Reporting that people actually read

A report with twenty-two charts is a report nobody finishes. The ones that get read answer three questions in the first screen and keep the rest as backup.

• What did we spend, and what came back?
• What did we learn that changes next month?
• What do we need from you to proceed?

Learnings beat metrics

Anyone can pull a metric. The line clients remember is the one that says which keyword we paused, which creative lost, and what we'll test instead. Put that above the charts - and send the report on the same date every month so it gets a real read.