Tag: KPIs
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The agency KPI problem: why the metrics that protect them are the metrics that limit you.
How agency KPIs get designed No one sat down and decided to design a measurement framework that would obscure performance. That’s not how these things happen. Agency KPIs emerged the way most professional standards do: organically, over time, shaped by what was possible to measure, what was possible to influence, and what was possible to demonstrate to a client in a quarterly review. The result is a framework built around variables where human expertise is visible and attributable. Reach. Frequency. CPM efficiency. Campaign setup quality. Reporting turnaround. Strategic recommendations delivered. These are real inputs. They reflect genuine work. The problem…