Growth
Measure fewer things
By Noriva · 2 July 2026
A dashboard with forty metrics is a way of avoiding the two that would force a decision.
Reporting expands to fill the space available. The result is a monthly deck nobody acts on, because no single number in it is uncomfortable enough to change a plan.
A more useful arrangement is to agree, before spend starts, on the one or two outcomes the work is accountable to, and to define them precisely enough that they cannot drift. What counts as a conversion. Over what window. Attributed how. Written down, so that a disappointing month is a disappointing month rather than an opportunity to change the denominator.
Everything else is diagnostic. Useful when a headline number moves and you need to know why, but not the thing being reported against.