What is KPI?

What is KPI? Meaning, Classification and Examples 

4.7/5 - (15 votes)

By regularly monitoring and analyzing KPIs, organizations can make data-driven decisions, identify areas for improvement, and take action to drive growth and success. KPIs can be simple or complex, and organizations can choose KPIs that are relevant and specific to their operations, goals, and objectives. So What is KPI?? How to build effective KPIs? Let's Johnson's Blog Follow up in the next post.

What is KPI?

KPI stands for Key Performance Indicator, which is a metric used to measure the performance of a particular aspect of a business or organization. KPIs are designed to help organizations track progress toward specific goals and objectives, and can be used to measure performance in areas such as sales, customer satisfaction, and customer satisfaction. , production and financial performance.

KPIs will reflect clearly, specifically, fairly and transparently the performance of employees. Based on the level of KPI completed by each individual, each department of the business will receive different reward regimes, in order to motivate them to work hard and strive to complete certain goals in their work.

KPIs are selected based on their relevance to the organization's goals and are designed to provide actionable data to inform decisions and improve performance. A good KPI should be measurable, relevant, actionable, timely, understandable, comparable, and consistent.

To define KPIs, organizations need to start by defining business goals, identifying data sources, selecting metrics, setting target values, establishing reporting mechanisms, and regularly monitoring and reviewing them. Review KPIs and update them as needed.

By effectively using KPIs, organizations can make data-driven decisions, improve performance, and achieve their goals and objectives.

>>> See more: TOP 8 OKR software Effective goal management for businesses

KPI List

Key Performance Indicators (KPIs) can be classified in many ways, depending on the aspect of the business they are measuring. Some common types of KPIs include:

  • Financial KPIs: Measure financial performance, such as revenue, profit, return on investment (ROI) and earnings per share (EPS).
  • Customer KPIs: Measures customer satisfaction, loyalty, and engagement, such as customer retention, net advocate score (NPS), and customer lifetime value (CLV).
  • Internal process KPIs: Measure internal processes, such as production efficiency, time to market, and cycle time.
  • Employee KPIs: Measure employee performance, such as employee satisfaction, turnover rate, and productivity.
  • KPIs for learning and growth: Measure the effectiveness of learning and development initiatives, such as training completion rates and employee skills assessments.
  • Marketing KPIs: Measure the effectiveness of marketing campaigns, such as website traffic, conversion rates, and return on ad spend (ROAS).

Financial KPIs

Key financial performance indicators (KPIs) are metrics used to measure the financial performance of an organization. They are used to monitor and evaluate the financial health of a business and help organizations make informed decisions about investments, budgets, and financial strategies.

Some common financial KPIs include:

  • Revenue: Measures the amount of money a business generates through its activities.
  • Profit: Measures the amount remaining after subtracting all expenses from sales.
  • Gross profit margin: Measures the percentage of revenue that exceeds cost of goods sold.
  • Return on Investment (ROI): Measures the return earned on an investment, expressed as a percentage of the original investment.
  • Operating income: Measures the income generated by business activities after subtracting operating costs.
  • Debt-to-equity ratio: Measure the amount of debt vs equity of a company.
  • Cash flow: Measures the amount of cash generated by a business, including both cash inflows and outflows.

Customer KPIs

Key Customer Performance Indicators (KPIs) are metrics used to measure and track a business' customer satisfaction, loyalty, and engagement. They provide insight into how customers perceive the business and help organizations identify areas for improvement.

Some common customer KPIs include:

  • Customer retention rate: Measures the percentage of customers who stay with the business over time.
  • Net Backing Score (NPS): Measures customer satisfaction and loyalty, on a scale of 0 to 10, with a higher score indicating a higher level of satisfaction and loyalty.
  • Customer Lifetime Value (CLV): Measures the total value a customer is expected to create to a business over the lifetime of their relationship.
  • Customer satisfaction: Measures the level of customer satisfaction with the products or services provided by the business.
  • Customer complaint settlement time: Measures the time it takes to resolve customer complaints.
  • Customer acquisition cost (CAC): Measures the cost of acquiring a new customer, including all marketing and sales expenses.
  • Customer churn rate: Measures the percentage of customers that leave or stop using your product or service.

Internal process KPIs

Key internal process performance indicators (KPIs) are metrics used to measure and track the efficiency and effectiveness of an organization's internal processes. They provide insight into how well the business is doing and help identify areas for improvement.

Some common internal process KPIs include:

  • Production efficiency: Measures the amount of waste or inefficiency in the production process.
  • Time to market: Measures the time it takes to bring a product or service to market.
  • Cycle time: Measures the time it takes to complete a process or task, such as completing an order or resolving a customer complaint.
  • Error rate: Measures the number or rate of defects or defects in a process.
  • Productivity using: Measures the extent to which a company's resources are being used to produce output.
  • Delivery time: Measures the time from placing an order to completing an order.
  • Inventory turnover: Measure the number of times inventory of the company are sold and replaced within a certain period of time.

