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Nerve Centre KPIs · Audit Profile · Sentiment Settings The questions an SMB / mid-market retargeting marketer asks at 9am on Monday: is AdRoll catching the cart-abandoners Meta and Google missed, is the Pixel still firing on conversion pages, is Roundtrip email retargeting still delivering, and is the prospecting-vs-retargeting spend mix right for the cohort. Cross-references commerce siblings (Shopify / BigCommerce / Adobe) and website_performance for the highest-leverage findings - running dynamic catalog ads on out-of-stock SKUs and retargeting clicks into slow landing pages are the most common, most expensive, most fixable mistakes.

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What this audit checks

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Authentication & access

  • OAuth refresh-token still valid against /auth/token (no re-auth required)
  • Organization eid and advertisable eid resolve via /api/v1/organization
  • Granted scopes cover read + write needed for reporting and pacing checks

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Spend & budget pacing

  • Daily / lifetime budget utilisation per running campaign (under- or over-pacing vs budget)
  • Wasted spend - zero-conversion spend above threshold on any running campaign (last 72h)
  • Inactive / archived campaigns still consuming product-feed sync (hidden recurring data cost)
  • Prospecting-vs-retargeting spend mix vs the acquisition-cohort target

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Campaign performance (ROAS / CTR / CPC)

  • Cross-channel retargeting ROAS per campaign below merchant target (/api/v1/report/timeseries)
  • Retargeting ROAS dropped >25% vs prior 7D same-day-of-week
  • CTR below benchmark band on web / social / dynamic campaign types
  • CPC creep - bidding pushing cost-per-click above category benchmark

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Conversion & attribution

  • AdRoll Pixel firing on key conversion pages (purchase, signup-complete, add-to-cart)
  • Conversion-rate below floor on running campaigns vs account average
  • Roundtrip email retargeting deliverability and sender reputation after a send burst
  • Attribution-window drift inflating reported conversions vs commerce-sibling orders

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Creative & audience health

  • Custom audiences below AdRoll’s 100-member delivery floor (won’t serve, spend reallocates)
  • Disapproved or rejected creatives in running campaigns (/api/v1/ad)
  • Dynamic-product creatives falling back because the linked feed has rejections
  • Stale creative pool - no new banner / native / video variants in >60d

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Cross-channel revenue at risk

  • Active dynamic ads on out-of-stock SKUs (sibling = shopify / bigcommerce / adobe_commerce product qty = 0)
  • Retargeting landing pages with poor Web Vitals (sibling = website_performance.page LCP_p75 > 4000ms and CR < 0.5x account avg)
  • Branded retargeting clicks cannibalising organic (sibling = google_search_console branded organic queries)
  • Roundtrip email audience overlapping the primary ESP (sibling = klaviyo / mailchimp) - paying to re-touch owned contacts

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Severity thresholds

SignalWarnCritical
roas3.0-
ctr0.4-
conversion_rate1.0-
budget_pacing70-

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Data sources

  • GET https://services.adroll.com/api/v1/organization - Auth + org / advertisable eid sanity
  • GET https://services.adroll.com/api/v1/campaign - Campaign state, budget, type and SKU join keys
  • GET https://services.adroll.com/api/v1/ad - Creative status / format - disapprovals and feed-fallback checks
  • GET https://services.adroll.com/api/v1/report/timeseries - Spend / impressions / clicks / conversions / ROAS time series
  • POST https://services.adroll.com/auth/token - Refresh OAuth access token