Ecommerce audit: website, catalogue, ads and analytics

Your store gets visitors but few orders? Ads spend money without a clear explanation of the losses? I review the buying journey, site health, product pages, search readiness, advertising and sales measurement. You receive evidence of the problems and a sequence of actions rather than generic advice.

Discuss this serviceWork included in this service

When your store needs an audit

First we define the question the review must answer. This determines access, depth and the report scope.

  1. Visitors rarely become buyers

    I examine obstacles in search, variant selection, delivery, payment and checkout, then compare them with available data. A low conversion rate alone does not identify the cause: traffic quality, the range, pricing and site behaviour can all contribute.

  2. Before ads, a redesign or a project handover

    An audit assesses readiness for promotion, reviews a development delivery and helps brief a contractor. I separate necessary fixes from design preferences. When targeted repairs are sufficient, a platform migration needs its own justification.

Technical ecommerce audit

I review functions that affect availability and successful checkout.

  1. Errors, speed and mobile behaviour

    I check representative templates, image delivery, browser and server errors, mobile layouts, search and filters. Speed is assessed on typical pages rather than a single homepage score. I record the test conditions so the result can be reproduced after repairs.

  2. Cart, payments and notifications

    I review quantities, coupons, stock, delivery methods, required fields and error messages. Agreed test scenarios follow the order into the admin panel and manager notification. Real payments and actions affecting live records are agreed with the store owner beforehand.

Buying experience and commercial terms

Buyers should understand the offer and their next step without consulting a developer.

  1. Finding the right product

    I examine categories, menus, search, filters, sorting and related products. Important specifications should be easy to find and variants easy to compare. Mobile journeys, empty search results and unavailable products receive separate attention.

  2. Seller information and clear terms

    I compare seller details, payments, delivery, returns and processing times with actual operations. I look for contradictions between information pages, product pages and checkout. The owner or a qualified adviser confirms legal wording and required business information.

Product page and photography audit

Catalogue quality affects buyer decisions and product submissions to advertising systems.

  1. Names, specifications and variants

    On an agreed sample I review names, descriptions, SKUs, brands, sizes, units and variant relationships. I identify duplicates, missing fields and unsupported claims. Large catalogues can combine automated checks of every record with a manual review of representative products.

  2. Images that match the actual product

    I assess cover images, galleries, detail visibility, colour, cropping and file sizes. Images must match the chosen variant, contents and packaging. The report distinguishes editing tasks, missing views and products needing new photography.

Ecommerce SEO audit

I examine search engine access and the pages buyers reach from search.

  1. Indexing, URLs and duplicates

    I review available Search Console data, sitemaps, robots rules, canonicals, redirects and response codes. Filters, sorting, pagination and language versions need particular care. I identify useful pages that are blocked and technical URLs that duplicate the catalogue.

  2. Landing page structure and content

    I map query intent to categories and products, reviewing headings, metadata, copy and internal links. Longer descriptions everywhere are not the default solution. Priority goes to pages with relevant demand, suitable products and a useful answer for the buyer.

Ads, product feeds and analytics

Acquisition costs are assessed alongside page quality and reliable order measurement.

  1. Google Ads, Meta Ads and Merchant Center review

    With access I examine campaign structure, search terms, ads, landing pages and product data. I compare feed prices and availability with the store, review rejection diagnostics and spending distribution. Reviewing campaigns does not include changing them without an agreed implementation task.

  2. GA4 and actual sales

    I check product, cart, checkout and purchase events, values, currency and order identifiers. Reports are compared with store records because duplicates, returns and cancellations can distort results. Consent settings, blockers and access gaps are recorded as measurement limitations.

Data exchange and daily operations

Problems can arise after checkout: lost orders, delayed stock or payment updates missing from the manager’s system.

  1. CRM, stock and marketplaces

    I review exchange directions, schedules, SKU mapping and error handling through available logs and inconsistent records. Each price, stock figure and status needs an authoritative source; otherwise the next synchronization can undo a manual correction.

  2. Access and maintainability

    I review roles, domain and service ownership, updates and recovery procedures within the agreed scope. This is an operational risk review rather than a penetration test. Contractor dependencies and access that should belong to the owner are documented.

What the audit delivers

The report should support decisions and actionable tasks, not merely list faults.

  1. Finding, evidence, impact and action

    Significant findings include the page or scenario, reproduction steps, observed result and proposed fix. Confirmed defects are separated from hypotheses. Priorities consider checkout impact, catalogue coverage, dependencies and effort; unsupported revenue forecasts are not invented.

  2. Implementation plan and retest

    Tasks are grouped by area and dependency, and findings are explained to the owner or team. I can implement changes, or your contractor can use the report. An agreed retest confirms specific repairs; it does not automatically establish sales growth.

How the store review works

Review boundaries and required access are agreed before work starts.

  1. Scope and starting data

    We discuss the platform, range, markets, symptoms and recent changes, then agree the reporting period and minimum necessary access.

  2. Review and comparison

    I follow agreed scenarios, inspect records and reports and gather evidence. Missing information is recorded along with a way to resolve the gap.

  3. Report and priority discussion

    I deliver the findings and explain the sequence of work. Implementation receives its own agreed scope, with dependencies retained in the plan.

Ecommerce audit pricing

Pricing depends on review depth, platform, template variety, catalogue size and available data.

  1. Full audit or a focused review

    You can commission a full audit or focus on checkout, SEO, catalogue, ads or data exchange. The proposal specifies sampling, checks and deliverables. Repairs, photography, content and ongoing management are scoped separately so the diagnostic cost remains clear.

Questions about the ecommerce audit

Yes, public pages and the buying journey can be reviewed. Internal causes and spending cannot be reliably assessed without administration, analytics and advertising access. The report will state these limitations.

Yes. Internal review depth depends on access, implementation and platform tools. For hosted platforms I distinguish owner-controlled changes from those requiring platform support.

The core delivery is the review and action plan. Implementation can be a separately agreed stage or handled by your team. Repairs are scoped before that work starts.

Manual review uses an agreed sample. Bulk field and duplicate checks can cover the full accessible catalogue. Sampling and coverage are specified in the proposal.

The notice, site and product data can be reviewed to prepare a correction plan. Merchant Center preparation is also available as a dedicated service. Google decides the account outcome.

Yes. We agree accounts, period, questions and data. Landing pages can be included because traffic quality is difficult to assess separately from the store’s offer.

No. The audit identifies problems and supports decisions. Results depend on implementation, products, prices, traffic and operations. Changes are evaluated against agreed measures.

Send the store URL, platform, approximate catalogue size and the problem. Ads, analytics and recent changes are useful context. Access is arranged separately; do not send passwords through the form.

Other services for this project

  1. Ecommerce management

  2. Catalogue and product content

  3. Ecommerce integrations

  4. Google Merchant Center preparation

Platform and service documentation

These are official sources for requirements and capabilities. Their applicability is checked before configuration; external service conditions can change.

  1. Google: ecommerce URL structure

  2. Google: GA4 ecommerce events

Find what is holding your store back

Share the site URL and your main question. I will propose a review scope and explain the data needed.

    Form details are used to respond to your enquiry. See the policy on personal data processing.

    A general description and links are enough to begin. Do not send passwords, API keys or customer personal data through this form.