How to do a digital marketing audit

Updated: Apr 9, 2020

The digital marketing audit has one main objective, which is to find out how to improve the website performance. There are some changes you need to do to achieve this, but without the audit you will never know which changes to make first, which levers to pull, which to leave as they are.


When an audit is good, it can help set up the workload for you and for your team as it involves tasks for PPC, SEO and CRO.


This article shows an example of an audit I have done for a company recently. If you are looking for a digital marketing audit template, then you'll be happy to read this post.


There is a lot to cover, so let's start.





Executive Summary


The audit provides useful reports about the website performance overall, including some actionable suggestions for short-term and long-term wins.


The report shows that paid channels are delivering above targets, while organic channels are not. Not only this, but the traffic is decreasing in terms CTR from Google.


With this analysis we can target issues quickly and identify opportunities to gain more organic traffic and to convert the existing traffic better.



A few SEO Statistics


I like to use SEMrush to find these stats, they have a simple report to give you just this:

  1. Markup: % of pages have no markup.

  2. Crawl Depth: % of pages with more than 3 clicks

  3. Canonicalization: % of pages without “rel=canonical” tag

  4. AMP Links: % of pages have no AMP links

  5. Sitemap vs Crawled Pages: 8,822 pages in Sitemap. Crawled pages not found in sitemap: 31%

  6. Incoming internal links: % of pages have only 1 incoming external link


A few CRO statistics


  • Goal completions: # of goals completed from Jan to Sept 2018

  • CR: % Unique user to lead completion rate

  • Organic CR: % unique user to lead

  • PPC CR: % unique user to lead CR

  • Feedbacks: no users feedbacks collected - if they do, you add it here

  • Page analysis: no page analysis (heatmaps, confetti)

  • Funnel: no funnel analysis

  • Experiments: no tests running


A few analytics stats


  • Bounce rate: %

  • Avg. time on page: 00:01:21

  • Total unique page views: 1,151,240

  • Exit rate: %

  • Advanced tracking: not implemented

  • Users: 292,990



Digital Marketing Targets


4 main objectives for [Company Name]


1- Paid – increase in leads

2- Organic – increase in traffic

3- Thought leadership

4- Increase conversion rates


I have compared the targets against conversions attributed to the paid and organic channels for the last 8 months.


goal completions by channel and month

I have compared targets against conversions split by paid and organic channel. The blue illustrates total conversions, yellow organic and green paid. I have included the targets as equal for every month, hence they always show the same level consistently.

goal completions by channel


Conversion rate


I have also checked the conversion rates from Month 0 to Month 9.

The conversion rate per user is %.

I have then split the conversion into top channels per session and per user:


  1. Google Organic: %

  2. Google Paid: %

  3. Direct %

  4. Bing organic: %

  5. Bing paid: %

  6. Email: %

  7. Facebook organic %

  8. Facebook paid %


As we can see, the conversion per user is always higher than conversion per sessions, simply because not always users do not convert on the first session.



Conversion rates targets


Note: the conversion rate (CR) is intended as:


  • user to lead

  • session to lead


User conversion rate


With a target of thousands of leads a month and many thousands users on average every month, we can figure out the conversion rate target of approximately 8.5% overall on the website.


At the moment, the conversion rate per user is 5.41% so we is below the target.

Session conversion rate


In terms of sessions, we have on average 62,000 sessions per month and the CR target is 5%. With 5% CR we should reach 3,100 leads per month.



Conversion rate per traffic sources


This is the conversion rate compared per traffic sources.

conversion rate by channel

From the data, Paid generic, paid search and branded search are delivering above the targets of 10% and above website average of 8.41%.


Organic traffic decrease analysis


Looking at the report for organic traffic from Google, it looks like there is a decline between late May and late June 2018. And then after June the traffic is more stable.



What does the decrease look like?


The average CTR went from 6% on January to 4% in September, which is a decrease of 33% and to date it doesn’t seem to stop. In October, the CTR bumped to 3.3%.

In terms of traffic to the website, a lower CTR translates into a decrease from number of average clicks a day to about a another number / day, which means 20% lost in traffic from organic sources.


The CTR decrease is even more surprising if compared to impressions, which are increasing. This would suggest that CTR decrease can be explained by a non-relevant optimization done on the website.



Where is the decrease coming from?


Despite the impressions went up in the last 2 months of August and September, CTR went down and it was driven by several key landing pages.


Here is the complete list of landing pages with decreasing CTR: You can here give the complete landing pages report which show the decrease.


organic CTR decrease example

Pro tip: find pages that convert very high but have bad ranking on Google (below position 3) or bad CTR and work to improve those ranking and CTRs.

Insights: from this graph it’s clear that the page with higher conversion rates not necessarily perform better in search.