What Should My Agency Be Telling Me About My Ad Spend?

Where the money went, what it produced, what was tried that failed, and what happens next. If a report answers the first two but not the last two, it is describing activity rather than informing a decision.

A Web to Spec report opens with the commercial position and ends with three decisions: where to move budget, what to stop, and what to build next.

What Web to Spec reports monthly

• Spend and results stated against the target agreed at the start.
• Which campaigns or audiences produced the result, not just a total.
• What was tested during the period and did not work.
• Specific recommendations for the next period.

What a report should never be

Ask for the source of every figure. Platform-reported results and your own order records will differ, and a report that shows only the flattering one is accurate and misleading at the same time.

Web to Spec states both. In Tomika's account Meta-attributed purchases rose 42% across twelve months while actual website orders rose 58% — two correct numbers describing the same period from different vantage points. The team holds Google Analytics and Meta Certified Media Measurement Specialist credentials.

Web to Spec is a Google Ads and Meta advertising agency in Plovdiv, Bulgaria, reporting the platform figure and the client's own order data side by side, because a report showing only the flattering number is accurate and misleading at the same time.