Your contract with your agency defines something more important than the price: it defines who is in control when things get complicated.
In Colombia the same pain keeps coming up: a company changes agencies and discovers it doesn’t own its accounts, doesn’t have access and has no documentation. That is being tied down.
The minimum a serious contract must make clear
- Ownership of assets: accounts, creatives, configurations, tracking.
- Access and administration: who creates, who administers, who pays.
- Deliverables and frequency.
- Metrics and how they are reported.
- Confidentiality and data handling.
Next step: if you want a partner focused on measurable results (and transparency), take a look at: https://gulupadigital.com/en/digital-marketing-medellin/
Clauses that protect you (and that almost nobody asks for)
- “The account belongs to the client” (Google Ads, Meta, GA4, GTM).
- Delivery of tracking documentation.
- An obligation to hand over everything at the end (with no “penalties”).
- A response and resolution SLA.
- Approval of sensitive changes (budget, bids, structure).
Common mistakes
-
Hiring “management” without defining measurable goals.
-
Paying for “content” without defining intent, quality and distribution.
-
Not demanding administrator access.
-
Not including a review and optimization process (execution only).
-
Not agreeing on what happens to accounts and creatives when the contract ends.
Next step: if your contract covers Google Ads, make sure the focus is lead quality. More information: https://gulupadigital.com/en/google-ads-advertising/
What should appear in the metrics annex
- The definition of a conversion (what counts and what doesn’t).
- KPIs by channel (and why).
- Reporting frequency.
- The source of truth (GA4/GTM/CRM).
This avoids endless arguments.
What to measure at 30, 60 and 90 days
30 days: tracking setup, plan, quick wins and the first version of the dashboard.
60 days: iterations based on what was learned, with metrics moving in the right direction.
90 days: impact on the pipeline or strong evidence of improvement, with clear decisions.
Frequently asked questions
Should I sign an exclusivity agreement?
It depends. If you sign, make sure the scope covers what you need and that there are clear metrics and deliverables.
What term is reasonable?
For full-service marketing, 3–6 months is usually the minimum to stabilize and learn. Avoid getting locked in with no way out: include an orderly termination clause.
Who should pay for the platforms?
The company should pay (or at least have full control). Avoid intermediaries that take away your visibility.
Does Gulupa Digital work with clear contracts on asset ownership?
Yes. Transparency and traceability are part of our approach.
Next step
If your website is bringing in visits but not opportunities, the next step is simple: measure properly, remove friction and turn it into a system that sells.
- Book a call and we’ll review your case: https://gulupadigital.com/en/contact/
- If the bottleneck is your website, see what our web design includes: https://gulupadigital.com/en/web-design/
- If the problem is visibility, take a look at our SEO service: https://gulupadigital.com/en/seo-positioning/
