Analytics tools show everything by default, and everything is the same as nothing. The useful reports are the ones built backwards from a decision someone has to make.
Write the decision down
Should we keep spending on Meta ads next month? is a question. The number that answers it is cost per qualified lead by channel. That one chart, with a target line on it, is the report. Anything else on the page is a distraction.
Keep the list short
- Five decisions, five charts, one page.
- Every chart has a target on it so the reader knows if it is good.
- When a decision stops being live, the chart comes off.
