Agency accountability scorecard
Fourteen questions about your business, not your campaigns. Answer them for the setup you have today and see what it can actually see.
Answer each question for the setup you have today. Yes scores 2, partly 1, and no 0.
The math is the easy part.
The calculator gives you the number. We send what moves the inputs — from accounts we run every day.
Why these fourteen questions
Most agency reporting answers the question the ad platforms are built to answer: did the ads get credit? The questions here ask what the business needs to know instead. Was it profitable once product cost and returns are in? What did a new customer really cost? Did sales drop, or did the tracking break? Each one needs at least two sources read side by side: the ad platforms, analytics, your own tracking, and the store or billing system.
How to read your result
The total matters less than where the gaps cluster. A setup that scores well on waste but poorly on money is watching the account closely and the business barely. A setup that scores poorly on truth and measurement is making every other answer on platform claims alone. Start with the weakest group, and raise it with whoever runs your ads as a question about data, not about effort.
What a good answer sounds like
A good answer is specific, carries a date and a source, and admits what it cannot see. It sounds like a number with a margin attached, or a new-customer figure with the date the customer history begins. A vague answer delivered with confidence is the opposite, however polished the report around it.
What does the agency accountability scorecard measure?
It measures what your current paid media setup can see about your business, not how talented the people are. Each question asks whether profit, new customers, attribution, tracking health, or waste can be answered from your own data. A low score usually means the store, analytics, and customer list were never connected to the ad reporting.
How is the score calculated?
Each of the fourteen questions scores 2 for yes, 1 for partly, and 0 for no, for a maximum of 28. The bands are 22 and above, 14 to 21, and below 14. The group scores show where the gaps cluster, which is usually more useful than the total.
What should I do with a low score?
Pick the two or three questions closest to a decision you are about to make and ask them in writing, asking for the answer from your own data. If the honest answer is that nobody can see it, the fix is usually measurement: connecting the store, analytics, first-party tracking, and customer list so they can be read side by side.
Is this only for ecommerce brands?
The questions are written with ecommerce and subscription businesses in mind, because product cost, returns, and new versus returning customers matter most there. Lead generation businesses can use it by reading the store as their CRM and closed revenue.
Want these numbers computed from your actual account?
The free audit reads your real data and shows where the economics leak — no generic benchmarks, no sales theater.