Most weekly scorecards show this week, last week and the change between them. That’s the format most likely to produce a story about noise. The signal scorecard shows each number against its own limits, so the page tells you where to look before anyone starts explaining.

The meeting, in four parts

1. SignalsAny number that broke a rule. Each gets an owner and one question: what happened that week? Not “what do we change?”
2. Noise, notedEverything else, read out in one sentence: “inside the limits.” No discussion. This is the hardest part of the meeting and the one that saves the most time.
3. BetsAny live bet whose check date has arrived. Apply the kill criteria as written.
4. DecisionsAny decision made this week that belongs in the journal. Write the entry before the meeting ends.

No explanations for numbers inside their limits. Not even good ones.

Two rules for the page

First, no rate appears without its denominator. A conversion rate that rose because sessions fell is a different story from one that rose with sessions flat, and the page should show which. Second, every chart carries the dated notes from chapter 3: launches, price changes, flow rewrites, site changes. When a signal appears, the first place to look is the nearest note.

Do this

• Rebuild next Monday’s scorecard in this format, even if only three numbers have charts. Run the meeting in the four parts and time it. Keep the timing; it’s the easiest way to show the team what the format saved.