Campaign Audit

/digital-marketing-pro:campaign-audit — Cross-Channel Current-State Audit

This skill produces a single document describing everything currently running for a brand across every channel — what's live, what's spending, what's performing, what's leaking budget, what's quietly broken. It's the prerequisite for any informed /digital-marketing-pro:campaign-plan, /digital-marketing-pro:performance-report, or /digital-marketing-pro:competitor-analysis refresh.

Context efficiency

Heavy skill. Grep before Read any referenced file, then Read only matched ranges with offset + limit. List the brand's data dir (~/.claude-marketing/brands/{slug}/, or $CLAUDE_PLUGIN_DATA/digital-marketing-pro/brands/{slug}/ when that env var is set) before opening files. On re-invocation mid-session, skip files already in context.

Use this skill:

• During agency onboarding (step 8 of the agency-operations workflow) — within the first week of taking over a new client, before you propose anything new.
• Before a quarterly campaign refresh — establish the baseline you're going to argue against.
• After a brand acquisition or restructure — when ownership of marketing changes hands and the new team needs a single source of truth for "what are we actually running?"
• After a long pause in account work (vacation, paternity leave, contract gap) — to re-establish situational awareness without making changes.

Why this skill exists

When agencies inherit a brand, the previous owner's "campaign plan" is usually a 40-tab Google Sheet, six dashboards on three platforms, and a list of API integrations nobody remembers wiring up. Without an explicit audit, the new team either (a) silently lets things keep running while they ramp up — and inherits the mistakes, or (b) tears it down and rebuilds — and loses the institutional knowledge of what was actually working.

This skill produces the third option: a single audit document that captures the live state cleanly, scores each item, and feeds directly into the next planning conversation. It is read-only — it never pauses, modifies, or kills a campaign.

What gets audited

| Channel | What's inventoried | What's scored |

|---|---|---|

| Paid search | Active Google Ads / Microsoft Ads campaigns, ad groups, keywords, daily budgets, last-modified dates | Spend efficiency, quality scores, conversion-tracking health, negative-keyword coverage, dead ad groups still spending |

| Paid social | Active Meta / LinkedIn / TikTok / Pinterest / X campaigns + audiences + creatives | Frequency, learning-phase status, creative fatigue, audience overlap, attribution-window correctness |

| Retail media | Amazon Ads, Walmart Connect, Instacart Ads accounts and campaigns | ACOS, branded vs non-branded split, share-of-voice for top SKUs |

| Email | Active automations / journeys (Klaviyo, HubSpot, ActiveCampaign, Brevo, Marketo), send lists, deliverability metrics | Open rates, sender reputation, list hygiene age, GDPR/DPDPA consent provenance for every list, broken templates |

| Organic social | Posting cadence per platform (last 90 days), engagement rate, follower trend | Cadence consistency, AI-disclosure compliance, locale coverage |

| Content / SEO | Pages publishing in last 90 days, ranking keywords (top 50), schema markup state, internal-link density | Indexation health (GSC), Core Web Vitals, AI-Overview citation rate, technical-debt items |

| AEO / GEO | Brand mention rate across Google AI Mode, Perplexity, ChatGPT search, Claude search, Copilot, Gemini App | Mention rate vs top 5 competitors, citation share, recommendation share |

| CRM + automation | Live workflows in HubSpot / Salesforce / Pipedream / Zapier / Make, segments in use, lifecycle stage mappings | Orphaned workflows (no recent execution), broken connectors, duplicate-contact rate |

| Web analytics | GA4 properties + GSC properties wired to which domains, conversion events configured, consent-mode state | Tag-firing health, event-naming consistency, attribution model selected |

| Influencer / PR | Active creator deals (live + paused), contracted deliverables, FTC-disclosure compliance | Cost per engagement, creator-audience-authenticity check, disclosure completeness |

| Compliance posture | Active brand-level claims, EU AI Act Article 50 disclosure state on AI content, C2PA signing state, cookie/consent banner version | Each regulated claim mapped to a primary source; missing disclosures escalated |

The audit also captures what's NOT happening that should be — channels with zero activity, missing tracking pixels, expired API tokens, abandoned automations.

Process

Step 0 — Prerequisites

This skill assumes:

• The brand profile exists and /digital-marketing-pro:validate-profile --brand {brand} returns passed or passed_with_warnings. If it returns blocked, refuse and tell the user to fix the blockers first — auditing on a broken profile produces a corrupt baseline.
• Connector credentials for the channels in scope are configured (Google Ads, Meta Business, LinkedIn Campaign Manager, the email platform, the CRM, GA4, GSC, etc.). Missing connectors degrade the audit gracefully — they don't block it; the audit just notes "{channel} skipped — connector not configured" in the relevant section.

