Key Performance Indicators KPIs: 145+Examples of KPIs

Key performance indicators

A Key Performance Indicator, or KPI, is a numerical measurement that indicates if your team or organization is meeting its objectives. Teams and leaders utilize key performance indicators to analyze the measurable measure of performance of business processes and employees, and it has proven to be a highly effective strategy. Monitoring metrics enable you to evaluate your company’s performance and make data-driven decisions to accelerate growth.
This article will answer all of your questions and more about what a key performance indicator (KPI) is and how to use it effectively. We also have a long list of key performance indicators KPIs examples from you can choose the one that suits your business.

What are Key Performance Indicators (KPIs)?

Key performance indicators (KPIs) are sometimes known as performance metrics, performance ratios, or business indicators.

Here are some examples of KPIs:

  • Net Profit Margin – Is used to calculate the proportion of profit generated by a company in relation to its total sales.
  • Monthly Recurring Revenue (MRR) — One of the most significant KPIs in any subscription business, measuring the predictable and recurring revenue components.
  • Sales Growth – Is used to assess your sales team’s ability to raise revenue over a set period of time.
Read Also: MRR: What Is MRR (Monthly Recurring Revenue)?

Types of KPIs

You can track multiple Key Performance Indicators based on your organization’s goals and objectives. Choosing the correct KPIs from the start is critical for obtaining actionable and useful information about your company’s success.

Because each company department has various tasks and goals, each department measures different KPIs.

KPIs are classified into five types:

  1. Business Key Performance Indicators
  2. Financial Key Performance Indicators
  3. KPIs for sales
  4. Marketing Key Performance Indicators
  5. KPIs for Project Management

#1. Business Key Performance Indicators

Company KPIs aid in measuring the fulfillment of long-term business objectives. Companies can move between critical business operations and identify areas of poor growth by measuring business indicators.

#2. Financial Key Performance Indicators

Financial key performance indicators (KPIs) are typically tracked by an organization’s leadership and the financial department. The metrics show how well a company is doing in terms of revenue and profit generation.

#3. KPIs for sales

Sales KPIs are quantitative metrics used by the sales team to track progress toward key objectives and targets. Sales metrics aid in keeping track of month-to-month performance and achieving long-term sales growth.

A Sales Dashboard can be used to track sales KPIs.

#4. Marketing Key Performance Indicators

Marketing KPIs assist marketing teams in tracking their progress across all marketing platforms. A brief look at marketing stats reveals how well the marketing team is doing in terms of generating new leads.

#5. KPIs for Project Management

Project managers utilize key performance indicators (KPIs) to track project progress and target achievement. Project metrics are used by organizations to identify successful projects and satisfy critical deadlines.

KPIs at the High and Low levels

High-level KPIs indicate the overall performance of the company. Annual Growth, Annual Recurring Revenue (ARR), and Relative Market Share are examples of high-level KPIs.

Individuals have little influence on these performance measures because they are the outcome of collaboration across numerous departments.

Low-level KPIs provide information on the performance of specific departments or individuals. Low-level business indicators are more actionable because they are linked to people’s day-to-day work.

How should KPIs be used?

KPIs can be used to track the success of your firm across all departments. Add your metrics to a KPI dashboard to get a quick overview of each critical goal.

A key performance indicator KPI dashboard is a real-time reporting tool that collects, groups, organizes, and visualizes key metrics for a company. You can create multiple KPI dashboards to monitor the progress of each department’s goals.

The ability to provide real-time information about a company’s performance is the most valuable feature of modern business dashboards. As a result, business leaders and teams can make informed, goal-oriented decisions based on actual data rather than gut instinct.

A real-time comprehensive business dashboard aids in the detection of problem areas and the resolution of critical issues.

Before creating a KPI dashboard, everyone should answer the following five questions:

  • What are the desired business outcomes (goals)?
  • How can action be taken to improve KPI values?
  • Do we have all of the necessary data to monitor the KPIs?
  • Who will read the KPI report and what information do they need to know (which KPIs and indicators should be included)?
  • How should certain KPIs be visualized (graphs, metrics, diagrams, etc.)?

How do you pick the right KPIs?

You must first define your business goals in order to select the appropriate KPIs. Each KPI you monitor should be measurable and linked to the achievement of specific objectives. It is preferable to concentrate on a few key metrics rather than many irrelevant ones.

Only keep an eye on the Key Performance Indicators that are important to your company. Ensure that all of your business metrics meet the SMART criteria:

SMART KPIs are as follows:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Bound

Understand that Key Performance Indicators differ depending on the industry, stage of growth, and project phase. Only follow industry standards if they align with your goals and objectives. Also, keep in mind that the metrics you use will evolve as your firm grows and scales.

Examples of Key Performance Indicators (KPIs)

It is easier to run a successful business when you employ KPIs that provide a graphical representation of where you stand. You will gain insight into past trends, present progress, and problem areas, and you will be able to use this information to maintain long-term growth.

