What Does a 90 Day Ad Spend Audit Find in My AccountUpdated 5 days ago

A 90-day ad spend audit is a structured review of every campaign, ad set and individual ad running across all platforms in the last three months — identifying where budget was spent effectively, where it was wasted and where structural problems are costing the store money.

What the 90-day audit consistently finds in most accounts:

Campaigns running past their effective window — ad campaigns have natural performance cycles. A campaign performing well in months one and two often deteriorates by month three as the audience fatigues. Many founders continue running these campaigns because historical data makes them appear productive.

Overlapping audiences — when multiple campaigns target the same audience, they compete with each other in the ad auction, driving up cost per impression as the store bids against itself.

Budget allocated to the wrong campaigns:

• High-performing campaigns are often underfunded
• Low-performing campaigns with no purchases receive budget that would produce better results elsewhere
• The distribution of spend rarely matches the distribution of actual results

Incorrect campaign objectives — campaigns using traffic or awareness objectives when a conversion objective on the same budget would produce significantly more purchases.

Reporting discrepancies — revenue reported by individual platforms often exceeds total Shopify revenue for the same period — a signal of attribution overlap that makes single-platform ROAS look better than it actually is.