Ever have the “National Average” or “WOW Look At All The Clicks” conversations. Average is not a result it is a condition. Clients are driven by better – faster- cheaper and they expect exceeding performance. Averages, high click rates, more impressions, and superior creative are under the advertiser’s control, Yes? Being there are two sides of the equation we must make clear the performance on both ends.  The cause of poor performance must be identified and addressed. Consistent and proactive monitoring leads to a successful engagement with comprehensive analytical reporting. Relaying on a provider’s ppt or in-house reporting by itself is unacceptable. Show the analytics, not the surface data, dig in; your clients are paying you. If your provider is not giving this in a scheduled monthly report meeting.  Fire them.  If it is not in analytics you did not do it, Period.