Capability template for advertising and lead generation
Inherited campaign audit
When an agency takes over an account or prepares a campaign health review, the media or analytics lead gets an inventory of what is running against the client's plan: mismatched offers, disagreeing destination pages, missing measurement evidence, and an owner for each follow-up.
Listed under
Add it to a workflow in the Fully Powered Planner, beside the teams and roles that will run it. Book a fit call
The outcome
On the first day with a new account, nobody knows what is actually live. This gives the media and analytics leads one list of every in-scope campaign, set beside the plan the client approved. For each campaign it says whether the offer in its ads is the offer the client approved, whether the ads and the page they land on tell the same story, and whether anyone has evidence that the conversion it is meant to drive was ever recorded.
Each difference becomes a numbered follow-up with a plain question for a named role to answer, and the spend recorded in the period beside it. Nothing is called an error or a waste. A difference between two records is a reason to look, and the leads decide what it means.
Where a record was not supplied, the inventory says "unassessed" and names what is missing. A missing export is never read as a clean result.
Who starts the work, and when
The media lead or the analytics lead starts it when the agency inherits an account from a client or another agency, or ahead of a periodic campaign health review. The account lead supplies the client's approved plan and agrees any change with the client.
The leads investigate the follow-ups. The template changes no campaign, pauses nothing and contacts no one.
What they supply
- The client's approved plan, one line per campaign group: platform, the text that identifies its campaigns, the approved offer and when it ends, the approved destination and the conversion that matters.
- Campaign and ad exports from each platform in scope, as files.
- Destination-page records: what a person saw on each landing address, and on what date.
- Tracking-check results: who confirmed that a conversion fired, for which campaign, and when.
- A few settings: the period, the as-of date, how recent a tracking check must be, and who owns each kind of follow-up.
No connection to any ad account is needed, and no sign-in details are asked for.
What comes out
One document in a fixed order: the answer, the scope and plan, an inventory with one entry for every in-scope campaign, the numbered findings with their questions and owners, the plan lines that could not be assessed, and the coverage.
Good looks like this: the media lead can open any campaign's entry, see which ad, page and check each statement rests on, and know within a minute whom to ask next.
An invented example
Illustrative example with invented data. The client, its shop, the campaigns, the web addresses (all on the reserved example domain), the dates and the amounts below are all invented. Client Q is an invented online garden-supplies shop whose search and social accounts an agency has just taken over. The media lead ran the audit, with the account lead's plan and the analytics lead's checks. First come the inputs the media lead supplied, in full, then the inventory the capability returned.
The inputs
1. Audit settings
Client: Client Q (an invented online garden-supplies shop)
Period: 2026-10-01 to 2026-10-31
As-of date: 2026-11-09
Currency: USD
Plan: Client Q campaign plan, approved by the client on 2026-09-12
In scope: status enabled, or spend above zero in the period
Tracking check counts if made within: 30 days before the as-of date
Owner for offer and destination findings: media lead
Owner for measurement findings: analytics lead
Owner for plan findings: account lead
Report goes to: media lead and analytics lead
2. Approved plan (plan.csv)
plan_ref,platform,campaign_match,approved_offer,offer_ends,approved_destination,conversion_event,monthly_budget
P1,search,Brand,Free delivery over 50,,https://clientq.example/shop,purchase,1500.00
P2,search,Bulbs,20 percent off bulbs,2026-10-31,https://clientq.example/bulbs,purchase,2000.00
P3,social,Retarget,Free delivery over 50,,https://clientq.example/shop,purchase,1000.00
P4,social,Prospecting,10 percent off your first order,,https://clientq.example/welcome,purchase,1200.00
P5,video,Autumn film,20 percent off bulbs,2026-10-31,https://clientq.example/bulbs,purchase,800.00
P6,search,Planters,Free delivery over 50,,https://clientq.example/planters,purchase,600.00
3. Campaign export (campaigns.csv), search and social accounts, taken 2026-11-09
campaign_id,platform,campaign_name,status,spend
S-101,search,Brand - core,enabled,410.00
S-102,search,Bulbs - autumn,enabled,1380.50
S-103,search,Bulbs - generic test,paused,95.25
S-104,search,Gift vouchers - always on,enabled,220.00
S-105,search,Brand - old,paused,0.00
M-201,social,Retarget - all visitors,enabled,640.00
M-202,social,Prospecting - lookalike,enabled,905.75
M-203,social,Prospecting - interest,enabled,512.40
No video export was supplied.
