When I had to produce my first financial documents like this, I went out and looked at public companies that had similar enough business models to mine, and read all their annual reports. Then I figured out what metrics are worth tracking or that I wanted to track, and pretty much just copied their methodology (which they described in their statements).

Another thing worth considering, if you hate The Sheet, or if it’s getting out of control, considering putting your data into a database and reporting with redash. It’s a also a very convenient way to share data internally.

Also, in my experience, the thing that mattered most was customer acquisition cost to lifetime value ratio.