Replacing an Agency That
Reports Vanity Metrics
Get your data, secure your accounts, then switch.
Book a Free Strategy CallDo It in This Order
If your agency reports impressions, clicks and followers but cannot say how many leads or sales came in, start by asking for lead data from your own accounts. Before you switch, make sure you have admin access to your ad accounts, analytics and website. Then hire a replacement that defines a lead upfront and reports cost per lead.
Five Moves
Ask for lead numbers
Request leads by month and by channel, plus cost per lead. The answer tells you a lot.
Secure your accounts
Confirm you hold admin access to Google Ads, GA4, Search Console, Google Business Profile, Meta, your domain and your website.
Export your history
Download campaign, conversion and analytics history before access changes.
Set the new standard
Write down what counts as a lead and what the report must show before you hire anyone.
Overlap the handover
Give the new team access before the old contract ends so campaigns never go dark.
Ask These
- What exactly will you count as a lead?
- Will my report show cost per lead and revenue, or clicks and impressions?
- Who owns the ad accounts and the website if we part ways?
- Who does the day-to-day work on my account?
- What are the contract term and the notice period?
Walk Away If
- They run ads in an account you do not own
- Reports never mention leads or sales
- They promise rankings or results by a date
- Long contracts with no performance exit
SET counts only real form submissions and calls as leads and reports on cost per lead. How we work and our terms.
Common Questions
What are vanity metrics in marketing?
Numbers that are easy to grow but do not show business results, such as impressions, clicks, followers and likes, when they are reported without leads or sales.
How do I switch marketing agencies without losing results?
Secure admin access to every account, export your history, then overlap the new team with the old one so campaigns keep running during the handover.
What should a good agency report show?
Leads, cost per lead and, where your CRM allows, revenue. Clicks, rankings and impressions belong underneath as diagnostics.
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Opinion
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