FAQ
Specific questions with a direct answer first, not a definition. See the glossary for term definitions, or Learn for the full-length version of a mechanism.
Does ad frequency actually predict creative fatigue?
Frequency (how many times, on average, a unique person has seen your ad) is a real signal that correlates with declining performance, since repeated exposure to the same creative tends to produce less engagement over time. But there's no single frequency number that signals fatigue in every account. The reliable read is a rising frequency trend paired with a falling click-through or conversion rate on creative you haven't changed.
Is every alert or warning in my ad account actually costing me money?
No. Alert systems, both the ones built into ad platforms and third-party monitoring tools, commonly fire on statistical thresholds that don't account for sample size. A new campaign or a low-volume segment can trip a "cost per result increased" or "conversion rate dropped" alert purely from normal statistical noise on a handful of events, not from a real underlying problem.
How do I know if my agency's reports are actually good?
A good report leads with a one-line, checkable verdict, such as "healthy," "rough month, here's why," or "watching X," before any charts, not buried after them. It explains why a number moved using a specific, checkable mechanism rather than a vague phrase like "performance was mixed" or "the algorithm is optimizing." It also flags what it doesn't know instead of presenting every number with false confidence.
What access does an ad agency actually need to run my Google Ads and Meta accounts?
An agency does not need your account password or full account ownership. Both Google Ads and Meta Business Manager support tiered, role-based access, such as "Standard" or "Admin" user access in Google Ads granted by email invitation, or specific asset-level permissions in Meta Business Manager, that let an agency manage campaigns without you handing over full administrative control or billing access.