Choose the question first
Decide whether you need to understand discovery, enquiries or customer responses. Different questions require different information; a larger dashboard is not automatically more useful.
Separate activity from outcomes
Publishing frequency and advertising reach describe activity. Enquiries and qualified conversations describe later stages. Show the distinction so a change in one is not mistaken for a change in the other.
Explain the limits
Tracking gaps, small samples and changes in campaign spend can affect comparisons. Document these conditions and agree what to review next rather than presenting every movement as a proven result.