Step 1 — Confirm the active brand and audit scope

If --brand <slug> was supplied, use it. Otherwise use the active brand. If neither, error: "--brand <slug> required, or run /digital-marketing-pro:switch-brand first."

If --channels <list> was supplied (e.g. paid_search,email,seo), restrict to those. Otherwise audit every channel for which a connector is configured.

If --quick was supplied, run only the channel-level inventory pass (skip the historical performance pull and the AEO/GEO check) — useful for a fast "what's live" snapshot.

Step 2 — Inventory each channel

For each in-scope channel, call the relevant data-pull script with --read-only. Examples:

# Paid search
python "${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py" --brand "{brand}" \
    --channel google_ads --action inventory --read-only

# Paid social
python "${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py" --brand "{brand}" \
    --channel meta_ads --action inventory --read-only
python "${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py" --brand "{brand}" \
    --channel linkedin_ads --action inventory --read-only

# Email
python "${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py" --brand "{brand}" \
    --channel email --action automations --read-only

# Organic + SEO
python "${CLAUDE_PLUGIN_ROOT}/scripts/seo-executor.py" --brand "{brand}" --action audit-current
python "${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py" --brand "{brand}" \
    --channel organic_social --action cadence

# AEO / GEO (skip for a fast audit)
python "${CLAUDE_PLUGIN_ROOT}/scripts/ai-visibility-checker.py" --brand "{brand}" \
    --mode api --competitors "{auto-from-profile or --competitors arg}"

# CRM + automation health
python "${CLAUDE_PLUGIN_ROOT}/scripts/crm-sync.py" --brand "{brand}" --action audit-workflows

# Web analytics health
python "${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py" --brand "{brand}" \
    --channel ga4_health --action diagnostic

If a script returns {"error": "..."} instead of inventory, mark that channel as skipped: <reason> and continue. Never fail the whole audit because one channel is broken — the broken channel IS a finding.

Step 3 — Score and triage

For each item discovered, apply the scoring rubric (4-tier, conservative):

| Tier | Meaning | Examples |

|---|---|---|

| 🟢 Healthy | Performing within benchmark, no action needed | Email automation with >25% open rate; Google Ads campaign with QS ≥ 7; SEO page in top 10 for primary keyword |

| 🟡 Quick win | Small fix unlocks meaningful gain (<2hr effort) | Ad copy missing a sitelink extension; email template with broken merge tag; landing page with no schema markup |

| 🟠 Strategic gap | Needs a real intervention (workshop, asset, decision) | No active retargeting audience; no negative-keyword list; no AEO disclosure on AI-generated content |

| 🔴 Red flag / leak | Actively losing money OR creating compliance risk | Campaign spending with conversion tracking broken; email list with no GDPR provenance; CRM workflow firing on duplicate contacts |

A red flag is anything that meets ANY of: (a) measurable monthly waste > $X (default $500, override with --red-flag-spend-threshold), (b) regulatory violation (missing consent, missing AI disclosure, fabricated claim), (c) brand-safety risk (active campaign on retired product, contradiction with another live campaign).

Step 4 — Compose the audit document

Write the audit to ~/.claude-marketing/brands/{slug}/audits/campaign-audit-{YYYY-MM-DD}.md AND publish a user-visible copy to ~/Documents/DigitalMarketingPro/{brand}/audits/{YYYY-MM-DD}-campaign-audit.md (the dual-copy pattern). The document structure:

# Current-State Campaign Audit — {brand_name}

**Run date:** {YYYY-MM-DD}
**Auditor:** /digital-marketing-pro:campaign-audit
**Active brand profile:** {profile_version_or_last_modified}
**Channels in scope:** {list}
**Channels skipped:** {list with reason}

---

## 1. Executive Summary

- **{N} active campaigns** across {M} channels
- **Estimated monthly spend (managed):** {currency} {amount}
- **Healthy items:** {count} · **Quick wins:** {count} · **Strategic gaps:** {count} · **🔴 Red flags:** {count}
- **Top three red flags** — bulleted, with the specific cost or risk
- **Recommended next conversation** — usually one of: budget reallocation, conversion-tracking fix, compliance remediation, channel-mix shift

## 2. By channel

### 2.1 Paid search
| Account | Campaign | Status | Daily budget | Last modified | Spend (30d) | Conversions (30d) | Triage |
|---|---|---|---|---|---|---|---|
| ... | ... | ACTIVE | $X | YYYY-MM-DD | $Y | N | 🟡 Add sitelink extensions |

[Repeat for each channel section. Include the inventory table, the scoring summary, and the per-item triage.]

