Advertising and Measurement
Five numbers for a weekly owner report
Combine sales, contribution, advertising, returns and unresolved issues in a short management view.
· Digital Department
Five decision signals
Avoid a dashboard full of disconnected charts. Show weekly net sales, order contribution, ad spend, return rate and unresolved operating issues together. Add repeat purchase or cash collection if the business model requires it.
Fix the definitions
Gross orders are not the same as collected sales. Decide when returns count and how ad cost is allocated. Without stable definitions, week-over-week comparisons mislead.
- Compare with prior week and target
- Break out products or channels
- Name the data source
- Assign owner and due date to actions
End with decisions
Write no more than three actions: what changes, who does it and when the outcome will be checked. A useful report sets the next priority as well as describing the past.