--- title: 41-Point eCommerce Google Ads Audit Checklist | Andrei Visan url: https://andreivisan.com/ecommerce-google-ads-audit-checklist/ date: 2026-09-29T05:32:00+00:00 modified: 2026-10-23T09:19:33+00:00 lang: en --- [Home](https://andreivisan.com/) · [eCommerce resources](https://andreivisan.com/ecommerce-google-ads/) Free account review framework # 41-point eCommerce Google Ads audit checklist. Review order economics, purchase measurement, Merchant Center, product feeds, campaigns, the store and reporting. Use the interactive checklist or its printable version without an email signup. [Start the 41-point review](#checklist)[Download printable checklist](https://andreivisan.com/wp-content/plugins/andrei-ecommerce/assets/ecommerce-checklist.html) 41 checks · Seven areas · No email signup 41 checks · seven areas ## Review the whole path from economics to action. Economics Measurement Products & campaigns Owned actions ## Check evidence, not just boxes. Work through a representative product and purchase journey before assuming the whole account is healthy. Tick an item only when you can support it, and record the observation, risk, owner and next action separately. The checklist is a starting framework. It is not proof that every account-specific issue has been found. The useful outcome is a prioritised 30/60/90-day action plan. ## Keep a printable review record. [Download the printable 41-point checklist](https://andreivisan.com/wp-content/plugins/andrei-ecommerce/assets/ecommerce-checklist.html) Thank you. The printable checklist is opening or downloading. To review the findings in your account, see the [€650 diagnostic](https://andreivisan.com/ecommerce-google-ads-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. **Review progress** 0 / 41 ### Economics Define the commercial limits before judging campaign performance. 1\. Define revenue consistently, including tax, discounts and refunds. 2. Verify COGS for representative products or categories. 3. Include payment fees, fulfilment and shipping subsidy. 4. Set a realistic returns allowance without double counting. 5. Calculate contribution and the desired post-ad buffer. ### Measurement Make sure purchase data is reliable enough to support bidding decisions. 6\. Identify the primary purchase action used for bidding. 7. Map every tag, app and import that sends a purchase. 8. Test unique transaction IDs and repeated confirmation visits. 9. Check dynamic values and currency. 10. Test consent and Enhanced Conversions where implemented. 11. Check product IDs, quantities and cart values where used. 12. Document refunds and conversion-adjustment handling. ### Merchant Center Check account health, store consistency and ownership of data sources. 13\. Check account-level restrictions and product disapprovals. 14. Reconcile price and availability with the store. 15. Check delivery and returns information. 16. Document the owner and refresh schedule of each data source. ### Product feed Check the catalogue data Google uses to understand and match products. 17\. Keep stable product IDs. 18. Use genuine identifiers and brand values where applicable. 19. Review title attributes against buyer intent. 20. Check descriptions for accuracy and ambiguity. 21. Verify variants, item groups, size and colour. 22. Review product_type and Google product category. 23. Check exact-product images and destinations. 24. Review custom labels and cost-data coverage. ### Campaigns and demand Give campaigns clear commercial jobs and align spend with economic limits. 25\. Give each campaign a defined commercial job. 26. Document Shopping and Performance Max product overlap. 27. Review brand and non-brand evidence with its limitations. 28. Check relevant Search campaign coverage and landing-page fit. 29. Inspect product exclusions and low-stock inventory. 30. Review budgets and bidding against economic limits. ### Store and products Review the experience after the click, not only the advertising account. 31\. Check mobile product detail and variant selection. 32. Make delivery cost and timing easy to find. 33. Review returns clarity and product suitability information. 34. Test checkout and payment paths. 35. Compare product-level conversion with economics and stock. 36. Prioritise CRO hypotheses with evidence, not preference. ### Reporting and action Separate facts from hypotheses, then turn findings into owned actions. 37\. Reconcile comparable store and platform trends. 38. Separate measured facts, estimates and hypotheses. 39. Record promotion, stock and price changes. 40. Assign owners and dependencies to the priority findings. 41. Build a 30/60/90-day roadmap with review conditions. ## Follow up where the evidence is weak. [Investigate Merchant Center and feeds](https://andreivisan.com/google-merchant-center-optimization/)[Review purchase measurement](https://andreivisan.com/ecommerce-google-ads-purchase-tracking/)[Calculate advertising limits](https://andreivisan.com/break-even-roas-calculator/) ## Need to decide what to fix first? The [€650 eCommerce Diagnostic](https://andreivisan.com/ecommerce-google-ads-diagnostic/) reviews the wider account and turns the evidence into a prioritised roadmap and review call. Ongoing management is scoped around catalogue, markets and implementation needs. [Compare management pricing](https://andreivisan.com/ecommerce-google-ads-pricing/)[Google Ads for eCommerce](https://andreivisan.com/googleads-for-ecommerce/) ## Written by Andrei Visan. I’ve worked hands-on with Google Ads since 2010. This resource explains a diagnostic approach, not a claim of specific client results. [More about Andrei →](https://andreivisan.com/about-me-who-am-i/) ## Find the next useful account action. Bring the store and the acquisition problem. We can confirm whether the €650 diagnostic or another next step fits. [Book a 30-minute call ↗](https://cal.com/andreivisan/30min)[See the eCommerce diagnostic](https://andreivisan.com/ecommerce-google-ads-diagnostic/)