November Marketing Audit: 5 Questions That Will Set You Up for a Strong December
Martha Warner 
A practical, data-driven November marketing audit to help you plan smarter, fix what’s not working, and set yourself up for a strong, profitable Decem
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November is the month where businesses either get intentional or get swallowed whole by holiday chaos. And every year, I watch people throw spaghetti at their marketing in December and then wonder why nothing stuck.
Here’s what most people don’t want to hear: Your December wins are built in November.
Your analytics have been quietly collecting receipts all year long—what worked, what flopped, where people bailed, and what actually brought money in the door. But most business owners are too busy trying to keep their heads above water to stop and look at it.
This audit isn’t about beating yourself up. It’s about paying attention long enough to make decisions that actually make sense. Think of it as a pre–holiday tune-up so you’re not sliding into December on bald tires.
Below are the five questions that will give you the clearest picture of what needs to happen next.
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1. What Actually Drove Results This Year?
Before you map out a single December campaign, you need to understand what worked for you in 2025 and what was just noise.
Vanity metrics? Cute. But they don’t pay your electric bill.
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Your Google Analytics Reality Check
And yes, if you still don’t have Google Analytics set up… I need you to pause, go do it, and come back. You can’t make good decisions without it.
Inside your analytics, look for:
Traffic sources that actually convert (not the ones that just boost your ego)
Exit pages — the spots where people left your website
Top-performing products or services
Active times/days — because timing matters more during holiday season
What led to revenue, not just engagement
This becomes your roadmap. If Tuesday morning emails crush it every time, guess what? Tuesday just became your holiday power position.
2. Where Are Your Content Gaps Punching Holes in Your Strategy?
A content gap isn’t “I should probably post more.”
A content gap is the mismatch between what your audience needs and what you’re actually giving them and December is not the month to realize you’ve been talking past your customers.
Pull your content from the past six months and ask:
What brought in the most traffic? Duplicate that energy in December.
What questions do people keep asking you? Those are content gaps hitting you in the shins. Fill them.
Where do prospects get stuck? That’s where you need friction-removing content. Think FAQs, walkthroughs, explanations, comparisons, clarifiers, etc.
Content that isn’t doing a job is creating a problem. It either moves people forward or it blocks the path.
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3. Is Your Email Marketing Actually Doing Anything?
Email is where holiday revenue usually shows up… if you’ve been paying attention. Open rates and click rates aren’t just numbers, they’re behavior patterns.
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Look for:
Open rates by campaign type What do people respond to? Promotions? Stories? Quick tips?
Click rates that lead to real sales If nobody’s clicking your CTAs, your December email plan needs a makeover.
List growth vs. unsubscribes If the unsubscribes are running faster than your growth… we have a messaging problem.
Your list’s actual best send times Industry averages are cute, but your audience has their own rhythm. Follow that.
Conversion patterns by audience segment Not all subscribers behave the same. Look at how different groups interact with your emails so you can tailor December messaging to the people most likely to buy.
If you’re planning to email heavily in December (and you should), now is the time to figure out what’s already working.
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4. What Is Social Media Actually Doing for You?
If the answer is “making me tired,” you’re not alone.
Out of all the platforms, social media loves to trick business owners into feeling productive while accomplishing absolutely nothing. Your November audit needs to cut through that fog.
Analyze:
Engagement rate vs. follower count Don’t get seduced by big numbers. A small, engaged audience is worth way more.
Click-through traffic Which posts actually send people to your website? Those are your December MVPs.
Posts that led to inquiries or sales Not likes. Not saves. Not “omg this is so cute.” Revenue.
December is where these patterns matter most.
5. What Goals Actually Serve Your Business (Not Your Ego)?
December goals based on “I hope this works” will drain your energy, your time, and your sanity.
Ground your goals in your actual data:
Look at:
Your best month of 2025 Start from reality and build from there.
Traffic vs. conversion rates If you convert 3% of visitors, set traffic goals that actually match your revenue goals.
Content that supports your sales goals Not just “we need to post daily.” What does your content need to do for you?
Realistic list growth targets Holiday season is a great time to grow your email list — plan for that now.
Capacity-based goals Don’t set December targets that require 40 hours of work when you only have 10. Your goals should fit your actual bandwidth so you don’t burn out halfway through the month.
The point isn’t perfection — it’s intentionality.
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November Action Plan
Here’s the “don’t overthink it” version:
Audit everything (analytics, email, social, website)
Identify content gaps + build your December content plan
Set December goals based on data, not desperation
Batch your December content and implement changes
Do this now and December becomes manageable instead of mayhem.
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The Bottom Line
December success isn’t magic. It’s preparation. It’s strategy. It’s paying attention to what the data’s been whispering at you all year.
The businesses that do this work in November? They don’t scramble in December — they sell.
And your future self is going to be glad you spent the time tightening things up now instead of stress-sweating through a week into the holiday season.
If you'd like to put eyes on your numbers together and figure out what’s next, you know where to find me. I love turning data into decisions that actually matter.
Happy planning — let’s make December your strongest finish yet.
Categories: : Business, digital marketing