Comprehensive technical audit of PPC + Analytics: Auto parts niche
Task:
An online auto parts store with a wide range of products.
Client's problem: The budget is increasing, but the number of orders remains stagnant. There are suspicions of ineffective work by the current contractor and technical failures.
Audit goal: Identify budget leakage points, verify data transfer accuracy, and create a scaling plan.
What was analyzed and identified:
1. Google Ads Audit
Account structure: Traffic cannibalization was identified. Performance Max campaigns were intercepting branded traffic from search campaigns, artificially inflating ROAS, while actual sales from cold queries were declining.
Semantics: In search campaigns, 30% of the budget was spent on overly broad queries (for example, buying oil without specifying viscosity or brand), which had low conversion rates.
Scripts: Lack of control scripts. Ads led to 450 pages with a 404 error (products out of stock), resulting in direct losses.
2. Google Merchant Center Audit (Feed)
Feed quality: 40% of products had a low-quality rating due to missing mandatory attributes (GTIN/MPN).
Titles: Product names were technical (from 1C), without adding the brand and model of the car (for example, Front brake pads instead of Front brake pads for BMW E60). This significantly narrowed the reach in Shopping.
3. Web Analytics (GA4 + GTM)
Transaction duplication: It was found that 15% of orders were duplicated in analytics due to the reloading of the Thank You Page. This distorted ROAS statistics and misled learning algorithms.
Dynamic remarketing: The data collection code (Data Layer) on the site was incorrectly set up — product IDs did not match the IDs in the Merchant Center feed. As a result, remarketing showed users the wrong products they viewed.
4. Basic website audit (UX/UI)
Mobile version: It was found that the Buy button was overlapped by the online chat on mobile devices, reducing conversion by 0.5%.
Speed: The loading time of the product card was 4.5 seconds due to unoptimized images.
Audit result:
The client was provided with a 5-page PDF document containing facts, screenshots of errors, and a correction plan (Roadmap).
Budget leakage points were identified amounting to approximately 40,000 UAH/month.
Technical errors in analytics were found that inflated actual results by 15%.
A new feed structure was proposed for scaling Shopping campaigns.
After implementing the recommendations, the client expects a profitability increase of 20-30% in the first quarter.
An online auto parts store with a wide range of products.
Client's problem: The budget is increasing, but the number of orders remains stagnant. There are suspicions of ineffective work by the current contractor and technical failures.
Audit goal: Identify budget leakage points, verify data transfer accuracy, and create a scaling plan.
What was analyzed and identified:
1. Google Ads Audit
Account structure: Traffic cannibalization was identified. Performance Max campaigns were intercepting branded traffic from search campaigns, artificially inflating ROAS, while actual sales from cold queries were declining.
Semantics: In search campaigns, 30% of the budget was spent on overly broad queries (for example, buying oil without specifying viscosity or brand), which had low conversion rates.
Scripts: Lack of control scripts. Ads led to 450 pages with a 404 error (products out of stock), resulting in direct losses.
2. Google Merchant Center Audit (Feed)
Feed quality: 40% of products had a low-quality rating due to missing mandatory attributes (GTIN/MPN).
Titles: Product names were technical (from 1C), without adding the brand and model of the car (for example, Front brake pads instead of Front brake pads for BMW E60). This significantly narrowed the reach in Shopping.
3. Web Analytics (GA4 + GTM)
Transaction duplication: It was found that 15% of orders were duplicated in analytics due to the reloading of the Thank You Page. This distorted ROAS statistics and misled learning algorithms.
Dynamic remarketing: The data collection code (Data Layer) on the site was incorrectly set up — product IDs did not match the IDs in the Merchant Center feed. As a result, remarketing showed users the wrong products they viewed.
4. Basic website audit (UX/UI)
Mobile version: It was found that the Buy button was overlapped by the online chat on mobile devices, reducing conversion by 0.5%.
Speed: The loading time of the product card was 4.5 seconds due to unoptimized images.
Audit result:
The client was provided with a 5-page PDF document containing facts, screenshots of errors, and a correction plan (Roadmap).
Budget leakage points were identified amounting to approximately 40,000 UAH/month.
Technical errors in analytics were found that inflated actual results by 15%.
A new feed structure was proposed for scaling Shopping campaigns.
After implementing the recommendations, the client expects a profitability increase of 20-30% in the first quarter.
Ukraine 
Available for hire