Agency Reports vs. Reality: How to Audit Their Performance With Real ROI Data

Agency Reports vs. Reality: How to Audit Their Reports

Most MedSpa owners get glowing reports from their agency every month.
Great CTR. Amazing impressions. “Strong” cost per lead.

But here’s the uncomfortable truth:
None of that guarantees booked patients or real revenue.

To make smart marketing decisions, you need to know what’s actually happening after the lead hits your CRM and that’s where most agency reports fall apart.

Let’s walk through how to audit agency reports so you can separate polished metrics from real performance.

The Problem With Agency Metrics

Agencies optimize for the front half of the funnel.
You care about the back half.

They report on:

• Clicks

• CPL

• Reach

• Engagement

But you care about:

• Bookings

• Visits

• Revenue

• ROI

There is often a huge gap between the two worlds. Your ads may look like they’re “working,” but if those leads aren’t turning into paying patients, you’re wasting budget.

The Three Numbers That Tell the Truth

You can audit any agency report with three numbers that don’t lie:

1. Lead to Booking Conversion
If CPL is great but bookings are low, something’s wrong in the middle.

2. Booking to Visit Conversion
A campaign with high booking volume but low show rate is leaking money.

3. Revenue per Visit
You’d be shocked how often agencies call campaigns “successful” even when the revenue is lower than the ad spend.

ClinicROI exposes these metrics instantly so you can validate whether the “strong” campaign in their report is actually generating income.

Red Flags in Agency Reporting

Watch for these warning signs:

• Heavy focus on impressions and engagement

• No mention of revenue

• CPL shows improvement but bookings don’t

• Monthly reports with no visit or show-rate data

• “High-intent leads” that never convert

If the agency avoids talking about what happens after the lead hits your system, they’re not optimizing for your business, they’re optimizing for theirs.

How to Run a Proper Audit

Here’s the simple audit flow MedSpa owners should use:

1. Open the agency’s monthly report

2. Compare each campaign to your ClinicROI visit and revenue data

3. Identify campaigns that look good on paper but fail at visit conversion

4. Flag any campaign with rising “Estimated Lost Revenue”

5. Reallocate budget toward ads that drive actual patient visits

This process gives you full control, not just full visibility.

The Real Power of Auditing

When you audit agency reports correctly, three things happen fast:

• You stop scaling campaigns that only produce leads

• You protect your budget from underperforming offers

• You gain leverage in every agency conversation

ClinicROI turns those conversations into objective, numbers-based decisions, not feelings, not guesses, not surface metrics.

Takeaway

Your agency’s reports aren’t wrong, they’re just incomplete.
Clicks are not patients. Leads are not sales.

With ClinicROI, you can audit every campaign against real outcomes and finally see the truth behind the report.

Because the only metric that matters is the one that hits your bank account.

Want to know exactly where your ad dollars are going?

👉 Book a free 15-min demo of ClinicROI