Metrics KPI
KPI (Key Performance Indicator)
A measurable core figure that shows whether you are actually reaching your marketing goals.
By Tanguy De Keyzer · Founder & digital strategist
What is a KPI?
A KPI is a measurable core figure that reflects progress toward a goal. Where countless figures can be measured, a KPI deliberately picks the few numbers that truly matter for your strategy.
Good KPIs vs. vanity metrics
A strong KPI is tied to revenue or a concrete goal: cost per lead, conversion rate, ROAS. Vanity metrics like likes or page views look nice but drive no decisions. A KPI must be able to trigger action.
How to choose them
Work backward from your goal: what has to be true to succeed? Keep the number limited and measurable, and tie each KPI to an owner and a target value. Too many KPIs drown the signal in noise.