1 Learn the concept
Choosing the right KPIs, or key performance indicators, makes it easier to achieve your marketing goals and reach the right audience. A KPI is a number that shows progress toward a goal. Good KPIs are few, tied to business results and easy to understand. This lesson explains how to choose them.
2 See it in action
- Start with the goal, then choose a metric that shows progress.
- Pick a few KPIs, not dozens.
- Separate vanity metrics from meaningful ones.
- Set a target and a time frame for each.
Worked example
Picking three KPIs
Goal: grow online sales.
KPIs: sessions from search, conversion rate and average order value.
Targets: 5,000 sessions, 2.5 percent and $60.
Ignore: vanity numbers that do not drive the goal.
Check: could you change what you do based on this number?
3 Study an example
Example scenario
A store's goal is more online sales. Instead of tracking likes, the team tracks website visitors, conversion rate and revenue per visitor. These show clearly whether the goal is being met.
4 Apply it and download
- Choose a goal.
- Select three KPIs for it.
- Add them to your dashboard.
Worksheet Marketing KPI dashboardOpen, print or save as PDF