How do I know if my agency is doing a good job?
Efri · 1 min read
Look at what they report on.
If the report is full of impressions, reach, engagement, and platform-reported conversions, that's a report designed…
If the report is full of impressions, reach, engagement, and platform-reported conversions, that's a report designed to look good. It's the same problem as the platforms. They're showing you what makes them look useful.
A good agency reports against your revenue, and against what a customer costs you compared to what a customer is worth. They tell you which things didn't work. They tell you what they're testing next and why.
If you've never heard them say "that didn't work," they're either not testing anything or not telling you.
And if they can't explain what they did in a way you understand, that's not because it's too technical. That's a choice.