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Report · v1.0 · 2026-04

Sample audit report.

Nordic Threads - EUR 2.3M direct-to-consumer apparel. Forty-seven findings, eight surfaces, forty-eight-hour turnaround.

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Subject is a synthetic composite. Methodology identical to client engagements.

AUDIT-2026-SAMPLE-NT 2026-04-18 19:41 UTC nordicthreads.example #f7c4

§01 Score

Composite across 47 automated checkpoints. Ad platforms, attribution, email, performance, on-site tech. Weighted by revenue exposure.

46.2 / 100
0 DTC fashion (n=312): 68 100
Below median
CRITICAL 2 Critical
HIGH 3 High
MEDIUM 3 Medium
LOW 39 Informational
Category Weight Score
Conversion tracking 30%
12.4
Meta Ads 20%
38.1
Google Ads 15%
41.7
Email (Klaviyo) 10%
62.3
Site performance 10%
71.2
Attribution model 10%
33.8
Tech stack 5%
84.6

§02 Coverage

Eight surfaces, 47 automated checkpoints, manual review of every ad creative, every email flow, and every landing page touched by paid traffic.

CAT 01 HIGH

Meta Ads

12 findings

Campaign structure, audience overlap, creative fatigue, CAPI deduplication, attribution window mismatches. Reconciled against the Meta Marketing API and Ads Manager exports.

CAT 02 CRITICAL

Google Ads

9 findings

Smart Bidding signal integrity, search term waste, branded bidding cannibalisation, offline conversion imports.

CAT 03 CRITICAL

Tracking

8 findings

GA4, GTM, server-side events.

CAT 04 MEDIUM

Email

6 findings

Klaviyo flows, DMARC, deliverability.

CAT 05 HIGH

Attribution

5 findings

Last-click vs data-driven vs Shopify reconciliation. Cross-channel revenue overcounting. First-touch discrepancies.

CAT 06 MEDIUM

Performance

4 findings

Core Web Vitals, LCP on PDP.

CAT 07 LOW

Tech stack

2 findings

Shopify app bloat, schema.

CAT 08 LOW

Landing pages

1 finding

Ad-to-page message match.

§03 Findings summary

Top 15 findings ranked by revenue exposure. Reference ID maps to full appendix entry. Confidence reflects evidence quality, not severity.

Ref Severity Category Finding Impact Confidence
F-01 CRITICAL Google Ads No Purchase event on checkout EUR 167,842 /yr high
F-02 HIGH Meta Ads Duplicate Purchase (Pixel + CAPI) EUR 48,200 /yr high
F-03 HIGH Meta Ads Audience overlap across 14 campaigns EUR 31,400 /yr medium
F-04 MEDIUM Email DMARC policy set to none 34% inbox throttle high
F-05 HIGH Attribution GA4 and Shopify revenue diverge 18.6% Planning error high
F-06 CRITICAL Tracking GTM container loads twice on PDP Event double-count high
F-07 MEDIUM Google Ads Branded + generic same ad group EUR 9,240 /yr medium
F-08 HIGH Meta Ads Conversion window set to 1d-click ROAS understated high
F-09 MEDIUM Performance LCP 4.2s on /products/* EUR 6,100 /yr medium
F-10 MEDIUM Email Welcome flow abandons 62% at step 2 EUR 14,800 /yr medium
F-11 LOW Tech stack Four unused Shopify apps detected EUR 468 /mo high
F-12 MEDIUM Attribution Last-click vs data-driven 2.4x variance Budget miscalled high
F-13 HIGH Google Ads Negative keyword list last edited Jun 2024 EUR 18,300 /yr medium
F-14 LOW Landing pages PDP hero above hero on 3 campaigns Message match low medium
F-15 MEDIUM Tracking Server-side CAPI missing 11% of events Signal loss high

Showing 15 of 47 findings. Full report ships as PDF in 48 hours.

§04 Expanded findings

Top three by revenue exposure. Each finding includes the check method, source timestamps, and reconciled impact figure.

CRITICAL Google Ads #01

No conversion tracking installed on checkout.

EUR 14,000 per month spent across branded and generic search campaigns with no Purchase event configured. Google has been optimising against impressions for eleven months.

Method
$ curl -s https://nordicthreads.example/checkout/thank-you \
    | grep -i 'fbq\|gtag\|data-event'
(no matches)
Captured: 2026-04-18T09:12:04Z
Confidence: high
Sources Google Ads Transparency Center (accessed 2026-04-17T14:22Z), HTTP HEAD 2026-04-18T09:12Z, Shopify admin export 2026-04-15
Estimated damage EUR 167,842 in blind spend annually
Mechanism Smart Bidding without conversion signal defaults to impression optimisation.
HIGH Meta Ads #02

Purchase event firing duplicate on thank-you page.

Pixel and Conversions API both dispatch a Purchase event on order completion. Reported conversions inflated by 94% for at least seven months. Actual ROAS 2.2x, not the reported 4.1x.

