Free Interactive Audit

The DTC
Creative Audit

Fill in your real numbers. Get a live diagnosis of exactly what's killing your Meta performance — and a personalised action plan to fix it.

£600M+Revenue Generated
250+Brands Audited
30 minTo Complete
1
Account Health Check

Enter Your Account Numbers

Open Meta Ads Manager, set your date range to the last 90 days, and enter your numbers below. Every field updates your diagnosis in real time.

Account Health
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Cost Per Acquisition (£)
Your average cost to acquire one paying customer
Ads Manager → Columns → Customise → "Cost per Result"
CPA vs 90 Days Ago (% change)
Enter positive if CPA is higher now (worse), negative if lower (better)
Compare date ranges: Last 30 days vs 60–90 days prior
New Visitor % of Total Traffic
What percentage of your site visitors are first-time visitors
Google Analytics → Audience → Overview → New vs Returning
Active Ad Creatives (count)
Total number of unique creative assets currently live
Ads Manager → filter Active → count unique ad creatives
Spend on Top 3 Ads (%)
What % of total spend goes to your top 3 performing ads
Sort by Spend desc → top 3 spend ÷ total spend × 100
Thumb Stop Rate (%)
% of people who watch at least 3 seconds of your video ads
Ads Manager → Columns → Video → 3-Second Plays ÷ Impressions × 100
Step 1 of 5
2
Creative Portfolio Map

Map Your Live Creative

For each cell, enter the number of live ads you have for that format + persona combination. Gaps show in red. Every red cell is an untapped audience segment Meta can't reach for you.

Problem-Aware
New customers, first time buyer
Needs Proof
Sceptical, comparison shopper
Ready to Return
Lapsed customer, retention

Fill in the grid above to see your coverage analysis.

Step 2 of 5
3
Ad Brief Builder

Brief Your Next Creative Sprint

Build your ad briefs here. Each one targets a specific gap from your portfolio map. Aim for 5–8 briefs per sprint. Save each one — they're yours to export at the end.

New Ad Brief

0 briefs saved
AngleThe specific customer problem or desire this ad speaks to
Persona / CreatorWho delivers this message
FormatHow the message gets delivered
Hook (first 3 sec)The exact opening line or visual — don't leave this to the creator
Core MessageWhat you need the viewer to believe by the end
Proof PointThe single piece of evidence that makes the claim credible
CTAThe specific action and offer
Gap It FillsWhich cell from your Step 2 portfolio map does this target?
Saved Briefs

No briefs saved yet. Fill in the form above and click Save Brief.

Step 3 of 5
4
Agency Evaluation

Three Questions For Your Agency

Take these into your next call. Score the response you get — or the response you think you'd get. Your agency score feeds into your final results.

1
"Show me our creative portfolio map — which angles and formats are we missing coverage on?"
A good agency tracks creative coverage as a core part of account management — not just which ads are performing. They should be able to produce something close to your Step 2 grid and show you briefs already in production to fill the gaps.
Strong answer: They pull up a portfolio view, identify 2–3 specific gaps, show briefs already in progress to fill them.
Weak answer: They talk about which ads are performing. They've never mapped it this way.
2
"What's our thumb stop rate trend over the last 90 days — and what are you doing about it?"
Thumb stop rate is the clearest early warning signal of creative fatigue. A good agency is tracking it proactively and has already acted — or has a plan to — before you even ask the question.
Strong answer: They know the number, the trend, and have a specific creative response planned.
Weak answer: They haven't tracked it, or they respond to performance drops rather than signal drops.
3
"Walk me through the brief for the last three ads you made for us — what gap did each one fill?"
Every ad should exist for a specific strategic reason. If your agency can't connect each brief to a gap in your portfolio or a test hypothesis, they're producing creative reactively — not strategically.
Strong answer: Each brief connects to a specific audience gap or test. They have a strategic rationale for every asset.
Weak answer: They describe what the ad contains. The brief was about execution, not strategy.
Step 4 of 5
5
Your Results

Your Personalised Action Plan

— / 100
Calculating…

Your Priority Actions

Your Saved Briefs
Audit complete