Free Marketing Audit Template
40 scored questions across 8 chapters, plus a 30/60/90-day action plan. No email required — just download it.
What's in the template
The template is a scored audit worksheet: 40 questions organized into 8 chapters, with five questions per chapter. Each row gives you a Score (1-5) column — 1 means not in place, 3 means partial, 5 means strong and documented — plus columns for Notes / Evidence, Priority (H/M/L), Action, and Owner, so every finding becomes an assigned next step instead of a forgotten observation.
Below the question bank sits a 30/60/90-day action plan section with rows for the first 30 days (fix what's broken), days 31-60 (double down on what works), and days 61-90 (test something new) — each with expected impact, a metric to watch, status, and an owner.
Documented plan, ICP alignment, positioning, and whether marketing goals ladder up to revenue.
Conversion tracking accuracy, per-channel CPA, dashboards, attribution, and UTM discipline.
Message clarity, calls-to-action, A/B testing habits, page speed, and honest social proof.
Keyword mapping, indexing health, refresh cadence, funnel coverage, and AI answer-engine visibility.
Welcome sequences, lead scoring, CRM sync, list hygiene, and revenue attribution for flows.
Return on ad spend by channel, creative refresh cadence, testing plans, and ad-to-page match.
Spend documentation, allocation models like 70-20-10, CAC trends, and room for experiments.
Visual and message consistency, review monitoring, customer proof, and word-of-mouth signals.
How to use it
A first full pass takes a couple of focused hours. Here's the workflow that turns the spreadsheet into an actual improvement plan.
- 1
Download and open it
Hit the download button — no form, no email. The file is a plain CSV, so it opens directly in Google Sheets, Excel, or Numbers with zero conversion. Import it, and you have a working audit sheet in under a minute.
- 2
Score every question 1-5, with evidence
Work through all 40 questions and score each one from 1 (not in place) to 5 (strong and documented). Be brutally honest, and write what you actually checked in the Notes column — a score without evidence is just a guess.
- 3
Flag everything scored 1-2 as a priority
Anything sitting at a 1 or 2 is a leak. Mark it High in the Priority column, write a concrete next step in the Action column, and put a name in Owner. Unowned findings never get fixed.
- 4
Turn priorities into the 30/60/90-day plan
Move your flagged items into the action plan section at the bottom of the sheet: fix what's broken in the first 30 days, double down on what works in days 31-60, and test something new in days 61-90.
- 5
Re-run it quarterly
Save a dated copy each quarter and compare scores. The trend line matters more than any single audit — it shows whether your marketing function is actually compounding or quietly drifting.
Why there's no email wall
Almost every marketing audit template on the internet sits behind a lead form or a paywall. That trade helps the vendor — they get your inbox — but it does nothing for the quality of your audit. So we give the full template away: direct download, no email, no "free trial," nothing to unsubscribe from later.
If you want more than a spreadsheet, our interactive assessment asks the questions for you and scores everything instantly — also free, also without a signup.
More free audit tools
The template pairs well with the rest of our free toolkit — all of it ungated.
A fast diagnostic that scores your marketing across 20+ dimensions in 10-15 minutes and hands you a prioritized fix list.
The full question bank behind a serious audit, organized by chapter with a scoring rubric for each area.
Frequently asked questions
What is a marketing audit template?
A marketing audit template is a pre-built worksheet that structures a review of your entire marketing function. Instead of starting from a blank page, you work through a fixed set of questions — ours has 40, organized into 8 chapters — score each one, record evidence, and end up with a prioritized list of fixes. It turns a vague 'how is our marketing doing?' into a documented, repeatable process.
Is the template really free? Do I need to enter my email?
Yes, and no. The download link on this page goes straight to the file — there is no form, no email gate, and no paywall. You can download it, share it with your team, and reuse it every quarter without ever giving us an address.
What formats does the template work in?
The file is a CSV, which is deliberately the most portable spreadsheet format there is. It opens natively in Google Sheets, Microsoft Excel, Apple Numbers, and LibreOffice with no conversion step. Import it once, add tabs or formatting if you like, and save it in whatever format your team uses.
How often should I run a marketing audit?
Quarterly is the sweet spot for most teams — it lines up with planning cycles and is frequent enough to catch drift before it compounds. At an absolute minimum, audit once a year before annual planning, and re-run after any major change: a rebrand, a new product launch, a big channel shift, or new marketing leadership.
How long does a marketing audit take with this template?
Plan for 2-4 hours for a focused first pass if you already have access to your analytics, ad accounts, and email platform. Gathering evidence is what takes time, not the scoring itself. Follow-up audits are faster — usually an hour or two — because you're updating scores rather than starting cold.
Should I use the template or the interactive assessment?
They solve different problems. The interactive assessment scores your answers instantly and generates prioritized recommendations in 10-15 minutes — it's the fastest way to find your weak spots. The template is better when you want a deeper, evidence-backed review you can document, assign owners to, and revisit quarterly. Many teams start with the assessment, then use the template to go deep on the lowest-scoring areas.
Can I use this template for clients or agency work?
Absolutely. Agencies and consultants use it as a client onboarding audit, a quarterly business review backbone, or a pre-proposal diagnostic. Because it's an ungated CSV, you can rebrand it, add your own questions, and build it into your own process — no license worries, no attribution required.
Do I need marketing experience to use it?
No. Every question is written in plain language and asks about something observable — whether a document exists, whether tracking fires, whether a process runs. If you can honestly answer 'is this in place at my company?', you can complete the audit. The 1-5 scale and the priority column do the analytical work for you.
Want the audit done for you?
Skip the spreadsheet: the interactive assessment asks the questions, scores your answers instantly, and builds your prioritized action plan. Free, no signup.