Skip to main contentUse this template when you’re not sure how to structure a question, or when you want to standardize analyses across stakeholders.
1) Define the question
Examples:
- “Which cohorts have the highest LTV after 90 days?”
- “Which products are most often purchased together?”
- “Why did ROAS drop week over week?”
2) Choose the primary metric
Pick one metric to optimize the analysis around (revenue, orders, CPA, retention rate, etc.). Decide the revenue definition up front (gross vs net).
3) Pick a grain and time window
- Grain: day / week / month / customer / order / order line
- Time window: last 30/90 days, QTD, by cohort month, etc.
4) Apply the baseline filters
Start with the “clean” baseline and only relax it intentionally:
is_order_sm_valid = TRUE (where applicable)- Focused channel selection if you’re comparing to a channel-specific source report
5) Add one breakdown at a time
Add dimensions one-by-one and validate after each step (channel → platform → campaign → creative). 
