We recommend performing an audit at least once a year. You might find a quarterly or bi-yearly report more effective in understanding what works for your business, and if you find it necessary, you can even execute these audits once a month.
Internet marketing audits are comprehensive and take into account your campaigns as a whole. This is not to be confused with website analytics, social media analytics, website errors, search engine optimization analytics and Google AdWords analytics – metrics you should be keeping track of at least weekly, if not daily.
Weekly analytics allow you to understand the smaller picture of your internet marketing success in order to make small adjustments as you go. An internet marketing audit will allow you to see which of those small adjustments made a large impact on your overall marketing strategy.