Why marketing reports are so bad
Because they are assembled rather than designed. Each platform exports what it measures, someone pastes it together, and the result is a document that describes activity instead of answering a question.
A report exists to support a decision. If no decision follows from it, it is a status update with charts.
The four lines that matter
Spend. Outcomes — booked jobs, calls, forms, purchases, whatever your business runs on. Cost per outcome. And the trend of that cost over time.
Everything else is diagnostic. Impressions and click-through rates explain why the four lines moved; they are not the four lines.
Hold the definition still
The most common reporting failure is not bad math, it is a moving definition. If "lead" means a form fill in March and a form fill plus a phone call in April, your trend line is fiction.
Write the definition down once. Make every channel report against it.
What to do with the screen
Look at it weekly, act monthly. Weekly is often enough to catch something broken; monthly is the right cadence to move budget without reacting to noise.
If a report cannot be read in two minutes, it will not be read.