Internal  ·  Platform Operations

Always-On
Platform Health

A structured, three-layer audit system that operates at onboarding, weekly, and daily cadence across Paid Social, Paid Search, and CRM.

Section 01
Problem & Vision

By moving toward an always-on audit system that operates across three layers: onboarding, weekly validation, and daily monitoring. The goal is to ensure every account is structurally sound, performance-ready, and continuously monitored without relying on manual checks or reactive discovery.

Each audit answers three questions: Is the account structurally sound. Are there risks that could impact performance. What actions are being taken.

Section 02
Three Audit Layers

Each layer operates at a distinct cadence and serves a distinct purpose in maintaining account integrity.

Layer 1
Onboarding Audit
  • Access and permissions
  • Tracking integrity
  • Pixel and conversion setup
  • Product feed health
  • Audience structure
  • Campaign architecture
  • Attribution settings
  • Historical performance baselines

Produces a client-facing artifact with key strengths, critical gaps, and immediate opportunities. Directly informs strategy, creative direction, and media planning.

Layer 2
Weekly Validation
Every Friday AM
  • Campaign health check
  • Budget pacing alignment
  • Audience overlap review
  • Creative rotation status
  • Feed integrity check
  • Emerging inefficiencies across platforms

Proactively catches issues before they impact performance during peak periods.

Layer 3
Daily Monitoring
  • Pixel activity
  • Conversion tracking
  • Product feed errors
  • Disapproved ads
  • Abnormal spend patterns
  • Delivery anomalies

Automated wherever possible. Alerts triggered when thresholds are breached.

Section 03
Severity Scoring System

A four-tier classification ensures issues are prioritized by actual impact to performance.

🔴 Critical

Breaks performance immediately

Example Checks
  • Pixel fire stopped
  • Conversion tracking broken
  • Billing failure
  • Feed returning 0 products
Fix within 2 hours — CMO + Ops alerted immediately.
🟠 High

Material impact on performance

Example Checks
  • Audience overlap >40%
  • PMAX cannibalizing branded search
  • Attribution window mismatch
Fix within 24 hours — Flagged in weekly report.
🟡 Medium

Optimization opportunity

Example Checks
  • Ad frequency >3.5
  • Creative set not refreshed in 30+ days
  • Email open rate declining
Scheduled for next sprint — In action items.
🟢 Low

Nice to have

Example Checks
  • UTM parameters incomplete
  • Naming convention inconsistency
  • Duplicate audiences
Logged — Addressed when bandwidth allows.

Severity scoring prevents teams from treating everything equally and ensures the highest-risk items receive immediate attention.

Section 04
Automated Alert Layer

Real-time triggers that fire when critical thresholds are breached — no manual checking required.

Pixel Drop Alert
Trigger
Pixel events stop firing on any monitored page
Who Gets Alerted
Ops + CMO
SLA to Resolve
2 hours
Spend Spike Alert
Trigger
Daily spend exceeds 120% of planned daily budget
Who Gets Alerted
CMO + Paid Media Lead
SLA to Resolve
4 hours
Feed Error Alert
Trigger
Product feed returns errors or drops below 95% approval rate
Who Gets Alerted
Ops + Client POC
SLA to Resolve
6 hours
Credit Card Error
Trigger
Billing failure detected on any ad account
Who Gets Alerted
CMO + Finance
SLA to Resolve
1 hour
Section 05
Audit → Action Mapping

Every failed check maps to a severity level, owner, required action, and timeline — no ambiguity.

Failed Check Severity Owner Required Action Timeline
Pixel not firing Critical Ops + CMO Reinstall pixel, verify events 2 hours
PMAX budget >40% of total High CMO Rebalance to non-brand Search 24 hours
Creative set age >30 days Medium Creative Team Brief new concept cycle 1 sprint
Email list growth <2% MoM Medium CMO Audit list health, run re-engagement 1 sprint
UTM parameters missing Low Ops Standardize UTM structure Next available

This system is not just about QA. It is about protecting performance, improving efficiency, and reinforcing trust with clients through consistent operational rigor. Over time, this becomes a key differentiator — we are not just managing campaigns, we are maintaining the integrity of the entire growth system.