The company was formed in October 2025 and we do not have client case studies we are allowed to publish yet. Rather than borrow someone else's, here are four problems from our own stores, described as they happened. Every one of them is the kind of thing we look for first in an audit.
Ads were running and orders were arriving, but the ad platform only ever saw page views. The purchase event had been installed on the theme, and the theme had been swapped out weeks earlier, which quietly took the event with it. We moved the events off the theme so they survive a theme change, then re-checked them against orders that had already happened. Lesson we now apply on every audit: an event that was verified once is not verified today.
Every order landed in the store with the source blank, so the only attribution available was whatever the ad platform claimed for itself. The fix was unglamorous: campaign parameters filled in on every ad, without exception, so the creative name travels with the order. It costs a minute per ad and it is the difference between knowing which video sells and guessing.
The cart drawer accepted additions but silently failed to remove items, and sold-out variants could still be added. Nobody complained, they just left, so the store looked like it had a traffic quality problem rather than a broken cart. We found it by sitting through session recordings instead of reading the funnel report. Now we watch recordings before we blame the traffic.
We turned off an ad on a high-ticket funnel after a small amount of spend, using a threshold borrowed from a completely different kind of product. On an offer where one sale is worth many times a physical product sale, that threshold was far too low to have produced a single readable signal. We now set the kill threshold from the value of one conversion on that specific funnel, and write it down before the ad goes live.
An audit is one pass through the store, the ad account and the numbers, looking for exactly this kind of thing. You keep the document either way.
