Results Speak Louder Than Words

The most straightforward way to gauge your agency’s performance is by looking at the results. 

If key metrics like revenue, return on ad spend (ROAS), and conversions are trending upward, you’re likely in good hands. Positive performance trends are a strong sign your agency is on track.

However, if results are flatlining or declining, it’s time to investigate the cause.

Alignment on Data Integrity and Metrics

Your agency should work with the same metrics and data standards you use to measure success. 

This includes:

• KPIs: Are they prioritising metrics that align with your business goals?
• Attribution modelling: Are they looking at the right touchpoints in the customer journey?
• Attribution windows: Are they aligning the timeframe for conversion tracking with your expectations?

If you and your agency aren’t aligned on data and reporting, it can lead to misunderstandings and misaligned objectives. The responsibility lies with your agency to ensure clear and consistent communication.

Are They Specialists or Generalists?

A top-tier agency should have expertise in specific areas rather than a shallow understanding of many. 

Look for an agency that is deeply specialised in the services and platforms that matter most to your business. 

Testing Is Quantified and Measured

Marketing success comes from constant learning and improvement. Your agency should take a scientific approach to testing, including:

• Establishing clear hypotheses before launching experiments.
• Measuring the impact of individual variables.
• Reporting actionable insights that inform future strategies.

Without structured testing, it’s difficult to identify what’s driving success - or what isn’t.

Focus on Revenue Growth, Not Vanity Metrics

An effective agency focuses on metrics that matter to your bottom line. While clicks, impressions, or engagement rates are interesting, they’re not the end goal. A performance-driven agency should prioritise metrics like:

• Cost per acquisition (CPA)
• Lifetime value (LTV)
• Total revenue generated

If your agency is focused on metrics that don’t drive real growth, it might be time to re-evaluate the partnership.

Proactive vs Reactive Approach

A proactive agency anticipates challenges and opportunities rather than waiting to react. This means:

• Actively monitoring performance and adjusting the strategy as needed.
• Staying ahead of trends and adapting your campaigns accordingly.

If your agency only responds to problems after they arise, they may be missing opportunities to keep you ahead of the curve.

Final Thoughts

The best agencies are specialists who deliver measurable results, align on metrics, run structured tests, focus on revenue growth, and proactively manage your campaigns. If your agency ticks all these boxes, you’re in a strong position. But if you notice gaps in expertise, alignment, or performance, it might be time to reassess.

Contact UKB Marketing today to discover how we can provide the expert, performance-driven support your business deserves.