Skip to content
The Creative Group
Scope My Audit

Sample blueprint

Not another presentation. A campaign decision system.

This is an illustrative blueprint built on invented example data to show the structure and evidence standard. It is not a client engagement and contains no client results.

Scope My Audit
Illustrative example. All figures, findings, and recommendations below are constructed to demonstrate the format. No client data, outcome, or performance claim is represented.

Executive page

Nine scores, shown individually

We do not average the dimensions into a single campaign health score. The constraint is what matters, because the weakest link limits the system.

Market reality

3

Score 3 out of 5.

The category frame is defensible, but the competitive set used in planning omits the substitute buyers mention most often in review data.

Constraint:
Competitive frame excludes a frequently considered substitute.
Key unknown:
Whether the omitted substitute affects consideration or only awareness.
Supported inference

Audience behavior

2

Score 2 out of 5.

Segments are defined demographically. Buyer, user, and blocker are not distinguished, and media reaches a broader audience than the profitable cohort in CRM data.

Constraint:
Targeting is not aligned to evidenced high-intent behavior.
Key unknown:
The role of the blocker in delaying decisions.
Verified

Positioning and perception

1

Score 1 out of 5.

The intended position is clear internally. There is no current evidence of how the market perceives it, so campaign execution cannot be tested against actual perception.

Constraint:
No current perception evidence exists.
Key unknown:
Whether the market believes the claimed difference.
Unknown

Offer and value proposition

3

Score 3 out of 5.

Value is specific and differentiated, but proof appears after the decision point and urgency devices are not supported by a real deadline.

Constraint:
Proof arrives too late in the journey.
Key unknown:
Whether risk or price is the dominant objection.
Supported inference

Creative effectiveness

3

Score 3 out of 5.

Branding is fast and consistent. Variants differ cosmetically rather than testing a hypothesis, and frequency in the top placement exceeds the point where response decays.

Constraint:
Creative variants do not test meaningful hypotheses.
Key unknown:
Attention quality in two placements without measurement coverage.
Verified

Copy and message

2

Score 2 out of 5.

The ad promise is specific, but three of five destination pages open with a different primary claim, which breaks message match at the highest-volume entry point.

Constraint:
Ad-to-page message match fails on the highest-traffic route.
Key unknown:
Whether rewriting the page or the ad produces the better match.
Verified

Media delivery

4

Score 4 out of 5.

Plan and delivery reconcile within tolerance, supply paths are disclosed, and exclusions are functioning. Allocation still follows prior-period habit rather than marginal return.

Constraint:
Allocation is set on average, not marginal, performance.
Key unknown:
Marginal return above current spend levels in two channels.
Verified

Destination and customer journey

2

Score 2 out of 5.

Mobile page weight delays the primary call to action, and the form requests six fields that sales does not use before first contact.

Constraint:
Mobile friction at the point of highest intent.
Key unknown:
Conversion impact of removing the non-essential fields, pending a test.
Verified

Measurement and business economics

2

Score 2 out of 5.

Two channels claim the same conversions, and reported return is not adjusted for margin, returns, or lead quality. No incrementality test exists.

Constraint:
Duplicate attribution and unadjusted revenue overstate return.
Key unknown:
Incremental contribution of the largest channel.
Supported inference

Findings

Each finding carries an evidence status

Verified conclusions, supported inferences, hypotheses, and unknowns are never presented as the same thing.

VerifiedCopy and message

The highest-volume ad route lands on a page with a different primary claim

The ad promises a specific outcome in a defined time frame. The destination opens with a general capability statement, and the promised outcome appears below the fold on mobile.

Business significance
This route carries the majority of paid sessions, so the mismatch affects most acquisition traffic.
Validation
Rewrite the page opening to match the ad promise and run a split test for two weeks.
Owner
Web and creative
VerifiedMeasurement and business economics

Two channels are credited for the same conversions

Platform-reported conversions exceed analytics-recorded conversions for the same period, and the overlap concentrates in two channels using different attribution windows.

Business significance
Reported return is overstated, and budget shifts based on it move spend toward the channel with the most permissive window.
Validation
Reconcile against CRM records and standardize the attribution window before the next allocation decision.
Owner
Analytics
Supported inferenceAudience behavior

Media reaches a broader audience than the profitable cohort

CRM outcomes concentrate in a behavior-defined cohort that is not represented in the targeting definitions used in two channels.

Business significance
Acquisition cost rises as volume grows because incremental reach is less likely to convert profitably.
Validation
Build the cohort as an addressable audience and test against the current definition.
Owner
Media
UnknownPositioning and perception

Actual market perception of the position is unknown

No current perception evidence exists. Available research predates the current positioning and cannot be used to confirm or reject it.

Business significance
Creative and message decisions are being made against an assumption rather than an evidenced belief.
Validation
Commission a bounded perception study before the next campaign cycle.
Owner
Client insights
Supported inferenceCreative effectiveness

Frequency in the top placement exceeds the point where response decays

Response rate declines materially above the observed frequency threshold in the largest placement, while spend continues at the same level.

Business significance
Spend continues past the point of useful exposure, inflating cost per acquisition.
Validation
Apply a frequency cap at the observed threshold and compare cohort response.
Owner
Media
HypothesisDestination and customer journey

Form length exceeds what sales uses before first contact

Six fields are required. Sales confirms that three are collected again during qualification and are not used to prioritize outreach.

Business significance
Unnecessary friction at the highest-intent moment may suppress qualified volume.
Validation
Remove three fields for half of traffic and compare completed forms and lead quality.
Owner
Web and sales

Recommendations

Prioritized, and the arithmetic is shown

Priority Score = (Impact x Confidence x Urgency) divided by Effort. Each component is visible so the ranking can be challenged.

Sample prioritized recommendations
RecommendationEvidenceImpactConfidenceUrgencyEffortPriorityOwnerHorizon
Rewrite the destination opening to match the ad promiseRoot cause: Message match breaks between the highest-volume ad and its landing page.Group: Fix before additional spendVerified455250Web and creativeNow
Standardize attribution windows and reconcile against CRMRoot cause: Duplicate conversion credit across two channels.Group: Instrument or measureVerified554250Analytics30 days
Cap frequency in the largest placement at the observed decay thresholdRoot cause: Exposure continues beyond the point of useful response.Group: ReallocateSupported inference344148MediaNow
Rebuild the profitable cohort as an addressable audienceRoot cause: Targeting definitions do not reflect the behavior associated with profitable customers.Group: Test nextSupported inference433312Media and analytics30 days
Commission a bounded market-perception studyRoot cause: There is no current evidence of how the market perceives the position.Group: Research before decidingUnknown533411.3Client insights60 days

90-day plan

Sequenced by dependency, not enthusiasm

  1. Now

    • Rewrite the destination opening to match the ad promise.
    • Apply the frequency cap in the largest placement.

  2. 30 days

    • Standardize attribution windows and reconcile against CRM.
    • Build and test the profitable cohort audience.
    • Remove non-essential form fields under test.

  3. 60 days

    • Commission the market-perception study.
    • Redesign creative variants around real hypotheses.

  4. 90 days

    • Reallocate budget on marginal return using reconciled data.
    • Design an incrementality test for the largest channel.

Confidential

Request a confidential agency assessment

A short, confidential conversation to understand the decision you are facing, the evidence available, and whether an independent audit is the right instrument.

Request a confidential assessmentExplore audit services