Defining KPIs and target metrics
KPIs show whether your website contributes to business success. We derive them from your goals for marketing, sales and UX.
Dashboards without a link to revenue
Page views and bounce rates say little about enquiries or revenue. The result is unread reports, conflicting figures from different tools and budget debates without a shared basis.
From business goal to metric
We start with a KPI tree. At the top sits a business goal, such as more qualified enquiries. Below it sit the drivers: visits from relevant channels, contact flow conversion rate, lead quality in the CRM.
The tree is developed in a workshop with management, marketing and sales.
Examples by area
Marketing: cost per qualified lead, share of organic enquiries, return per channel
Sales: close rate by source, time to first contact, pipeline value from online enquiries
UX: form completion rate, successful searches, task success in portals
E-commerce: revenue per session, basket abandonment, repeat purchase rate
A shop steers differently from a B2B provider whose enquiries become revenue months later.
Measurement plan
Every metric gets a clear definition: calculation, data source, owner, target value and reporting cycle. Leading indicators are kept apart from slower outcome metrics.
The measurement plan is the blueprint for Google Analytics 4, Tag Manager and the CRM. It also sets out which data needs consent and how gaps in consent are handled.
For metrics drawn from several systems, one system is the reference.
Outcome
The result is a compact set of metrics in one dashboard, each with an owner. As goals change, we recommend a quarterly review.