Marketing Agency Audit
Is your marketing agency delivering what you are paying for?
An independent agency audit reviews the accounts, the work, and the reporting behind them, and compares what was reported against what the underlying data actually shows.
Why businesses independently audit their agency
Nobody should grade their own homework. The same company executing a business's marketing is usually also the company reporting on how well that marketing performed. That is simply how the arrangement works — it is not, by itself, evidence that anything is wrong. But it is exactly the situation an independent second opinion exists for: a separate review of the underlying accounts, tracking, attribution, spend, reporting, lead quality, and business outcomes, performed by someone with no stake in the answer.
What we review
Revenue reconciliation
Your agency reports conversions. Your business runs on revenue.
Where data permits, we compare agency reporting against advertising platforms, analytics, call tracking, CRM records, booked opportunities, completed jobs, sales, and revenue — to see whether reported marketing performance reasonably reconciles with what the business actually experienced.
Reporting verification
We look at how reported performance was calculated and compare it against the underlying systems it should be traceable to: the ad platform's own data, the analytics setup, and, where available, the CRM. Reporting that cannot be reconciled with any of these is a finding in itself, whether or not the underlying performance turns out to be strong.
Common warning signs
None of these, on its own, proves an agency has done something wrong. Each is a reasonable prompt to look closer.
- Reported conversions rise without corresponding business results
- Access to advertising accounts is limited
- Reports emphasize activity metrics without business outcomes
- Organic and paid performance are mixed together
- Attribution methodology is unclear
- Large budget changes occur without explanation
- The business cannot reconcile agency reporting with internal data
- Marketing reports rely heavily on platform-claimed revenue without comparison to CRM revenue
What an audit does not mean
Hiring an independent auditor does not mean the agency has done something wrong. An audit can just as easily confirm good performance as it can surface a problem. The value is in knowing which one is true.
Deliverables
Written findings, an executive summary, a reconciliation of agency-reported performance against underlying data where available, prioritized issues, and a set of questions the client can take back to the agency directly.
Frequently asked questions
Does hiring an independent auditor mean my agency has done something wrong?
No. An audit may confirm that the agency is performing well. The point of an independent review is a separate set of eyes on the accounts, not an accusation.
Will my agency find out I ordered an audit?
That is the client’s decision. Some clients tell their agency upfront and frame it as a standard governance step; others prefer the review to happen quietly first. Marketing Audit Co. does not contact a client’s agency without permission.
What if the agency will not grant account access?
Limited access is itself a relevant finding. Many platforms support read-only or reporting-level access that does not require the agency to hand over administrative control, and a useful review can often still be performed on that basis.
How is fee fairness assessed?
The audit compares the scope of work in the contract against what appears to have actually been delivered, based on account history, campaign activity, and reporting -- not against a generic industry benchmark.
Marketing agency audit
Not sure you have time to audit your agency yourself?
Reviewing an agency properly can require digging through advertising accounts, analytics, CRM data, tracking, reporting, contracts, and revenue information. Marketing Audit Co. can independently review the work and show you what can actually be verified.