KPI
KPI is a measurable indicator by which the effectiveness of a process, campaign or employee is assessed.
KPI - Key Performance Indicator, key performance indicator. It sounds banal because the term has been worn down to nothing. But the point is important: KPI is not a goal, it is an indicator. The arrow on the speedometer is not the speed, but its display. When a KPI becomes a goal, you start to paint the grass.
Bad KPI: “number of posts per month.” This is a metric of activity, not result. A good KPI: “organic reach of an audience that matches the ICP.” The difference is that a bad KPI is easy to do, but a good one is not. This is why bad KPIs are so popular: they are convenient for reporting, but useless for growth.
In performance marketing, I work with a hierarchy of KPIs: leading and lagging. Lagging ones - revenue, LTV - are not managed by themselves. The leading ones are CPL, landing page conversion, CAC - this is what you can influence right now. The goal of a good metrics system is to find the leading KPIs that predict lagging results.
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