With the note - based on true events. Recently, we have been seeing a scenario repeat itself all too often, where a client – whether changing agencies or just auditing campaigns – goes through a thorny path to their own data. And that is precisely why we have prepared an overview of the most common challenges and red flags that will help you assess whether your cooperation with the agency is set up transparently.
Collaboration with a marketing agency is a significant and often necessary step for business growth. Many of our clients have reached a level of growth where it was more efficient for them to entrust some part, or the entire digital marketing, to a marketing agency. Among all, I would mention for example Be Lenka, CK Daka, Demänová Resort and many others. Although it is sometimes desirable to leave all responsibility to the experts, it is crucial to realize that your company must always remain the autonomous owner of its digital assets.
The owner of the advertising account is the client. Period.
One of the most common problems is the situation when:
a) the client cannot change access to the advertising account because they are not the owner with the highest rights,
b) the client has no access to the advertising account and cannot see the data,
c) less common, but we have also experienced such a situation where the previous agency refuses to hand over the advertising accounts after the end of cooperation, claiming that they own them. The agency argued that the entire setup is their know-how and therefore the advertising account is theirs.
But that is not true. The agency indeed owns undeniable know-how, but it performs a service for the client in their advertising accounts, which the client ordered. Nothing more, nothing less. The owner of their data about their ads, their billing, their customers, their products is only the client, the agency, on the other hand, has the right to work with them and use them within the scope of cooperation.
What does it mean that you do not have the highest rights to your advertising accounts?
- after being removed from the account, you lose access to accounts, data, and the entire history of campaigns,
- you lose important information about customers, which shows you what works and what doesn't,
- your ability to respond immediately is reduced – whether in a crisis situation or when transitioning to a new partner
- you even lose historical access to billings, which can theoretically also be an accounting problem.
Your advertising accounts gather a huge amount of data that has an invaluable value for your business. It's not just about clicks or impressions, but about a long-term database of customer behavior.
Ownership of accounts also guarantees you transparency – you can check the real state of campaigns at any time and compare it with the agency's reports.
How to get out of this?
If you have just realized that the owner of your brand's advertising accounts is the agency and not you, immediately request the transfer of ownership to your company email. And this regardless of whether you are satisfied with the cooperation today or not.
A transparent agency will not resist such a step – on the contrary, it will insist that all accounts belong to you.
How to recognize an unprofessional agency?
Over the years of cooperation with dozens of clients who came to us from other agencies, we have identified several clear signals that something is not right:
1. Communication only on your initiative
If you constantly have to ask about results, why something is not working, or where the work stopped, it is a clear red flag. A professional agency communicates proactively and openly.
2. Lack of transparency
If the agency is not willing to share detailed reports with you, explain the fee structure or budget allocation, something is not right.
3. Universal solutions regardless of your goals
Every business has a different audience and a different customer journey. If you receive general strategies without a deeper understanding of your goals, it is not strategic work, but quick solutions "for everyone".
4. Vanity metrics instead of real value
Overloaded reports about likes and shares look good, but they don't tell anything substantial for your business. A quality agency will show you data, explain its impact, and give specific recommendations for growth.
There are many quality agencies on the market that work honestly and transparently. But there are still a few that make the client a hostage – and hold their data as leverage.
Your accounts, your data, and your campaign history must always belong to you.
If that is not the case today, it is time to change it.
