Sample Growth Leak Audit
6 leaks in an Indian skincare brand's funnel. Found from the outside, in one morning.
The Growth Leak Audit is a funnel leak audit: it finds where a business loses sales between the ad and the payment. Madhur Tyagi, an AI growth partner for founders, brands and creators, based in India, wrote this sample to show what his ₹9,999 audit finds. A real audit of a mid size Indian skincare brand that runs about 200 Meta ads at once. I hid the name and blurred the logo. Everything below is something I measured or read on their public pages on 12 October 2026. No logins, no order placed.
At a glance
- Brand
- Indian skincare brand on its own Shopify store, also sold on marketplaces and quick commerce
- Checked on
- 12 October 2026, logged out, on an iPhone size screen
- What I used
- Google Lighthouse (mobile), Meta Ad Library, a real walk from home page to the first checkout screen
- Not checked
- Ad account, analytics, revenue. I had no access, so this page has no revenue estimates
Leak 1 of 6
25.1s
until the main image shows on a mid range phone. Lab test, home page.
The store takes too long to show up on a phone.
What I saw
Google Lighthouse (mobile test) scored the home page 25 out of 100 and the bestselling sunscreen page 24.
The main image took 25.1 seconds to show on the home page and 22.0 seconds on the product page. Each page pulled about 6.6 to 6.8 MB in about 620 requests.
In the first 16 seconds on the home page, scripts from 56 different domains loaded. Tag manager scripts alone kept the phone busy for about 1.5 seconds on the home page and 1.9 seconds on the product page.
Why it costs money
Every ad click has to wait for this page. People who leave before it shows were paid for, and many reports never even count them as a visit.
An outside reference, not a promise: Google and Deloitte's 2020 study “Milliseconds Make Millions” found that a 0.1 second faster mobile site went with 8.4% more retail conversions.
The fix
List every pixel and script. Keep the ones someone actually uses. Send ad events from the server instead of the browser where the platform allows it.
Load the chat, rewards and video widgets only after the first scroll or tap. Compress the hero image. Test again with the same tool.
Effort
M 1 to 2 weeks with their developer
Leak 2 of 6
4
different discount offers running in their ads at the same time.
The ad promises one deal. The site shows another.
What I saw
Live ads in Meta Ad Library said: “Up to 30% off + a free travel pouch”, “Flat 25% off. Use code FLAT25 at checkout”, “Minimum 25% off + free gift” and “Flat 25% off sitewide + free gifts”.
The site's own banner says “Flat 25% off sitewide” with “No code required”, and “Up to 35% off on combos”.
Why it costs money
When the page doesn't repeat the ad's exact promise, people stop to work it out, or go looking for a code they don't need. Some leave.
Four live offers also make it hard to tell which one is actually working.
The fix
One offer calendar that ads, the site banner and WhatsApp messages all read from.
Each ad lands on a page that repeats its headline offer word for word. Ads whose offer has ended get paused the same day.
Effort
S a day of copy changes
Leak 3 of 6
1
place to leave an email or number before checkout: the skincare quiz.
Most visitors leave without a way to reach them again.
What I saw
I stayed 16 seconds on the home page and over 30 seconds on the bestselling product page, scrolling. No email or WhatsApp sign up appeared. The footer has no sign up either.
The skincare quiz linked from the home page does ask for name, email and phone. But the ads send people to product and combo pages, not the quiz. On that path, the first ask for contact details is at checkout.
Why it costs money
Most people don't buy on their first visit. Without an email or number, the only way to bring them back is to pay for them again with retargeting ads.
The fix
On product pages, one quiet line that fits the brand: “Get your routine on WhatsApp”. The quiz result goes to their phone, with WhatsApp opt in.
Then a short welcome flow of 3 messages. No extra discount needed. The site already gives 25% off.
Effort
S 2 to 4 days
Leak 4 of 6
13 months
age of the review pinned at the top of a bestselling face wash.
The reviews at the top look old.
What I saw
The bestselling face wash shows a pinned review from 31 August 2025 at the top. The oil free moisturizer's top review is from 20 September 2025.
On the bestselling sunscreen, the pinned reviews are from February to June 2026, while the same page says over 1.5 lakh units sold recently.
Why it costs money
Shoppers read the first two or three reviews. Old dates make a busy product look quiet.
It also suggests happy buyers are not being asked for a review.
The fix
Ask every buyer on WhatsApp 10 to 14 days after delivery (tune the day on their own data): one tap to rate, an option to add a photo.
Pin again fresh photo reviews every month.
Effort
S 1 to 2 days to set up
Leak 5 of 6
1.5 lakh+
units the sunscreen page says sold recently. Each one a single purchase.
