The Second-Opinion Check12 questions to ask whoever runs your tracking12 questions to ask whoever runs your tracking

Ask These 12 Questions First The questions to ask whoever runs your tracking, plus prompts to check your monthly report with AI and a transparency score.

makes ads look better

What you get (+1 bonus)

A two-minute transparency score.
Ten yes-or-no questions show how much of your own marketing you can actually see, and your score band suggests where to start.
Twelve questions for your partner.
Plain questions for whoever runs your tracking, each with a good answer, a worrying answer and a way to check it yourself in five minutes.
Shop and lead-gen versions.
Two questions change with your business. Shops ask about refunds and cancellations, and lead-gen businesses ask about spam leads and whether Google Ads ever hears which leads became customers.
Six prompts to check the report.
Paste-ready prompts for ChatGPT or Claude that compare your monthly report with your Google Ads and Meta exports and your real orders or leads, then draft friendly questions.
A friendly note to send.
A short note that opens in your own email app, ready to fill in, with advice on sending three or four questions ahead of your next review.
The twelve questions, printable.
Every question on a printable page, tagged for shops, lead-gen or both, with a line on what a good answer sounds like.
+1 bonus
An AI skill for Claude, ChatGPT, Gemini or Copilot
that lists every number in your monthly report with its source, dates and attribution setting, then drafts three to five friendly questions to send back.

Free · about 15 seconds

Who it's for, and who it's not for

A business owner at a desk compares a printed monthly marketing report with a bank balance on a phone, pen in hand.

Who it's for

Owners of online shops and lead-gen businesses who hand their marketing to an agency, a freelancer or their own team and want to understand the numbers they're shown.
Anyone who approves budget changes from a monthly report and wants to check it against the raw exports and real orders or leads first, without technical skills.
Anyone heading into a marketing review who wants a few good questions to send in advance, and to know what a good answer sounds like.

Who it's not for

Anyone looking for proof that a partner is doing a bad job. The questions are written to start a calm conversation, and most differences between numbers have normal explanations.
Analysts who already reconcile every report with the platform exports and the real orders or leads each month - you'll know most of this.

What's inside

PDF · About 20 min read

Honest note

The questions open a conversation, and "I'll check" is a fair first answer. The AI check tells you whether your report agrees with your exports. If both read the same broken tracking, they'll agree and both be wrong. The AI can't see your website either, so the questions on site changes, consent, click IDs and enhanced conversions still need a person. Spot-check any figure you plan to act on.

Free · about 15 seconds