Kate's take, in a sentence or two

Kate explained that the diary tab mainly lists what she's stopped tracking (like most ad metrics beyond CPL, CPM, CTR, and ROAS), but she also tracks a lot elsewhere—revenue, expenses, profit, conversion rates at every funnel stage, average order value, rolling revenue, LTV, retention/churn, plan mix (like annual vs. monthly), and lead source profitability, mostly via her Airtable dashboard and income reports. She uses conversion data to diagnose whether she has a traffic problem or a conversion problem, and tracks things like daily sales streaks and averages more for fun than necessity. Day-to-day she focuses on the big picture, with one-off deep dives (like webinar drop-off rates) reserved for specific promotions.