Insights · 3 min
Metrics that deserve a meeting
Most dashboards answer questions nobody asked. Wire measurement to decisions instead.
Marketing reporting fails in two directions. Either there is no measurement and everyone navigates by anecdote, or there is a dashboard with forty widgets and no decisions attached to any of them.
The repair is to work backwards from decisions. What would make you move budget between channels? Kill a content format? Rebuild a landing page? Each real decision defines the small set of numbers that inform it. Everything else is scenery.
A practical structure: one acquisition metric per channel, one conversion metric per funnel stage, and one retention or revenue metric that anchors the story. Reviewed on a fixed cadence, in plain language, with a written note of what changes as a result.
The goal is not more data. It is shorter meetings that end in verbs: double, adjust, cut. If a metric has never changed anyone's behavior, it does not deserve a slot in the meeting.