Employee KPIs

Key Employee Performance Indicators (KPIs) are metrics used to measure and track the performance of an organization's employees. They provide insight into employee productivity, satisfaction, and engagement, and help organizations identify areas for improvement.

Some common employee KPIs include:

  • Employee satisfaction: Measure employee satisfaction with their work and the organization.
  • Leave rate: Measures the rate of employees leaving the organization.
  • Productivity: Measures the output of work produced by an employee or a team.
  • Employment rate: Measures the number of days employees are absent from work.
  • Evaluate Performance: Measures the extent to which an employee meets the expectations and requirements of their role.
  • Training completion rate: Measures the percentage of employees who complete required training programs.
  • Employee engagement: Measures an employee's level of involvement and commitment to their work and to the organization.

Learning and growth KPIs

Learning and Growth Key Performance Indicators (KPIs) are indicators used to measure the effectiveness of an organization's training and development programs, as well as its ability to continuously improve and adapt to organizational change. They provide insight into the organization's growth and innovation capabilities, and help identify areas for improvement.

Some common learning and growth KPIs include:

  • Employee training completion rate: Measures the percentage of employees who complete required training programs.
  • Skills development: Measures the extent to which employees acquire new skills and knowledge.
  • Employee retention: Measures the percentage of employees who stay with the organization over time.
  • Employee satisfaction: Measure employee satisfaction with their work and the organization.
  • Renew: Measures the number of new ideas, products, or processes generated by the organization.
  • Process improvement: Measures the extent to which an organization can improve its processes and operations.
  • Customer satisfaction: Measures the level of customer satisfaction with the products or services provided by the business.

Marketing KPIs

Marketing Key Performance Indicators (KPIs) are metrics used to measure the effectiveness of an organization's marketing efforts. They provide insight into the impact of marketing activities on the business and help identify areas for improvement.

Some common marketing KPIs include:

  • Conversion rate: Measures how many website visitors take the desired action, such as making a purchase or filling out a form.
  • Return on Investment (ROI): Measures the return on investment generated by marketing activities.
  • Website traffic: Measure the number of visitors to a website.
  • Generate leads: Measures the number of leads generated through marketing activities.
  • Customer acquisition cost (CAC): Measure the cost of acquiring a new customer.
  • Customer Lifetime Value (CLV): Measures how much revenue a customer is expected to generate throughout their relationship with the business.
  • Interaction on social networks: Measures engagement with a brand on social media platforms.

It is important to note that some KPIs may overlap with many categories, and the specific KPIs used by an organization will depend on its purpose and objectives.

KPI Level

KPIs can be organized into different levels, depending on the scope and focus of the measurement. Here are three common KPI levels:

  • Strategic KPIs: These KPIs provide a high-level view of the organization's overall performance and are used to measure progress towards long-term goals and objectives. Strategic KPIs typically focus on the entire organization and can include metrics like revenue growth, market share, and customer satisfaction.
  • Tactical KPIs: These KPIs provide a more detailed view of an organization's performance and are used to measure progress towards specific goals and initiatives. Tactical KPIs often focus on specific departments, business units, or processes, and can include metrics like lead generation, sales conversion rates, and customer acquisition costs. .
  • Operational KPIs: These KPIs provide a real-time view of an organization's performance and are used to track and manage day-to-day operations. Operations KPIs typically focus on specific tasks, processes, or individual performance, and can include metrics like order processing times, employee engagement rates, and error rates.

Each KPI level is important and provides a different perspective on an organization's performance. It is important to align KPIs at each level to ensure they support and reinforce each other and ultimately contribute to the overall success of the organization.

Advantages of KPI

There are several advantages to using Key Performance Indicators (KPIs) as a means of measuring and monitoring performance:

  • Improve decision making: KPIs provide clear, actionable information that can be used to inform and guide decision-making.
  • Increased accountability: KPIs help organizations hold individuals and teams accountable for their performance and progress toward specific goals and objectives.
  • Better Links: KPIs help link individual and team efforts to the overall goals and objectives of the organization.
  • Improve concentration: By focusing on specific KPIs, organizations can prioritize their efforts and resources on the areas most important to their success.
  • Increase visibility: KPIs provide transparency about an organization's performance and progress, which can help build trust and credibility with stakeholders.
  • Improve the performance: By continuously measuring and monitoring KPIs, organizations can identify areas for improvement, track progress over time, and make the necessary adjustments to improve performance.
  • Better communicate: KPIs provide a common language for communication and collaboration within an organization, which can help break down barriers and foster cross-functional collaboration.

