1. Separate three kinds of facts
A delivered page, an ad click and a completed sale are different facts. Report completed work, platform activity and confirmed business outcomes with clear definitions.
2. Use dates and context
Keep spend, visits, enquiries and orders within an agreed period. Note promotions, stock, budget and tracking changes. Percentages need a baseline and dates to be useful.
3. Include response quality
For enquiries, include valid contacts, quotes, appointments and reasons for non-progression. For ecommerce, include available order values, refunds and margin context supplied by the business.
4. State uncertainty
Record missing data, small samples and attribution limits. Customers may encounter several channels. Distinguish evidence from a hypothesis about why a result occurred.
5. End with a next action
Choose a few priorities with owners, information needs and review dates. Keep a record of tests so the report supports decisions rather than repeating screenshots.