What is a KPI?

A KPI (Key Performance Indicator) is a measurable value that shows how well an organisation, team or campaign is performing against a set goal. KPIs make abstract marketing goals concrete and measurable; without KPIs, you are steering blind.

Examples of marketing KPIs

For SEA: CPA, ROAS and conversion rate. For SEO: organic traffic, ranking positions and CTR. For email: open rate and click-through rate. For social media: engagement rate and reach.

KPI versus metric

A metric is any measurable value. A KPI is a metric that is directly linked to a strategic goal. Not every metric is a KPI. Choose no more than 3 to 5 KPIs per channel to keep your focus.

Setting KPIs

Use the SMART principle: Specific, Measurable, Achievable, Realistic and Time-bound. Measure through GA4 and platform analytics. Report regularly and adjust based on the data.

How many KPIs should I track?

Less is more. Three to five per channel, focused on the goals that really affect business results.

What if I do not hit my KPI?

Analyse the cause, adjust the strategy or set a more realistic target, and test solutions. More at developers.google.com/search.

What is an example of a KPI?

Examples of KPIs are the number of enquiries per month, the conversion rate of your website, the revenue from a campaign or the cost per lead. A good KPI is measurable and linked to a concrete goal, so a single number tells you whether you are on track.

What is the difference between a KPI and a metric?

Every KPI is a metric, but not every metric is a KPI. A metric is any measurable number; a KPI is the metric that really matters for your goal. You measure a lot, but you steer on a handful of KPIs.