Free Tool

Agency Report Auditor.

Tick what's in your current monthly report. We'll score how much of it is vanity vs. revenue, and what to ask instead.

Quick answer: This self-check scores your current marketing agency's monthly report against a fixed checklist of 14 report-line items — 10 classed as vanity metrics, 4 as revenue metrics — and returns both a score and the specific questions to ask your agency next. No login or report upload required — every item is a tick-box against your own report.

Tick every metric your report currently leads with

Reports that pass this audit look like the ones produced on our performance marketing engagements — enquiry-count first, spend second, diagnostics last.

What makes a metric "vanity"

A metric is vanity when it goes up without your bank balance following. The test: if this number doubled, would revenue move? For most reach, impressions, likes and follower-growth reporting, the honest answer is no — they're diagnostics at best, decoration at worst, for a business whose actual goal is leads or sales rather than brand awareness.

The 4 that actually matter

  • Cost per qualified lead (or booked consultation) — not raw leads.
  • Conversion rate through the funnel — lead → qualified → consult/quote → sale.
  • Cost per acquisition vs. customer value — the only metric that tells you if the whole thing is profitable.
  • Return on ad spend / attributed revenue — the number your accountant cares about.

This is the same framework behind our full vanity-metrics audit guide, and the same reporting standard we hold our own client accounts to — see MY & SG ad benchmarks for the figures we report against.

Part of the paid media toolkit: one of 14 free tools organised by workflow stage — plan the budget, forecast the CPL, check the creative, verify tracking, audit the report.

Frequently Asked Questions

Start by auditing what your monthly report actually leads with — if the first page is reach, impressions, likes and follower growth, that's a report optimised to impress, not to inform.
The clearest red flag is a report that never mentions cost per qualified lead or return on ad spend at all, substituting reach/impressions/engagement as the headline numbers instead.
Ask for cost per qualified lead, the conversion rate at each funnel stage, cost per acquisition vs customer value, and attributed revenue or ROAS.
No — reach matters for brand-awareness campaigns specifically. The problem is when they replace revenue metrics as the headline result for a lead/sales campaign.

Related free tools

CAC & LTV Calculator Funnel Leak Calculator ROAS Calculator

Cite this

shakalakaa (Plixitt Solutions). "Agency Report Auditor Tool." https://shakalakaa.my/tools/agency-report-auditor. Updated 2026-08-27. Licensed under CC BY 4.0.

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