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The Ultimate Worksheet for Auditing Your MarTech Stack

Lindsay Duggan Martinez

Principal Partner Marketing Manager @ AdRoll

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Spring is officially here, so you know what that means: It’s time to clear out the old and usher in the new. When it comes to marketing, conducting an annual audit of all your efforts — from your key performance indicators (KPIs) to your keywords — can be enormously beneficial, even if you already enjoy the results you want.

The best place to start? By reviewing and updating your MarTech stack. If you’re not sure how to begin, we created a cheat sheet to help.

Fill out the table below with all the relevant tools, platforms, and Shopify apps in your current MarTech stack according to what marketing needs they address. Then, dive a little deeper and list out what specific features they offer plus their monthly or annual cost.

Now, ask the following:

  • Are there any redundancies in features or opportunities to consolidate solutions?

  • Are there gaps in the tools?

  • Are you spending too much of your budget to meet particular marketing needs?

  • Are there tools or apps you rarely use?

If you’re feeling overwhelmed by the sheer number of solutions you and your team use (or if the sum of the costs is giving you sticker shock), it might be time for some deep cleaning. Don’t be afraid to cancel or delete apps that aren’t serving your needs — it’s significantly better to have a leaner, more efficient MarTech stack than one composed of a dozen half-used tools.

Pro tip: Rather than subscribe to various MarTech solutions that only help you with a small piece of your marketing efforts, consider leveraging a one-and-done platform like AdRoll. With just one subscription, you can launch A+ emails, social media ads, and web display ads — download the AdRoll app for Shopify merchants to check it out for yourself.

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