Performance audit — Retail NSW (K7)

A focussed performance audit for NSW retail advertisers: campaign structure, tracking fidelity, creative impact, and audience delivery across Google, Meta and programmatic channels.

Deliverables: technical scan, prioritized findings, projected uplift roadmap, and a 30/60/90 optimisation plan tailored to Australian retail seasonality.

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Audit approach

Three-phase audit: discovery, diagnostic scan, and strategic recommendations — balancing technical fixes with creative and media adjustments to yield measurable ROI in NSW retail contexts.

Tracking & tag management

Pixel validation, GA4 consistency, conversion deduplication.

Campaign architecture

Ad grouping, bidding, and budget allocation review.

Creative & messaging

Ad relevance, CTA clarity, seasonal alignment.

Diagnostic scan — quick findings

Common issues: mixed GA4/UA remnants, duplicate conversions in Ads, server-side gaps for offline sales. Recommended: unify GA4, implement server-side events for POS reconciliation.

Observed: overbroad audience targeting, mixed manual/automated bidding. Quick win: consolidate low-performing ad sets and reallocate budget to high-intent segments.

CTAs inconsistent with landing pages; slow mobile load times. Recommend A/B creative aligned to audience intent and lightweight landing templates for peak NSW shopping hours.

Metrics snapshot

Metric	Current	Target (90 days)	Priority
ROAS (across channels)	1.8x	3.2x	High
Conversion rate (site)	1.1%	2.0%	High
Cost per acquisition (CPA)	AUD 74	AUD 42	Medium
Pixel match rate	78%	95%	High

Snapshot based on representative week of data; full audit includes 90-day trend and cohort analysis.

Prioritised recommendations

Unify measurement: complete GA4 migration and server-side event ingestion.
Restructure campaigns: create separate budgets for prospecting vs retention and remove overlapping audiences.
Creative refresh: deploy mobile-first formats, emphasise local store availability for NSW clusters.
Bid strategy: test POAS rules with 7/14-day lookbacks and separate seasonal rules for high-demand SKUs.

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Case study — NSW retail chain

We audited a 12-store NSW apparel retailer and implemented tag clean-up, audience consolidation and creative tests. Result: 2.9x ROAS uplift and 35% lower CPA within 90 days.

Problem: fragmented tracking and duplicated conversions
Solution: server-side events + unified attribution window
Outcome: clearer budget signals and improved bidding efficiency