It took me three passes to land on this version of the dashboard. It has four metrics on it: click rate, conversion rate, revenue per recipient and unsubscribes, with campaigns and flows on separate views.

Everything else moved to a monthly report. Deliverability and list growth barely shift week to week, so putting them on a daily view teaches people to ignore it. Unsubscribes stayed because a spike tells you something the same day, even if the number itself is usually flat.

Keeping campaigns and flows apart was the other thing I decided to do. Flows catch people at the moment they're interested, so their revenue per recipient makes any campaign look broken when the two sit side by side. Now each one gets measured against its own history instead.

I'd been rebuilding an earlier version off exports, and the numbers never quite matched what people saw in the account, sot they'd go check for themselves.…