Ads Audit.

A free audit: which ads to kill, which to fund, and what the move is worth.

No call attached. Results land by email. Run by Michael Berliner, who led product growth at MasterClass and built product-led growth at Calm.

A performance audit of your Meta ads, run from one CSV you export yourself. No account access, no system-user token, no Business Manager permission. You export once and send the file.

We tier every ad against your own blended cost per result, size the money currently buying at a losing rate, and hand you the budget moves in the order they should run. The math is deterministic, so the numbers are yours rather than an estimate of yours.

Two things it refuses to do. It will not rate an ad that has not bought enough data to judge, and if your conversion event does not match the export it stops rather than auditing what looks like a dead account.

What you get back

Every ad tiered against your own blended cost per result, with the read floor stated
The prioritized moves, split into budget, creative, and measurement
Your recoverable spend, sized
A next-sprint creative brief and the full ad table in the appendix

It starts the moment you submit. Results usually land in your inbox within a couple of hours.

What it looks like

SampleSynthetic Test Retailer· fictional sample, built to show the format

Synthetic test fixture. Every figure below comes from invented data, used to illustrate the format.

Your budget is the problem, not your creative: the $3,877 sitting in your worst three ads buys purchases at $24.39 against a proven $7.88, and moving it to your best two ads buys up to 333 more purchases from the same money. Across the seven ads that can be read this month the separator is angle rather than format, inferred from the ad names: the two named for a customer's result are your cheapest, the three named for what the product does are your most expensive, and the two named for the brand sit in between. Move the budget now on cost per purchase alone, and confirm the angle read against what the ads actually show before you brief creative on it.

Tier breakdown (excerpt)

Tier	Ads	Spend	Cost per purchase
Best	2	$3,932.40	$7.88
Average	2	$5,663.77	$9.60
Worst	3	$3,877.31	$24.39
Inconclusive	2	$893.20	not readable

No creative files were supplied, so this is a performance and spend-efficiency audit: it says what won, what it cost, and where the money should go, not why a given ad won. Where it groups ads by angle, that grouping is read off the ad names rather than the creative, and it is marked as such everywhere it is used. Two ads carrying 6.2% of spend sit below the read floor or returned no countable purchases, and the audit concludes on neither.

Request yours

Everything below is what the audit actually needs to run. Nothing extra.

Your ad-level export

The audit runs on one CSV. In Ads Manager, open the Ads tab (not Campaigns, not Ad Sets), set your date range, then Reports > Export table data as CSV. Do not rename or reformat the columns; send it exactly as Ads Manager wrote it. Attach it in the upload below.

I can produce that export and will send itI need a hand producing it

Your primary conversion event, spelled exactly as it appears in the exportCheck the "Result indicator" column. This is the most dangerous field here: a misspelled event does not error, it reads every ad as zero conversions. We stop the run rather than audit a dead account, so an exact string saves a round trip.Reporting windowStart and end date, matching the export's date range. Without it every rate in the audit is uninterpretable.Currency of the exportUS dollars. The audit reads spend in USD, so export from a USD ad account.Category / verticalBe specific. It selects which acquisition-cost row is even comparable to yours.

Access model

The biggest single swing. A gated free tier with an early paywall is still freemium.

Hard paywall (no free path)Freemium / soft (a free path exists)

Is the AI the product?

Not whether you use AI — nearly every app does now. We mean whether the AI is the thing being sold. AI-native apps start trials at about half the rate, so they get their own column, and an app with an AI feature in it does not belong there.

Yes — the AI is the product. Take it out and there is nothing to sellNo — AI is a feature, or there is none

Where do most of your subscribers convert?

Pick the one that carries the revenue. iOS converts about 3x Google Play, and there is no blended benchmark to read, so “both” would just hide the gap. Being on both stores is the normal case and does not change the answer.

iOSGoogle Play

The one outcome this audit should pay offIn your terms. It becomes the spine of the audit, and every judgment call gets decided against it.Your nameWhere should we send the results?

Your ad-level CSV exportYour Ads Manager export, broken out by individual ad, as a CSV. This is the one thing the audit can't run without. Export at the ad level -- a campaign or ad-set export can't be read at the creative level. Creative files are welcome too: they add the teardown of why the winners won.

We only use your email to send your results and to ask a follow-up question if the audit needs one. No list, no sharing. Anything you upload is stored privately, used for your audit, and deleted on a schedule.