When putting together a newly revised executive report I can think of some good metrics that must be included such as CPC, Engine Impression Share, Quality Score Data, and competitive review to name a few. Keep in mind this is an “executive report” you don’t want to load the report up with too many numbers and metrics that are really only necessary to the day to day campaign manager.

So, what sort of executive reports have you created? What have you learned to avoid and most importantly what has really been the must have metric that gets called out in the CEO meetings?Source: Efficient Frontier