Growth Marketing Data Audit Checklist

A growth marketing data audit is a structured review of the data paths that drive reporting, attribution, budget decisions, and activation. It checks whether source data, identity rules, conversion definitions, and downstream exports are consistent enough to trust before teams increase spend.

Use this checklist to audit your growth data stack before planning a new quarter.

1. Source Integrity

• Are all paid channels connected and syncing on schedule?
• Do campaign names follow a controlled taxonomy?
• Are historical backfills complete and documented?

2. Attribution Readiness

• Are UTM standards enforced in launch workflows?
• Are click identifiers captured and stored?
• Do first-touch and last-touch models run from the same canonical data?

3. Conversion Integrity

• Are conversion definitions shared across marketing and product teams?
• Is deduplication validated between client and server events?
• Are revenue values normalized into one currency policy?

4. Reporting Trust

• Can finance and growth reconcile spend and revenue from one dataset?
• Do dashboard metrics map to documented SQL logic?
• Is there alerting for sync failures and schema drift?

5. Activation Readiness

• Are audience exports governed and versioned?
• Are conversion uploads tested after each schema update?
• Is there an owner for each destination integration?

Scorecard

Rate each section Red, Yellow, or Green. Prioritize Red items that directly affect paid spend efficiency.

What Good Looks Like

A mature growth team can explain any KPI using one data path: source -> model -> metric -> activation.

If the path is unclear, run the audit again before increasing spend.