How the audit score works
What goes into the audit score and grade on Google Ads and GA4 (and Meta Ads, once it opens), and why scores don't compare across platforms.
Every audit gets a score out of 100. Each platform works it out in its own way, so scores only compare within a platform.
Google Ads
Every section of the audit (wasted spend, search terms, Quality Score and the rest) is scored from 0 to 100. The overall score blends two numbers: the average of the sections that apply to your account, which counts for 60%, and an issue score, which counts for 40%. The issue score starts at 100 and loses 10 points for each critical issue and 3 for each warning.
- A: 90 and above
- B: 80 to 89
- C: 70 to 79
- D: 60 to 69
- F: below 60
Meta Ads
Coming soon. Meta Ads audits open once Meta approves AuditRoger's app. This is how they will be scored.
The score starts at 100 and loses 12 points for every critical finding and 4 for every warning. Structure, creative, audience, budget and tracking each get a score of their own, which loses 15 points per critical finding and 5 per warning.
GA4
Findings are grouped into categories, and each category is scored. The overall score is a weighted average in which conversions count most. In a category, a critical finding costs 30 points, a warning 14 and a note 4. Critical findings also cap the overall score: one critical finding caps it at 82, two at 68, three at 55, and four or more at 42, so one broken area can't hide behind healthy ones.