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your outcome numbers will tell you everything you need to know. advertising is a delicate dance between volume, cost and quality. pick your metrics for all 3 and track them religiously before after. what the agency does behind the scenes, how they do it is their business. and if the agency is worth their salt, whatever they need to succeed is something they will tell you. you dont need to second guess.

Totally agree with @Aniruddh Jain One little add on from me, is a good map of leading indicators(clicks, CRED etc) to end outcomes in the first few weeks… good reporting is a must for making quick iterations and leading indicators are all what you have when starting out Being said that I have observed the best agencies would take the initiative and proactively set the expectations week after week

@Suneeta Munjuluri, we're already connected. I can walk you through our weekly dashboards to show you what works for us. For demand capture, it's mostly all the waterfall metrics. SQLs to Impressions For demand gen, look at influenced pipeline and cost. This is a little trickier.