Choosing the right metrics for the right audience
Launch library · evergreen read
A finance team, a marketing team and a chief executive rarely want the same metrics presented in the same way, even when all three are reviewing the very same campaign at the same meeting. Choosing metrics for the right audience means translating results into whatever language that particular audience already uses to judge genuine success in their own role.
Presenting overly granular metrics to a senior audience uninterested in the fine detail can obscure the actual story just as badly as presenting oversimplified numbers to a technical audience that genuinely needs the underlying detail to trust the result being reported to them. Matching depth to audience matters as much as choosing the right metric itself does.
This does not mean adjusting the underlying truth of a result depending on who happens to be in the room at the time, only its presentation and framing. The same honest outcome can be framed in business terms for one audience and operational terms for another, without ever changing what actually happened during the campaign itself.