27 Jun 2022

Top Picks: 7 of the Best Digital Marketing Audit Tools

Conducting a digital marketing audit can feel like a BIG job. Doing it properly requires full analysis of each element of your strategy – from SEO to social media marketing. Luckily, there are lots of digital marketing audit tools out there to accelerate the process and help uncover new growth opportunities. 

We’ve collated our top picks of auditing software to bring you the tools to identify issues, pinpoint quick wins and elevate your digital strategy.

Get stuck in.

Digital Marketing Auditing Tools

Most marketing agencies will have a few tried and tested tools up their sleeve. We’ve decided to share some of our favourites to help you in your auditing process. 

Delve into our most-used marketing audit tools…

Google Analytics

Google Analytics (GA) is, without a doubt, one of the most frequented tools in any marketing agency. Whether you’re a digital marketing veteran or new to the game, it’s likely you’ll already have an idea about the power of Analytics. 

But are you fully clued up on what it can do? 

As one of the most authoritative auditing tools available, GA provides valuable insights into your website’s traffic, content performance and user experience. It can help you measure ROI and track the success of your marketing efforts by setting up business goals.

Some of the features include:

  • Traffic Overview
  • Google Ads Campaigns
  • Ads Keywords
  • Display Targeting
  • Content Drilldown
  • Audience Overview
  • Goals Overview
  • E-Commerce Overview
  • Sales Performance
  • Assisted Conversions

GA provides a solid starting point for any marketing audit. 

For example, if you want to check the performance of a key page on your website, using GA data you can look at the number of visitors, how long they stayed, bounce rate (the percentage of visitors that leave a webpage without taking an action) and where they came from. 

The audience demographics data can give you a good idea of whether your target audiences are actually visiting your website, or whether you need to rethink your marketing campaigns to better suit their interests or browsing practices. 

The information you can glean through a GA audit of your site is invaluable. By spotting trends or patterns in user behaviour, you can optimise and tailor your marketing activities for maximum impact.

Google Search Console

Google Search Console gives you a great understanding of how Google sees and understands your website. 

Another free tool from Google, Search Console gives feedback on your website. You can check indexing status, search queries and crawling errors, making it easy to monitor, maintain and optimise your website’s presence in Google Search Engine Results. 

What can you do with Search Console?

  • Find crawl, index, and serving information through the URL Inspection tool
  • Monitor, test, and track your AMP pages
  • Test and improve your site’s mobile usability
  • Monitor and improve rich results
  • Receive email alerts when Google identifies issues on your site
  • Submit sitemaps and individual URLs for crawling
  • See which queries bring users to your site
  • Analyse impressions, clicks, and position

Identify website issues and get back on track with this essential tool. 


SEMRush is a big favourite with our SEO team. Like a Swiss Army Knife of auditing tools, SEMRush is an all-in-one suite that provides value-add insights for SEO, Content Marketing, Keyword Research, Competitive Analysis, PR, Marketing Insights, Campaign Management, and Paid Media.

The website has several built-in tools and reports to help marketers analyse a range of data for any digital campaign or marketing channel.

What does it offer?

  • On-Page SEO Checker
  • Traffic Analytics
  • Keyword Manager
  • Keyword Magic Tool
  • Position Tracking
  • Backlink Analytics
  • Link Building Tool
  • Site Audit
  • SEO Content Template
  • SEO Writing Assistant
  • Display Advertising
  • PLA Research

This SEO auditing and planning tool offers a wealth of data and insights. The only downside is that it can take a while to get to grips with all of the functions available. It takes experience to uncover its maximum value.

Screenshot of SEMRush software


Assess link building and web rankings, and conduct keyword research, competitor analysis and site audits in this all-in-one SEO toolset. 

What features does it have?

  • Site audit
  • Site explorer
  • Keyword explorer
  • Content explorer
  • Rank tracker

The site audit tool crawls your website to produce an overall SEO health score, highlighting any issues and potential solutions. This is all nicely packaged into accessible charts and data visualisations with custom filters. From slow pages to duplicate content – get stuck into the snags to improve rankings and conversion rates. 

In addition to these functionalities, you can also find SEO tutorials and training materials on a range of topics. 

Screaming Frog

Screaming Frog has an in-built tool called ‘SEO Spider,’ an advanced website crawler that helps you improve your onsite SEO.

This powerful tool efficiently crawls websites both large and small. You can download and crawl 500 URLs for free, or you can purchase a licence to download unlimited URLs and access other features.

So, what exactly can you do with Screaming Frog’s SEO Spider?

  • Find Broken Links
  • Audit Redirects
  • Analyse Page Titles and Meta Data, including Title Tags & Meta Descriptions
  • Discover Duplicate Content
  • Extract Data with XPath
  • Review Robots & Directives
  • Generate XML Sitemaps
  • Integrate with GA, GSC & PSI
  • Crawl JavaScript Websites
  • Visualise Site Architecture
  • Schedule Audits
  • Compare Crawls & Staging

Screaming Frog is one of the most effective and thorough tools for conducting an SEO audit.

Google Page Insights / Web Dev.

Google Page Speed Insights (PSI) tool reports on website performance. PSI is another free tool that evaluates mobile and desktop versions of a website and makes suggestions on areas to improve – or fix – to speed up your website loading time.

PSI considers many elements that might be impacting your web speed, such as image size, troubleshooting issues and Core Web Vitals, amongst other things.

Metrics include:

  • First contentful paint
  • Time to Interactive
  • Speed index
  • Total blocking time
  • Largest contentful paint
  • Cumulative layout shift

It will also tell you if your website has passed Core Web Vitals – an incredibly important ranking and performance factor.

Web Dev. is designed to help developers improve the user experience of their websites. However, it’s also a great tool for measuring page quality. Simply enter the URL of the page you are auditing to receive a score on performance, accessibility, best practice and SEO. It will also show you opportunities and tips for improvement. 

For example, under the SEO performance section, you will be able to see if a page has been crawled or indexed by Google, if it’s mobile-friendly and if it adheres to content best practices. 

Screenshot of Google Page Speed Insights


Wordstream is designed specifically for small businesses looking to manage their PPC ads.

Tools include:

  • Google ads performance grader
  • Facebook ads performance grader
  • Free keyword tool
  • Website grader

The Google ads performance grader is ideal if you’re looking to audit your paid ads. This will give you a score and a report based on components such as wasted spend, impression share, click-through rate and best practices. Likewise, the Facebook ads grader helps you to see how your ads hold up against your competitors. This will show you your best and least performing ads, audience targeting analysis and campaign objectives support. 

Ideal for helping with your PPC audit.

Propel your Marketing Audit

From acing your email marketing to improving click-through rates – all growth goals should start with an audit. 

We believe success comes with the right strategy, creative thinking and relentless execution. If you need some more guidance in defining your digital marketing strategy or auditing your existing campaigns, get in touch.