Founders drown in dashboards. You need one page, updated weekly, that connects marketing activity to money.
Acquisition block
Track week-over-week:
- Total sessions (by channel)
- Cost per session (paid channels)
- New email subscribers
- MER — total revenue ÷ total marketing spend
MER is your north star when platforms disagree on attribution.
Conversion block
- Landing page conversion rate (by top 3 pages)
- Checkout / lead form completion rate
- Average order value or average deal size
If traffic is up but conversion is flat, the problem is offer or page — not ads.
Retention block
- Email revenue as % of total
- Repeat purchase rate (30 / 60 / 90 day)
- Unsubscribe rate on last campaign
Retention metrics predict whether growth is sustainable.
Creative / channel health
- Meta frequency (7-day) on top ad sets
- Google impression share on brand Search
- Top 3 performing creatives by spend and ROAS
How to run the Monday review (30 minutes)
1. Compare each metric to last week and same week last month 2. Flag one green (keep), one yellow (watch), one red (fix) 3. Assign one owner and one deadline for the red item
A dashboard nobody acts on is decoration. The ritual matters as much as the numbers.
Start with a Google Sheet if you must — perfect data beats perfect tooling that never ships.
When you review the same twelve numbers every week, patterns emerge fast. That is when marketing stops feeling like gambling.