The most dangerous dashboard in an ecommerce business is the one everyone trusts.
Not because it is wrong. Because the trust it carries means the questions underneath it stop being asked. When was the attribution model last reviewed against actual commercial outcomes rather than modelled ones? When were the KPI definitions last revised to reflect the current shape of the business rather than the shape it was in when they were agreed? When did anyone last check whether the metric being optimised is still connected to the commercial outcome it was originally chosen to represent?
Trust in reporting is not the same as accuracy of reporting. In a fast-changing ecommerce environment, a measurement framework that was right eighteen months ago is producing a distorted picture today. The confidence of the leadership team in that framework is not evidence that the framework is still fit for purpose. It is evidence that nobody has looked underneath it recently.
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