Reporting should reduce uncertainty

A dashboard is useful only when it changes a decision. Rows of channel metrics may describe activity, but they rarely explain where the customer journey is gaining or losing momentum.

Start with the business outcome, then work backwards through the few signals that lead to it. This keeps the view focused on movement through the system rather than a collection of disconnected numbers.

Build the view around decisions

For every metric, write down the action you would take if it moved materially. If no one can name the decision, remove it from the main view and keep it available only for diagnosis.

The result is a shorter report, a clearer weekly conversation and faster agreement on what to test next.