Half-finished thing: I stopped sending clients long ad reports. Now it's five screens in their own brand colors

This corner is still empty and the tagline says half-finished things are welcome, so here's mine. It's not a product, just something I keep rebuilding for my own work.

Every month I send small business clients a report on their Meta and Google ads. For a long time that meant exporting whatever Ads Manager gave me, and I'm pretty sure nobody read past the first chart. A bakery owner doesn't care about CPM. They care whether people came in for the croissants.

So I started over. Each report is now a short HTML page, about five screens: a cover, a quick overview of where the money went, one table with every post and how it did, and a few lines of summary in plain words. Each one is styled in the client's own colors, so the bakery gets warm bread tones and the online shop gets navy and beige. It's a lot more fun to put together, and I think it's easier to read, but I'm the worst person to judge that.

The half-finished part: I still don't know what to cut. Every month I'm tempted to add one more chart, and every month I suspect it makes the whole thing worse.

So, makers: if you send any kind of regular update to clients, users or investors, what's the one number people actually read? And has anyone found a format that gets more back than a thumbs-up emoji?