How to Audit a Facebook Page for clients (+ templates)

Whether you signed a new Facebook client to improve their ad spend efficiency, content performance, or brand consistency, the first step is to conduct a Facebook audit. 

This article will answer the following questions:

• What do I need to audit a Facebook page?
• What do I look out for?
• How do I do a Facebook page audit?
• Can I make the process more efficient?

We will guide you through the steps with screenshots and helpful templates. Let’s get started! 🔍

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What is a Facebook Audit?

A Facebook audit (or Facebook Page audit) is the process of reviewing a Facebook business page profile and its content and analytics.  Agencies or freelancers usually perform it for clients to get data to craft a Facebook marketing strategy.

The best times to do a Facebook audit are when you start working with a new client and at regular intervals after (e.g., a full audit once or twice a year).

How comprehensive you want this audit to be depends on your social media goals and resource availability. Examples include:

• Short weekly reviews for performance analysis, such as engagement metrics
• Detailed monthly audits for growth trends—for example, content performance
• Use quarterly audits to create reports, such as the performance of different content formats and audience engagement.
• Yearly audits for YoY growth analysis to perform activities like setting goals, comparing key metrics, and adjusting content strategy. 

When you just signed on a new Facebook client, take the opportunity to do a proper Facebook audit so you can:

• Identify growth opportunities and areas for improvement.
• Diagnose and fix performance issues.
• Understand the right audience and create tailored content.
• Manage team roles and responsibilities effectively.
• Establish benchmarks for measuring progress and demonstrating results.

In short, an audit is essential for setting your Facebook strategy up for success and one of the first few things we would do with new clients.

Case study: Take Marketing 360’s 235% increase in ad conversion rate, for example. By auditing sales funnels and Facebook ads performance, they understood their audience, mapped out the audience journey, and created ads for each stage. 

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How to Audit a Facebook Page

‍There’s no one-size-fits-all Facebook audit process. It depends on your client’s goals — sometimes, they’ll tell you the problems and objectives, and sometimes they won’t. Either way, you should start with the basics. To audit a Facebook page, you first need to get access from your client.

‍🔗 Download the free Facebook Audit template here.

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Step 1. Request access to the client’s Facebook page

Ask your client to follow these steps to grant you Facebook page access using Facebook Business Manager. 

On the Business Manager dashboard, go to Accounts > Pages. Choose the page and click “Assign Partners.”

You’ll be asked to enter the partner’s Business Manager ID or get a shareable link. Let’s choose a shareable link. Now, select permissions (Full access) to give access to and copy the link.

💡 Pro tip: A time-saving alternative is to automate Facebook account access requests with Leadsie. You can sign up for a 14-day free trial here.

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Step 2. Export current page details

Exporting the Facebook page’s details before you start work helps keep proper records, serves as a backup, and can mitigate disputes.

From the Facebook page, open Settings & privacy > Privacy.

Click “Facebook Page information” and “View” next to “Download profile information.”

Facebook gives you two options to download files:

• HTML file for keeping a visual record.
• The JSON file is used to import the data on another platform.

Pick one, choose a date range and settings you’d like to import and click “Request a download.”

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Step 3. Facebook profile and branding audit

When prospective customers look at a Facebook Page, they usually form a first impression within 7 seconds, and more than half of that is based on what they perceive visually (source).

• Look at the profile picture and cover photos from the eyes of a visitor
• Update them, if necessary, to meet your client’s branding guidelines

Review the CTA to ensure it aligns with the rest of the page’s content.

Edit the Page’s CTA button by clicking the three dots and “Edit action button.”

This CTA is currently set up to book appointments on Facebook. Other Facebook Page action buttons include book a call, sign up, send WhatsApp messages, and more.

Review the about, website link, and description section for relevance. Click on “Edit” to update these settings.

Go to Settings > General Settings to review the username.

Finally, run a Google search to see if the Facebook page shows up in search results for the brand name. If so, what’s the position? Start posting actively to improve SERP rankings and make the Facebook algorithm work for you.

‍Pro tip: Verify the Facebook page to get a blue checkmark (paid service), access to advanced Meta technologies, developer tools, and strengthen your page security.

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Step 4. Facebook content audit

Go through all the content on the Facebook page, including post types, descriptions, captions, content formats, and posting frequency. Remember to look through features like Facebook Live and Stories for a holistic picture.

• Remove spam, abusive, or harmful content, including comments left by Facebook users.
• Archive outdated and irrelevant content. This will preserve Facebook analytics, but archived posts will no longer appear on your timeline.
• Explore various content formats and types that appeal to your target audience.

💡 The best times to post on Facebook are Mondays to Thursdays between 1 and 4 pm, according to Sprout Social.

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Step 5. Review customer experience settings

If your client’s goal is to drive business from a Facebook page, reviewing the customer experience settings is a good idea.

First, check if auto-responses are enabled. Go to Meta Business Suite > Inbox and set up “Automations.”

Try a Facebook-made automation or build one from scratch. You can answer FAQs, add automated links to schedule calls, or book a ticket with customer support.

‍Pro tip: Get a messenger URL for your page to encourage more conversations. 

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Step 6. Audience engagement

Study your top-performing posts for the best times to post and engagement patterns.

Are images performing better, or do video posts get the most comments? How’s the target audience reacting to posts? What are the audience demographics? 

Go to Meta Business Suite > Insights > Overview to understand the page’s engagement. 

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Review each post’s performance to see what content type gets the most engagement. Head over to the Content on the Insights tab.

To review audience demographics, click Audience. Scroll down to view the audience countries.

If you find that text-based informative posts perform better, add more written content. If interactive content drives the most engagement, include more polls, questions, and surveys in your calendar.

