v1.0.0 to v1.0.0

---

name: cross-platform-audit

description: "Unified multi-platform paid media audit with parallel execution. Spawns scored audits for Google Ads, Meta Ads, and Microsoft Ads simultaneously, merges results into a budget-weighted aggregate health score (A-F), adds cross-platform analysis (budget allocation, tracking consistency, creative alignment, attribution overlap), and produces a prioritized action plan. Optionally generates a client-ready deck via pro-deck-builder. Use when the user asks for a full paid media audit, cross-platform review, or multi-channel ad assessment."

license: MIT

origin: custom

author: Rebecca Rae Barton

author_url: https://github.com/thatrebeccarae

metadata:

version: 1.0.0

category: paid-media

domain: cross-platform

updated: 2026-03-16

---

# Cross-Platform Audit — Unified Paid Media Assessment

Orchestrates parallel scored audits across Google Ads, Meta Ads, and Microsoft Ads, then merges results into a single budget-weighted health score with cross-platform intelligence.

## Context Intake (Always Do First)

Before running audits, collect this information. Without it, benchmarks will be generic and recommendations may be wrong.

Ask these questions (combine into one prompt):

1. **Business type** — E-commerce/DTC, SaaS/B2B, Local Service, Lead Gen, Agency, Other

2. **Monthly ad spend** — Total and per-platform breakdown (approximate is fine)

3. **Primary goal** — Revenue/ROAS, Leads/CPA, App Installs, Brand Awareness

4. **Active platforms** — Which platforms are they advertising on? (Google, Meta, Microsoft, others)

5. **Data available** — What can they provide? (exports, screenshots, pasted metrics, MCP access)

Use the provided context to:

- Determine which platform audits to run (skip platforms they don't use)

- Calculate budget share per platform for aggregate scoring

- Calibrate severity based on spend level ($5K/mo gets different advice than $100K/mo)

## Orchestration Workflow

### Step 1: Collect Context

Gather business type, platforms, budgets, goals, and available data per the intake above.

### Step 2: Spawn Parallel Audits

Use the Task tool to run platform audits simultaneously. Each audit task should:

1. Load `skills/shared/scoring-system.md` for the scoring algorithm

2. Load the platform-specific `CHECKS.md` for the audit checklist

3. Load the platform-specific `SKILL.md` and `REFERENCE.md` for diagnostic context

4. Evaluate each applicable check as PASS, WARNING, or FAIL

5. Calculate the platform health score using weighted formula

6. Identify Quick Wins

7. Write results to a structured output

**Spawn these tasks in parallel** (adjust based on which platforms the user has):

```

Task 1: Google Ads Audit

→ Read skills/shared/scoring-system.md

→ Read skills/google-ads/CHECKS.md

→ Evaluate 74 checks against provided data

→ Calculate score → Write google-audit-results.md

Task 2: Meta Ads Audit

→ Read skills/shared/scoring-system.md

→ Read skills/facebook-ads/CHECKS.md

→ Evaluate 46 checks against provided data

→ Calculate score → Write meta-audit-results.md

Task 3: Microsoft Ads Audit

→ Read skills/shared/scoring-system.md

→ Read skills/microsoft-ads/CHECKS.md

→ Evaluate 30 checks against provided data

→ Calculate score → Write microsoft-audit-results.md

```

If the user only has 2 platforms, spawn only those 2 tasks.

### Step 3: Merge Results

After all audit tasks complete:

1. Read all `*-audit-results.md` files

2. Extract per-platform scores and grades

3. Calculate budget-weighted aggregate score:

```

Aggregate = Σ(Platform_Score × Platform_Budget_Share)

```

4. Run cross-platform analysis (see Cross-Platform Analysis below)

5. Merge Quick Wins from all platforms into a unified priority list

6. Generate the unified report

### Step 4: Cross-Platform Analysis

Add intelligence that no single-platform audit can provide:

**Budget Allocation Analysis**

- Is spend distributed optimally across platforms?

