KPIs – 2023: A Key Performance Indicator (KPI) is a calculable measure of performance that you have decided is important. Also, they are commonly used in business to track progress toward goals.

KPIs can use to measure performance at different strategic levels. For example, a company might choose one set of KPIs to measure it overall business performance. But then use another set of KPIs to measure the performance of different function in the company, such as Sales, Marketing, Finance, HR, and Operations. You can also use KPIs to measure the performance of individuals, projects, movements, processes, tools, or even machines.

What is key Performance Indicators?

What are key Performance Indicators_ (1)


Key performance indicators (KPIs) regulate how successfully an individual, team, or organization achieves a business objective toward achieving a common goal. Organizations use KPIs to help individuals at all level focus their work. So, they also help businesses understand whether they’re utilizing their time, budget, and talent on the right strategies, tasks, and tools to achieve their goals.

Professionals can also set personal KPIs to gauge their success, guide decision-making, and progress performance over time. Individuals and organizations can better understand their development and develop with the market by tracking KPIs.

What Makes a Good KPI?

A business’s ability to track its progress toward a goal is only as practical as its KPIs’ quality. Using the “SMARTER” framework, a good KPI should have the following attributes:

  • Specific: A KPI should describe your goal exhaustively, simply, and precisely. For example, “Improve customer satisfaction” is too broad. A better KPI is “Improve customer satisfaction ratings by 10% by the end of Q3.”
  • Measurable: As the example above proves, KPIs should be quantifiable to establish an exact definition of success. Consider using dollar amounts, percentages, or raw numbers when considering ways to measure.
  • Achievable: It’s best that your KPIs are ambitious yet manageable within reason. It ensures individuals working toward them are inspired and challenged but don’t burn out. It also helps set realistic expectations with stakeholders and company leadership.
  • Relevant: Your KPI should help advance the larger key business objective(s) of the team above you. For example, your KPI should make even with marketing objectives if you’re on a client success team that falls under the company’s marketing organization. All KPIs should align with a larger key business objective.
  • Time-bound: Select a striving yet realistic amount of time to measure your progress toward a KPI. For example, you might want to achieve a certain amount of renewal sales by the end of a quarter, month, or calendar year.
  • Evaluate: Repeatedly examining your KPIs is a great way to confirm you’re still working toward the right objectives. During your evaluation, you might ask questions like, Is my KPI still applicable? What are the main blockers to success? Do I have the proper budget, tools, talent, and support? After this KPI period is complete, what should be measured next?

Types of KPIs – 2023

KPIs can use in nearly any part of a business. Here are the two main types that may use to account for the needs of the group using them:

  • Lagging vs. leading KPIs Lagging KPIs measure the current state of a business and its achievements toward a goal after a set period. Conducting KPIs measures and determining the business’ future condition.
  • High vs. low KPIs Key performance indicators that target an organization’s goals are called high KPIs. These indicators measure the company’s success as a whole. KPIs that target smaller project, such as departmental plans, are called low KPIs.

Marketing Key Performance Indicators (KPIs)

Marketing Key Performance Indicators (KPIs (1)

Marketing key act indicators (KPIs) are specific, numerical marketing metrics measuring progress toward a defined goal within marketing channels. Examples include:

  • Unique website visitors
  • Cost per lead
  • Form conversion rate
  • Marketing qualified leads generated
  • Marketing-generated sales qualified leads
  • Cost per sales qualified lead
  • Closing rate
  • Customer retention
  • Marketing return on investment

What’s the Difference Between a KPI and a Metric

A metric is a standard (or system) of measurement. Any time you measure anything, you are using a metric, whether that’s monthly revenue, sales conversion rate, number of customers, the average age of your customers, or the number of people in your team with blue eyes. A KPI is a type of metric, but precisely one that can measure performance and has been considered necessary.

Balanced Scorecard

You can use a balanced scorecard to assess performance from four perspectives, then develop goals and KPIs for each area. Companies generally use it at more of a strategic level.

The first generation of the Balanced Scorecard published by Robert S. Kaplan and also the David P. Norton in 1992 and addressed performance according to four different but complementary perspectives:

  • How do customers see us? (customer perspective)
  • What must we excel at? (internal view)
  • Can we remain to improve and create value?
  • How do we look at shareholder? (financial perspective)

There have since  other versions of the Balanced Scorecard published using different perspectives.


KPIs are designed to monitor sectors and activities in the organization. They help to evaluate what actions are thriving and where there is probable for optimization and saving money. Metrics most useful as key performance indicators will depend on the company. Regular charge of process performance in companies is essential for management and regulation; it also uses in content marketing. Regularly review activities and outcomes under content objectives using clearly defined metrics.