KPI(KPI)
Measurement and data
Measurement and data
A KPI is a number you steer on because it links directly to a goal, such as qualified enquiries per month or cost per customer.
A good KPI is influenceable, measurable with the data you have, and owned by one person. Impressions and followers are usually signals, not KPIs.
Keep the count low: three to five per team. A dashboard with thirty numbers leads to watching instead of steering.
Related terms
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- ROASROAS is revenue generated by your ads divided by what you spend on them. A ROAS of 4 means €4 revenue per euro spent.
- Customer acquisition costCAC is the total cost of winning one new customer: ad spend plus the people, tools and hours involved.
- AttributionAttribution assigns the value of a conversion to the channels and touchpoints that preceded it.