Independent advertising agency audit
Agency reports can show improving campaign metrics while sales teams see little useful demand. I help the client examine the full chain: the brief, campaign objectives, audience and offer, landing experience, tracking, lead handling and reporting. The aim is to identify what the evidence supports and agree concrete changes with the people responsible.
Discuss this projectEugene Mischenko · English & Russian · Online / Yerevan
01 / Context
Who this is for
For owners and marketing leaders reviewing an advertising, performance or digital agency. Particularly useful when acquisition costs rise, reported conversions differ from CRM data, spend expands without a clear rationale or a contract renewal is approaching.
02 / Decisions
Questions we examine
- Are campaign objectives and reported conversions aligned with the business brief?
- How are budget changes, audience choices and creative tests justified?
- Where do platform data, analytics, CRM and completed orders disagree?
- Which problems belong to the agency’s scope, and which depend on the client’s offer or operations?
What the work can produce
- A findings register linked to reports, campaign evidence and the agreed brief.
- A review of budget allocation, measurement gaps and lead or order quality.
- A discussion agenda and corrective action plan with accountable owners.
- Criteria for continuing the engagement, changing the scope or selecting a replacement.
The final deliverables are agreed for your business and engagement.
What to prepare
Provide the brief, agreed scope, fees and media budget, campaign reports and available CRM outcomes. Read-only platform access or exports can be agreed for the audit. Include attribution settings and any recent changes in pricing, availability or lead handling that may affect results.
How we start
Send a short description of the business, the decision in front of you and the result you need. We discuss the context, identify useful inputs and agree the format, scope, timing and fee.
Write about your projectExperience & sources
Experience behind the advice
METRO: e-commerce leadership
Experience leading the e-commerce division at METRO Cash & Carry. A published Mindbox interview discusses customer data, the digital channel and the business behind omnichannel retail.
Read the sourceL’Occitane: digital commerce in beauty
The MediaMetrics interview examines online and store sales, loyalty and the customer experience of buying cosmetics.
Read the sourceBefore we begin
Is a high ROAS enough to judge the agency?
ROAS depends on the revenue definition, attribution window and included costs. We also examine completed orders, cancellations, margin, new versus existing customers and the role of branded demand. The useful measures depend on the business model and the brief.
Can the current agency participate?
Yes. Its explanations, working documents and account context can help distinguish a justified choice from a process failure. Findings should be discussed against the agreed scope, including dependencies on the client’s team.
Will you recommend your own team?
The audit can be commissioned as a standalone engagement. Any later offer from my team is separate. We agree evaluation criteria at the outset and present findings that the client can use with its current agency or another provider.