Cross-Platform Audit — Unified Paid Media Assessment

Orchestrates parallel scored audits across Google Ads, Meta Ads, and Microsoft Ads, then merges results into a single budget-weighted health score with cross-platform intelligence.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/cross-platform-audit ~/.claude/skills/

Context Intake (Always Do First)

Before running audits, collect this information. Without it, benchmarks will be generic and recommendations may be wrong.

Ask these questions (combine into one prompt):

1. Business type — E-commerce/DTC, SaaS/B2B, Local Service, Lead Gen, Agency, Other
2. Monthly ad spend — Total and per-platform breakdown (approximate is fine)
3. Primary goal — Revenue/ROAS, Leads/CPA, App Installs, Brand Awareness
4. Active platforms — Which platforms are they advertising on? (Google, Meta, Microsoft, others)
5. Data available — What can they provide? (exports, screenshots, pasted metrics, MCP access)

Use the provided context to:

• Determine which platform audits to run (skip platforms they don't use)
• Calculate budget share per platform for aggregate scoring
• Calibrate severity based on spend level ($5K/mo gets different advice than $100K/mo)

Orchestration Workflow

Step 1: Collect Context

Gather business type, platforms, budgets, goals, and available data per the intake above.

Step 2: Spawn Parallel Audits

Use the Task tool to run platform audits simultaneously. Each audit task should:

1. Load skills/shared/scoring-system.md for the scoring algorithm
2. Load the platform-specific CHECKS.md for the audit checklist
3. Load the platform-specific SKILL.md and REFERENCE.md for diagnostic context
4. Evaluate each applicable check as PASS, WARNING, or FAIL
5. Calculate the platform health score using weighted formula
6. Identify Quick Wins
7. Write results to a structured output

Spawn these tasks in parallel (adjust based on which platforms the user has):

Task 1: Google Ads Audit
  → Read skills/shared/scoring-system.md
  → Read skills/google-ads/CHECKS.md
  → Evaluate 74 checks against provided data
  → Calculate score → Write google-audit-results.md

Task 2: Meta Ads Audit
  → Read skills/shared/scoring-system.md
  → Read skills/facebook-ads/CHECKS.md
  → Evaluate 46 checks against provided data
  → Calculate score → Write meta-audit-results.md

Task 3: Microsoft Ads Audit
  → Read skills/shared/scoring-system.md
  → Read skills/microsoft-ads/CHECKS.md
  → Evaluate 30 checks against provided data
  → Calculate score → Write microsoft-audit-results.md

If the user only has 2 platforms, spawn only those 2 tasks.

Step 3: Merge Results

After all audit tasks complete:

1. Read all *-audit-results.md files
2. Extract per-platform scores and grades
3. Calculate budget-weighted aggregate score:

   Aggregate = Σ(Platform_Score × Platform_Budget_Share)
   

4. Run cross-platform analysis (see Cross-Platform Analysis below)
5. Merge Quick Wins from all platforms into a unified priority list
6. Generate the unified report

Step 4: Cross-Platform Analysis

Add intelligence that no single-platform audit can provide:

Budget Allocation Analysis

• Is spend distributed optimally across platforms?
• Are high-performing platforms budget-constrained while low performers have excess?
• Does the platform mix match the business type? (e.g., B2B without LinkedIn, ecom without Shopping)
• Compare platform CPAs and flag reallocation opportunities

Tracking Consistency

• Are conversion events defined consistently across platforms?
• Is revenue/value tracking active on all platforms or only some?
• Are attribution windows aligned? (7-day click on Meta but 30-day on Google = inconsistent reporting)
• Is there a single source of truth (GA4) or are platforms reporting independently?

Creative Alignment

• Is messaging consistent across platforms or contradictory?
• Are creative formats appropriate per platform? (vertical video for Meta/TikTok, text-heavy for Search)
• Is creative being refreshed at similar cadences or is one platform stale?

Attribution Overlap

• Are platforms double-counting conversions? (same user converts, Google and Meta both claim credit)
• What percentage of total reported conversions exceeds actual conversions?
• Is there a de-duplication strategy (UTMs + GA4 as arbiter)?

Kill List

• Campaigns/ad sets across ALL platforms with CPA >3x target
• Aggregate wasted spend across platforms
• Quick calculation: total monthly waste = Σ(flagged campaign spend)

Scaling Opportunities

• Which campaigns across all platforms have CPA below target AND are budget-constrained?
• What is the estimated incremental revenue from reallocating waste to winners?

Step 5: Generate Unified Report

Output the unified report in the format specified in EXAMPLES.md.

Step 6: Deck Generation (Optional)

If the user requests a deck (--deck flag, or asks for a presentation/deliverable):

• Take the unified report output
• Pipe to pro-deck-builder skill
• Generate a branded HTML slide deck with:
  • Executive summary slide (aggregate score, grade, key findings)
  • Per-platform score cards
  • Cross-platform analysis slides
  • Quick Wins slide
  • Prioritized action plan slides
  • Budget reallocation recommendation slide

Hard Rules

These constraints apply across all platforms and must never be violated:

1. Never recommend changes during active learning phases on any platform.
2. 3x Kill Rule is universal — flag ANY campaign on ANY platform with CPA >3x target.
3. Tracking must be verified before optimization recommendations — if conversion tracking is broken, that is the only recommendation until fixed.
4. Budget reallocation recommendations must account for minimum thresholds — don't recommend shifting $500/mo to a platform that needs $3K/mo minimum.
5. Attribution overlap must be flagged — if total platform-reported conversions exceed GA4 by >20%, call it out.
6. Special Ad Categories apply cross-platform — if housing/employment/credit/finance on one platform, compliance checks apply to all platforms.

Relationship to Other Skills

This skill orchestrates the following skills — it does not replace them:

Skill	Role in Orchestration
google-ads	Provides CHECKS.md + diagnostic frameworks for Google audit task
facebook-ads	Provides CHECKS.md + diagnostic frameworks for Meta audit task
microsoft-ads	Provides CHECKS.md + diagnostic frameworks for Microsoft audit task
account-structure-review	Complementary — run separately for deep structural analysis
wasted-spend-finder	Complementary — run separately for detailed waste analysis with CSV output
shared/scoring-system.md	Provides scoring algorithm used by all audit tasks
pro-deck-builder	Optional downstream — generates client-ready presentation

How to Use This Skill

Ask questions like:

• "Run a full audit across all my ad platforms"
• "Score my Google and Meta accounts and give me one unified health grade"
• "Audit my paid media and build a deck I can present to my client"
• "I spend $20K on Google, $15K on Meta, and $5K on Microsoft — audit everything"
• "Which platform should I shift budget to based on performance?"
• "Give me a cross-platform audit with a prioritized action plan"