KPIs - Too much of a good thing?
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In the many years I have been working in web analytics, I have come to have a love/hate relationship with Key Performance Indicators, or KPIs. To be clear, I don’t actually hate KPIs -- I hate the metrics that pretend to be KPIs, but that are imposters. There is a wealth of information online about the KPIs to use for every business type, but at the end of the day, these posts are too general. And with KPIs, the more general the number, the less useful it becomes.
What we all love about KPIs
At its most basic level, a KPI is a metric that directly reflects how well your site is doing. So, it can either cause people to jump up and high-five the room or, conversely, inspire a quick brainstorming session to determine how the number can be improved ASAP.