KPI (key performance indicator)
A KPI (key performance indicator) is a metric that measures whether a goal is being achieved — such as number of enquiries, cost per enquiry or conversion rate.
Good KPIs are directly linked to a business goal. Reach and clicks are easy to measure but say little about whether marketing brings customers. More meaningful are enquiries, applications, revenue or cost per result.
It is important to track a few metrics consistently rather than just collecting many. Only comparison over time shows whether measures work.
At Zieglmeier, campaign links with QR codes measure conversions per channel — making visible which channel actually brings applications.
What to look out for
- Define exactly one main metric per goal.
- Set up measurement properly before campaigns start.
- Define a target value and a time period.
- Review metrics regularly at the same rhythm.
- Derive concrete measures from deviations.
Common mistakes
- Vanity metrics such as followers or page views are at the centre.
- Too many metrics from which no decision follows.
- Measurement only starts after the campaign has launched.
Frequently asked questions
Above all qualified enquiries, conversion rate, source of enquiries and cost per enquiry from paid channels. Visitor numbers are a supporting metric.
Few — one main metric per goal and two or three supporting ones if needed.