Start with questions, not dashboards
Open reports to answer a question, e.g. "which channels bring buyers?" or "which pages lose people?"
High-value views
- Acquisition by channel — which sources drive conversions, not just visits. Invest where buyers come from.
- Landing pages — entry pages by conversions and engagement. Your best landing pages are templates to copy; your worst are fix-or-cut candidates.
- Funnels / paths — where people drop off on the way to converting.
- Search Console queries — terms where you rank on page two (quick-win refresh targets) and pages with high impressions but low CTR (rewrite titles/descriptions).
From insight to action
Every report review should end with a short list of changes: a page to refresh, a title to rewrite, a leaky step to fix, a channel to double down on. Data you don't act on is just trivia.
Watch trends, not noise
Day-to-day numbers wobble. Compare periods (this month vs last, year over year) and look for sustained direction before reacting.