Marketing
Year-End Marketing Audit Checklist: Review and Plan for Success
B
Blyra TeamBefore diving into next year's plans, take stock of this year's results. A thorough marketing audit reveals what's actually driving results, what's wasting resources, and where your biggest opportunities lie.
Website Performance Audit
Traffic Analysis
- Review overall traffic trends (up, down, flat?)
- Identify top-performing pages by traffic
- Find pages with declining traffic
- Analyze traffic sources (organic, paid, social, direct, referral)
- Compare traffic source trends year-over-year
Conversion Analysis
- Calculate overall conversion rate
- Identify highest-converting pages
- Find pages with traffic but low conversion
- Review conversion rate by traffic source
- Analyze conversion path (how many touchpoints?)
Technical Health
- Run PageSpeed Insights on key pages
- Check mobile usability reports
- Review Core Web Vitals
- Identify and fix broken links
- Check for crawl errors in Search Console
Content Audit
Performance Review
- List top 10 performing content pieces
- Identify content that underperformed expectations
- Find content that drives conversions (not just traffic)
- Review content engagement metrics (time on page, scroll depth)
Content Gap Analysis
- Identify topics competitors rank for that you don't
- List customer questions you haven't addressed
- Find keywords you're ranking 5-15 for (opportunity to improve)
- Note content types you haven't tried
Content Cleanup
- List outdated content that needs updating
- Identify thin content to expand or remove
- Find duplicate or overlapping content to consolidate
- Note content with broken links or outdated references
Email Marketing Audit
List Health
- Review total subscriber count and growth rate
- Check list engagement (active vs. inactive subscribers)
- Analyze unsubscribe rates and reasons
- Review signup sources (where do subscribers come from?)
Campaign Performance
- Calculate average open rate across campaigns
- Calculate average click rate
- Identify highest-performing email campaigns
- Find campaigns that underperformed
- Review revenue/conversions from email
Automation Review
- Audit all active automation sequences
- Check automation conversion rates
- Identify automations that need updating
- Note automation opportunities you haven't implemented
Lead Generation Audit
Form Performance
- Review conversion rates for all forms
- Identify forms with high abandonment
- Analyze form traffic sources
- Check form field completion rates
Lead Quality
- Calculate lead-to-customer conversion rate
- Identify highest-quality lead sources
- Find lead sources with poor conversion
- Review lead scoring effectiveness (if applicable)
Lead Magnets
- List all active lead magnets
- Compare lead magnet conversion rates
- Identify lead magnets that need refreshing
- Note lead magnet ideas for next year
Paid Advertising Audit
Budget Analysis
- Review total ad spend by channel
- Calculate return on ad spend (ROAS) by channel
- Identify highest-ROI campaigns
- Find campaigns that should be paused or cut
Campaign Performance
- Review click-through rates
- Analyze cost per click trends
- Calculate cost per acquisition
- Compare performance to industry benchmarks
Audience Analysis
- Review audience targeting effectiveness
- Identify best-performing audiences
- Find audiences to test next year
- Analyze remarketing performance
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Social Media Audit
Presence Review
- List all active social profiles
- Review follower growth by platform
- Identify platforms with low engagement
- Consider platforms to add or remove
Content Performance
- Find top-performing posts by platform
- Identify content types that resonate
- Analyze posting frequency vs. engagement
- Review best posting times
Traffic and Conversions
- Measure traffic from social to website
- Track conversions from social traffic
- Calculate social media ROI
Competitive Analysis
- List main competitors
- Review competitor content strategies
- Analyze competitor SEO positioning
- Note competitor tactics worth testing
- Identify gaps in competitor offerings
Tool and Technology Audit
- List all marketing tools in use
- Calculate total marketing tool costs
- Identify underutilized tools
- Find redundant tools to consolidate
- Note tool gaps to address
Key Takeaways
- Conduct your marketing audit before planning next year
- Focus on both quantitative metrics and qualitative insights
- Identify what's working to double down on it
- Find what's not working to fix or eliminate it
- Look for opportunities you've been missing
- Review your tech stack for efficiency
- Document findings to track progress next year
Ready to Get Started?
A thorough audit reveals opportunities hidden in your data. But acting on those insights requires the right tools—landing pages you can optimize, forms you can improve, and email automation you can refine.
That's exactly why we're building Blyra—to bring landing pages, forms, and email automation together in one platform. When all your marketing tools are integrated, auditing and optimizing becomes dramatically easier. Join our waitlist to be among the first to try it.