A digital marketing audit: know exactly where your Vietnam budget goes
Four weeks, one independent assessment, delivered in English — and the first month of Advisory & Oversight. We sell no execution service, so the recommendation may well be to cut a channel, reduce spend, or change agency.
Short answer
The Digital Marketing Audit is an independent four-week assessment of a company’s entire digital marketing operation in Vietnam. It is month one of Vietnam Marketing Advisory & Oversight, at USD 5,000 a month, rather than a separate purchase. You receive a six-category health scorecard, a channel-by-channel analysis of where budget is being wasted, and five actions to take within 30 days. MWY does not run ads and takes no commission, so we gain nothing by telling you to spend more.
Four signs you need an audit
The numbers never reconcile
The agency reports one figure, the ad platform another, the CRM a third. Nobody is entirely wrong, and nobody can explain the gap.
ROAS looks good, profit does not move
Every monthly report looks strong. Add up the year and the margin has not shifted, and nobody can say where the difference went.
You cannot tell who your agency optimises for
They optimise for the metric written into the contract. That metric is not necessarily your profit.
You have to account for the budget to a board
And the pack you carry into that room was written by the party spending the money.
Scope
The nine digital areas listed on the Digital Marketing page, scored against the six-category scorecard.
- Brand
- 1 main brand, up to 2 product categories
- Digital channels
- Up to 6 channels — for example Meta, Google, TikTok, one marketplace, website/SEO, Zalo OA
- Agencies and partners
- Up to 3 agencies, distributors or local partners
- Beyond this scope
- Quoted separately, on scope, before work starts
Four weeks
Week 1
Access and source data
A 90-minute kick-off, in your time zone. View-only access granted. We rebuild the digital budget channel by channel from source data rather than from reports.
Week 2
Data quality check
Pixels, Conversions API, GA4 events, UTMs, offline conversions. Platforms reconciled against the CRM. Three interviews: the executive sponsor, the Vietnam marketing lead, the sales lead.
Week 3
Analysis and scoring
Score the six categories. Analyse performance and waste by channel. Assess agencies, creators and affiliates. Measure dependence on any single platform.
Week 4
Presentation
A 120-minute presentation to your leadership, in English. Full handover of every document.
Vietnam Marketing Advisory & Oversight
$5,000per month
This is the fee for Vietnam Marketing Advisory & Oversight. The audit is its first month and is not sold separately; the minimum term is 3 months.
The decisions MWY helps you make
- Which channels to cut and which to fund further
- Whether to change agency or partner, and against what criteria
- How to allocate next year’s Vietnam digital budget
- Which numbers are wrong, and what to fix before deciding anything
What you receive at the end of month one
- A 2-page summary for headquarters
- The full report, structured Measure → Why → Yield
- A digital health scorecard across six categories
- A tracking and data quality report
- Performance and budget waste analysed channel by channel
- Your level of dependence on any single platform
- An assessment of agencies, creators and affiliates
- A martech review, where AI helps and where it should not be used
- Advertising compliance risk for your category in Vietnam
- A priority matrix: impact against effort
- 5 actions to take within 30 days
- A proposed KPI framework and 90-day roadmap
Frequently asked questions
Can we buy the audit on its own?
No. The audit is month one of the retainer, at the monthly fee. It is built in because oversight without a measured starting point is only opinion — and from month two, the monthly work picks up exactly where the audit’s 90-day roadmap begins.
What access does MWY need?
View-only. Meta Business Manager, Google Ads, TikTok Ads, marketplace seller centres, GA4, Google Tag Manager, Search Console and the CRM. The contract carries confidentiality terms and a process for revoking access at the end.
Will our Vietnam agency or distributor know?
That is your call. We recommend saying so openly, because the audit examines internal process as much as agency performance. We do not work behind anyone’s back.
What if our data is too poor to analyse?
Then that is the first finding, and it is a valuable one. The report states plainly where there is not enough data to conclude anything, and what has to be fixed before the numbers can be trusted.
Do the four weeks include waiting for access?
No. The clock starts once access is in place. We send the list of required permissions on signature so this does not become the bottleneck.
Do you work in our time zone?
Sessions are scheduled in your time zone and every document is delivered in English. Fieldwork, interviews and platform checks happen in Vietnam.
Related reading
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Vietnam rewrote its advertising rules in four texts over twelve months. Most coverage stops at the five-second rule for video ads. The rules that change a launch plan are elsewhere.
Influencer marketing in Vietnam: KOLs, KOCs, and what a foreign brand is actually paying for
The proposal says “three KOLs and fifty KOCs”. What it does not say is what the brand will own, and what it will be able to check, once the posts are up.
Affiliate marketing in Vietnam: how brands pay for sales, and what a commission report does not show
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See a complete one first
The sample report is a full audit written for a fictional business. Read it, then decide whether a conversation is worth your time.