GoHighLevel account audit: the checklist I use on every GHL account
A GoHighLevel account audit is a structured pass through a sub-account to find what's broken, duplicated, leaking leads or putting you at compliance risk, then deciding what to fix first. Most accounts I open have been built by two or three people over a couple of years, and nobody has a full picture any more.
This is the checklist I work through, in the order I work through it. I'm a 14x certified GoHighLevel admin, I built an agency on GHL to 156 sub-accounts, and auditing other people's builds is a big part of what I do now. So use it on your own account, or get me to do it.
1. Workflows
- List every workflow and mark it live, draft or dead. Delete or archive the dead ones so nobody switches them back on.
- Look for two workflows doing the same job. Duplicate triggers mean double texts and annoyed customers.
- Check for workflows that trigger each other in a loop, usually through tags being added and removed.
- Open the execution logs and look for errors and skipped steps over the last 30 days.
- Make sure every follow-up sequence has a goal or exit, so people stop getting chased once they book or reply.
2. Pipelines and opportunities
- Count your pipelines. And be honest. If two do the same job, merge them.
- Check every stage is actually used, and that the stage names match how your team talks.
- Find opportunities that haven't moved in 60 days. They're either lost or nobody's chasing them, and both are worth knowing.
- Check that opportunities are created automatically from forms and bookings, not typed in by hand.
3. Contacts and data
- Run a duplicate check. Duplicates break reporting and mean people get messaged twice.
- Make sure phone numbers are stored in +44 format. Numbers saved any other way are the most common reason UK texts fail.
- Go through custom fields and delete the ones nothing uses.
- Look at your tags. If there are hundreds, the workflows built on them are probably fragile too.
- Check where each contact came from is being recorded, or your reporting is guesswork.
4. Messaging and deliverability
- Email should go from your own sending domain with SPF, DKIM and DMARC set up. Shared domains land in spam.
- Check failed messages in Conversations. They're often the first sign a number or domain has a problem.
- Every marketing email needs an unsubscribe link, and every text needs a way to opt out.
- Check your phone numbers are registered properly and assigned to the right users.
5. Calendars and bookings
- Check availability, buffers and time zones. A wrong time zone wrecks bookings and nobody notices for weeks.
- Confirm reminders go out before every appointment, by text as well as email.
- Make sure no-shows trigger a rebooking follow-up instead of nothing.
6. AI: Conversation AI and Voice AI
- Read the last 50 conversations the bot handled. You'll learn more from that than from any setting. And you'll probably wince once or twice.
- Check whether it's on auto-pilot or suggest mode, and whether that was a decision or a default.
- Look at the knowledge base. Is it current, and does it answer the questions customers really ask?
- Check the rules for what it can book, quote and promise, and when it hands over to a person.
- For Voice AI, listen to a sample of calls and check the summaries land on the right contact.
7. Access, integrations and billing
- Remove users who've left, and check nobody has admin rights they don't need.
- List every integration and API key. Revoke the ones nobody recognises.
- Check payment connections like Stripe point at the right account.
- Check what you're being charged for phone, email and AI usage, and whether it matches what you use.
8. UK compliance
- Every form that collects marketing consent should say clearly what people are signing up for.
- Opt-outs and do-not-disturb settings must actually stop messages on every channel.
- Your privacy policy should be linked from forms and booking pages.
- Decide how long you keep old contact data, and clean out what you no longer need.
How to rank what you find
- 01Anything losing leads right now: slow replies, broken forms, failed messages.
- 02Anything that's a compliance risk: missing consent, opt-outs that don't work.
- 03Anything broken that customers can see: double texts, wrong bookings, a bot saying odd things.
- 04Anything that makes your reporting wrong.
- 05Tidying: old tags, unused fields, dead workflows. It's satisfying, but it goes last.
DIY or get help?
So if your account is small and you built most of it yourself, do it yourself with this list. Block out an afternoon and work top to bottom.
But get help if the account was built by other people, if AI is talking to your customers, or if you're an agency and the same problems are being copied into every client build. That's when knowing which problems matter saves you weeks.
"He helped us standardise our GoHighLevel setup across more than 20 dental practices, moving us to modular snapshots so each client only gets the features they pay for. He also helped me rethink our team structure so I could step out of day to day operations and focus on growth."
"If you run a service business and want to adopt AI properly, not just buy it, Steven is the person I'd call."
Eric Choa
Co-owner, DCRM · Google review
Questions people ask
What is a GoHighLevel account audit?
A structured pass through a GHL sub-account to find what's broken, duplicated, leaking leads or putting you at compliance risk, followed by a ranked list of what to fix first.
How long does a GHL audit take?
A small, fairly tidy account takes a couple of hours. An agency account with years of history, dozens of workflows and AI switched on can take a full day to go through properly.
Do you need admin access to my account?
For a proper audit, yes. You add me as a user, and you remove me when we're done. If you'd rather not, we can do a lot of it on a screen share, it just takes longer.
Can I audit my own GHL account?
Yes, and the checklist on this page is the one I use. But the hard part isn't finding problems, it's deciding which ones matter and what order to fix them in. That's where a second pair of eyes helps.
How much does a GHL audit cost?
Book a free call first. Sometimes it's a quick fix we can sort on the call. If it's bigger, the AI Ops Audit is $497 one-off and covers your GHL account as part of a written plan for the whole business.
Do you audit accounts for agencies?
Yes. For agencies I usually audit the snapshot and one or two client accounts, because the same problems get copied into every new client.
Want me to look at your account?
Book a free 30-minute call. Tell me what's going wrong in GHL and I'll tell you where I'd start.
Book a free call