You need to first establish which metrics matter most and align them to your business goals. Each business is unique and needs to know what they do best. The metrics chosen should make it clear the value that is provided to consumers and stakeholders. Vanity SEO reports more often communicate numbers that are redundant. With the right metrics and KPIs established, progress, success, and next actions are clear. Reporting on too many areas can overwhelm the reader and they may lose interest.