Why does perfect reporting feel incomplete?
Every KPI is up. Channels perform. Dashboards look ideal. Yet something feels off.
I’ve learned to trust that feeling.
What’s missing in “ideal” numbers?
Perfect reports hide friction:
• cost creep
• quality drops
• attribution gaps
• measurement blind spots
When nothing looks bad, something usually isn’t measured.
What actually builds trust?
Trust comes from balanced signals and not positive ones. Data needs to show trade-offs, not just wins.
What I deliberately add? I add anti-metrics:
• cost increases
• quality decay
• unattributed share
• cross-source gaps
Good data should be able to make you uncomfortable. Otherwise, it’s just reassurance.
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