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Account audit

An account audit is a step-by-step review of a Google Ads account that checks whether its data, products, campaigns and bidding work for the store.

How it works

An audit goes in order, because each step relies on the one before it.

  1. Measurement. Smart Bidding learns from the conversions the account records. If the account counts a purchase twice or with the wrong value, every ROAS and CPA figure rests on wrong data.
  2. Products and campaign structure. Which products get budget, which sell, and whether the campaigns group them so that bidding can learn.
  3. Bidding targets and budgets. They are worth changing only once measurement and structure are sound.
  4. Change history. Who changed what, and whether a drop in results follows an edit.

The Google Ads audit guide for online stores covers what belongs in each step and which findings cost the store money.

How GetProfit reads it

The portal checks the same areas automatically and sums them up as the store score: a score out of 100 with a letter from A to F. Four areas carry fixed weights: products 40, campaign structure 30, changes 13, analytics 17.

Analytics is also a gate: if tracking is broken, the parts that depend on conversions score zero but keep their weight, so the letter falls instead of hiding the problem. With little history, the portal still shows the letter, lowered and with a note. The score is computed on a fixed 90-day window, and the portal’s Account score screen breaks it down by area.

Not to be confused with

  • Optimization score — Google’s estimate, from 0 to 100%, of how well the account is set to perform. It comes with recommendations, and the account can reach 100% once you apply or dismiss every one of them.

Right and wrong readings

  • Wrong: “Our optimization score is 98%, so the account doesn’t need an audit.” Right: you can reach 100% by applying or dismissing recommendations. A high score shows that the list has been worked through, not that the ads make the store money.
  • Wrong: “Start the audit with bids: that’s where the money goes.” Right: Smart Bidding sets bids from the recorded conversions. While measurement is wrong, changing bids tunes the account to the wrong data.

Sources

  • About optimization score — an estimate from 0 to 100%; 100% by applying or dismissing all recommendations. Checked 2 October 2026.
  • About Smart Bidding — Smart Bidding optimises for conversions or conversion value in every auction. Checked 2 October 2026.