{"id":13461,"date":"2026-06-23T07:52:38","date_gmt":"2026-06-23T13:52:38","guid":{"rendered":"https:\/\/cuernosoft.com\/las-metricas-que-debes-exigirle-a-tu-agencia-de-publicidad-digital\/"},"modified":"2026-07-17T16:25:19","modified_gmt":"2026-07-17T22:25:19","slug":"the-metrics-you-should-demand-from-your-digital-advertising-agency","status":"publish","type":"post","link":"https:\/\/cuernosoft.com\/en\/the-metrics-you-should-demand-from-your-digital-advertising-agency\/","title":{"rendered":"The Metrics You Should Demand from Your Digital Advertising Agency"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cuernosoft.com\/wp-content\/uploads\/2026\/06\/Portadas-para-blog-12-1024x576.png\" alt=\"La imagen actual no tiene texto alternativo. El nombre del archivo es: Portadas-para-blog-12.png\"\/><\/figure>\n\n\n<p data-start=\"73\" data-end=\"343\">Investing in digital advertising is not only about launching ads on Facebook, Instagram, or Google. Professional management should demonstrate what happened with the budget, how many business opportunities were generated, and whether the campaigns contributed to sales.<\/p> <p data-start=\"345\" data-end=\"432\">These are the main metrics you should demand in your agency\u2019s reports.<\/p> <h2 data-section-id=\"ec2mjg\" data-start=\"434\" data-end=\"462\">1. Advertising spend<\/h2> <p data-start=\"464\" data-end=\"609\">The report should indicate how much of the budget was used during the period and how it was distributed across platforms, campaigns, products, or services.<\/p> <p data-start=\"611\" data-end=\"760\">Understanding the investment makes it possible to calculate the cost of each result correctly and evaluate whether the budget is being used efficiently.<\/p> <h2 data-section-id=\"1rb9w8y\" data-start=\"762\" data-end=\"801\">2. Reach, impressions, and frequency<\/h2> <p data-start=\"803\" data-end=\"956\">Reach shows how many different people saw the advertisements, while impressions indicate the total number of times they were displayed.<\/p> <p data-start=\"958\" data-end=\"1139\">Frequency represents how many times, on average, each person saw the advertisement. If it is too high, it can cause ad fatigue and reduce campaign performance.<\/p> <p data-start=\"1141\" data-end=\"1261\">These metrics help evaluate exposure, but they should not be used as the main evidence of business results.<\/p> <h2 data-section-id=\"a5vyqi\" data-start=\"1263\" data-end=\"1294\">3. CTR, or click-through rate<\/h2> <p data-start=\"1296\" data-end=\"1382\">CTR indicates the percentage of people who saw the advertisement and decided to click on it.<\/p> <p data-start=\"1384\" data-end=\"1512\">A low percentage may indicate that the design, message, offer, or targeting is not connecting with the audience.<\/p> <p data-start=\"1514\" data-end=\"1645\">However, a high CTR does not guarantee sales either. The quality of the traffic and what happens after the click must also be analyzed.<\/p> <h2 data-section-id=\"ehmpfw\" data-start=\"1647\" data-end=\"1673\">4. CPC, or cost per click<\/h2> <p data-start=\"1675\" data-end=\"1742\">CPC shows how much was paid, on average, for each click received.<\/p> <p data-start=\"1744\" data-end=\"1943\">A cheaper click is not always better. One campaign may have a low CPC but attract users with no purchase intent, while another with more expensive clicks may generate higher-quality customers.<\/p> <p data-start=\"1945\" data-end=\"2007\">That is why it should be analyzed together with the conversions obtained.