1. Two definitions of one number
Sales counts a booking when the order is signed; finance counts it when the invoice is paid. Both are right, and the weekly meeting is an argument. Write one definition per metric and put it next to the number.
2. Reports built for the person who made them
A dashboard that requires a verbal explanation is a draft. If a manager cannot read it alone in ninety seconds, redesign it.
3. Manual assembly
Any report a human copies together will eventually be late, wrong or both. Automate the delivery even before you perfect the design.
4. No comparison
A number without a baseline is trivia. Every figure needs last period, target or both beside it.
5. Measuring what is easy
Website visits are easy. Gross margin per job is hard and useful. Pick the hard one and build toward it.
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