Opening post by MetricsDesk
A reporting exercise: imagine a monthly deck with traffic, impressions, rankings and a list of completed tasks. The figures may be accurate while the reader still cannot tell what to do next.
I would organise the report around three questions: what changed, what explanations are supported by evidence, and which decision needs attention. Separate observed results from hypotheses, and show the relevant page or query group rather than only a site-wide total.
For a lead-generation site, define what counts as a useful enquiry before choosing the conversion chart. Include tracking limitations and any changes to the measurement setup.
What would you remove from a report that is becoming too long?
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