40-Point Digital Marketing Agency Evaluation Checklist
Score agencies on incrementality testing, team structure, creative velocity, and cost transparency. Surface hidden markups and bait-and-switch staffing patterns before you sign.
Scoring Framework
Rate each answer 1 to 5 based on specificity and depth. Agencies that consistently score below the midpoint tend to underperform projections, usually because the gaps in attribution rigor, team transparency, or cost detail compound over a contract year.
Evaluation Criteria
Attribution and Performance Measurement
25% weightEvaluates incrementality testing capabilities, attribution methodology, and the ability to separate the agency's impact from baseline business performance.
Sample Questions
- Can they explain geo-holdout testing methodology for your budget size and sales cycle length?
- Do they mention Facebook Conversion Lift studies or Google Brand Lift for attribution validation?
- Can they separate paid channel impact from organic search, email, and direct traffic revenue?
- Do they discuss statistical significance requirements and baseline performance measurement?
- Can they explain why default Google Analytics multi-touch attribution overstates channel effectiveness?
Team Structure and Account Management
20% weightAssesses actual team member assignments, experience levels, account loads, and retention rates versus marketing promises.
Sample Questions
- Can they name specific Google Ads and Meta specialists who'll manage your campaigns daily?
- What's the current account load for your assigned campaign manager?
- Which services do they outsource to white-label partners versus handling in-house?
- What's their average team tenure and account manager turnover rate?
- Can they show LinkedIn profiles for the team members who'll work on your account?
- How do they maintain continuity when team members leave or get promoted?
Technical Implementation Depth
15% weightTests server-side tracking knowledge, API integrations, troubleshooting capabilities, and ATT-era privacy compliance.
Sample Questions
- Can they explain Conversions API implementation process and requirements?
- Do they mention Google Tag Manager server-side containers for enhanced tracking?
- Can they troubleshoot conversion tracking breaks without involving your development team?
- Do they understand first-party data requirements for server-side tracking setup?
- Can they explain how iOS 14.5+ privacy changes affect Facebook campaign optimization?
- What backup attribution methods do they use when primary tracking fails?
Creative Production and Testing Velocity
15% weightMeasures creative production timelines, testing frameworks, and the ability to prevent creative fatigue on Meta campaigns.
Sample Questions
- How many new creative variants do they produce weekly for material Meta budgets?
- What statistical significance thresholds do they use for killing underperforming ads?
- Can they explain their creative brief and client approval workflow timeline?
- Do they understand creative fatigue cycles and audience refresh requirements?
- What tools do they use for creative production: Canva, Adobe Creative Suite, or outsourced?
- How quickly can they pivot creative strategy when performance declines materially?
Platform Relationships and Beta Access
10% weightVerifies actual Google Premier Partner or Meta Marketing Partner tier status and current beta program participation.
Sample Questions
- Which specific Google Ads and Meta beta programs are they currently testing?
- Can they show screenshots or emails proving beta program participation?
- What's their Google Premier Partner tier and Meta Marketing Partner status?
- Can they introduce you to their dedicated Google or Meta account representatives?
- How do they apply client accounts for beta program inclusion?
Cost Transparency and Contract Terms
10% weightExposes hidden costs, media markup schemes, exit fees, and willingness to commit to performance guarantees.
Sample Questions
- Can they separate net media costs from management fees and platform charges?
- Do they charge markup on ad spend disguised as 'technology fees' or 'platform access'?
- What exit fees or account transition costs are included in their contract?
- Will they commit to specific CPA targets or ROAS minimums by month six?
- What remedies do they offer if campaigns underperform projected results materially?
- Are there minimum ad spend requirements that force budget waste across weak channels?
Competitive Intelligence and Market Monitoring
5% weightTests competitor research capabilities, market trend identification, and strategic response to competitive changes.
Sample Questions
- What tools do they use for tracking competitor Google Ads copy and landing page changes?
- Can they demonstrate Facebook Ad Library monitoring for creative competitive intelligence?
- How do they identify when competitors change bid strategies or expand into new keywords?
- What's their process for incorporating competitive intelligence into monthly strategy updates?
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