How to tell your marketing agency is hiding weak results with numbers

A report full of colourful charts can hide the fact that no real result sits behind it. Here is how to tell a genuine report from one designed just to reassure you.

Signs worth questioning

• The report is full of "Reach" and "Impressions" but light on "actual customers acquired".
• The same phrases repeat every month ("continuous improvement") without numbers to back them up.
• There is no clear comparison between this month and the last.
• Any question about actual cost per customer gets a vague answer.

If the monthly report is full of "Reach" and "Impressions" but light on "actual customers", ask why.