Limitations of KPIs

While KPIs can be a valuable tool for measuring and monitoring performance, it's important to be aware of their limitations:

  • Reliability in data quality: The accuracy and reliability of KPIs depends on the quality of the data used to calculate them. Poor data quality can lead to inaccurate or misleading KPIs.
  • Limited perspective: KPIs provide a snapshot of performance in a particular area, but may not reflect the big picture. A single KPI may not capture all relevant factors and may be interpreted.
  • Short-term focus: KPIs may be too focused on short-term performance and may not reflect long-term trends or the impact of structural changes.
  • False: KPIs may not always align with the overall goals of the organization and can lead to suboptimal performance if used inappropriately.
  • Too dependentRelying too much on KPIs can lead to over-focusing on metrics and ignoring other important factors that contribute to success.
  • Unintended consequences: Pursuing specific KPIs can have unintended consequences and can negatively impact other areas of the organization.

How to define KPI

Here are the steps to determine Key Performance Indicators (KPIs):

  • Define business goals: Start by defining the business goals that the KPI will measure.
  • Identify data source: Decide on a data source that will provide the data needed to calculate the KPI.
  • Select data: Select specific metrics to be used to measure performance against defined business goals.
  • Set target value: Set a target value for each KPI that reflects the desired performance level.
  • Setting up a reporting mechanism: Choose a system or method to regularly collect, store, and report data related to each KPI.
  • Monitor and review KPIs: Regularly monitor and review KPIs to assess performance and identify any necessary adjustments.
  • Update KPIs when needed: Review and adjust KPIs as needed to ensure that they continue to align with business goals and provide meaningful and relevant data.

How to measure KPI

Key Performance Indicators (KPIs) are typically measured using indicator-specific data and metrics. Here are the steps to measure KPIs:

  • Identify data source: Define the data sources that will be used to calculate the KPI. This could be internal data such as sales and financial reports, customer feedback, or employee performance data.
  • Data collection: Collect data from identified sources and store it in a centralized database or spreadsheet.
  • Calculate KPI: Use KPI software to calculate KPI based on collected data. The calculation method will depend on the specific KPI being measured.
  • Analyze the results: Explain the results of KPI calculations and determine what they mean for the organization. This may involve identifying trends, comparing results with previous periods, or comparing results with industry benchmarks.
  • Communicating results: Share KPI measurement results with stakeholders, such as executives, managers, employees, or customers. This may involve creating visualizations, reports, or presentations to communicate results effectively.
  • Performance tracking: Continuously monitor KPIs over time to identify trends, patterns, and areas for improvement. This may involve setting up automated reports or dashboards to monitor performance and make data-driven decisions.

It is important to regularly measure and monitor KPIs to ensure they provide meaningful and actionable insights. The frequency of measurement will depend on the specific KPI, the data source, and the organization's goals.

What makes a good KPI?

A good Key Performance Indicator (KPI) has several characteristics:

  • Relevance: A good KPI should align with the organization's goals and objectives, and provide meaningful insights into performance.
  • Specificity: A good KPI should be specific and clearly defined, with clear goals and metrics.
  • Measurable: A good KPI should be measurable using easily accessible and reliable data and metrics.
  • Consistent with the strategy: A good KPI should align with the overall strategy of the organization and support the decision-making process.
  • Can act: A good KPI will provide actionable insights that can be used to drive improvements and make data-driven decisions.
  • Timely: A good KPI should provide timely information that can be used to make timely decisions and actions.
  • Comparable: A good KPI should be comparable to industry benchmarks, previous periods, or other relevant metrics to provide context and insight into performance.
  • Simple: A good KPI should be easy to understand and communicate to stakeholders without complicated analysis or interpretation.

What is an example of a KPI?

Here are some examples of Key Performance Indicators (KPIs) in different areas:

Financial KPIs:

  • Increase the revenue
  • Gross profit margin
  • Return on Investment (ROI)
  • Net profit margin
  • Cash flow

Customer KPIs:

  • Customer Satisfaction Score
  • Customer retention rate
  • Net Promoter Score (NPS)
  • Customer Acquisition Cost (CAC)
  • Customer Lifetime Value (LTV)

Internal process KPIs:

  • Cycle time
  • Process efficiency
  • Error rate
  • Inventory turnover rate
  • Lead time

Employee KPIs:

  • Employee Satisfaction Score
  • Quantitative employee transfer
  • Absence rate
  • Yield rate
  • Employee Engagement Points

Learning and growth KPIs:

  • Employee training completion rate
  • Employee development program participation rate
  • Employee skills gap analysis
  • Employee retention for high-performing employees
  • Mastery time for new employees

Marketing KPIs:

  • Qualified lead conversion rate (MQL)
  • Cost per lead (CPL)
  • Click-through rate (CTR)
  • Return on ad spend (ROAS)
  • Lead-to-customer conversion rate

These are just a few examples of KPIs in different areas. The specific KPIs used will depend on the goals and objectives of the organization, industry, and target. It is important to choose KPIs that are relevant, meaningful, and aligned with the overall strategy of the organization.