<\/p> <h2 data-section-id=\"12giyvw\" data-start=\"2009\" data-end=\"2034\">5. Actual conversions<\/h2> <p data-start=\"2036\" data-end=\"2148\">The agency should report the actions that genuinely provide value to the business, according to the objective of each campaign.<\/p> <p data-start=\"2150\" data-end=\"2171\">These may include:<\/p> <ul data-start=\"2173\" data-end=\"2317\"> <li data-section-id=\"1u9ads2\" data-start=\"2173\" data-end=\"2196\">Submitted forms.<\/li> <li data-section-id=\"1yf4agr\" data-start=\"2197\" data-end=\"2221\">WhatsApp messages.<\/li> <li data-section-id=\"1clop6l\" data-start=\"2222\" data-end=\"2233\">Calls.<\/li> <li data-section-id=\"prl55d\" data-start=\"2234\" data-end=\"2245\">Bookings.<\/li> <li data-section-id=\"zas3qu\" data-start=\"2246\" data-end=\"2258\">Registrations.<\/li> <li data-section-id=\"1g49m47\" data-start=\"2259\" data-end=\"2269\">Purchases.<\/li> <li data-section-id=\"1jv629m\" data-start=\"2270\" data-end=\"2298\">Quote requests.<\/li> <li data-section-id=\"1qtru12\" data-start=\"2299\" data-end=\"2317\">Checkouts initiated.<\/li> <\/ul> <p data-start=\"2319\" data-end=\"2422\">It should also explain how each conversion is being measured to avoid duplicate or inaccurate data.<\/p> <h2 data-section-id=\"1rhzz9z\" data-start=\"2424\" data-end=\"2449\">6. Cost per result<\/h2> <p data-start=\"2451\" data-end=\"2516\">This metric indicates how much it costs to generate each important action.<\/p> <p data-start=\"2518\" data-end=\"2541\">It may be presented as:<\/p> <ul data-start=\"2543\" data-end=\"2643\"> <li data-section-id=\"8x4fx0\" data-start=\"2543\" data-end=\"2563\">Cost per message.<\/li> <li data-section-id=\"ewaudf\" data-start=\"2564\" data-end=\"2581\">Cost per lead.<\/li> <li data-section-id=\"n6ogiz\" data-start=\"2582\" data-end=\"2602\">Cost per booking.<\/li> <li data-section-id=\"19y3rcd\" data-start=\"2603\" data-end=\"2622\">Cost per purchase.<\/li> <li data-section-id=\"18y3k1z\" data-start=\"2623\" data-end=\"2643\">Cost per call.<\/li> <\/ul> <p data-start=\"2645\" data-end=\"2722\">It is calculated by dividing the investment by the number of results obtained.<\/p> <p data-start=\"2724\" data-end=\"2888\">However, a low cost does not always mean the campaign is effective. The quality of the prospects or the value of the sales generated must also be evaluated.<\/p> <h2 data-section-id=\"1ejnlzy\" data-start=\"2890\" data-end=\"2914\">7. Conversion rate<\/h2> <p data-start=\"2916\" data-end=\"3067\">The conversion rate shows the percentage of users who completed the expected action after visiting the website or interacting with the campaign.<\/p> <p data-start=\"3069\" data-end=\"3175\">For example, if 1,000 people visit an online store and 20 make a purchase, the conversion rate is 2%.<\/p> <p data-start=\"3177\" data-end=\"3218\">A low rate may indicate problems with:<\/p> <ul data-start=\"3220\" data-end=\"3401\"> <li data-section-id=\"1xqua14\" data-start=\"3220\" data-end=\"3246\">Website speed.<\/li> <li data-section-id=\"1jerfp4\" data-start=\"3247\" data-end=\"3267\">Mobile experience.<\/li> <li data-section-id=\"1kds6xi\" data-start=\"3268\" data-end=\"3299\">Forms that are too long.<\/li> <li data-section-id=\"7cwjtb\" data-start=\"3300\" data-end=\"3325\">Unclear information.<\/li> <li data-section-id=\"1o25qrb\" data-start=\"3326\" data-end=\"3336\">Prices.<\/li> <li data-section-id=\"1rwxjyx\" data-start=\"3337\" data-end=\"3355\">Payment methods.<\/li> <li data-section-id=\"hpinaq\" data-start=\"3356\" data-end=\"3376\">Purchasing process.<\/li> <li data-section-id=\"10a4ug5\" data-start=\"3377\" data-end=\"3401\">Trust in the brand.