Did you try any of the hard questions for your digital advertising agency/consultant I gave you last time?
Here are some more you can try, depending on their replies to the first one.
If they are, in fact, tracking conversions, ask them this:
“OK, so what attribution model are you using, and why?”
I can explain attribution models on a following post. For now, just be aware that it’s not enough to measure conversions, but actually HOW you measure them is pretty important, too. This decision will directly affect your budget allocation, which directly impacts the ROI of your campaigns.
Another one: if they are split-testing your ads, ask them:
“OK, how are you picking a winner from your tests”?
If they don’t mention anything about statistical significance, be worried. It’s likely they’re making your ads perform WORSE by running poorly designed tests.
How has been your experience with digital advertising agencies/consultants when asking hard questions?