Measure what a customer can actually do
Connect reporting to meaningful customer actions, not just activity on a dashboard.
A report is most useful when it changes a decision. Start with the action a customer is trying to complete, then choose a measure that tells you whether the experience helped.
Work backwards from the outcome
If the goal is a useful enquiry, track more than form submissions. Check whether people reached the right information, understood the next step and received a relevant response.
Keep the view small
Use a short set of measures that a team can explain and revisit. When a metric changes, capture what the team will do next.
