What is a good PPC REPORT?

There is usually a lot of talk on SEM news sites and forums about the type of data available from the PPC engines; the metrics seem nearly endless. Stats are available on CTR, CPC, conversion rate, conversion rate by position, data by network (display vs. search vs. retargeting vs. social PPC, etc.), Google Analytics or other web analytics data… The list goes on. But few people seem to discuss how and what data should be presented. Numbers Need Context While P