Evaluate an agency media report
Ask for the evidence needed to make budget decisions.
Reconcile scope and ownership
Ask for the exact accounts, spend dates, attribution settings, and what the report counts as conversion value. Compare billed media with the report and distinguish agency fees, creative costs, and tax where relevant.
Ask for one campaign example
Have the agency trace a campaign from spend through qualified outcomes and contribution. If it reports $18,000 in revenue on $3,000 in spend, ask how refunds and repeat orders are treated. The ratio is only as useful as its inputs.
Turn reporting into a decision log
For each recommendation, record the evidence, expected effect, owner, and next review date. A campaign with rising CPA may need more time for conversions, or it may require changes. Require a clear proposed action and a way to tell whether it helped.
Try a related tool
Compare revenue per advertising dollar with the return needed to cover ad spend. Enter net revenue and contribution margin before ads.