## 3. Cross-channel observations
- Attribution model in use (and which channels override it)
- Cross-channel audience overlap (Meta retargeting includes Google Ads converters?)
- Cadence collisions (email send + LinkedIn organic + paid social all hitting the same audience the same morning?)
- Funnel gaps (channel produces leads but no nurture sequence wired up)

## 4. Compliance posture
- EU AI Act Article 50 disclosure state on AI content
- C2PA signing state for AI images/video distributed in EU markets
- Consent-mode (cookie banner) version + last consent rate
- Regulated-industry claim register (linked to primary sources)

## 5. AEO / GEO snapshot
Mention rate vs top 5 competitors across Google AI Mode, Perplexity, ChatGPT search, Claude search, Copilot, Gemini App. Citation share, recommendation share, trend vs last audit.

## 6. Quick-wins backlog (do these this week)
Bulleted list. Each item: action · channel · effort · expected impact · who owns it.

## 7. Strategic gaps (queue for next planning conversation)
Bulleted list. Each item: gap · why it matters · what would close it · estimated investment.

## 8. 🔴 Red flags (escalate before continuing routine work)
Bulleted list. Each item: the specific issue · cost or risk in concrete numbers · the literal command or platform action to remediate.

## 9. Channels NOT running that probably should be
Bulleted list. Each item: channel · why it's missing · what minimum viable activation looks like.

---

**Next steps:**
- Take the quick-wins backlog into a 30-min triage with the account lead.
- Bring the strategic gaps to the next `/digital-marketing-pro:campaign-plan` conversation.
- Resolve every 🔴 red flag before the next routine work cycle.

Step 5 — Update the brand's audit history

Append a short entry to ~/.claude-marketing/brands/{slug}/audit-history.json:

{
  "audits": [
    {
      "type": "campaign-audit",
      "date": "{YYYY-MM-DD}",
      "channels_audited": ["paid_search", "email", "seo", "..."],
      "channels_skipped": [{"channel": "linkedin_ads", "reason": "connector_unauthenticated"}],
      "healthy_count": N, "quickwin_count": N, "gap_count": N, "redflag_count": N,
      "report_path": "{tracking_path}",
      "published_path": "{user_visible_path}"
    }
  ]
}

Step 6 — Surface the report to the user

In the conversation, print:

✅ Campaign audit complete for {brand_name}.

   Channels in scope: {list}
   {N} healthy · {N} quick wins · {N} strategic gaps · {N} 🔴 red flags

   📂 Report saved to:
      {published_path}

   Top 3 red flags:
   1. {item}
   2. {item}
   3. {item}

   Next: walk the quick-wins backlog in a 30-min triage, or run
   /digital-marketing-pro:performance-check for a metrics-only snapshot,
   or /digital-marketing-pro:campaign-plan to start the next planning cycle.

Behaviour rules

• Read-only across every channel. No campaign is paused, edited, or deleted. No email is sent. No CRM record is touched. This is an inventory + scoring pass.
• One channel failure ≠ full audit failure. A failing connector becomes a finding in the "Channels skipped" list, not an exception that aborts the whole skill.
• Concrete numbers, not adjectives. "Wasting $X/month" beats "spending inefficiently." If a number is unavailable, say "unknown — {connector} didn't return it" instead of fabricating one.
• Quote primary sources for compliance findings. Never cite Wikipedia, blog posts, or LLM output as the source for "X regulation requires Y." Use the entries in skills/context-engine/compliance-rules.md, and if a jurisdiction isn't covered there, mark the finding as compliance_basis: unverified rather than guessing.
• Dual-copy the report. Internal (tracking) under ~/.claude-marketing/brands/{slug}/audits/; user-visible under ~/Documents/DigitalMarketingPro/{brand}/audits/ (or $DIGITAL_MARKETING_PRO_PUBLISH_DIR if set). The dual-copy pattern exists so the user can find the file without spelunking dotfolders.

Arguments

/digital-marketing-pro:campaign-audit [--brand <slug>] [--channels <list>] [--quick]
    [--competitors <list>] [--red-flag-spend-threshold <amount>] [--json]

• --brand <slug> — brand to audit (else uses active brand)
• --channels <list> — comma-separated subset to audit (else every channel with a connector configured)
• --quick — channel inventory only; skip historical pull + AEO/GEO check
• --competitors <list> — explicit competitor list for the AEO/GEO section (else taken from brand profile)
• --red-flag-spend-threshold <amount> — override the default $500/month threshold for flagging waste as 🔴
• --json — emit a machine-readable JSON summary in addition to the markdown report

Related skills + commands

• validate-profile — prerequisite check (run first)
• campaign-plan — what to do with the strategic gaps surfaced
• launch-campaign — what to do once the plan is approved
• performance-check — lighter metrics-only snapshot
• competitor-analysis — pairs naturally with the AEO/GEO section
• aeo-audit — deeper AI-engine visibility audit if Section 5 raises concerns
• ${CLAUDE_PLUGIN_ROOT}/scripts/performance-monitor.py — underlying data pulls