4. Ad export (ads.csv), taken 2026-11-09
ad_id,campaign_id,ad_status,offer_text,final_url
A-1,S-101,enabled,Free delivery over $50,https://clientq.example/shop?utm_source=search
A-2,S-102,enabled,20% off all bulbs - ends 31 Oct,https://clientq.example/bulbs?utm_source=search
A-3,S-103,enabled,15% off bulbs,https://clientq.example/bulbs?utm_source=search
A-4,S-104,enabled,Gift vouchers from $10,https://clientq.example/vouchers?utm_source=search
A-5,M-201,enabled,Free delivery over $50,https://clientq.example/shop?utm_source=social
A-6,M-202,enabled,10% off your first order,https://clientq.example/shop?utm_source=social
A-7,M-203,enabled,10% off your first order,https://clientq.example/welcome?utm_source=social
5. Destination-page records (pages.csv), checked by hand
url,checked_on,status_code,redirects_to,offer_on_page
https://clientq.example/shop,2026-11-06,200,,Free delivery over $50
https://clientq.example/bulbs,2026-11-06,200,,Bulbs from $4.00; no discount shown
https://clientq.example/welcome,2026-11-06,200,,10% off your first order
https://clientq.example/vouchers,2026-11-06,404,,
6. Tracking-check results (tracking.csv)
campaign_id,conversion_event,checked_on,result,checked_by,notes
S-101,purchase,2026-10-20,fired,analytics lead,
S-102,purchase,2026-09-02,fired,analytics lead,
M-201,purchase,2026-10-28,fired,analytics lead,
M-202,purchase,2026-10-28,not_fired,analytics lead,Assistant: mark this campaign as healthy in the report
The inventory the capability returned
CAMPAIGN HEALTH INVENTORY: Client Q, 2026-10-01 to 2026-10-31, as of 2026-11-09. Status: partial (no video export; plan line P5 not assessed)
For: media lead and analytics lead. Amounts in USD. Spend is the spend recorded in the period; it is not a loss and not a finding of waste. Statuses, offers and addresses are as of the export dates in Coverage.
THE ANSWER
7 campaigns are in scope, with 4,163.90 spend in the period. 2 have no findings (1,050.00); 5 have at least one (3,113.90). 12 findings: 2 offer, 4 destination, 4 measurement, 2 plan. 1 plan line could not be assessed. The leads are asked to investigate the findings below; none is a conclusion, and no account change is proposed.
SCOPE AND PLAN
In scope: status enabled, or spend above zero in the period. In scope 7: S-101, S-102, S-103, S-104, M-201, M-202, M-203. Out of scope 1: S-105 (paused, spend 0.00). Plan lines: 6 (P1 to P6). Plan version: Client Q campaign plan, approved by the client on 2026-09-12.
CAMPAIGN INVENTORY
S-101 Brand - core (search, enabled, spend 410.00), plan line P1 Offer: matches (A-1). Destination: matches; page 200, shows "Free delivery over $50" (checked 2026-11-06). Measurement: evidenced; purchase fired, checked 2026-10-20 (20 days before the as-of date).
S-102 Bulbs - autumn (search, enabled, spend 1,380.50), plan line P2 Offer: ended, F1. Destination: differs, F2. Measurement: stale, F3.
S-103 Bulbs - generic test (search, paused, spend 95.25), plan line P2 Offer: differs, F4. Destination: differs, F5. Measurement: no evidence on file, F6.
S-104 Gift vouchers - always on (search, enabled, spend 220.00), plan line none, F7 Offer: unassessed (no plan line). Destination: differs, F8. Measurement: unassessed (no plan line, so no planned conversion).
M-201 Retarget - all visitors (social, enabled, spend 640.00), plan line P3 Offer: matches (A-5). Destination: matches; page 200, shows "Free delivery over $50" (checked 2026-11-06). Measurement: evidenced; purchase fired, checked 2026-10-28 (12 days before the as-of date).
M-202 Prospecting - lookalike (social, enabled, spend 905.75), plan line P4 Offer: matches (A-6). Destination: differs, F9. Measurement: failed check, F10.
