The fastest audit is not a dashboard review. It is one customer record traced from first click to revenue, with every handoff written down.
Start with a real lead, order or signup. Find the original source, landing page, consent state, form or checkout event, CRM record, owner, lifecycle stage and reporting row. If the chain breaks anywhere, scaling traffic will only scale confusion.
This matters for B2B, commerce and SaaS for the same reason: the ad account sees a click, the business feels a customer, and the truth sits in the route between them. A serious system preserves identity, source, owner and next action all the way through.
If the record cannot be traced, the next project should not be a bigger media budget. It should be a diagnostic that repairs the route before the spend gets louder.