Method
$ curl -s https://nordicthreads.example/checkout/thank-you \
    | grep -oE 'eventID=[a-f0-9]+'
eventID=a3f20c91
(pixel fires 1x, CAPI fires 1x, no dedup key shared)
Captured: 2026-04-18T09:14:37Z
Confidence: high
Sources Meta Ad Library (accessed 2026-04-17T14:22Z), Meta Events Manager export 2026-04-16, client Pixel logs 2025-09 through 2026-04
Estimated damage EUR 48,200 in reconciled ROAS gap
Mechanism Dual-source tracking without server-side deduplication.
MEDIUM Email (Klaviyo) #03

DMARC policy set to none. Gmail and Yahoo throttling inbound.

DMARC enforcement missing. 34 percent of campaign sends landing in Promotions or Spam as of February 2026. Klaviyo reports delivered, but open rates suggest otherwise.

Method
$ dig +short TXT _dmarc.nordicthreads.example
"v=DMARC1; p=none; rua=mailto:..."
$ grep 'policy_evaluated' dmarc-agg-2026-03.xml | sort -u
policy_evaluated: none (quarantine expected)
Captured: 2026-04-18T09:16:12Z
Confidence: medium
Sources Public DNS (dig, accessed 2026-04-18T09:16Z), Klaviyo deliverability export 2026-03, DMARC aggregate report 2026-03
Estimated damage 34 percent of sends silently throttled
Mechanism DMARC p=none allows spoofing signal to downrank deliverability.
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§05 Timeline

Every finding traced back to a platform change, a campaign decision, or a neglected metric. Reconstructed from historical data.

2024-03

Brand migrated to Shopify Plus

Checkout extensibility not yet adopted. Legacy additional scripts carried over.

2024-06

Google Ads switched to Smart Bidding

No Purchase event configured at switchover. Smart Bidding defaulted to impression optimisation.

2024-09

Meta Conversions API activated alongside Pixel

Server-side events shipped without deduplication. Purchase events fire twice, inflating ROAS by 94%.

2026-04

Audit commissioned

Three critical findings surface within 48 hours. EUR 167,842 in documented annual waste.

§06 Remediation envelope

What recovery looks like on a ninety-day horizon. Modelled against historical conversion volume; figures assume remediation shipped within fourteen days of report delivery.

Year-one recovery, expected case EUR 167,842
2.91x year-one return on EUR 4,800 / mo retainer
Conservative EUR 118,400

Floor case. Assumes only tracking reinstrumentation and inbox placement recover; Google spend mix held constant.

Expected EUR 167,842

Central case. All four findings remediated within fourteen days of report delivery.

Upside EUR 214,610

Ceiling case. Includes compounded efficiency gains post day sixty at historical 3.1 percent month-over-month.

Recovery attribution

Each vector reconciled against its causal finding in §04.

  1. 01 Google Ads spend recovered +EUR 134,232 / yr
    Before EUR 13,987 / mo lost to broken conversion tracking
    After EUR 11,186 / mo reallocated to profitable inventory
  2. 02 Meta reported ROAS reconciled Truth restored - decisions stop drifting
    Before 4.13x (phantom, double-counted conversions)
    After 2.21x (reconciled against server-side events)
  3. 03 Email inbox placement restored +27.5 pts - EUR 18,410 / yr margin on flows
    Before 66.3% reach (SPF aligned, DKIM misconfigured)
    After 93.8% reach (DMARC quarantine policy, warmup cycle)
  4. 04 Blended marketing efficiency +25.6 pts composite
    Before 46.2 / 100 (bottom quartile DTC apparel)
    After 71.8 / 100 (above category median)

Timeline to recovery

Cumulative value recovered on a running basis. Assumes standard retainer cadence.

  1. DAY 14 Conversion tracking reinstrumented. Phantom ROAS resolves against first-party pixels. EUR 31,200 recovered
  2. DAY 30 Google Ads spend rebalanced to recovered attribution. Underperforming ad groups paused. EUR 67,500 cumulative
  3. DAY 60 Email infrastructure warmed. Inbox placement restored across primary sending domain. EUR 124,800 cumulative
  4. DAY 90 Blended efficiency crosses DTC median. Monthly run-rate stable. EUR 167,842 annualised
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The audit is free. The damage is not.

Forty-eight-hour turnaround. No call required. Retainer from EUR 4,800 / mo only if the audit surfaces material waste.

No credit card. No upsell. Read the report. Decide afterward.

Sources: Meta Ad Library disclosures, public pixel trace, Shopify Liquid inspection, session sample n=312, third-party spend estimation (DataForSEO). Confidence bounds plus or minus 18 percent on EUR figures. Recovery compounds beyond day ninety at historical 3.1 percent month-over-month.

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AUDIT-2026-SAMPLE-NT · End of document.