Dark Horse vs Metric Theory

A head-to-head comparison of Dark Horse and Metric Theory in ppc agencies, scored across the same 5 weighted criteria so you can see exactly where each agency is stronger.

Dark Horse

UK music podcast site associated with Alan Carr / Darkhorse Radio

31/ 100 overall

Metric Theory

Data-driven performance digital marketing agency for growth-focused brands and B2B companies.

68/ 100 overallHigher score

Score-by-score

Criterion	Dark Horse	Metric Theory
Website Presence(20%)	18	83
Search Visibility(20%)	22	54
Trust & Credibility(20%)	34	68
Market Presence(15%)	28	72
Customer Satisfaction(10%)	74	58
Overall	31	68

Pricing at a glance

Dark Horse

Model: Custom-quoted monthly retainer for ongoing digital marketing services (SEO, PPC, paid social), with some project-based/audit work. Dark Horse’s own site pushes a free audit and then a tailored scope; third-party directories/reviews indicate ongoing monthly engagements and also list project minimums/hourly bands.
Typical range: £2,500 / month

Full Dark Horse pricing →

Metric Theory

Model: Custom-quoted monthly agency retainer that is commonly billed as a percentage of managed ad spend. Multiple third-party sources indicate Metric Theory engagements are typically ongoing retainers for PPC / paid social management rather than fixed-price packages.
Typical range: 10%–25% of ad spend

Full Metric Theory pricing →

Dark Horse profile →Metric Theory profile →← All ppc agencies