How To Conduct An In-Depth Facebook Audit

Do you want to learn how to improve sales and engagement from Facebook? 

If so, it’s important to regularly audit your account so your target audience knows who you are, what you’re selling, and, most importantly, why they should care. But many businesses don’t know where to start or what to look for when auditing their Facebook account.

In this post, we will show you seven actionable strategies that you can use to conduct an audit that will help you attract more visitors and keep existing subscribers engaged. But first, let’s get into the specifics and answer the question, “What is a Facebook audit?” 

What is a Facebook audit?

A Facebook audit is when you review your account to see how you’re performing and where you can improve in the future. It’s essentially a way for business owners or marketing teams to use data, common sense, and user feedback to make meaningful changes to their Facebook accounts. 

Organizing and optimizing your profile comes with a long list of benefits. Here are a few big ones worth mentioning:

  • Connect with existing customers by publishing relevant, click-worthy posts. 
  • Attract new subscribers by having up-to-date information on your profile. 
  • Improve email, on-site, and social media content by analyzing feedback from Facebook users. 
  • Save money on ads because you can use what you learn to narrow your reach to people who genuinely want or need your products.

You may be wondering why auditing your Facebook account matters. If so, consider that over 2.93 billion people use Facebook monthly, and around 59% of people say they turn to social media when they want shopping inspiration. 

In short, auditing your account is an excellent way to make your brand more enticing and visible in an increasingly crowded market. 

6 Actionable tips for conducting an in-depth Facebook audit

Now that you know what a Facebook audit is and why it’s important, let’s get into it and show you seven actionable strategies that you can use to audit your Facebook account and improve your performance.

1. Complete (or update) your profile

Completing or updating your profile is one of the most crucial steps to a successful Facebook audit. 

Imagine how you would feel if you discovered a business for the first time and decided you wanted to email or call them. Instead of being greeted by a helpful customer service employee, your email is returned, or your call doesn’t go through. 

There’s a good chance you would figure that the business in question doesn’t care about attracting new customers because they don’t have current information on their page. 

Updating your profile or adding missing information like phone numbers, email addresses, and other relevant contact information is an excellent way to show users that you’re interested in getting their attention and starting a conversation.

Here’s an example of a complete profile from Keyhole’s own Facebook “About” section.

Keyhole Facebook Profile About Page

You can also improve organic traffic and engagement by keeping your account up to date. The team at Google claims their bots crawl social media for relevant information, which is then displayed when users type in the name of your business or similar keywords.

So, an audit is the perfect time to add relevant words, phrases, and hashtags to your profile. I believe this is why 91% of social media marketers report optimizing their profiles for searchability. 

Complete profiles also look better on mobile devices, which can help you a lot. Believe it or not, 98% of Facebook users use their smartphones to browse and interact with people and businesses.

2. Check for consistent branding

If you don’t have a consistent brand identity on Facebook and other social media sites, you may have a hard time connecting with your target audience. 

People see hundreds, more likely thousands, of posts daily. After all, the average person spends around 2.5 hours on social media each day. We are creatures of habit and identify patterns. When the same logo or banner pops up multiple times, most people get curious and check out the site that seems to appear in their feed at least once a day. 

There are a few specific things you’ll want to check during your Facebook audit as it pertains to branding:

  • Imagery – Do banners and profile pictures match across multiple platforms?
  • Colors – Are the colors distinct and recognizable?
  • Fonts – Do your graphics have a memorable font or style?
  • Voice – Are you using the same brand voice in your posts, articles, and images?
Keyhole Twitter Homepage

In the image above, you can see how Keyhole uses consistent branding on Facebook, X (formally Twitter), and other social media sites. This is in place so users will instantly recognize the brand by the logo design as the giant keyhole in bright yellow color. 

If you want to ensure your next audit goes smoothly, create a style guide as you go so the next person on your team will know what’s expected in terms of presentation and 
Focusing on consistent branding enhances consumer awareness and engagement while creating a professional, approachable image for your brand.

3. Monitor your content

Now that you’ve audited your profile and branding, it’s time to review your content. Here are a few things to keep in mind:

  • How often are you posting? Post frequency and timing can have a significant impact on engagement rate. You should share posts regularly for the best results, but not so often that they become spammy. 
  • Does your target audience like your content? Have you noticed a dip in likes and comments? If so, it may be because you’re no longer in tune with the goals and needs of your audience. 
  • Are you diversifying your content marketing strategy? People love different types of content. Blog posts, videos, images, and even audio all have their own audiences. If you’re not diversifying your content, you’re missing out on countless opportunities to connect with prospects. 

