Part of Brand audit
Marketing audit
We follow the money to where it disappears.
Afterwards you know which channels work, which ones cost you money without anyone noticing, and where your next euro should go. Not a dashboard full of green checkmarks. A list you can start on Monday.
What you get
One report that explains the numbers instead of just showing them, and a short list of what needs to happen first.
What is a marketing audit?
A marketing audit is an examination of everything your marketing does and delivers. WIT.agency looks at five areas for this: channels, message, budget, measurement and follow-up. We read your numbers, talk to the people running the campaigns, and trace the path a customer actually takes, from first search to quote request. You get one report showing where it leaks, why that happens, and what needs to change first.
A marketing audit differs from a brand audit: a marketing audit looks at the machine, a brand audit at the meaning. And it differs from a marketing strategy: an audit establishes where you stand, a strategy determines where you're headed.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“We spend a lot and nobody can say what it delivers.”
Whoever says this out loud usually already suspects it. The annoying thing about leaking money: you only notice once you look.
What we look at
Five areas. Five honest answers.
Marketing rarely leaks in just one place. That's why we split it into five parts you can judge and fix separately. Where the weight actually falls, you only find out once the first numbers are in.
Channels
Does each channel do something the others don't?
We put what each channel costs, delivers and contributes side by side. Channels doing the same job twice come to the surface.
Message
Does your ad say the same thing as your landing page?
We follow the path from click to form. Where the promise changes along the way, someone drops off, and that costs you money at the most expensive point.
Budget
Does your money go where the growth is?
We look at where the budget goes today and put that next to where your customers actually come from. Those two almost always diverge.
Measurement
Do you measure what matters, or what's easy to measure?
We check what's being tracked, what's missing, and which numbers have quietly stopped meaning what everyone thinks they mean.
Follow-up
Does anything happen with what you measure?
The biggest gap is almost always here. Things get measured, reported, and then work continues as if the report said nothing.
What it comes down to
From numbers you show to numbers you steer by.
What's there now
Last month: 42,000 impressions, 1,250 clicks, a 3.1 percent click-through rate, engagement up 18 percent.
All true, and nobody knows what to do with it. This report gets forwarded, not read.
What's there afterwards
Two of your five channels bring ninety percent of your leads. The third costs as much as those two combined and delivers nothing.
One sentence that leads to a decision, with the numbers underneath as proof. That's what the Budget and Measurement areas deliver.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One document, no pile of exports attached. We go through it together, and after that it's yours.
- 01The verdict per area, and what it means
- 02Where your budget goes today, and where your customers actually come from
- 03What the people running the campaigns say themselves
- 04The path from click to lead, step by step
- 05What needs to happen first, and what can wait
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. What you sell, where growth comes from, which numbers you trust and which you don't.
at the table
The numbers
We get access to your ad accounts, your analytics and your reporting. We trace the path a customer actually takes ourselves.
grant access
Analysis
We answer the five areas, put budget next to return, and talk to the people running the campaigns.
share contacts
Walkthrough
We go through the report together, until you agree or know exactly why not. We end with what needs to happen first.
at the table
Where it varies
If you had your measurement checked last year, we don't redo it. If everything runs on one channel, the work goes there and the rest stays short.
Where it never varies
We always look inside the accounts ourselves, because an export doesn't tell you what a setting is doing. And we never write a recommendation that happens to lead back to us.
What it costs
No rate card. One number.
A marketing audit for a business with two channels is a different job than one for an organisation with six audiences and just as many dashboards. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many channels run.
Two channels and a website, or also email, trade shows, affiliate and a sales team.
How much data exists.
A clean account with a year of history, or four tools that contradict each other.
How many markets.
Each extra language or country needs its own audit, not a copy of the first.
What's already been checked.
What's there and holds up, we don't redo. We only fill the gaps.
Honestly
Sometimes you need something else.
Your marketing isn't running badly, but nobody knows what your brand stands for.
Look at Brand auditYou already know what's wrong and want someone to fix it.
Look at Search engine marketingYour problem isn't your channels, it's your direction.
Look at Marketing strategyYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does a marketing audit cost?
There's no fixed rate, because scope varies by company. Price depends on the number of channels, the state of your data, the number of markets, and what's already been checked. Once the approach is set, the number is fixed.
Is a marketing audit a fixed package?
No. The five areas are fixed, since those are what make it a marketing audit. How deep we go in each area isn't. That gets agreed at intake.
How long does a marketing audit take?
A marketing audit runs from intake to the report conversation, and that timeline mostly depends on how fast we get access to your accounts. With multiple markets it takes longer.
Do you need access to our accounts?
Yes, read access to your ad accounts, analytics and reporting. Without that access we're looking at exports, and an export doesn't tell you what a setting is doing. We never ask for more than read rights.
What if our measurement isn't in good shape?
Then that's the first finding. At many companies half the numbers turn out to be measuring something other than what everyone thinks. That's usually the most valuable outcome of the audit.
Do you talk to our team too?
Yes. The people running the campaigns usually already know where it hurts, and that rarely shows up in a report.
What's the difference with a brand audit?
A marketing audit looks at the machine: channels, budget, measurement and what it delivers. A brand audit looks at the meaning: what you stand for and how that comes across. If your marketing runs but nothing sticks, you need a brand audit. If nothing runs at all, this one.
Does this work with a small budget too?
Yes, and the payoff is often bigger there. With a small budget, every wrong euro hurts more, and there are fewer channels to audit.
See where it leaks first. Then fix it.
The call where we work out whether a marketing audit makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call