Online marketing audit
Ten working days, one report and a list of steps ranked by how much money each one brings. This page shows exactly what the audit covers, what we need from you and what it costs.
How we run the audit
Every audit is tailored precisely to you. We start from your own numbers — from Google Analytics, Search Console and your ad accounts we pull the real behaviour of your visitors and compare it with what you believe about your customers. The gap between those two pictures is usually the most valuable thing an audit produces.
Every finding then goes through the same three questions: how much money it costs or earns, what benefit a change can bring, and how long the fix will take. Our report reflects real problems, it is short and clear — and that is why it is genuinely possible to work from it.
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Kick-off call and access
A half-hour call about what you expect from marketing and what bothers you about it. After that all we need is read-only access to your analytics and ad accounts, or a report on what you have been doing and what results it brought.
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Data collection and analysis
We go through the website, technical SEO, content, campaigns, social media and analytics. The numbers come from your own accounts, not from estimates — and we compare them with current trends.
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A report ranked by impact
We rank the findings by importance — what impact it will have, who can handle it and how long it takes. For each one we write down exactly what needs to be done.
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Presentation and next steps
We spend an hour going through the report with your team and answering questions. You leave with a plan for the next quarter — whether we deliver it, your agency does, or you do it yourselves.
Want to walk through the same method yourself? We have written it up step by step, checklists included: the guide to auditing your online marketing.
What the audit covers
Six areas that together cover the whole customer journey, from the first impression to a completed order.
Website and technical SEO
Loading speed and Core Web Vitals, indexability, URL structure, duplicate content, the mobile version, accessibility, headings and structured data. We also check what Google's crawler sees — not only what you see. In practice what we most often find here are pages the search engine never indexed at all, one website reachable on four addresses at once, and non-existent URLs that quietly redirect to the home page instead of returning a 404. We also walk the site as a customer on a phone, from the ad click to the submitted order, and write down every place where we had to stop and think.
Content and keywords
Which queries people find you on and which ones they should. Which pages attract traffic without converting, which topics you are missing entirely, and where two of your own pages compete for the same term. We work from a full year of the Search Console performance report: pages with many impressions and a low click-through rate, queries sitting in positions eleven to twenty that need very little to reach page one, and topics your competitors cover and you do not. Rewriting an existing page is almost always faster and cheaper than writing a new one that starts from zero.
Paid campaigns (PPC)
Account structure in Google Ads and Meta, keyword and negative-list quality, cost per conversion by campaign, audience overlap, and the budget leaking into queries with no purchase intent. We do not start with the account structure but with the search terms report — that is where you see what you are actually paying for, not what you meant to pay for. In accounts where the negative list has not been touched for a while, queries with no intent typically eat a fifth of the budget. We also look at branded queries and at whether three campaigns aimed at the same audience are pushing your own prices up.
Social media and content
Whether the channels you maintain make sense for your audience, how much time they cost you and what actually arrives on your website from them. Two channels done properly beat five done out of obligation. We sort the last six months of posts by reach, interaction and clicks through to the site, and look for what the best ones have in common — usually the format and the topic, not the time of day they went out, even though the time of day is what gets written about most. We also check the basics everyone forgets: a complete profile, the right link, correct opening hours, and whether anyone answers messages.
Analytics and measurement
Usually the weakest link. We verify your Google Analytics and Google Tag Manager setup, conversion definitions, internal traffic exclusion, consent mode, and whether the data from your ad accounts and analytics can be compared at all. The test is simple: the number of orders from your accounting against the number in Analytics and against the number in Google Ads. If they do not agree to within ninety percent, that is the first priority of the whole audit — while the measurement lies, so does every decision built on it. The causes are usually dull and fixable in hours: a conversion counted on a thank-you page anyone can reach directly, internal traffic that was never excluded, or the same event wired up twice.
Competition and market
Where competitors outrank you in search, which queries they cover and you do not, how they communicate price and guarantees. We do not copy them — we look for the gap you can take cheaper than by a frontal attack. We compare you with three to five companies you actually meet in tenders, not with the biggest players on the market. Two kinds of gap interest us: a query everyone covers except you, and a query nobody covers at all. And we look just past marketing too — at response times, at the pricing page, and at the first email a customer receives.
What you get
Everything is handed over in a form you can still work with six months later — not as a one-off presentation.
- A PDF report with findings ranked by their impact on revenue, not by the order in which we found them.
- A quick-wins list — fixes for the first two weeks that your team can handle without extra budget.
- A proposal for goals and KPIs (number of website visits, real orders, and so on), including how to measure them correctly in Google Analytics and Google Tag Manager.
