Capability Checks
Part of Reviewing agency capabilities by service
Reviewing a paid media agency's reporting transparency
Inspect a paid media agency's sample report for conversion definitions, account changes, cost records and uncertainty.
Before appointing a paid media agency, inspect one anonymised sample report alongside the records used to produce it. Trace a headline result to its conversion goals, account changes and cost records, then note what the sample leaves undefined or cannot establish.
Follow one sample period
Ask for one sample period with its campaign objective, reported outcomes, important account changes and the agency's next recommendation. Figures can be anonymised, but ask that definitions, date range, filters and reasoning remain visible. Distinguish platform data, client business records and agency interpretation.
For Google Ads, ask to see the period's Change history alongside its performance data. Check that dates and changes can be followed; timing can show when a change was made, not why performance moved.
Check the reported outcome
Ask the agency to identify each conversion action counted in a figure labelled “leads” or “sales”, the campaign conversion goal, date range and filters. The sample should make clear whether the actions are primary or secondary and how they relate to the stated goal.
Compare those actions with your definition of a useful lead. If they differ, ask what the sample counts and which client business records, if any, support the distinction.
Where Google Ads is used, ask for the conversion lag reporting behind a recent total and whether later actions could change how that period is read. Treat recent totals as provisional when people may act after an ad interaction.
For a Google Ads search terms report, ask which queries or views it represents and what may be absent. Note whether any missing or limited view could alter the agency's recommendation.
What to compare in a paid media agency’s report
- Agency's definition of 'leads' vs. your business definitionCheck if primary or secondary conversions are used
- Google Ads conversion lag and provisional totalsRecent totals may change as users act later
- Search terms report coverage vs. missing queriesNote what might be absent and how it affects recommendations
Separate media cost from the agency's account of it
Ask what “spend” means: campaign cost, the amount billed by the media platform, or a client charge that also includes agency services. For Google Ads, compare the reported cost with Billed cost information and relevant amounts shown on the Campaigns page and Billing pages; ask the agency to explain any differences.
Ask which platform cost and billing records the candidate can provide under the proposed buying arrangement and what each lets you reconcile. A platform record does not establish the agency's separate charge or how a resale arrangement works.
For one change in the period, ask what prompted it, what follow-up measure was checked and what else might explain the movement. Match the dated entry in Change history to the report's measure, and flag anything you cannot trace before relying on the recommendation.
Critical metrics to verify in paid media reports
- Reported spend definition
- Campaign cost, billed amount, or reseller charge?
- Billed cost vs. Campaigns page cost
- Compare figures across Google Ads interfaces
- Platform billing records available under proposed arrangement
- Confirm access to reconciliation sources
