eCommerce Google Ads audit checklist
The 41-point eCommerce Google Ads, Shopping & Merchant Center checklist.
Review the account from economics and purchase measurement through Merchant Center, feeds, campaigns, product pages and reporting.
Use it online or download the printable version. No email signup required.
Use it as a decision record
Do not tick boxes just to finish the checklist.
Work through one representative product and purchase journey before assuming the whole account is healthy.
Mark an item as checked only when there is evidence. Keep a separate note of the observation, risk, owner and next action. This is a starting framework, not proof that every account-specific issue has been found.
Thank you. The printable checklist is opening or downloading. To review the findings in your account, see the €650 diagnostic.
Interactive review
Work through all 41 checks.
Your progress updates as you tick items. The checks are grouped by the part of the acquisition system they test.
Economics
Define the commercial limits before judging campaign performance.
Measurement
Make sure purchase data is reliable enough to support bidding decisions.
Merchant Center
Check account health, store consistency and ownership of data sources.
Product feed
Check the catalogue data Google uses to understand and match products.
Campaigns and demand
Give campaigns clear commercial jobs and align spend with economic limits.
Store and products
Review the experience after the click, not only the advertising account.
Reporting and action
Separate facts from hypotheses, then turn findings into owned actions.
Found several problems?
The hard part is deciding what to fix first.
A checklist can reveal issues. The €650 eCommerce Diagnostic is for turning those findings into a prioritised roadmap across economics, measurement, feeds, campaigns and store experience.
Continue the diagnosis
Go deeper where the checklist found uncertainty.
Use the relevant guide to investigate the issue before changing campaign structure or bidding.
Feed optimisation guide
Go deeper on Merchant Center eligibility, stable product IDs, variants and product data.
Read the feed optimisation guidePurchase measurement guide
Review transaction IDs, dynamic values, currency and duplicate purchase signals.
Read the purchase measurement guideBreak-even ROAS calculator
Calculate contribution, break-even CPA and target ROAS privately in your browser.
Calculate economic limitsWant the account reviewed?
Turn 41 observations into the right sequence of actions.
If the checklist uncovers several competing priorities, the €650 eCommerce Diagnostic turns the evidence into a prioritised roadmap. For ongoing ownership, explore Google Ads for eCommerce.