A KPI (key performance indicator) is a specific, pre-defined value enabling you to manage and measure the overall performance of your website or application, via the measurement of campaign effectiveness, a set of marketing actions, or a specific initiative in particular. A KPI reflects how well a strategic vision is being executed. KPIs are essential to the management and analysis of a website’s audience, for example.

In digital analytics, KPIs represent how the digital strategy is integrating with the company-wide strategy. First, there must be consensus about the strategic choice of KPIs; everyone should agree on what the KPIs represent, and which interpretations can be attributed to their variations. A KPI (or rather a group of KPIs, as they usually are used in groups) is a kind of language, a generalised way of communicating about the effectiveness of digital projects, and their propensity for success.

To learn more, please read the white paper “Key Performance Indicators (KPIs): Define and Act”.

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