Which metrics belong in a client dashboard for organic app growth?

Give the client four separate lines: Delivered: the agreed work actually completed. Exposed: comparable views or visits observed. Qualified: journeys that match the target customer action. Purchased: verified business outcomes, with attribution gaps shown. Then put the next decision beneath them: continue, change the creative, repair the destination or expand a specific part of the operation.

This prevents a common reporting trick: using excellent delivery to imply excellent demand, or a breakout post to hide missed commitments. The two can move independently. A compact dashboard should help the client choose the next action, not require them to decode twenty attractive numbers.