KPIs (Key Performance Indicators) are metrics that matter most to your business. The right KPIs depend on your goals, but some are universal starting points.
KPIs by Objective
View KPIs by Goal
Awareness: Reach, impressions, brand searches, share of voice
Traffic: Sessions, users, page views, traffic sources
Engagement: Time on site, pages per session, social engagement
Leads: Conversions, cost per lead, lead quality score
Sales: Revenue, ROAS, conversion rate, average order value
Retention: Customer lifetime value, repeat purchase rate, churn
Essential KPIs (Most Businesses)
- Revenue attributed to marketing
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
- Conversion rate
- Customer acquisition cost (CAC)
- Customer lifetime value (LTV)
Vanity Metrics vs Actionable Metrics
- Vanity: Followers, likes, page views (nice but not business impact)
- Actionable: Revenue, leads, conversions (tied to business outcomes)
KPI Best Practices
Choose 5-7 primary KPIs. Ensure they are measurable, tied to goals, and actionable. Review regularly but avoid changing too frequently. Let KPIs guide decisions.