We get asked this before almost every first call, so it’s worth writing down properly rather than repeating it each time. The free audit needs three things from you, and each one exists to rule out a specific way audits go wrong.
1. Access to your ad accounts and analytics
Not a screenshot, not a summary you typed up — actual access. The reason is simple: platform-reported numbers and what a founder believes about their own account frequently disagree, and the disagreement itself is often the finding. We’ve opened accounts where the dashboard said one thing and the structure underneath said another. You can’t audit a description of an account; you have to audit the account.
2. Twelve months of sales data
Ad platforms report in their own units — impressions, clicks, platform-attributed conversions. None of that tells you what actually landed in the bank. Twelve months matters specifically because most consumer categories have a purchase cycle or a seasonal pattern that three months won’t reveal — judging an account in a week of data is one of the myths we hear most often, and it’s wrong for the same reason.
3. An honest number for what a customer is worth to you
This is the one people find hardest to give straight, and it’s also the most important. Without a real customer lifetime value — not a hopeful one — there’s no way to say whether a given CAC is actually a problem or actually fine. A ₹1,500 acquisition cost is a disaster for a ₹2,000 one-time purchase and a non-issue for a subscription business with a ₹40,000 lifetime value. If you genuinely don’t know this number yet, say so — working it out honestly is often the first real thing the audit does for you.
What we do with all of this
The audit itself runs about a week: structure, overlap, creative fatigue, tracking integrity, and where the reported numbers and the real numbers diverge. You get it in writing, not a deck — a written summary is something you can act on without sitting through forty slides again.
If you’re an Indian FMCG or D2C brand and want to start, get in touch and we’ll tell you honestly whether the audit is likely to be useful before you send anything over.