In digital media, campaign performance can’t be measured in just a few days – yet many companies demand weekly calls to monitor results.
From the client’s perspective, it’s a legitimate request. But is it really effective when it comes to campaign optimization?
Analysis of the current process
While working with a leading agency in digital planning, I identified a recurring issue in managing Always-On campaigns (those that run all year long). The client insisted on a weekly call to track performance and approve the planners’ optimization proposals.
➡ The problem: timing of reporting vs. real impact
Here’s a typical scenario:
- Tuesday: Weekly call between the digital planner and client → optimization plan approved
- Wednesday/Thursday: Changes implemented by SEA, social media, and programmatic teams
- Monday evening: Reporting sent to prep for the next Tuesday call
The issue? Only 3 to 4 days of fresh data are available, and that includes the weekend—often a low-activity period. But platforms like Google DV360 or Meta Business Manager need 10 to 15 days to truly show the impact of optimizations.
The result: weekly reporting offers a distorted view of performance, leading to rushed interpretations and poorly informed decisions.
So should we get rid of weekly calls?
On paper, reducing their frequency makes sense. But in digital media, one critical factor must be considered: client psychology.
If an agency doesn’t communicate regularly, the client may feel neglected—like no one is truly managing their campaign.
The real solution isn’t just about how often you meet. It’s about reimagining how performance is monitored and communicated across the campaign lifecycle.
I’ll break down how to build that smarter follow-up process in an upcoming article. Stay tuned!
