An audit tool that shows its work. Six questions to ask any of them.

Primary conversion actions whose click window is one day or less, so a customer who comes back the next day is never counted. Where Oppy cannot fix it, the finding says what does.

Two actions in the same category that both recorded in the same window. Asked as a question with both numbers, because the same account can report very different sales depending on which action is primary.

Location set to people 'in or interested in' a place, Google's default. Someone abroad reading about your city counts as your market, and with no location at all a campaign serves worldwide.

Performance Max with no brand exclusion list. Left alone it wins your own name cheaply and books those sales as its own, while brand Search falls.

Searches that took money and returned nothing, judged on the account's own numbers. Your brand is never named, and searches for competitors you listed are proposed as negatives on every Search campaign.

A campaign that runs out of budget on most days it runs: a budget decided once and never revisited. Separate from lost impression share, which measures how much is missed, not how often.

A ROAS target set without a known margin. Prints the margin at which that target breaks even, so you see at once whether it is ambitious or quietly losing money.

An ad test with a real winner, by the arithmetic rather than by eye. Silent on most accounts, which is why it can be trusted when it speaks.