Advertising Account Review Meeting Agenda and Questions
An account review should help the advertiser understand what happened and make a better decision about the next period. Bring the original objective, agreed deliverables, delivery evidence, and any available response information to the conversation.
Send the agenda in advance and ask whether the customer wants to add an issue. A renewal may be one outcome of the meeting, but an unresolved service question deserves attention whether or not the account renews.
Prepare the information
Review the agreement, creative proofs, dates, placements, and prior commitments. Test any live destination link. Identify gaps in the data before the meeting so you can explain them directly rather than discovering them in front of the customer.
Use a consistent date range. Note whether each figure comes from the publisher, a website analytics tool, the advertiser's records, or customer self-reporting.
A sample 30-minute agenda
| Time | Discussion |
|---|---|
| First 5 minutes | Confirm the original goal and any business changes |
| Next 7 minutes | Review what was delivered and any discrepancies |
| Next 8 minutes | Discuss available response evidence and customer experience |
| Next 5 minutes | Identify improvements or options for the next period |
| Final 5 minutes | Agree on actions, owners, and decision dates |
This is a meeting-planning example. Allow more time when there is a complex issue or several decision-makers.
Questions about the business goal
- Is the original service or offer still the priority?
- Has the ideal customer or service area changed?
- Are there capacity limits we should consider?
- Are upcoming events or seasonal changes affecting the next decision?
These answers can change the recommendation even when the previous campaign was delivered correctly.
Questions about delivery and response
- Did the advertisement appear where and when it was agreed?
- Was the approved offer accurate throughout the campaign?
- Did customers have a working route to call, book, or inquire?
- What inquiries or purchases can the advertiser identify?
- What information is missing or difficult to interpret?
Do not add unlike measures together. A person may visit a page, call, and make a purchase. Those actions should not automatically be counted as three customers.
Questions about the customer experience
Ask whether the advertiser received timely proofs, clear communication, and answers to questions. A smooth sales conversation cannot compensate for an unreliable production process. Record a specific corrective action when a service issue is identified.
Finish with a short written record
Send a factual summary of the goal, delivery reviewed, evidence discussed, unresolved issues, and agreed actions. Give each action an owner and due date. If a renewal is being considered, state what the buyer still needs before deciding.
An example action is: “Advertiser will confirm the next offer by Friday; representative will prepare revised scope after receiving it.” Avoid recording approval when the customer only agreed to review an option.
If there is not enough measurement data
Explain the gap. For the next period, consider a clearer offer, a specific destination, or a consistent inquiry-source question. Choose a method the business can actually maintain. An ambitious tracking plan that nobody follows provides little value.
Read how to present advertising results for reporting structure and how to renew advertising accounts for the next decision.