One market, one economic hypothesis
Country, currency, language and customer intent are separated before budgets are compared. A regional view can still roll up performance, but it does not hide a weak market behind a strong one or treat unequal conversion definitions as equivalent.
Search terms before campaign labels
Campaign types are tools, not a strategy. The audit checks search demand, negative coverage, location settings, landing-page fit, brand versus non-brand traffic and whether automation is receiving trustworthy conversion inputs.
Business evidence after the click
Forms, calls, bookings, CRM stages or verified revenue are mapped to their source where access permits. If only platform proxies are available, the report labels them as proxies instead of presenting estimated value as confirmed sales.