How Do I Know If My Marketing Agency Is Actually Good?
Most agencies hide behind dashboards full of vanity metrics. Here's the 12-question checklist that separates elite operators from the rest.
1. "Show me an incrementality test you've run." If they've never done one, they don't actually know if their work is moving the needle.
2. "What's the LTV:CAC ratio of the customers you've acquired?" Real growth agencies talk in unit economics, not impressions.
3. "How are you using AI to reduce my cost or increase my speed?" If the answer is "we use ChatGPT for headlines," they're behind.
4. "Who is the most senior person actively working on my account?" Look for hands-on senior involvement, not slides from a Director who never logs in.
5. "Show me the last 3 strategic decisions you've recommended." Not tactics. Strategic decisions about budget, channels, or positioning.
6. "What's your point of view on GEO?" A blank stare in 2026 is disqualifying.
7. "How do you track conversions server-side?" Client-side only = blind to 30–50% of conversions in 2026.
8. "What would you cut from my marketing if you had to cut 30% tomorrow?" Tests their critical thinking.
9. "Show me your client retention rate." Below 80% annual retention = quality problem.
10. "Who else in my industry have you worked with?" Pattern recognition matters; total novices in your sector are slow to ramp.