The Keyhole Facebook Analytics tool can help you quickly and easily uncover this information. Keyhole can help you pinpoint the best times to share content, what type of content attracts people to your page, how much traction you’ve seen over a set period, and much more. 

Here’s a sample of the tool in action:

Screenshot showing Keyhole’s Facebook Analytics tool for Audi USA

4. Review your paid ads 

The next step in the Facebook audit process is to review your paid ads, also called sponsored posts. Paid ads are how many people reach their target audience and improve sales. 

Let’s look at a sponsored post from Blue Bottle Coffee so you can see for yourself:

Blue Bottle Coffee Paid Facebook Ad

The point of this ad is to connect with their audience – coffee lovers. But the thing is, they sell a ton of different types of coffee. After a year of adding products, they may need to adjust their Facebook ad audience so the right products are being marketed to the right people.

For instance, it wouldn’t make sense to offer cold brew to someone who has never looked at cold brew coffee, nor have they mentioned it on Facebook. 

Auditing this section of your account will ensure you’re not paying for ads that are outdated or irrelevant to your audience, which means a better chance for engagement.

I highly recommend using Facebook’s Ad Manager so you can track ad performance. We use this tool to determine what topics or products matter to our audience, which helps us create click-worthy Facebook ads. 

5. Track influencer and affiliate partnerships

Influencer and affiliate marketing is bigger and more lucrative than ever before. It’s estimated that businesses with strong connections make between 15-30% of their revenue from these partnerships. 

Celebrities from movies, music, and the internet promote all types of products to their audiences. The post below by Chrissy Teigen for Blue Apron is an excellent example of how influencer relationships can help businesses grow. 

Blue Apron Influencer Ad Featuring Chrissy Teigen

There are three main points to consider when auditing this part of your profile: 

1. How is each partner doing? Not all affiliate/influencer partnerships will work out. An audit will help you determine who is exceeding their goals and who needs help. If you notice someone consistently underperforming, it may be time to end the agreement. 

2. Are influencers and affiliates properly representing your brand? I like to review what our partners are saying about our products or services. If we notice something incorrect or off-brand, we can check in and get everyone back on the same page. 

3. Do customers know who works with your brand? A poll can help determine how many people know that partnerships exist. You can also learn what people think of these collaborations, which can help you plan for future campaigns. 

Reviewing this part of your profile is essential to maintaining strong relationships with influencers and affiliate partners in your industry. It will also help you connect with your target audience by helping you identify the best people to work with in the future.

6. Audit your Facebook goals versus progress

Finally, it’s crucial to audit your goals versus your progress. We all want to know what we got right and where we can improve. But it’s difficult to tell where you stand if you don’t regularly compare the concrete data of your Facebook analytics to your goals.

I recommend using your audit to compare key performance indicators, like new followers, clicks, and comments versus expectations. It’s also important to look at data internally, for instance how many posts you planned on publishing compared to how many you actually managed to share. 

Everyone’s long-term goals and strategies are a little different, so it’s very important to establish your own rules and guidelines around your KPIs so you can make the most out of each audit. 


Conducting Facebook audits at regular intervals is a vital part of maintaining a successful social media presence. By regularly reviewing your content, engagement, and goals, you’ll find it’s much easier to identify areas where you can improve and make sure you maximize the ROI of your Facebook marketing efforts. 

If you’re ready to take the next step and want to keep things simple, start your free Keyhole trial today so you can easily monitor your analytics and make the best choices for your Facebook account based on actionable data and insights. 

Author Bio

Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.

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Frequently Asked Questions

1. In simple terms, what is a Facebook Audit?

A Facebook audit is the process of reviewing your account and optimizing it based on data and user feedback. The goal is to create a better experience for your audience by keeping things relevant and streamlined.

2. How should I start my first Facebook audit?

You should start your first Facebook audit by ensuring your profile data is complete and up to date. It’s also helpful to have the right tools for pulling and analyzing data. The Facebook Analytics tool by Keyhole is a great place to start.

3. What are the most common roadblocks when conducting a Facebook audit?

Common roadblocks include not knowing where to start, not having the right tools, and having trouble understanding data. Tackle these issues one at a time and you’ll have a better chance of success.

4. How often should I conduct an in-depth Facebook audit?

We recommend doing an in-depth Facebook audit once per quarter. This time frame will give you time to gather data, engage with your audience, and make better decisions when it’s time to audit your account.

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