Context before recommendations
An audit should begin with what your business sells, who buys it, and what you are trying to achieve. The same campaign metric can mean very different things for a high-ticket manufacturer and a software signup journey.
Diagnosis across the journey
Account structure is only one part of the picture. Measurement, messaging, the landing page, and the action after the click can all change the interpretation of performance. An audit should connect those pieces and distinguish evidence from hypotheses.
Priorities you can act on
A long list of issues is not a plan. Ask which change matters first, what it will take to implement, who needs to be involved, and how you will know whether it helped. Recommendations should fit the budget and capacity you actually have.
A clear handover
You should leave knowing what was reviewed, what was found, and what to do next. That may mean fixing tracking, changing an objective, testing a message, or gathering more data before making a larger decision. The format matters less than whether you can use it.