Since KPIs are used globally in companies, it is overwhelming the performance they can have, with a simple “tightening of the nuts”. Mapping these metrics can mean anything from more complete and on-time deliveries to a boost in overall business performance, across all sectors.
It is not something new, and it is not something modern either. They have been used for many decades but, with the digital conversion of companies, it has become more noticeable and almost mandatory in any work and industrial sector. But what are these acronyms?
What does KPI mean?
The KPIs, in English key performance indicators, are values that allow you to measure the performance of your company and know whether or not you are meeting your objectives.
Each department of your company has its own objectives and strategies, in this sense you must use different KPIs for each case.
In this article, we will give you a list of 66 KPIs that will help you measure your company’s performance in different areas, including: marketing, sales, project management and finances.
Marketing KPIs
1. Cost per click
It refers to the way in which platforms such as Google Ads or Facebook Ads charge their advertisers: when a user clicks on an ad, the payment is made.
For example, if you invest $100 in a campaign that received 50 clicks, then the CPC is $2.
2. Number of monthly PPC campaigns
It is the sum of all paid campaigns that are active in your ads manager.
3. Number of new leads/prospects
It means the number of leads who voluntarily gave their email or contact number through a landing page or pop-up.
4. Number of qualified leads
It consists of quantifying those leads who are most determined to buy and who are ready to enter the sales department.
5. Conversion rate from leads to sales
It is the percentage of leads that converted into sales or new customers.
6. Click-through rate (CTR)
Known in English as “Clicks Through Rates”, it is the number of clicks that a web page receives through a paid advertisement.
This KPI is calculated by dividing the number of clicks a page receives by its impressions. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
7. Cost per lead (CPL)
It is the amount of money it cost to convert a user into a lead.
8. Cost per conversion
It is the amount of money it cost for a user to perform a targeted action (fill out a form, click a button, share a post).
It is calculated the same as the CPL, only this time the total amount of the campaign is divided by the number of actions carried out.
9. Average conversion time
The number of minutes it takes a person to make a purchase or achieve the defined objective (conversion).
10. Monthly website traffic
Number of people who visited a web page, during a period of 28 days. You can extract it directly from Google Search Console or Google Analytics.
11. Organic Search Traffic
Number of people who accessed a web page from search engines such as Google, Yahoo, Bing, Ask, etc. Google Search Console is the most reliable tool to obtain this data, although it has a certain margin of error.
12. Visits by channel
Number of visits generated through channels. Among them: organic search, direct traffic, social (social networks), referral traffic, among others.
13. Average time on page
Number of hours, minutes or seconds that a person spends browsing a web page. If the user leaves the site too soon, it is counted as a “bounce”.
14. Average session duration
It is the average time of a visitor within the web page, which is measured from the first to the last interaction within the site, which will be when they leave it.
15. Pages per visit
It is the number of pages that a user has visited during a session within a web page.
16. Inbound links to the website
Known in English as “inbound links”, they are external links that other websites make to your site. They can be Dofollow (provides authority) or Nofollow (does not provide authority).
17. Number of unique keywords driving traffic
The number of keywords indexed and positioned on your website with the highest number of visits.
18. Conversion rate per keyword
It means the percentage of keywords that attracted traffic.
19. Cost per acquisition (CPA)
It is the investment made to acquire a new customer.
For example, if $10,000 is spent on an advertising campaign and it attracted 50 clients, the cost per acquisition would be $200.
20. Social media traffic
It is the sum of all the users who visit a website, coming from a link posted on some social network, be it Facebook, Twitter, LinkedIn or Instagram.
21. Number of leads from social networks
Number of leads obtained from platforms such as Facebook, Twitter, LinkedIn or Instagram.
22. Number of social media conversions
Number of conversions or objectives achieved on the website, generated by traffic from platforms such as Facebook, Twitter, LinkedIn or Instagram.
23. Engagement rate
Engagement is the commitment that a follower has with content or a brand. It refers to the interaction that a publication generates with its audience. These interactions can be likes, comments, shares, among others.
24. Mentions on social networks
Total number of mentions on Instagram, Facebook, Twitter, among others.
25. Return on investment (ROI)
It expresses the relationship that exists between the resources that were invested to carry out a marketing campaign and the benefit obtained from said investment.
26. Number of monthly visits to the blog
Number of users who visit the blog of a website (business or personal) in 28 days.
27. Blog articles published per month
It is the content strategy of a blog set for a time segment of no more than 28 days. This factor will directly depend on the amount of content available, and the publication rate of competitors.
28. E-books published per month
Number of ebooks made and published during 30 days.
29. Infographics published this month:
Number of infographics made and published during 30 days.
Sales KPIs
30. Number of monthly sales
It refers to the amount of sales that were made in 30 days. This metric includes the sale of all products and services that your company offers, without discrimination.
31. Customer churn rate
It is the percentage of customers that are replaced by new ones during a given period of time.
32. Number of demos made
Total number of demonstrations of a software or product online, during an established time segment.
