. If you had to 2x your customer acquisition in next 6 months, where would you focus?

Want 40 extra marketing audit questions?

To see the full list of 80 questions (5 more in each category), get access to the Notion library by clicking the button below.