Six situations we see repeatedly — how the problem showed up, what we changed, and what we'd do differently next time.
Every engagement starts by agreeing which of these matters most. Improving all of them at once is how agencies avoid being accountable for any of them.
Across paid and owned, not paid alone. The number that survives a board meeting.
Share of customers who order again, and how long it takes them.
What a send is worth, rather than how many people opened it.
Per platform and per campaign, compared against that account's own baseline.
How long from brief to live. Often the metric that changes most.
Reporting and account switching that stops happening at all.