- A recommended budget split across channels with an estimate of what to expect from each.
- A one-hour walkthrough with your team where we go through the findings and answer questions. You get the output from the meeting.
What we have already audited
We work with smaller e-shops and companies too, where every misspent euro is felt. A few examples of what we have been through:
A wine e-shop — an audit of the website and its online marketing: visibility in search, the structure of the categories and the seasonality of demand for wine across the year.
A seller of wooden garden cabins — an audit of the website and the campaigns: which queries carry real buying intent, what content the individual types of cabin need and where the path from an impression to an enquiry breaks.
An accommodation portal — we took part in its SEO: the technical side, the structure of the listing pages and content aimed at what guests actually search for.
Who the audit is for
An audit makes sense for anyone, whether you are a small company starting out or a large established one — an independent third-party view always helps. We are based in Žilina and most of our audits are for companies from Žilina and the surrounding region, but we work remotely for clients across Slovakia. You will get the most out of it if at least one of these is true:
You spend at least a few hundred euros a month on online marketing and cannot say precisely what comes back.
You have a website with traffic but few enquiries — and nobody has been able to explain why.
You are about to change agency or supplier and want an independent view of the state your marketing is in.
What it costs
The price depends on scope — auditing a one-page company site is a different job from auditing an e-shop with five thousand products and campaigns in three countries. That is why we do not publish a flat rate. After a short consultation, which is free and without obligation, you receive a fixed price and deadline; neither changes during the audit.
You are not required to order the implementation from us. The report is yours and it is written so that your in-house team or another agency can work from it. If you do ask us to implement it, the price will follow the scope of the work and be agreed with you individually.
From the Žilina Region? INOVIA can cover part of the audit
We have an arrangement with INOVIA, a Žilina organisation for regional development: for a company from the Žilina Region built on its own product, it covers part of the hours we spend on the audit. For a smaller company that is often what moves the audit from “some day” into this quarter's budget.
The conditions are simple — a registered office or premises in the region and a real product, not a pure service. Checking takes one call, and it is one of the cheapest ways to genuinely move your company forward.
The audit is the first step, not the whole of online marketing
The audit says what needs fixing and in what order. The work itself then continues in the individual channels — SEO, paid advertising, content, social media and the website. If you want to know what online marketing covers and how we hold it together, we have a separate page on it.
Frequently asked questions
How long does the audit take?
Ten working days from the moment we receive access. For a larger scope (several language versions, an e-shop with over a thousand products) we agree a longer deadline in advance — never in the middle of the work.
What will you need from us?
Read-only access to Google Analytics, Google Search Console, Google Ads and Meta Business Suite, access to your website administration or anything else that helps us understand the state of your marketing, and an hour for the kick-off call. Nothing more — we do not need write credentials.
We have no analytics set up. Is an audit still worth it?
It does, it will just look different. You will get a report from the customer's point of view, on SEO and on the technical state — and, if you want, recommendations on how to set the measurement up and launch campaigns.
Do you audit small companies and e-shops too?
Yes — most of our clients are small and mid-sized companies from Žilina and the Žilina region. With smaller budgets the audit often pays for itself faster, because every misspent euro hurts more.
Will the audit tell us whether to change agency?
We supply the evidence. We do not judge people, we judge accounts and results — and we also formulate the questions worth asking. Whether you then make the changes yourselves, discuss them with your supplier or decide to change supplier is up to you.
How does an audit differ from an ordinary agency report?
A report describes what happened last month. An audit looks for causes, and it is done by someone who is not responsible for the results of the campaigns being audited. That is why it can contain a conclusion nobody enjoys reading — which is exactly what makes it useful.
Do you also do a standalone SEO or campaign audit?
Yes. If you already know the problem sits in one area, there is no point paying for the full scope. After the initial call we will tell you whether we think that is enough, or whether you would be missing a substantial part of the answer — channels do affect one another.
What if we want to run the audit ourselves?
Go ahead. The whole method is written up in our guide on the blog, including the checklists for each area. Most companies get a substantial part of the value out of it without us; calling someone in from outside pays off mainly when you have to assess the work of your own supplier.
How often is it worth repeating an audit?
A full audit once a year, a measurement check after every larger change to the website, and the ad accounts once a quarter. More often makes no sense — you will not have had time to implement the previous recommendations and measure what they brought.
Find out what unoptimised marketing is costing you
We will take a no-obligation look at your website, campaigns and analytics. Within two working days you will know whether an audit makes sense for you and what it would actually bring.