Most marketing agencies show you impressions and clicks. I show you cost per acquisition, ROAS and lifetime value. You can't turn impressions into invoices.
Every campaign has a KPI and a target CPA defined before launch. If I don't hit the target CPA within 3 months, I pivot or pause the campaign – I don't raise the budget hoping it gets better.
A monthly report isn't 'I worked on it'. It's a PDF with: what I did, what works, what doesn't, statistical significance of the data, actions for next month. Transparency, not buzzwords.