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GUIDE: Evaluate An Agency’s Performance

Evaluating an agency’s performance depends on several factors, including the type of agency you’re working with (marketing, recruitment, PR, etc.) and your specific goals for working with them.

This guide shows you general principles to use when evaluating an agency’s work.

Let’s go.

How to evaluate an agency’s work

When evaluating an agency’s work, you want to: Set clear goals, give feedback on a regular basis, and check progress through benchmarks.

The points below go deeper on this.

1. Set clear goals and KPIs

KPIs are Key Performance Indicators.

AI Illustration of KPI
  • Before you even begin working with an agency, ensure you have defined measurable goals for the project or campaign. This could be anything from increasing website traffic to improving brand awareness.
  • Once you have goals, work with the agency to establish relevant KPIs to track progress. These should be quantifiable and align directly with your goals.

2. Reviews and feedback

  • Schedule regular meetings with the agency to discuss progress, review KPIs, and address any concerns.
  • Provide regular feedback on their work, both positive and negative. Open communication is essential for ensuring they understand your expectations and can adjust their approach if needed.

3. Measure results and benchmarks

  • Track the KPIs you defined and analyze the data to see if the agency is delivering on their promises.
  • Compare your results to industry benchmarks or your own historical data to get a broader perspective on performance.

4. Go the extra mile

  • Professionalism: Evaluate the communication, responsiveness, and overall professionalism throughout the engagement.
  • Client satisfaction: Do you feel like they are a good partner and understand your needs? Are they transparent and easy to work with?
  • Value for money: This doesn’t mean focusing solely on the cheapest option, but rather ensuring the agency’s fees are commensurate with the value they deliver.
  • Innovation and creativity: Did the agency bring fresh ideas and solutions to the table? Were they proactive in suggesting new strategies?

Conclusion

These are our tips on how to track progress of an agency’s work.

Thank you for reading this,
Team AgencyReviews