- Are high-performing platforms budget-constrained while low performers have excess?

- Does the platform mix match the business type? (e.g., B2B without LinkedIn, ecom without Shopping)

- Compare platform CPAs and flag reallocation opportunities

**Tracking Consistency**

- Are conversion events defined consistently across platforms?

- Is revenue/value tracking active on all platforms or only some?

- Are attribution windows aligned? (7-day click on Meta but 30-day on Google = inconsistent reporting)

- Is there a single source of truth (GA4) or are platforms reporting independently?

**Creative Alignment**

- Is messaging consistent across platforms or contradictory?

- Are creative formats appropriate per platform? (vertical video for Meta/TikTok, text-heavy for Search)

- Is creative being refreshed at similar cadences or is one platform stale?

**Attribution Overlap**

- Are platforms double-counting conversions? (same user converts, Google and Meta both claim credit)

- What percentage of total reported conversions exceeds actual conversions?

- Is there a de-duplication strategy (UTMs + GA4 as arbiter)?

**Kill List**

- Campaigns/ad sets across ALL platforms with CPA >3x target

- Aggregate wasted spend across platforms

- Quick calculation: total monthly waste = Σ(flagged campaign spend)

**Scaling Opportunities**

- Which campaigns across all platforms have CPA below target AND are budget-constrained?

- What is the estimated incremental revenue from reallocating waste to winners?

### Step 5: Generate Unified Report

Output the unified report in the format specified in EXAMPLES.md.

### Step 6: Deck Generation (Optional)

If the user requests a deck (`--deck` flag, or asks for a presentation/deliverable):

- Take the unified report output

- Pipe to pro-deck-builder skill

- Generate a branded HTML slide deck with:

- Executive summary slide (aggregate score, grade, key findings)

- Per-platform score cards

- Cross-platform analysis slides

- Quick Wins slide

- Prioritized action plan slides

- Budget reallocation recommendation slide

## Hard Rules

These constraints apply across all platforms and must never be violated:

1. **Never recommend changes during active learning phases** on any platform.

2. **3x Kill Rule is universal** — flag ANY campaign on ANY platform with CPA >3x target.

3. **Tracking must be verified before optimization recommendations** — if conversion tracking is broken, that is the only recommendation until fixed.

4. **Budget reallocation recommendations must account for minimum thresholds** — don't recommend shifting $500/mo to a platform that needs $3K/mo minimum.

5. **Attribution overlap must be flagged** — if total platform-reported conversions exceed GA4 by >20%, call it out.

6. **Special Ad Categories apply cross-platform** — if housing/employment/credit/finance on one platform, compliance checks apply to all platforms.

## Relationship to Other Skills

This skill **orchestrates** the following skills — it does not replace them:

| Skill | Role in Orchestration |

|-------|----------------------|

| `google-ads` | Provides CHECKS.md + diagnostic frameworks for Google audit task |

| `facebook-ads` | Provides CHECKS.md + diagnostic frameworks for Meta audit task |

| `microsoft-ads` | Provides CHECKS.md + diagnostic frameworks for Microsoft audit task |

| `account-structure-review` | Complementary — run separately for deep structural analysis |

| `wasted-spend-finder` | Complementary — run separately for detailed waste analysis with CSV output |

| `shared/scoring-system.md` | Provides scoring algorithm used by all audit tasks |

| `pro-deck-builder` | Optional downstream — generates client-ready presentation |

## How to Use This Skill

Ask questions like:

- "Run a full audit across all my ad platforms"

- "Score my Google and Meta accounts and give me one unified health grade"

- "Audit my paid media and build a deck I can present to my client"

- "I spend $20K on Google, $15K on Meta, and $5K on Microsoft — audit everything"

- "Which platform should I shift budget to based on performance?"

- "Give me a cross-platform audit with a prioritized action plan"