What this audit checks
Authentication & access
- Store URL resolves and the generic export host (/net/WebService.aspx) responds 200
- API Login + Encrypted Password (or bearer token) authenticate against a 1-row Generic\Orders probe
- Required read scopes present (read_orders, read_products, read_customers)
- Export/credential not silently failing - consecutive auth failures over 1h flagged before the dashboard goes blind
Catalogue & SEO completeness
- Products missing primary image (PhotoURL empty) - conversion drag
- Products missing description (ProductDescription empty)
- Products missing manufacturer (ProductManufacturer empty) - filtering / feed gaps
- Products missing SEO meta (MetaTag_Title or MetaTag_Description empty) >10% of catalogue
- Hidden products (Hide=true) that still have inventory and recent orders (accidentally delisted bestsellers)
Refunds, returns & order SLA
- Refund/return rate >5% on 30D vsP (product-quality / expectation mismatch)
- Rolling 24h refund rate >2x 30D baseline (anomaly)
- Refund value as % of revenue >8% (margin destroyer)
- Cancellation rate >3% on 30D vsP
- Processing/New order backlog >2x 30D average (fulfilment drag)
Inventory hygiene
- Visible products with StockStatus <= 0 (out of stock but still on storefront)
- Low-stock products at/below LowStockLevel across >5% of catalogue
- Products with inventory tracking disabled >30% of catalogue (unintended)
- Stock-out burst - >5 SKUs transitioned to OOS in the last hour
Tax & US compliance
- Orders with missing or zero TotalTax in taxable destination states (under-collection risk)
- Tax-collected-by-state distribution available for the trailing 90D (nexus visibility)
- Sudden drop in tax-collected share vs 30D baseline (tax setting regression)
Cross-channel: leak vs Ads / Marketplace / Email / Website (the killer area)
- Active ad spend on OOS Volusion SKUs - daily spend on products with StockStatus <= 0 (Google Ads / Amazon Ads sibling)
- Catalogue drift - same SKU, Volusion vs Amazon/eBay price delta >20% or title/image mismatch
- Email-attributed revenue share <15% (email under-utilised) OR drop >20% vsP (Klaviyo / Dotdigital sibling)
- Pagespeed-driven cart loss - estimated revenue lost while LCP/CWV degraded on the store URL (website-performance sibling)
Severity thresholds
| Signal | Warn | Critical |
|---|---|---|
consecutive_auth_failures | 1 | 3 |
missing_image_count | 1 | 25 |
missing_descriptions_count | 1 | 25 |
missing_seo_meta_pct | 10 | 30 |
hidden_with_inventory_count | 1 | 5 |
refund_rate_pct | 3 | 5 |
refund_spike_multiplier | 1.5 | 2 |
refund_value_pct_of_revenue | 5 | 8 |
cancellation_rate_pct | 2 | 3 |
order_backlog_multiplier | 1.5 | 2 |
oos_visible_product_count | 1 | 10 |
low_stock_pct_of_catalogue | 3 | 5 |
no_tracking_pct_of_catalogue | 30 | 50 |
stock_out_burst_count | 3 | 5 |
missing_tax_order_pct | 2 | 5 |
ads_on_oos_daily_spend | 1 | 25 |
catalogue_drift_count | 5 | 10 |
email_revenue_share_pct | 15 | 10 |
repeat_rate_pct | 20 | 10 |
Data sources
GET https://{store_url}/net/WebService.aspx?EDI_Name=Generic\Orders- Auth probe + revenue / refund / status-mix / tax context (1-row = cheapest validate)GET https://{store_url}/net/WebService.aspx?EDI_Name=Generic\Products- Catalogue completeness - image / description / manufacturer / SEO meta gapsGET https://{store_url}/net/WebService.aspx?EDI_Name=Generic\Customers- Customer count + repeat rate + top-spender + churn-risk concentrationGET https://{store_url}/net/WebService.aspx?EDI_Name=Generic\Returns- Refund-rate spike detection + refund value share of revenueGET https://{store_url}/net/WebService.aspx?EDI_Name=Generic\ProductsInventory- OOS + low-stock + no-tracking + stock-out burst