Digital marketing audit

A digital marketing audit is an evaluation of the contribution and effectiveness of digital marketing for a business.

It should include assessment of these factors with the analyst answering these questions

  • Performance – Do you have a dashboard to report performance? Can you break down performance by channel standardised using Analytics UTM tracking to track email marketing for example?
  • Marketplace analysis – Who are your target customers? Have you defined personas? What is your success in reaching and converting them? Benchmarking visits and where possible conversions against competitors?
  • Objectives – Do you set forecasts for generating visits leads and sales based on conversion funnel models (also available to members).
  • Capabilities – these include your team – who is responsible for digital marketing – internal staff and agencies? What are their strengths and weaknesses? Are there any training gaps? This also includes marketing technology and tools which we cover in our essential marketing tools download.
  • Strategies – Is there a strategy in place? How does your brand positioning compare to competitors? What is our define

We recommend using the Smart Insights RACE digital marketing audit structure because this covers both strategy, communications and the full customer lifecycle.


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.