Unavngivet.mp4

1. Are they giving you clear performance breakdowns — or hiding behind blended ROAS?

If your agency just tells you, “We hit a ROAS of 4.3 last month, so things are looking great!” — that’s not a report. That’s a smoke screen.

You deserve to know why your ROAS is what it is — and exactly where it’s coming from. A good report should include:

• ROAS segmented by campaign type: Search, Shopping, PMAX, Retargeting, Branded, Non-Branded
• A breakdown of key metrics: conversion rate, average order value, CPC, CTR, budget changes
• Clear explanations: Did ROAS go up because the landing page improved? Because the bids got smarter? Because competition dropped?

If you don’t know what’s driving performance, you can’t improve it. And if your agency can’t explain it — they’re either not doing the work, or they don’t understand the platform well enough to scale it.

Don’t settle for blended ROAS. Demand clarity.

2. Is your tracking setup giving you inflated results?

One of the most common issues we uncover in audits is broken or misleading conversion tracking — especially when it comes to attribution windows.

Many accounts are set to give Google Ads far too much credit, even when it barely contributed to the actual sale. We've seen setups with 30-day view-through conversion windows, meaning if someone saw a random display ad (without clicking) and bought 25 days later — that ad still gets credit.

Imagine this:

A customer who’s already bought from you 5 times sees a tiny display ad on the side of a news article. They don’t even notice it. But 25 days later, after seeing a compelling Facebook ad or searching for your brand directly, they buy again.

Google Ads claims the conversion.