Start with a decision
Ask who will use the report, which decision they need to make and how often that decision occurs. A weekly operational review needs different detail from a quarterly strategic review.
Define the measure
Record a metric’s formula, source, reporting period and owner. Agree whether revenue includes refunds, which costs contribute to margin and how incomplete periods are shown.
Show context
Compare a measure with a meaningful baseline. Add period labels and a short explanation of limitations. A larger number is not automatically a better outcome.
Make the next step clear
Use a small number of visualisations that support the original question. Put the main finding first and give the reader a route to investigate the underlying detail.