<\/li> <\/ul> <p data-start=\"3403\" data-end=\"3496\">This metric helps identify whether the problem lies in the campaign or on the landing page.<\/p> <h2 data-section-id=\"1hhvekx\" data-start=\"3498\" data-end=\"3546\">8. Lead quality and closing rate<\/h2> <p data-start=\"3548\" data-end=\"3711\">Knowing how many messages or forms were generated is not enough. The agency should work with the sales team to determine what happened with those contacts.<\/p> <p data-start=\"3713\" data-end=\"3733\">It is important to measure:<\/p> <ul data-start=\"3735\" data-end=\"3874\"> <li data-section-id=\"g1oz7j\" data-start=\"3735\" data-end=\"3760\">Prospects contacted.<\/li> <li data-section-id=\"13scshg\" data-start=\"3761\" data-end=\"3786\">Qualified prospects.<\/li> <li data-section-id=\"9632vm\" data-start=\"3787\" data-end=\"3811\">Quotes sent.<\/li> <li data-section-id=\"eoh298\" data-start=\"3812\" data-end=\"3830\">Closed sales.<\/li> <li data-section-id=\"1qfx4fx\" data-start=\"3831\" data-end=\"3856\">Main objections.<\/li> <li data-section-id=\"6gpsve\" data-start=\"3857\" data-end=\"3874\">Closing rate.<\/li> <\/ul> <p data-start=\"3876\" data-end=\"3993\">A campaign may generate many contacts but still be unprofitable if most of them do not match the ideal customer profile.<\/p> <h2 data-section-id=\"1rcr7gz\" data-start=\"3995\" data-end=\"4033\">9. Revenue, average order value, and ROAS<\/h2> <p data-start=\"4035\" data-end=\"4165\">For campaigns involving online stores, hotels, or services with digital payments, the revenue attributed to advertising should be measured.<\/p> <p data-start=\"4167\" data-end=\"4220\">Two important indicators should also be analyzed:<\/p> <h3 data-section-id=\"1u8hmp1\" data-start=\"4222\" data-end=\"4241\">Average order value<\/h3> <p data-start=\"4243\" data-end=\"4294\">This represents the average value of each purchase or booking.<\/p> <p data-start=\"4296\" data-end=\"4360\"><strong data-start=\"4296\" data-end=\"4360\">Average order value = total revenue \u00f7 number of transactions<\/strong><\/p> <h3 data-section-id=\"ynopbd\" data-start=\"4362\" data-end=\"4370\">ROAS<\/h3> <p data-start=\"4372\" data-end=\"4442\">This shows how much revenue was generated for every dollar invested in advertisements.<\/p> <p data-start=\"4444\" data-end=\"4499\"><strong data-start=\"4444\" data-end=\"4499\">ROAS = attributed revenue \u00f7 advertising spend<\/strong><\/p> <p data-start=\"4501\" data-end=\"4594\">For example, a ROAS of 5 means that $5 in revenue was generated for every dollar invested.<\/p> <p data-start=\"4596\" data-end=\"4732\">ROAS does not represent net profit, since costs, commissions, taxes, shipping, and management fees must also be considered.<\/p> <h2 data-section-id=\"1k1cs1z\" data-start=\"4734\" data-end=\"4779\">10. Performance and optimization actions<\/h2> <p data-start=\"4781\" data-end=\"4875\">A professional report should not be limited to presenting general numbers. It should also explain:<\/p> <ul data-start=\"4877\" data-end=\"5210\"> <li data-section-id=\"69uoxr\" data-start=\"4877\" data-end=\"4906\">Which campaign performed best.<\/li> <li data-section-id=\"cd992b\" data-start=\"4907\" data-end=\"4945\">Which advertisement generated the most conversions.<\/li> <li data-section-id=\"1xmj1bp\" data-start=\"4946\" data-end=\"4979\">Which audience had the lowest cost.<\/li> <li data-section-id=\"1ox6bc2\" data-start=\"4980\" data-end=\"5038\">Which products or services achieved the best results.