No refill path on a product people use every day.
What I saw
The bestselling sunscreen page offers 50 g or 80 g, Add to cart and Buy now. No subscribe option. No “remind me when I'm running low”.
I didn't place an order, so I couldn't see their after purchase messages. This is about what the site offers.
Why it costs money
Sunscreen runs out and gets bought again. Without a reminder at the right time, the customer reorders from whichever app is open, often a marketplace or quick commerce app where the brand pays a commission. This brand already sells on those.
Estimate
How to size it without guessing: take the share of first time sunscreen buyers who reorder on the site within 90 days, then run a 50/50 test with and without a reminder. The difference is the real size of this leak.
The fix
A WhatsApp refill reminder timed to the pack size, using their own data (the usual days between first and second order for this product), with a one tap reorder link back to the site.
Once that works, add subscribe and save.
Effort
M 1 to 2 weeks
Leak 6 of 6
2
creator ads asking people to comment a word to get the link.
The ads ask for a comment. Does anyone reply?
What I saw
Two live creator ads say “Comment LINK and I'll send you the product link” and “Comment Wash”. 7 of the 27 ads I could load are creator collaborations.
What I couldn't check: whether the link actually arrives. That needs an account and a real message, so it is the first thing to test.
Why it costs money
A comment is the warmest moment a stranger gives you. If the DM comes hours later, or never, the ad paid for that interest and dropped it.
The fix
Auto reply on the keyword with a DM tool on the brand's and the creators' posts: the link in under a minute, plus a WhatsApp opt in.
Track clicks from that DM on their own so you know what the creator ads really bring in.
Effort
S half a day
Their Meta ads, from the outside
- ~200active ads in India on 12 October 2026 (Meta Ad Library count)
- 13 of 27ads I could load had started in the last 30 days. They test a lot.
- 7 of 27are creator collaborations
- 205 daysthe oldest one I could load has been running (since 21 March 2026)
Angles in use: discount combos, ingredient education (2% salicylic acid, 5% niacinamide), “clinically proven” claims, creator reviews, and one quick commerce ad (delivery in 10 minutes). My read: the ads are not the problem. The money leaks after the click.
Quick wins
- The home page H1 is empty. Search engines and AI assistants read it first. Add one plain line saying what the brand is.
- Share the home page link on WhatsApp and it shows a small square logo, not a product. Set a proper 1200 x 630 share image.
- The star rating data on product pages only appears after scripts run. Put it in the page code so Google and AI tools read it without running scripts.
- The footer still says © 2025.
- One ad has been running since 21 March 2026 and sends paid clicks to the Instagram profile, not the store. Check it is doing its job.
Already working
- The cart shows a progress bar towards free gifts.
- A WhatsApp chat button sits on every page.
- The skincare quiz collects name, email and phone.
- Lots of fresh creative testing on Meta.
The first 7 days, in order
- Day 1One offer everywhere. Fix ad and banner copy (leak 2).
- Day 1 to 2Test the comment ads. Set up the auto reply (leak 6).
- Day 2 to 3WhatsApp review request and fresh pinned reviews (leak 4).
- Day 3 to 5“Get your routine on WhatsApp” on product pages (leak 3).
- Day 3 to 7Script cleanup and lazy widgets, then retest speed (leak 1).
- Week 2Refill reminder test, 50/50 (leak 5).
How I did it, and the limits
Public, logged out information only, on 12 October 2026. I walked from the home page to the first checkout screen and stopped. No order was placed and nobody at the brand was contacted.
Speed numbers come from Google Lighthouse 12.8 with its standard simulated mobile settings. Real shoppers on fast phones and networks will see quicker loads; the size of the problem stays the same.
Without logging in I could open 27 of their roughly 200 live ads. I had no access to their ad account, analytics or sales, so there are no revenue numbers here. The paid audit adds those, with your read only access.
Questions about the audit
What is the Growth Leak Audit?
The Growth Leak Audit is a funnel leak audit by Madhur Tyagi. It finds where a business loses sales between the ad and the payment, and puts the fixes in order. You get a 45 minute 1:1 call on Zoom, recorded, and a 1 page plan within 24 hours, for ₹9,999. If we do not find 3 fixable leaks, your ₹9,999 comes back.
What does a funnel leak audit check?
Your ads, your site on a phone, your offer, your reviews and what happens after someone clicks or messages you. In this sample: speed, the ad to page match, contact capture, reviews, refills and comment replies.
What if I change my mind?
Cancel before the call for a full refund. If we do not find 3 fixable leaks, your ₹9,999 comes back. The full terms are on the refunds page.