A metric needs a question.

Start with the decision

A report can be accurate and still leave its reader unsure what to do. Before choosing metrics, define the decision the report needs to support. Are we deciding where to invest, which audience to prioritize, or what to test next?

Give performance its context

A click-through rate means more when it sits beside the campaign objective, audience, creative format and destination experience. Comparing unlike campaigns can create a very tidy answer to the wrong question.

End with a next step

A useful insight connects an observation with its implication and a practical next action. If the evidence is incomplete, say what is still uncertain and what would help resolve it.