<\/li> <li data-section-id=\"hqofiq\" data-start=\"5039\" data-end=\"5082\">Which campaigns should be adjusted or stopped.<\/li> <li data-section-id=\"kqyh8x\" data-start=\"5083\" data-end=\"5121\">Where the budget should be increased.<\/li> <li data-section-id=\"80gkf4\" data-start=\"5122\" data-end=\"5169\">Which changes were made during the period.<\/li> <li data-section-id=\"1nbnsu4\" data-start=\"5170\" data-end=\"5210\">Which actions will be implemented next.<\/li> <\/ul> <p data-start=\"5212\" data-end=\"5289\">The agency should interpret the data and turn it into concrete decisions.<\/p> <h2 data-section-id=\"1php3sc\" data-start=\"5291\" data-end=\"5337\">What should your agency\u2019s report include?<\/h2> <p data-start=\"5339\" data-end=\"5381\">At a minimum, the report should include:<\/p> <ul data-start=\"5383\" data-end=\"5632\"> <li data-section-id=\"1qd5du\" data-start=\"5383\" data-end=\"5410\">Campaign objectives.<\/li> <li data-section-id=\"1jqvf93\" data-start=\"5411\" data-end=\"5431\">Period analyzed.<\/li> <li data-section-id=\"1scs81x\" data-start=\"5432\" data-end=\"5450\">Total investment.<\/li> <li data-section-id=\"11jx251\" data-start=\"5451\" data-end=\"5474\">Results obtained.<\/li> <li data-section-id=\"i3eh58\" data-start=\"5475\" data-end=\"5497\">Cost per result.<\/li> <li data-section-id=\"1i7ykmt\" data-start=\"5498\" data-end=\"5524\">Conversions and revenue.<\/li> <li data-section-id=\"9tzcbv\" data-start=\"5525\" data-end=\"5563\">Comparison with the previous period.<\/li> <li data-section-id=\"17pukn9\" data-start=\"5564\" data-end=\"5590\">Performance analysis.<\/li> <li data-section-id=\"11t1irr\" data-start=\"5591\" data-end=\"5613\">Actions completed.<\/li> <li data-section-id=\"14szvtv\" data-start=\"5614\" data-end=\"5632\">Recommendations.<\/li> <\/ul> <p data-start=\"5634\" data-end=\"5790\">A report should not simply be a copy of the advertising platforms. It should explain what the results mean and how they will be used to improve performance.<\/p> <h2 data-section-id=\"8dqre\" data-start=\"5792\" data-end=\"5805\">Conclusion<\/h2> <p data-start=\"5807\" data-end=\"5949\">Impressions, reach, and clicks help evaluate campaign activity, but they are not enough to determine profitability.<\/p> <p data-start=\"5951\" data-end=\"6118\">A company should also know how much it costs to acquire a prospect, booking, or purchase, the quality of those contacts, and how much revenue each campaign generates.<\/p> <p data-start=\"6120\" data-end=\"6385\" data-is-last-node=\"\" data-is-only-node=\"\">At <strong data-start=\"6123\" data-end=\"6137\">Cuernosoft<\/strong>, we manage Meta Ads and Google Ads campaigns with an approach based on measurement, optimization, and business results. We configure conversion events and prepare reports that support better decisions about advertising investment.<\/p>","protected":false},"excerpt":{"rendered":"<p>Investing in digital advertising is not only about launching ads on Facebook, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13118,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93],"tags":[125,279,280,242,243,281],"class_list":["post-13461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-agencia-de-marketing-en","tag-agencia-de-publicidad-en","tag-google-ads-en","tag-meta-ads-en","tag-metricas-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Metrics You Should Demand from Your Digital Advertising Agency<\/title>\n<meta name=\"description\" content=\"Investing in digital advertising is not only about launching ads on Facebook, Instagram, or Google. 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