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A weekly metric review template for the internal team

A weekly review that starts from a blank page takes an hour to read and often ends without a decision. A fixed page puts the decision first.

Measurement and reporting · 4 min read · Updated 2026-10-07

The page

  • Metric: the name, and the definition from the agency definitions sheet.
  • This week and last week: the measured value, or 'not measured' with the reason.
  • The line: the break-even, target or floor the metric is judged against.
  • Direction: up, down or flat, with the size of the move in plain words.
  • Cause to check: the one or two things that could explain the move.
  • Action: the decision taken, its owner and date, or 'none, watching'.

Keep the list short

  • Track no more than eight metrics on the page. Move the rest to a drill-down tab.
  • Use the same definitions every week. Change a definition only with a note on the page.
  • Count a missing number as missing. A blank is not a zero.
Made-up scenario: the page lists MER, blended CAC, new customer rate, return rate and contribution margin per product group. This week MER is below the line. The cause to check is a made-up shipping fee change. The action is to hold the budget for one week and read the page again on Monday.

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