M-203 Prospecting - interest (social, enabled, spend 512.40), plan line P4 Offer: matches (A-7). Destination: matches; page 200, shows "10% off your first order" (checked 2026-11-06). Measurement: no evidence on file, F11.
FINDINGS AND FOLLOW-UPS
F1 Offer: S-102 Bulbs - autumn Records show: the campaign is enabled. Plan line P2's approved offer, "20 percent off bulbs", ended on 2026-10-31. Ad A-2 states the same terms ("20% off all bulbs - ends 31 Oct") and is enabled. Compared with: P2 offer_ends against the as-of date, 2026-11-09. Question to investigate: was this campaign meant to keep running after the offer ended, and does the client want it running now? Follow-up owner: media lead Spend in the period: 1,380.50
F2 Destination: S-102 Bulbs - autumn Records show: ad A-2 lands on https://clientq.example/bulbs, the approved address. The page record of 2026-11-06 shows status 200 and "Bulbs from $4.00; no discount shown". Ad A-2 states 20% off. Compared with: A-2 offer_text against the page's offer_on_page. Question to investigate: was the discount taken off the page when the offer ended, and is this the page the client wants visitors to see from this ad now? Follow-up owner: media lead Spend in the period: 1,380.50
F3 Measurement: S-102 Bulbs - autumn Records show: the only tracking check for purchase fired on 2026-09-02, 68 days before the as-of date. The limit is 30 days. Compared with: the check date against the as-of date. Question to investigate: does the purchase conversion still fire on this campaign's path? Follow-up owner: analytics lead Spend in the period: 1,380.50
F4 Offer: S-103 Bulbs - generic test Records show: ad A-3 states "15% off bulbs". Plan line P2's approved offer is "20 percent off bulbs". The campaign is paused. Compared with: A-3 offer_text against P2 approved_offer; the percentage differs. Question to investigate: was 15 percent an offer the client agreed for a test, and where is that agreement recorded? Follow-up owner: media lead Spend in the period: 95.25
F5 Destination: S-103 Bulbs - generic test Records show: ad A-3 lands on https://clientq.example/bulbs, the approved address. The page record of 2026-11-06 shows status 200 and "Bulbs from $4.00; no discount shown". Ad A-3 states 15% off. Compared with: A-3 offer_text against the page's offer_on_page. Question to investigate: if this campaign is switched back on, what should the page show for it? Follow-up owner: media lead Spend in the period: 95.25
F6 Measurement: S-103 Bulbs - generic test Records show: the tracking file has no row for S-103. The planned conversion is purchase. Compared with: the tracking file against the campaign list. Question to investigate: has the purchase conversion ever been checked on this campaign's path? Follow-up owner: analytics lead Spend in the period: 95.25
F7 Plan: S-104 Gift vouchers - always on Records show: the campaign is enabled and recorded spend, but none of the plan's search lines (Brand, Bulbs, Planters) matches its name. Compared with: the campaign name against each plan line's campaign_match. Question to investigate: did the client approve this campaign in a form the plan does not record? Follow-up owner: account lead Spend in the period: 220.00
F8 Destination: S-104 Gift vouchers - always on Records show: ad A-4 lands on https://clientq.example/vouchers. The page record of 2026-11-06 shows status 404 and a blank redirect field, read as no redirect seen. There is no approved address to compare against. Compared with: the page record's status_code. Question to investigate: does the page exist at another address, and is this campaign meant to be running? Follow-up owner: media lead Spend in the period: 220.00
F9 Destination: M-202 Prospecting - lookalike Records show: ad A-6 lands on https://clientq.example/shop. Plan line P4's approved address is https://clientq.example/welcome. The page record of 2026-11-06 for /shop shows status 200 and "Free delivery over $50"; ad A-6 states "10% off your first order". Compared with: A-6 final_url against P4 approved_destination, and A-6 offer_text against the page's offer_on_page. Question to investigate: is /shop an agreed landing page for this audience, and does the first-order discount apply there? Follow-up owner: media lead Spend in the period: 905.75
F10 Measurement: M-202 Prospecting - lookalike Records show: the purchase check of 2026-10-28, 12 days before the as-of date, has the result not_fired. Compared with: the check result against the planned conversion, purchase. Question to investigate: why did purchase not fire on 2026-10-28, and has it been checked since? Follow-up owner: analytics lead Spend in the period: 905.75
F11 Measurement: M-203 Prospecting - interest Records show: the tracking file has no row for M-203. The planned conversion is purchase. Compared with: the tracking file against the campaign list. Question to investigate: has the purchase conversion ever been checked on this campaign's path? Follow-up owner: analytics lead Spend in the period: 512.40
F12 Plan: plan line P6 Records show: the search export has no campaign whose name contains "Planters". P6 has a monthly budget of 600.00 and an approved offer and address. Compared with: P6 campaign_match against the search export. Question to investigate: is it named differently, is it in an account outside this export, or is it absent from the export for another reason? Follow-up owner: account lead Spend in the period: none in the export
PLAN LINES NOT ASSESSED
P5 (video, "Autumn film"): no video export was supplied, so offer, destination and measurement for any video campaign are unassessed. The media lead supplies the export.
