Marketing insights

A dashboard can show that visits increased, clicks became cheaper and enquiries rose. It may still leave the leadership team unsure what to do next. The missing element is often the connection between the report and a specific business decision.

Originally published in 2025. Updated and source-checked on 22 October 2026. Reading time: 4 minutes.

Updated on 22 October 2026. This revision corrects the original 2025 headline: CLV is not universally the most important KPI. Its usefulness depends on the decision, the business model and the quality of the estimate.