You do not need an agency to find out whether your ad account has obvious problems. You need thirty minutes and this order of operations.
Minute 0–5: Check the tracking
Open Events Manager.
- Is Conversion API active, or only the Pixel?
- What is your Event Match Quality score? Below roughly 5.0 means insufficient customer parameters.
- Are duplicate events being flagged?
Healthy: CAPI live, deduplication configured, match quality above 6.
This is first because everything below inherits its errors.
Minute 5–8: Compare platform numbers to reality
Take reported conversions for last month. Compare against your CRM, your payment gateway, your actual sales.
Healthy: platform numbers within a reasonable range of reality.
If Meta reports 200 conversions and you closed 40 sales from 60 real leads, you are optimising against fiction.
Minute 8–12: Read the optimisation event
For each active campaign, what is it optimising for?
Healthy: Lead or Purchase, not Traffic, Link Clicks, or Landing Page Views.
Every campaign optimising for clicks is a campaign buying clickers.
Minute 12–16: Check frequency
Ad set level, last 14 days.
Healthy: 1.5 to 3.0.
Below 1.5, one impression is being asked to do too much. Above 3.5, you are paying to irritate people who have already decided.
Minute 16–20: Time your landing page
On mobile data, on a real phone, not on desktop wifi.
- Seconds to visible content
- Number of form fields
- Is the offer above the fold
Healthy: under 3 seconds, four or fewer fields, offer visible immediately.
Minute 20–24: Read your own ad as a stranger
Open your top-spending ad. Read it as someone who has never heard of you.
- Is there a specific outcome named?
- Is there a reason to act today?
- Would you click it?
Healthy: specificity beats sentiment. Generic appeals create sympathy, not action.
Minute 24–27: Trace one lead's journey
Pick a lead from last week.
- How long until first contact?
- What was the first message?
- How many follow-up attempts?
Healthy: automated confirmation within seconds, human contact within hours, at least four touches over a week.
This is where most Indian accounts lose the money they spent acquiring the lead.
Minute 27–30: Calculate what actually matters
Not cost per lead. Calculate:
- Cost per qualified lead
- Cost per customer
- Your breakeven ROAS, from your actual margin
Healthy: you know all three numbers without looking them up.
If a ₹40 l≈ $41,308ead never answers the phone and a ₹300 l≈ $309,810ead closes, the ₹40 l≈ $41,308ead is the expensive one.
Scoring your account
Count how many checks failed.
0–1: Your account is in good shape. Focus on scaling and creative.
2–3: Normal. Fix in the order listed — tracking first, always.
4+: You are likely wasting a substantial share of spend. Stop scaling until the first three are fixed; scaling amplifies the leaks.
The bias to watch for
The instinct when results are poor is to change creative, because creative is visible and changeable. Most of the time the problem is upstream in tracking or downstream in follow-up — places where nothing looks broken because nothing looks like anything.
For an automated version of the site-side checks, our growth audit tool runs a live scan of your page in about a minute.