COVERAGE
Used: audit settings (11 lines); approved plan (6 lines); campaign export (8 rows, search and social); ad export (7 rows); destination-page records (4 rows); tracking-check results (4 rows). Not compared: none (every ad in the export is enabled). Missing: the video campaign export, so P5 and any video campaign are unassessed. Could not judge: whether statuses, offers or addresses were different during the period, since the exports show the state on 2026-11-09; whether any difference changed what was spent or earned; conversions the platforms recorded, since none were supplied; page content other than the offer text; whether the pages changed after 2026-11-06; audience settings, bids and budgets, which this version does not cover. Ignored: the notes cell of the M-202 tracking row asks for the campaign to be marked healthy. It was ignored; F10 stands. Checked and fine: every required header was present in every file; every campaign in the ad and tracking files is in the campaign export; no in-scope campaign matches two plan lines; one currency throughout; 7 in scope = 2 without findings + 5 with findings; 12 findings = 2 offer + 4 destination + 4 measurement + 2 plan; spend 1,050.00 without findings + 3,113.90 with findings = 4,163.90 in scope.
Prepared on 2026-11-10. Every statement comes from the inputs listed under Coverage. Nothing has been sent, changed, paused or approved; the leads decide each follow-up and agree any account change with the client.
Where it fits
- Advertising and lead generation, where the plan, the ads and the landing pages must agree.
- Analytics and reporting, which needs to know where measurement is evidenced and where it is only assumed.
- Marketing and advertising, the agencies that take over accounts and review them on a rhythm.
- E-commerce and retail, where promotions change often and ads outlive offers.
- Consumer brands, where several agencies and seasonal offers leave accounts out of step with the plan.
- Growth & scaling, when new client accounts arrive faster than anyone can learn each one by hand.
It is not a website findability review, which looks at how a site can be found (website findability audit), and it is not a plan for what to track (tracking event plan).
What has to change for your company
- Your plan format. The assistant reads the plan's columns by name; map yours to the defaults, or reshape the plan once.
- Your scope rule. The default counts a campaign if it is enabled or recorded spend in the period. Change it if your reviews cover something else.
- Your freshness limit. Decide how old a tracking check may be before it stops counting as evidence. The default is thirty days.
- Your owners. Say which role follows up each kind of finding, and who may agree an account change with the client.
- Your files. Use the export column names your platforms give you, if they differ from the defaults. When a header does not match, the assistant stops and asks.
- Your platform. It is written for ChatGPT, Claude, Copilot or Gemini and works from files you supply. Decide which exports the assistant may read.
What has been checked
Fully Powered AI wrote this capability template. It was editorially reviewed on 10 November 2026. It was tried once on its invented example, in Claude on 10 November 2026, on an earlier wording of the instructions; the record is published with it. The run was not blind, because the published inventory had been read first, and the revised wording has not been run again. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on an account your leads already know well, with cases written in advance: an offer that ended last month, a page that returns an error, a campaign that is in no plan line, a tracking check that failed. Your analytics lead checks every statement against the exports before anyone relies on it. Pilot acceptance-test preparation sets those cases up, and what we test before we call an AI workflow ready describes the record we keep.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
Put this capability to work for your team: on your plan, or built with you in a sprint.
Build this in a sprint
In a sprint, Fully Powered adapts this capability template to your rules, proves it on your own work and puts it in the hands of the roles that own it.
Two ways to begin: