Define the units.
A delivered email measures activity. A reply measures interaction. An opportunity requires qualification criteria. A deal may simply be a CRM record. None proves a sale on its own.
Define the reporting window.
Every indicator needs a period, source, and denominator where relevant. Do not add pipeline snapshots or compare periods with different criteria. Retain creation dates and stage history to separate totals from new movements.
Define the decision.
Review which segment generates relevant replies, which opportunity lacks a next step, and where progress stops. A dashboard should guide an action, not merely display volume.