Overview
A lot of businesses aren’t under-investing in digital; they're misaligned, inefficient, or leaving revenue on the table. The challenge isn’t more activity. It’s understanding:
- What’s actually working
- What’s underperforming
- Where the real growth opportunities sit
Sonar’s Digital Channel Audit provides a clear, evidence-based view of performance across all channels and systems, connecting activity directly to commercial outcomes.
The Need
Companies typically engage Sonar for a Digital Channel Audit in the following scenarios:
- Strategic Planning: As part of a broader planning process to develop a cross-channel growth roadmap.
- New Team Onboarding: When a new marketing team is established and needs a clear understanding of the existing digital ecosystem, performance, and opportunities
- Pre- or Post-Acquisition: To assess and accelerate the growth potential of a newly acquired business or asset
- Performance Validation: When internal teams question whether current partners or the broader marketing ecosystem are delivering optimal results
The Role of a Digital Channel Audit
A Digital Channel Audit is a deep, cross-channel diagnostic that evaluates how the entire digital ecosystem performs as a connected growth engine — not as isolated tactics.
Most businesses operate with:
- Siloed channels
- Disconnected data
- Misaligned strategy
- Wasted spend hidden in performance
This leads to:
- Inefficient investment
- Poor attribution
- Missed growth opportunities
The audit identifies where performance is constrained and where revenue can be unlocked.
Why It Matters
In today’s environment:
- Budgets are under pressure
- Channels are more complex
- AI is reshaping search, media, and customer journeys
Yet many organisations still:
- Optimise channels in isolation
- Lack clear attribution
- Miss compounding effects across the funnel
Sonar’s approach ensures:
- Channels are evaluated in the context of the full system
- Investment is tied directly to commercial outcomes
- Decisions are grounded in data, not assumptions
What We Analyse
Paid Media & Acquisition
- Google, Meta, LinkedIn, TikTok, Programmatic
- Budget allocation and efficiency
- Targeting, creative and funnel structure
- Incrementality and wasted spend
Outcome: Increased discoverability across search and AI platforms.
Organic Search & AEO
- SEO performance and technical health
- Content strategy and search visibility
- AEO readiness for AI-driven search
Outcome: Increased discoverability across search and AI platforms.
Website & Conversion (CRO / UX)
- User journeys and behavioural analysis
- Conversion bottlenecks
- UX, navigation and content hierarchy
Outcome: Higher conversion rates and improved experience.
Data, Analytics & Attribution
- Tracking accuracy and data integrity
- Attribution models
- Funnel visibility
Outcome: Clear understanding of what drives revenue.
CRM & Lifecycle Marketing
- Segmentation and personalisation
- Automation flows
- Retention and engagement
Outcome: Increased customer value and retention.
Martech & Technology Stack
- Platform effectiveness
- Integration across systems
- Redundancy and inefficiencies
Outcome: Lower cost and improved system performance.
Channel & Ecosystem Alignment
- Cross-channel interaction
- Gaps across the customer journey
- Strategic alignment across teams
Outcome: A connected growth system.