The 163 controls
Every check an audit runs, and the criteria that decide whether it passes, warns or fails. A control the evidence cannot answer is recorded as not applicable, never as a guess.
- Google Ads
- 82
- Meta Ads
- 50
- TikTok Ads
- 28
- Cross-platform
- 3
Account Structure302 criticalAds & Assets242 criticalSettings & Targeting181 criticalCreative: Diversity & Fatigue133 criticalConversion Tracking125 criticalPixel / CAPI Health124 criticalCreative Quality122 criticalWasted Spend / Negatives84 criticalKeywords & Quality Score81 criticalAudience & Targeting7Structure & Settings71 criticalTechnical Setup31 criticalBidding & Learning3Performance3Cross-Platform31 critical