🔗 Download a free Facebook Audit template here.

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Step 7. How to audit Facebook Ads

If your client runs Facebook ads or has done so, follow these steps to audit it.

1. Facebook Ads account access 

Firstly, you’ll need access to their Facebook ads account. Ask your client to go to Accounts > Ad accounts, select the right ad account, then “Assign Partners” from their Meta Business Manager dashboard.

Now, they send you a shareable link or use your Business Manager ID. Only after they grant you access can you start working on the account. 

You can also skip the above steps by using one Leadsie link to request access to Facebook page and Ad account assets at once.

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2. Payment methods

Secondly, review payment method settings to see if they are updated. Your client can edit or update it through “Bills & Payments” > “Payment methods.”

Confirm if the ad account is connected to a Facebook page. If not, ask your client to add their Facebook page in Business Manager. 

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3. Meta Pixel and Datasets

Thirdly, check on the Meta Pixel and Datasets through Meta Events Manager. The Pixel has to be installed and set up correctly to track conversions and provide accurate audience data. At the same time, datasets give you an overview of the information collected.

Go to Data Sources to see if the events are counted correctly. 

Read more: All You Need to Know About Facebook Datasets (Meta Datasets)

If not, add a new data source using Conversion API to collect target audience data from multiple sources, including websites, third-party sites, etc. 

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4. Ad performance

Review past or existing ad performance. Pay close attention to essential metrics like cost-per-click (CPC), click-through rate (CTR), Results (number of actions taken), impressions, engagement rate, link clicks, and more. 

💡 Export the report for future reference and record keeping.

Suppose the client hasn’t run any ads, and you’re responsible for it now. In that case, you can start creating custom reports, including ad performance metrics:

• CTR (click-through rate)
• Results (number of actions taken)
• Cost per action
• Reach
• Quality ranking
• Clicks
• Amount spent

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5. Existing ad creatives

If your client has been running Facebook ads, review their ad creatives. 

• Assess if visuals are high-quality, eye-catching, and brand-consistent.
• Analyze the ad copy for clarity, persuasiveness, and a clear call to action. 
• Pay attention to hashtags and any utilized ad extensions.

Finally, review the landing pages to which these ad campaigns send traffic. Are these easy to navigate? Are they well-designed with proper CTA buttons?

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6. Audience targeting

To run targeted ads, check if your client has created custom and lookalike audiences. Review how each audience segment is performing. Look for critical factors like:

• Audience size
• Relevance
• Engagement
• Source quality
• Segmentation
• Performance metrics
• Lookalike potential

If your client hasn’t set up custom audiences, you do it for them. Follow the steps in our guide for creating custom and lookalike audiences.

‍Remember: If you’ve made some changes to audiences, give it some time to reflect as results (it’ll be more accurate with time).

🔗 Download the free Facebook Ads Account audit template here.

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Bonus: Facebook Audit report

After thoroughly auditing the Facebook page and identifying key strengths, weaknesses, opportunities, and threats, it's time to present your findings to the client in a clear and actionable report.

• Make recommendations actionable
• Utilize visuals, graphs, and colors to simplify complex data
• Articulate expected outcomes based on your recommendations

🔗  Use this free marketing audit template to get a head start. 

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Top ‍Facebook audit tools

Auditing your client’s Facebook page for the first time can take days or weeks, but you don’t have to do it all manually! This list of Facebook page audit tools is designed to help with data collection, brand awareness, and analysis so you’ll have expert insights to share with your clients.

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1. Audience Insights (Facebook Insights) is offered by Meta itself. Get comprehensive analytics on your audience, content, total reach, engagement patterns, and page views. It’s free and allows you to research your trends and demographics deeply.
2. Get access to your client's Facebook and social media accounts in a few clicks with Leadsie.
3. Conduct competitive analysis with Sprout Social, SocialInsider, or Vaizle.
4. Monitor sentiments and mentions with Talkwalker, Brandwatch, and Brand24.
5. Analyze numbers, post engagements, and timings with Buffer or Rival IQ.
6. Improve ad campaigns with AdEspresso.
7. Analytics and reporting are made easy with Keyhole.

🔗 Related article: 9 Types of Marketing Audits for New Clients + Free Templates

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FAQs

1. Should you also audit the Instagram account while auditing a Facebook page?

This depends on whether or not your client outsourced Instagram with the Facebook page and ad assets. When you’re on the onboarding call with them, ask specifically if they’d like their Instagram account to be audited as well. Here’s a downloadable template to audit an Instagram Business Account.

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2. Can you request access to a Facebook page, ad account, and Instagram Business Account together?

Yes, you can request access to a Facebook page, Facebook ad account, and Instagram Business Account by giving your Business Manager ID to your client and asking them to share the required assets.

The easier way? Use Leadsie to request for Facebook access (and 12+ other social and ad platforms) with one secure link.

3. What’s the best way to identify top and weak performing areas for each audit?

After auditing and collecting data, comparing it to the industry benchmarks is the first step to identifying top and weak-performing areas. Top performing should be equal (or close) to the industry benchmarks. However, as each account differs, a better way is to collect your account data for months and then set criteria. 

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Start your social media audits right with automated access requests

Social media marketing audits are the foundation of successful client relationships, setting the benchmarks for data-driven growth. However, gaining access to these accounts can be a frustrating hurdle, filled with countless emails and calls.

Leadsie simplifies this process, eliminating the back-and-forth and providing a seamless onboarding experience for your agency clients. Just share your Leadsie link, request access to all necessary assets, and let your clients grant permissions with a single click.

Try automated access requests for free for 14-days—no credit card needed, and you get to keep the account connections after!