Ask what changes
For each number in a report, ask what decision it helps you make. If the answer is unclear, the metric may be context rather than a key signal.
Look at the whole journey
A channel metric can improve while the business outcome stays the same. Review the path from attention to action and identify where additional context is needed.
Write the next step
End your review with an explicit action, an owner and a review date. Keep a record of the reasoning so the next cycle starts with what you learned.