Digital marketing reporting is frequently designed to be unfalsifiable. Impressions, reach and engagement rise reliably and correlate weakly with revenue, while the numbers that matter — cost per qualified enquiry, and what those enquiries were worth — are absent. We agree at the outset which numbers define success and report those, including when they are poor.
You keep direct access to every account. Advertising accounts, analytics properties and search console are created under your ownership with our access granted rather than the reverse. This is not a courtesy; agencies that own the accounts own your historical data and your ability to leave.
Where paid advertising is not the right answer, we say so. A business with an unclear proposition or a site that does not convert will not be improved by buying more traffic to it, and spending a budget in that situation is comfortable for us and wasteful for you.
What is included
Measurement setup
Analytics, conversion tracking and call tracking configured correctly, because reporting on numbers that are wrong is worse than not reporting.
Search engine optimisation
Technical foundations, content structure and local search presence, with the specific queries being targeted agreed with you.
Content
Material written to answer questions your customers actually ask, rather than to accumulate keywords.
Paid campaigns
Search and social campaigns built, run and optimised against cost per qualified enquiry.
Reporting
Monthly reporting against the agreed measures, with access to the underlying accounts so any figure can be verified.
How it is delivered
- Success measures are agreed in writing before any spend, and we report against those measures whether or not they flatter us.
- Media spend is separated from fees on every invoice, so what went to the platform and what came to us is never ambiguous.
- Where the constraint is the offer or the website rather than the traffic, we will say so rather than sell more traffic.
What you receive
- Measurement and conversion tracking configured in accounts you own
- Keyword and query strategy with agreed targets
- Monthly performance report against agreed measures
- Direct access to all advertising and analytics accounts
- Recommendations with expected impact and cost
What is not included
Stated plainly, because unstated exclusions are where disputes begin.
- Advertising media spend, which is paid by you directly to the platform
- Guaranteed rankings or positions, which no honest provider offers because no provider controls the ranking systems
- Website changes beyond agreed scope, which are quoted as web development
- Photography, video production and design beyond campaign assets
Common questions
Can you guarantee first page rankings?
No, and neither can anybody else. Ranking systems are controlled by the search engines and change continuously. Any provider offering a ranking guarantee is either misunderstanding the problem or misrepresenting it.
Who owns the advertising accounts?
You do. They are created under your ownership and we are granted access. Your historical performance data stays with you if the relationship ends.