33. Number of abandoned shopping carts
Number of times a person leaves the shopping cart and does not complete this action. This metric can alert you to a problem with (very high) prices or the website interface. Likewise, there are strategies, such as email marketing, to encourage these buyers to complete the purchase or, failing that, share the reason for abandoning the cart.
34. Shopping Cart Abandonment Rate
Users add different items to the shopping cart and for different reasons decide not to complete the purchase.
To calculate this rate, the number of users who have added at least one product to the cart and have not purchased must be divided by the total number of visits that have added at least one product to the cart and multiplied by 100.
35. Number of monthly quotes/orders
Number of quotes requested from your company in a month. It can be sectioned depending on the various areas it has.
36. Average purchase value
It is the result of the sum of all amounts paid in purchases by customers, divided by the total amount of sales.
37. Average Quote/Order Value
The result of the sum of all the quotes made, divided by the total number of quotes sent.
38. Sales by representative
The number of sales made by your company’s sales agents or business partners.
39. Incoming calls made by representatives
Number of customer calls answered by sales representatives.
40. Outbound calls made by representatives
Number of calls made to customers by sales representatives
41. Average annual sales volume per customer
It is the total amount of goods, products and services sold in 12 months.
42. Market share
Known in English as relative market share, it refers to the percentage that a company controls within a specific market.
For example, if a company sells 1 in 4 computers, it has a 25% market share.
43. Relative market share
Relative market share measures a company’s share compared to the percentage of the market it does not control.
Financial KPIs
44. Gross profit
Gross profit is equal to the value of sales minus the acquisition cost of the goods sold. Its formula is:
Gross profit = total income – variable costs.
45. Net profit
Net profit is the amount of money that a company can have after having met its obligations in the form of taxes or expenses.
46. Net profit margin
The net margin allows us to measure the profitability of a company. To obtain it, the net profit is divided by the total sales result (without VAT).
47. Operating cash flow
Known in English as Operative Cash Flow (OFC) is the amount of cash that a company generates through its operations and activities. It includes the sum of both income and expenses.
48. Liquidity ratio
It measures the ability of a company to meet its financial obligations in the short term.
The formula to calculate this KPI is: liquidity ratio or current ratio = current assets/current liabilities
49. Working capital
Also known as working capital, it is a financial indicator that represents the operational liquidity available to a company, organization or other entity.
50. Number of accounts receivable
Amount of invoices that are pending collection, that is, that have not yet been paid but the sale has already been invoiced.
51. Number of accounts payable
Amount of invoices to suppliers or other companies pending to be paid.
52. Accounts payable turnover
It serves to measure liquidity in the short term, which in turn and the speed at which a company pays its suppliers.
The formula to calculate this KPI is:
Accounts Payable Turnover = Net Credit Purchases / Average Accounts Payable.
53. Return on equity (ROE)
Known in English as Return On Equity, this metric measures a company’s ability to remunerate its shareholders.
54. Return on invested capital (ROIC)
Return on invested capital, or ROIC, is an indicator that measures a company’s ability to generate profits for each dollar of invested capital, which includes both shareholders’ equity and financial debt.
ROIC is expressed as a percentage and is calculated by taking after-tax operating profits and dividing them by invested capital.
Project management KPIs
55. Planned value (PV)
The planned value (PV) is the budget allocated for an activity.
56. Actual cost (AC)
The actual cost is the amount of money that has been spent on a project up to the date it is calculated.
57. Earned Value (EV)
Earned value is the cost of work that has been completed to date.
58.Cost variation (CV)
The cost variance is the difference between the planned costs and the actual costs of a project.
A negative cost variance means a project is over budget, while a positive cost variance means it is under budget.
59. Schedule Variance (SV)
The Schedule Variance (SV) of a project is the difference between the Earned Value (EV) and the Planned Value (PV).
The value is positive if the budgeted cost of the performed work is greater than the budgeted cost of the scheduled work. In other words, SV is positive if the project is on schedule.
60. Programming Performance Index (SPI)
It is the relationship between earned value (EV) and planned value (PV). The value is greater than one if the budgeted cost of the performed work is greater than the budgeted cost of the scheduled work.
61. Cost Performance Index (CPI)
Measures the financial effectiveness of a project. The formula to calculate it is the budgeted cost divided by the actual cost of the work performed.
For example, if a project has a budgeted cost of US$10,000, but actually cost only US$8,000. Dividing US$10,000 by US$8,000 results in a CPI of 1.25. Which means the project is 25% under budget.
62. Number of project overdue tasks/deadlines crossed
Number of projects and tasks that have not yet been completed.
63. Percentage of project overdue tasks
To calculate it, you must add the late tasks, divide it by the total task number and multiply it by 100.
64. Percentage of projects completed on time
The sum of tasks that were completed on time divided by the total number of tasks and multiplied by 100.
65. Percentage of canceled projects
The sum of tasks that were canceled divided by the total number of tasks and multiplied by 100.
66. Percentage of tasks completed
The sum of completed tasks divided by the total task number and multiplied by 100.
Did these examples of KPIs help you measure your company’s performance? Share them on your social networks.