KPI Software

Software KPI (Key Performance Indicator) is a kind of tool smart business helps organizations track and measure performance against specific goals and objectives. With KPI software, organizations can track, visualize, and analyze key metrics and KPIs in real time, providing valuable insights into their operations and progress.

Some of the key features of KPI software include:

  • Dashboard: Customizable dashboard that provides an overview of KPIs, with the ability to drill down to specific data and metrics.
  • Real-time data: Collect, analyze, and visualize data in real time, enabling organizations to react quickly to changing conditions.
  • Integration: Integration with other systems, such as CRM, ERP and financial systems, to provide a single view of performance.
  • Collaboration: Collaboration tools, such as shared dashboards and reports, to help teams work together and make data-driven decisions.
  • Warnings and notices: Alerts and notifications to notify stakeholders when a KPI reaches a critical threshold or when certain conditions occur.
  • Custom: Customizable KPIs, reports, and dashboards to meet your organization's specific needs and goals.

KPI software can be a valuable tool for organizations to track performance, drive growth, and make data-driven decisions. It can help organizations make sense of large amounts of data, identify areas for improvement, and take action to drive success.


The Key Performance Indicators (KPIs) and Key Objectives and Results (OKRs) are two different approaches to monitoring and measuring performance and progress in organizations.

A KPI is a metric used to measure the performance of specific aspects of an organization's operations, such as customer satisfaction, revenue, employee productivity, etc. KPIs are commonly used. Used to track progress toward specific goals and provide insights into the success of certain initiatives.

OKRs are a goal setting framework that helps organizations align their efforts and focus on the goals that matter most. OKRs are a combination of goals, which are qualitative statements that describe what an organization wants to achieve, and key results, which are quantifiable metrics to measure progress toward goals. .

In a nutshell, KPIs are used to track performance in specific areas, while OKRs are goal setting frameworks that help organizations align their efforts and focus on the most important goals. . Both KPIs and OKRs are important tools for organizations to measure and monitor performance, drive growth, and achieve success.

What role does KPI play in the business?

In business, The role of KPIs It is a tool to help businesses evaluate the work efficiency of employees, improve the productivity of employees, thereby completing the set goals. In general, KPI has the following main roles:

Evaluate staff capacity 

Currently, businesses often evaluate the performance of employees through KPIs. Therefore, businesses need to rely on their current business situation, the job position that each employee and department undertakes to build KPIs that are specific, clear and appropriate, so that they can bring new results. work efficiency in the best way.

Business strategy planning

Businesses often rely on sales to evaluate whether a business strategy is effective or not. However, businesses must not ignore the percentage of customers using the product across channels. Thanks to that, we know which channels to invest in and which channels to cut. And to answer this question, businesses must have detailed KPIs for the strategy.

Create a learning environment

Through KPIs, businesses can create a learning environment right at the workplace. Many previous managers believe that creating KPIs for each individual and each department will create many important conversations in the company, thereby creating conditions for each individual to exchange, learn from each other. together.

How can businesses build an effective KPI system?

Here are the basic steps to be able to building KPI system suitable for your business. Each business will have a separate KPI system, depending on the set goals and plans.

Define goals for KPI

When set KPIs Setting specific goals is very important. You should remember that the construction of KPIs must always be tied to the core goals of the business. In addition, KPIs must be expressed in visual and measurable numbers. Only in this way can the future goals and activities of the business be reflected in the most specific way.

Share KPIs with relevant departments

Would like Implement effective KPIs need to communicate it to individuals and departments in the business. Those who directly implement and carry out activities must be those who understand the business vision and strategy set forth by the enterprise.

Check KPIs cyclically

In order for the set goals to be maintained and developed, regular performance checks are essential. In fact, many KPIs have been put into practice to create unpredictable problems.

The set KPI must be realistic

In order for the set of KPIs to be consistent with business practice, it is necessary to regularly check and monitor goals, analyze operational performance, set more short-term KPIs with long-term KPIs, and coordinate with other departments in the business. to closely monitor the implementation of KPIs, thereby making timely and practical adjustments. 

Check if the set KPIs can be implemented

Through periodic data to check and analyze, it is possible to evaluate the effectiveness of KPIs.


Here is the information that Johnson's Blog want to share with you to explain the concept What is KPI? as well as how to build effective KPIs. Setting KPIs for yourself is also a way to develop more at work. Good luck!

>>> See more:

Leave a Comment

Your email address will not be published. Required fields are marked *