You are accountable for P&L and capital allocation. Your agency is accountable for “clicks.” This misalignment is the root cause of capital waste. Don’t just ask for updates; conduct a diagnostic audit of your partner’s competence using these five queries.
The Diagnostic Checklist:
- “What is our True Ecosystem ROAS?” (Reject siloed Google vs. Facebook reports).
- “Show me capital allocation by Customer LTV.” (Ask how they prioritize high-value cohorts).
- “Isolate the ‘Incremental’ Lift from Retargeting.” (Demand proof that retargeting isn’t poaching organic sales).
- “How does Shopify inventory data control Google Bidding?” (Ensure there is a live feedback loop).
- “What anomalies have you detected?” (Ask for proactive data mining, not just reactive reporting).
