How to Audit Your Mar/Ad Tech Stack
Because your tech stack should fuel growth—not slow it down.
Most marketing and ad tech stacks are bloated, underused, or misaligned with the actual goals of the business.
A smart audit helps you cut waste, improve integrations, and unlock growth.
Here's the exact process I recommend.
🔍 Mar/Ad Tech Audit Framework
1. Map Your Current Stack
Document every tool across marketing and advertising—from CRMs and ESPs to DSPs, analytics platforms, CDPs, and tag managers.
👉 Bonus: Create a simple flow diagram to visualise how tools connect.
2. Categorise by Function
Group tools under core functions:
Acquisition (e.g. Meta Ads, Google Ads)
Engagement (e.g. email, push, chat)
Conversion (e.g. landing page builders, CRO tools)
Data & Attribution (e.g. GA4, Segment, MMM, MTA)
Ops & Integration (e.g. Zapier, server-to-server pipes)
3. Evaluate Usage & Overlap
Ask:
Are we actually using this tool?
Are multiple tools doing the same job?
What’s delivering real ROI?
💡 Tip: If more than 20% of your stack goes unused, it’s time to streamline.
4. Assess Integrations & Data Flow
Where is data breaking or duplicating?
Do your tools talk to each other (CRM <> Ads <> Web <> Product)?
Is there lag or inconsistency in reporting?
5. Align with Business Goals
Does your stack support your current strategy (e.g. retention vs acquisition)?
Are you set up to scale?
Does the team have the capability to manage it?
6. Prioritise Improvements
Shortlist:
Tools to kill
Tools to keep
Gaps to fill
Integrations to fix
Document a roadmap with cost, resourcing, and expected impact.
🧠 Why This Audit Matters
Your tech stack isn’t just a collection of tools—it’s your growth engine.
When it’s bloated or broken:
CAC increases
Data becomes unreliable
Teams waste time chasing clarity
But when it’s well-oiled:
You track, optimise, and scale faster
Campaigns become more efficient
Cross-functional teams collaborate seamlessly
🛑 Common Red Flags
Tools chosen by vendors, not users
Reporting delays due to broken tags or mismatched UTM structures
Zero integration between CRM and paid media
Teams using Google Sheets as a workaround for poor dashboards
You’re paying $3,000/mo for a CDP and no one logs in
💬 Final Thoughts
Auditing your stack isn’t just about saving money—it’s about removing friction from your growth system.
Think of it like spring cleaning for your marketing engine:
What’s no longer fit for purpose?
What’s missing?
Where’s the data stuck?
You don’t need more tools. You need the right tools—working together.
What’s the one tool in your stack you’ve been meaning to audit?