Choosing a provider
What to do when the report shows clicks instead of work
A report full of clicks and impressions describes activity rather than results. The fix is asking what the work produced and being clear about what counts as a result for this business.
Why clicks are the easy thing to report
Clicks and impressions are simple to count and they are always available. Enquiries take more work to measure because they end in a phone call or a conversation rather than in the advertising platform.
That is not a reason to accept them as the measure. Activity is the input and the work is the output.
The questions that change the conversation
Ask what the spend produced in enquiries and which of those became paying work. Then ask what was done differently this month because of what the numbers showed.
The third question matters most. A report that does not change any decision is a document rather than a tool.
What a useful report contains
It says what was done, what changed and what happens next, and it ties the work back to enquiries wherever that can be seen. Where the link is unclear it says so rather than implying precision that does not exist.
Numbers belong in there, but the explanation is what makes them worth reading.
What to do if the answers stay vague
If the response keeps returning to impressions and reach, ask for the enquiry figure directly and give it a few weeks to appear. Either it can be produced or it cannot.
Where it cannot, the honest conclusion is that the work is not being measured to what the business actually needs.
Questions buyers ask
Are clicks and impressions worth anything
They describe the activity rather than the result. Useful as context and not as the measure of whether the work is paying.
What should I ask my agency to report
What the spend produced in enquiries, which became paying work and what changed in the work because of what the data showed.
What if they cannot produce an enquiry figure
Then the work is not being measured to what the business needs. That is worth fixing or worth changing provider over.
Where this fits
Where Monolith Media fits
Monolith Media runs SEO as one managed marketing service for established Australian businesses, measured to the enquiries it produces. The free check names the part worth fixing first before anything is quoted.
More on Choosing a provider
Why marketing feels like a cost instead of an investment
Marketing feels like a cost when nothing connects it to work. What to change so the spend can be judged like any other investment.
How to tie marketing spend to the enquiries it produces
Connecting marketing spend to real enquiries using records the business already keeps, without buying another tool.
Questions to ask before hiring a marketing agency
The questions worth asking before hiring a marketing agency and what a good answer sounds like.