Marketing Acronyms

Key Performance Indicator (KPI)

Lead Indicator, Lag Indicator, Metric, Index, Key Figure

What does it mean:

It’s a highly measurable value that tells you how a business is achieving its main objectives. For many startups that might be revenue but can be other things such as connections made, courses completed, campaigns run, and so on.

The Formula:

Highly variable depending on the business

Use it in a sentence:

To colleagues:

“Let’s make our Objectives and Key Results (OKRs) focused on our top KPIs, revenue and new user signups.”

To investors:

“I use a custom KPI dashboard to follow our most important metrics in real time.”

At a party:

“There’s a guy at this party who works at Uber. Pretty sure their main KPI these days is lawsuits per month.”

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