Agree the decision before asking for more reports
Write the question the review needs to answer: is the offer generating unsuitable inquiries, is tracking duplicating submissions, is follow-up incomplete, or is the contracted work missing? Use the same project, reporting period and lead definitions throughout the review. A campaign problem and a delivery problem may need different owners.
Invite the agency to explain the configuration, recent changes and known limitations. Record what is verified, what is a hypothesis and what evidence is unavailable. Missing evidence is a reason to investigate; it is not proof of misconduct or an automatic reason to terminate a supplier.
Request a small evidence pack that can change a decision
Start with aggregate data. The initial review does not require customer names, phone numbers or credentials. If account inspection is needed, agree a suitable access level and the specific task rather than exchanging passwords.
On smaller screens, scroll the table horizontally to read all columns.
| Question | Evidence | Decision it supports |
|---|---|---|
| Is the campaign reaching the intended demand? | Approved offer, search terms where available, destination and rejection reasons | Review message, targeting or offer fit |
| Are reported inquiries real and unique? | Event definition, form receipt test and duplicate/retry result | Correct measurement before evaluating volume |
| What happened after capture? | Same-cohort CRM stages, contact attempts and incomplete cases | Separate project mismatch from unfinished follow-up |
| Was the agreed service delivered? | Scope, responsible people, change log and accepted deliverables | Resolve a specific delivery gap |
| What was paid for? | Media invoices, service fees and pass-through costs | Reconcile spend without conflating fees and media |
Check access and continuity without treating every platform alike
List the advertising accounts, Analytics property, tag container, CRM integration, domains and reporting assets involved. Record the business owner, administrators, operational contacts and recovery process for each. Access, platform-level ownership and contractual rights are different questions; do not infer one from a logo on a dashboard.
Google Ads and Analytics provide different roles with different capabilities. Check the actual role needed for the agreed task using current platform documentation. Plan a handover test before removing an existing operator so that forms, billing and measurement are not interrupted. The review itself should not change permissions or payment arrangements without authorization.
Primary reference: Google Ads: account access levels and manager capabilities
Accepted tracking events are the start of a check, not the verdict
Trace a controlled test outside production lead reporting: the form is received once, the CRM receives the intended record and later outcomes keep their own meanings. Test failure and retry cases. A WhatsApp click records contact intent; it is not an inquiry received, a qualified lead or a contract.
For CAPI, review stage-to-event mapping, permitted fields, duplicate handling and rejected deliveries. Do not make one Event Match Quality target a universal acceptance score, and do not assume a missing integration is the sole cause of weak sales. Start with the measurement and sales evidence actually available.
Evaluate lead quality after comparable follow-up
Ask sales to distinguish invalid contacts, duplicates, confirmed project mismatch, missing information and cases still being worked. Use agreed criteria for a qualified lead. Compare registration cohorts after the same follow-up interval rather than dividing current spend by contracts originating in older campaigns.
No universal wasted-spend percentage or contact-rate target establishes agency quality. Agree project-specific review thresholds and the evidence that would support them. A correctly measured decline can still reflect an offer, market or follow-up issue beyond the buying team's scope.
End with an owner, a decision and a checkable next step
For each established gap, record the source, business implication, responsible owner, proposed action and acceptance evidence. Prioritize broken receipt or reporting before scaling spend. Keep unresolved questions visible rather than turning them into a combined health score with arbitrary weights.
The outcome may be a measurement repair, a message test, clearer sales routing or a narrower service scope. Replacement is one option, not the default conclusion. Set the next review around the work and the project's conversion delay; do not promise a fixed improvement or a universal audit duration.
Frequently asked questions
Choose the next step for your project review
- Compare CPQL and advertising spend per contract
- Review calculation definitions and limits
- Read the GPR Property experience in context
For a campaign, lead-quality or measurement review, begin with the project objective and aggregate figures for the same period. Deliverables, timing and fees depend on the assessed scope; outcomes are not guaranteed.
Explore the service and discuss your project