Key Performance Indicator (KPI)
A Key Performance Indicator is a number that ties directly to a business goal. Booked jobs per month is a KPI. Impressions is not. The discipline of picking the right KPIs and ignoring everything else is the difference between agency reports that drive decisions and reports that produce nothing.
How to pick the right two or three
Start at revenue and work backward. If your goal is 30 new customers per month at a $4,000 average ticket, the KPIs that matter are booked jobs, close rate, and cost per booked job. Everything else is a leading indicator or a vanity number.
Pick two to three KPIs per channel. More than that and your team starts optimizing for the wrong things. Less than that and you lose visibility on the inputs.
Vanity metrics to ignore
Impressions. Reach. Page views. Followers. Engagement rate. None of these tie directly to revenue. They are inputs you can sometimes use to diagnose a problem, but never report-headline material.
Any report that leads with impressions instead of booked jobs is hiding bad outcomes behind big numbers. Demand outcome-based KPIs at the top of every report from anyone you work with.
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We will help you map your business goals into two or three KPIs per channel and design a weekly report template that keeps the team accountable to them.
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