KPI stands for “Key Performance Indicator” and indicates the critical success factors and indicators of a marketing activity.
They may vary from organisation to organisation as well as from strategy to strategy (ex: revenue, average receipt increase..).
Generally speaking in the evaluation of marketing campaigns and activities, the most frequently used KPIs concern, user behaviour (visits, clicks..), the achievement of steps in a funnel (conversions, leads) or more generally the performance of the campaign or activity according to the investment incurred, ROI.
In principle, it is easy to see that every marketing activity, as well as every channel has specific KPIs: it is clear that their importance is all the greater the more information they are able to return to those who analyse them.
Beyond the more standard KPIs found in different marketing platforms, in case we want to implement custom ones, it is important to remember some aspects and guidelines for their identification:
- choose goals that are relevant yet clear and easily measurable;
- contextualise the data collected to make it relevant;
- choosing the right parameter;
- define ranges and thresholds to assess the value of collected KPIs;
- agree on the frequency of updating;
- use software for more efficient and effective measurement.
