# Marketing analytics audit checklist

> Check the reliability of the data used to decide marketing priorities and spending. Work through 10 checks, record evidence and owners, and save an editable copy.

Source: https://saas-marketing.net/checklists/marketing-analytics-audit/
Topic: SaaS Metrics and Analytics
Type: checklist
Published: 2026-09-17
Last updated: 2026-09-17
Publisher: SaaS Marketing (saas-marketing.net)
License: CC BY 4.0. Quote or republish with attribution and a link to https://saas-marketing.net/checklists/marketing-analytics-audit/

## Short answer

Marketing analytics audit checklist helps a SaaS team check the reliability of the data used to decide marketing priorities and spending. Mark each check only after reviewing the evidence. Record unresolved items with an owner and next action; a completed checklist records the review, not a guarantee of business results.

## Key takeaways

- Check the reliability of the data used to decide marketing priorities and spending.
- A visually polished report should not hide missing data or silently replace it with zero.
- Record evidence and an accountable owner for each unresolved check.
- The editable download includes status, owner and evidence columns.

---

Check the reliability of the data used to decide marketing priorities and spending. For the wider context, see the [saas metrics hub](/saas-metrics/).

## Work through the checks

**Marketing analytics audit checklist**

## Save the evidence

| Check | Status | Owner | Evidence and next action |
| --- | --- | --- | --- |
| Business events have written definitions | Not reviewed | | |
| Identity joins are documented | Not reviewed | | |
| Consent and collection settings match policy | Not reviewed | | |
| Duplicate events are detected | Not reviewed | | |
| Campaign taxonomy is consistent | Not reviewed | | |
| Revenue totals reconcile with finance | Not reviewed | | |
| Cohorts use comparable windows | Not reviewed | | |
| Dashboards expose unknown values | Not reviewed | | |
| Access is limited to appropriate roles | Not reviewed | | |
| Changes have an owner and validation record | Not reviewed | | |

## A situation to test

If CRM opportunity totals and dashboard totals differ, reconcile the transformation before explaining a growth trend.

Use this example as a review prompt. Ask the owner to demonstrate the real behavior or show the underlying record. A screenshot of settings can help, but it does not replace testing the outcome the customer experiences.

## When to stop and fix the issue

A visually polished report should not hide missing data or silently replace it with zero.

Prioritize failures that mislead customers, lose data, break the promised action or make measurement unreliable. Cosmetic improvements can be scheduled separately when they do not prevent the task from being completed. Record the reason for any accepted exception so the next reviewer does not mistake it for an overlooked problem.

## How to close the review

Assign every unresolved item to a named person and a date. Keep the evidence close to the checklist, using links with appropriate access rather than copying sensitive records into a public document. After the fix, repeat the relevant check and record what changed.

The final review should answer three questions: what passed, what remains uncertain, and what action follows. If a requirement does not apply, state why. A blanket tick against every row provides less value than a shorter list with specific evidence and a clear next step.

## Related resources

- [How to Calculate CAC for SaaS](/guides/how-to-calculate-cac-for-saas/)
- [CAC Payback Period](/guides/cac-payback-period/)
- [How to Reduce CAC Payback Period](/playbooks/reduce-cac-payback-period/)
- [LTV to CAC Ratio](/guides/ltv-cac-ratio/)
- [How to Calculate LTV for SaaS](/guides/saas-customer-lifetime-value/)

Browse more [checklists](/checklists/) or save the [resource index](/resources/).
{/* expanded-practice-2026-09 */}
## Apply marketing analytics audit checklist in a working review

Treat each check as a request for evidence, not a box to tick from memory. Inspect the actual behavior or record, note the result and assign an owner to any failure. Distinguish a blocking issue from a deferred improvement. Keep the reason for an exception so a later reviewer can understand why the work proceeded.

For this topic, involve the metric owner and the source-system owner and work from metric dictionary, source records and cohort definition. The relevant unit is a consistent account, user, event or revenue cohort. State the question the review should resolve before choosing a chart, an asset or a tool. If participants disagree about the unit or scope, resolve that disagreement before combining their evidence.

### Evidence to prepare

Write the numerator, denominator, unit, period, source and exclusions before interpreting the number. Separate observed data from assumptions and forecasts. A metric can be calculated correctly while still answering the wrong business question.

| Review field | What to record |
| --- | --- |
| Topic | Marketing analytics audit checklist |
| Decision | The specific action this explanation should help you choose |
| Working evidence | metric dictionary, source records and cohort definition |
| Unit and scope | a consistent account, user, event or revenue cohort |
| Responsible people | metric owner and the source-system owner |
| Remaining uncertainty | The missing fact that could change the decision |

### Two situations that can change the interpretation

#### When a metric changes without a version record

Removing internal accounts from a denominator can improve a rate without any customer behavior changing.

Use this check: Compare event logic, exclusions, identity rules and source systems across the change date. Do not rewrite historical figures silently when stakeholders rely on prior reports.

The [focused diagnostic guide](/guides/metric-definition-changes-without-version/) provides the correction process and a working evidence sheet.

#### When NRR includes new customers

A strong acquisition month cannot repair a weak retention metric by being added to its numerator.

Use this check: Reconcile opening revenue with expansion, contraction and churn from the same accounts. Use consistent recurring-revenue definitions and currency treatment.

The [focused diagnostic guide](/guides/nrr-includes-new-logo-revenue/) provides the correction process and a working evidence sheet.

### Record the decision and the limit

Twenty activated accounts divided by eighty eligible accounts is 25%. Dividing the same twenty accounts by two hundred individual signups produces 10%, but it mixes units. Both inputs can be real while the second ratio is unsuitable for an account-activation claim.

Keep the conclusion beside the evidence that supports it. Record what the team will do, who owns the next action and which event or date will trigger a review. If the underlying definition, audience or product behavior changes, revisit the conclusion rather than assuming the old result still applies. A clear limit is useful information; it tells the next reader where additional investigation is required.

Use the [complete topic collection](/topics/saas-metrics/) for related methods and the [category field guides](/industries/) when the product's buying situation or implementation requirements change how the method should be applied.

## Frequently asked questions

### How should I use this checklist?

Choose one campaign, page, process or account group. Review each check against actual evidence, record exceptions and assign follow-up work before marking the review complete.

### What should stop the work from proceeding?

A visually polished report should not hide missing data or silently replace it with zero.

### Does a completed checklist guarantee success?

No. It records a structured review of known risks and requirements. Customer behavior, market conditions and facts outside the review can still change the outcome.

### Can I save the checklist?

Use the download form for an editable CSV copy. Browser checkmarks are saved on this device where local storage is available; they are not shared with your team.