The test
After reading it, do you know what you would do differently? If not, it is a status update dressed as analysis.
What enables a decision
- Performance against your break-even, not in isolation.
- Brand and non-brand separated.
- Platform numbers reconciled to store orders.
- What changed, why, and what it did.
- What the agency intends to do next, and what they need from you.
What does not
Impressions, clicks, CTR trends, Quality Score averages and percentage growth on tiny bases. All real numbers; none of them a decision.