Analytics & Reporting
Purpose
This SOP defines the standard report format, frequency, tools, and one-number focus for cross-funnel and engagement reporting. It aligns with PRODUCT-CONTEXT: one number you can act on beats forty-seven pages of noise.
Scope
Definitions
| Term |
Definition |
| One-number focus |
Primary metric to act on; cost per opportunity, CAC, etc. |
| Leading indicator |
Early signal (e.g. click-to-qualified) |
| Lagging indicator |
Outcome (e.g. CAC, retention) |
Key Metrics (per PRODUCT-CONTEXT)
| Metric |
Use |
| CAC |
Customer acquisition cost |
| Cost per qualified opportunity |
Spend to pipeline |
| Click-to-qualified conversion |
Funnel efficiency |
| Close rate |
Lead → customer |
| First-year retention |
Post-sale |
| Churn |
Retention flip |
Structure
| Section |
Content |
| Executive summary |
One slide; key number; one action |
| Primary metric |
vs target or prior period |
| Supporting metrics |
3–5 max |
| What changed |
Why; hypothesis |
| Next period |
Plan; experiments |
Principles
- One number you can act on.
- Visual where helpful.
- Compare to prior or target.
- No 47-page reports.
Frequency
| Report type |
Frequency |
| Weekly (optional) |
Quick metrics for high-touch |
| Monthly |
Standard |
| Quarterly |
Strategy; PDCA |
| Purpose |
Tools |
| Analytics |
GA4, platform analytics, CRM |
| Attribution |
Per client setup |
| Reporting |
Slides, doc, or dashboard |
Roles & Responsibilities (RACI)
| Deliverable |
Project Lead |
Analyst / Owner |
| Pull data |
I |
R |
| Draft report |
R |
R |
| Present |
R |
C |
| Act on insights |
R |
R |
Version & Approval
| Field |
Value |
| Last updated |
February 2025 |
| Approver |
— |