Sample report

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Below is a redacted excerpt from a real Strategic Audit — a DTC brand spending ~$60k/month. Client identifiers removed; findings and numbers untouched, section structure preserved. The original readout runs 40 pages — redaction trims this sample to 28. This engagement ran larger than most: the median audit identifies $58k/yr.

Strategic Audit · Executive readout
Marketing Margin Audit —Company Name
Prepared by MarginFix · 5–7 days · senior sign-off · 7 human gates
Identified impact $218,400 annualized, across 23 de-duplicated findings — 5 worth acting on this quarter
Summary · p. 2 Findings · p. 3–17 Evidence · p. 18–24 90-day plan · p. 25–28
28 pages · excerpt shows 3
Top findings by impact
5 of 23 shown · full report includes evidence + fix per finding
#FindingSeverityImpact / yr
01Broad-match keywords bleeding spend into irrelevant queriesCritical$61,200
02Retargeting frequency 3× above efficient range — audience fatigueCritical$44,700
03Checkout drop-off at shipping step — redacted specificsHigh$38,900
04Email flows missing post-purchase sequence — redactedHigh$27,300
05Attribution double-counting inflating reported ROAS by ~22%Medium$19,800
+ 18 further findings across creative, funnel, CRM and attribution…
Severity key Critical≥ $40k/yr — act this week High$20–40k/yr — this month Medium< $20k/yr — this quarter
Marketing Margin Audit · confidentialp. 3 of 28
Finding 01 — Broad-match bleed (shown in full)
−$61,200 / yr
Evidence

31% of search spend matched to queries with zero purchase intent over 90 days. Search-terms export attached; worst 40 queries account for $5,100/month.

The fix

Negative-keyword list (supplied), migrate 6 ad groups to phrase match, split brand vs. non-brand campaigns. ~4 hours of implementation.

Verified by

Paid-search agent cluster · cross-checked against revenue data · signed off by senior human auditor at gate 4.

This is the “Anatomy of a finding” format — see how it’s produced → p. 7 of 28
Appendix B · working papers
Search-terms extract behind Finding 01
Working papers are the raw calculations behind each finding — every number in the report traces back to a sheet like this.
worst 4 of 40 queries shown
Query (90 days)ClicksSpendPurchases
“free [category] samples”1,560$2,4000
“[competitor] returns policy”1,076$1,8000
redacted query — client-identifying784$1,5151
“diy [category] at home”694$1,2400
Every finding carries its working paper — the raw rows the number was built from. Findings are de-duplicated: overlapping impact is counted once. Zero-intent conclusions are cross-checked against revenue data, not attribution alone.p. 19 of 28
Every report includes
✓ Executive summary — one page, boardroom-ready ✓ Every finding with evidence, dollar impact and the fix ✓ 90-day action plan, sequenced by ROI and effort ✓ Benchmarks vs. your industry and spend band ✓ A 60-minute readout call with a senior auditor
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