KPI (Key Performance Indicator)
The handful of numbers that actually tell you whether the marketing is working.
…Before any work begins, we agree on the specific KPIs that will define success for this engagement.…
What it means
A KPI, or Key Performance Indicator, is a quantifiable baseline measurement tied to a specific business objective, used to track progress toward that goal over time.
Not every metric deserves to be a KPI — the right ones are chosen because they connect directly to revenue, growth, or another outcome the business actually cares about, rather than metrics that are simply easy to measure.
Keeps everyone focused
A defined set of KPIs prevents teams from chasing vanity metrics that don’t move the business.
Makes progress measurable
KPIs turn a vague goal like “grow the business” into a specific, trackable number.
Aligns marketing and leadership
Agreeing on KPIs upfront avoids disputes later about whether a campaign succeeded.
DNA's Take: We set KPIs jointly with every client before launch, so there’s no ambiguity later about what success looks like or how we’ll measure it.
Talk to our team