Overview
A Media Audit answers a specific question: "How much of your ad spend is actually working?" Where a standard assessment looks broadly at marketing stack health, the Media Audit zeroes in on the five dimensions that directly affect media performance. The output is a report that connects tracking and tech findings to real dollar impact on campaigns.
This is the right deliverable when a client has doubts about their agency, when a new platform rollout needs a health check, or when ad spend is increasing and leadership wants accountability on where the money goes. The 30-plus built-in templates give you a head start on common findings across every dimension.
Create a Media Audit
Open Score > Assessments and click Add Assessment. Select Media Audit as the type. This commits the assessment to the 5-dimension Media Audit schema and swaps in the Media Audit report template, which is distinct from the Quick and Full assessment layouts.
Name the audit after the client and time window (for example, "Acme Q2 Media Audit"). You can't change the type later without cloning, so confirm the client is expecting a Media Audit specifically rather than a general assessment.
Evaluate the 5 dimensions
Media Audits assess exactly five dimensions. Conversion Health asks whether conversion tracking is accurate and complete across platforms. Campaign Efficiency evaluates whether campaigns are structured and performing to the available benchmarks. Landing Page Alignment checks whether landing pages deliver on the ad's promise and whether page performance is killing conversion rate. Bidding and Signals looks at bid strategies, conversion signals sent to platforms, and whether enhanced conversions or CAPI are configured. Attribution and Reporting examines whether reporting attribution windows, dedup keys, and cross-platform reconciliation are trustworthy.
For each dimension, log findings with severity and recommendations. The Media Audit template library has 30-plus pre-built finding templates across the five dimensions covering the most common issues (missing CAPI on Meta, broken enhanced conversions on Google Ads, landing page CWV failures, attribution window mismatches, and so on). Start from templates and customize per client rather than writing every finding from scratch.
Add spend summary
Enter the client's advertising spend data for the audit period. The spend summary tracks total spend per platform plus efficiency metrics like CPA, ROAS, and waste estimates tied to the findings. This is what turns a findings list into a dollar-denominated report.
Accurate spend data matters. Pull straight from the ad platforms' reporting rather than estimating, and make sure the time windows match across platforms. A Media Audit that says "your tracking issues cost you $X" needs the spend numbers to be defensible when the client asks where X came from.
Add executive summary
Write rich executive summary sections at the top of the report. Use green highlight boxes for positive findings (things that are working well and should be protected) and red highlight boxes for warnings (issues demanding immediate attention). These boxes are what busy executives will actually read, so the message needs to land in two sentences.
The executive summary is your chance to synthesize. Don't just restate findings. Connect the dots: "CAPI is missing on Meta and landing page CWV is failing, which together likely costs 15-20% of the Meta budget in untracked or under-performing conversions."
Generate report
Publish the audit to generate a shareable report. The Media Audit report includes the five-dimension scores, all findings with severity, the spend summary, the executive summary with highlight boxes, and the remediation recommendations. Password-protect it if the spend data is sensitive (it usually is).
Preview the report before publishing. The preview renders exactly what the client sees, which is the best moment to catch typos, missing findings, or a dimension that's over- or under-scored relative to the findings you logged.
The template library covers 30-plus common Media Audit scenarios across the five dimensions; start there and customize per client rather than writing findings from scratch. The spend summary is what converts technical findings into dollar impact, so make sure spend numbers match the source platforms exactly. Dimension scores auto-calculate from the individual findings, and you can preview the final report before publishing so there are no surprises when the client opens it.
Troubleshooting
Dimension score doesn't match the findings logged
The score auto-calculates from the individual findings plus any manual override. If you see a mismatch, check whether you manually set the dimension score somewhere and then added more findings; the override sticks until you reset it. Clear the override and the score recalculates from the current findings.
Spend summary numbers look off
Make sure the time window on the spend summary matches the audit period you're reporting on, and that currency and timezone line up with the platforms you pulled from. A 28-day Meta report in UTC compared against a monthly Google Ads report in the client's local timezone will produce nonsense totals.
Report preview missing a dimension
A dimension with zero findings and no score still renders in the report as a dimension that scored top marks. If you haven't evaluated a dimension, log at least one finding (even a Low one noting "reviewed, nothing to flag") so the report explicitly communicates you looked at it.