We’ll look at Four different types of business KPIs in this collection of key performance indicator examples:

  • Sales
  • Financial
  • Project Management
  • Marketing

Use the examples below to choose the best KPIs for your company and team.

Note: Only track the KPIs that are relevant to YOUR company and business objectives. You’ll probably only need 20 of the KPIs in this list.

Examples of Sales Key Performance Indicators (KPIs)

  1. Monthly sales growth
  2. Number of qualified leads
  3. Monthly new leads/prospects
  4. Number of New Contracts Signed Per Period
  5. Monthly sales/new customers
  6. Dollar Value for New Contracts Signed Per Period
  7. Hours of Resources Spent on Sales Follow Up
  8. Net Sales – Dollar or Percentage Growth
  9. Resources spent on one non-paying client
  10. Resources spent on one paying client
  11. Customer lifetime value/customer profitability
  12. Lead-to-sale conversion rate
  13. Cost per lead by each channel
  14. Cost of a new client by each channel
  15. Hourly, daily, weekly, monthly, quarterly, and annual sales
  16.  Average conversion time
  17. Lead-to-close rate: all channels
  18. Customer turnover rate
  19. Number of monthly sales demos
  20. Customer engagement level
  21. Number of abandoned shopping carts
  22. Shopping cart abandonment rate
  23. Number of monthly quotes/orders
  24. Average purchase value
  25. Average order value
  26. Sales per representative
  27. Sales by lead source
  28. Inbound calls handled per representative
  29. Outbound calls handled per representative
  30. Average annual sales volume per customer
  31.  Average monthly sales volume per customer
  32. Relative market share
  33. Product/service usage every day
  34. Value of returned goods and warranties
  35. Asset turnover ratio (sales to assets)
  36. Percentage of total sales from existing customers
  37. Sales reps per $100k in revenue
  38. Monthly sales quota attainment
  39. Sales quota attainment by the sales representative
  40. Number of client accounts per account manager
  41.  Days sales outstanding
  42. Number of Customers Retained
  43. Percentage of Market Share
  44. Average Ticket/Support Resolution Time

Examples of Financial Key Performance Indicators (KPIs)

  1. Growth in Revenue
  2. Gross Profit Margin
  3. Inventory Turnover
  5. Operating cash flow (OCF)
  6. Current ratio
  7. Accounts receivable turnover
  8.   Net profit margin
  9.   Working capital
  10.   Current accounts receivable
  11.   Current accounts payable
  12.   Accounts payable turnover
  13.    Quick ratio / Acid test
  14.   Accounts payable process cost
  15.   Accounts receivable turnover
  16.   Budget variance
  17.   Budget creation cycle time
  18.   Line items in the budget
  19.   Number of budget iterations
  20.    Payroll headcount ratio
  21.   Vendor expenses
  22.   Payment error rate
  23.   Internal audit cycle time
  24.   Finance error report
  25.   Debt to equity ratio
  26.   Return on equity
  27.  Cost of managing business
  28.   Resource utilization
  29.  Total cost of the finance function

Examples of Project Management Key Performance Indicators (KPIs)

  1.  Planned value (PV)
  2.  Actual cost (AC)
  3.   Earned value (EV)
  4.  Cost variance (CV) (planned budget vs. actual budget)
  5.  Schedule variance (SV)
  6.   Schedule performance index (SPI)
  7.  Cost performance index (CPI)
  8.  Planned hours of work vs. actual situation
  9.  Overdue project tasks / crossed deadlines
  10.  Percentage of overdue project tasks
  11.   Missed milestones
  12.  Percentage of projects completed on time
  13.  Percentage of cancelled projects
  14.   Return on investment (ROI)
  15.  Number of budget iterations
  16.  Percentage of tasks completed
  17.  Project resource utilization
  18.  Cost of managing processes
  19. Percentage of projects on budget

Examples of Marketing Key Performance Indicators (KPIs)

  1.    Monthly new leads/prospects
  2.    Qualified leads per month
  3.    Marketing qualified leads (MQL)
  4.    Sales-accepted leads (SAL)
  5.    Sales qualified leads (SQL)
  6.    Cost per lead generated
  7.    Net promoter score
  8. Cost per conversion
  9. Cost per conversion by channel
  10. Average time of conversion
  11. Retention rate
  12. Attrition rate
  13. Monthly website traffic
  14. Traffic from organic search
  15. Returning vs. new visitors
  16. Visits per channel
  17. Average time on page
  18. Click-through rate on web pages
  19. Pages per visit
  20. Conversion rate for call-to-action content
  21. Inbound links to website
  22. Traffic from organic search
  23. New leads from organic search
  24. New leads from organic search
  25. Number of unique keywords that drive traffic
  26. Keywords in top 10 SERP
  27. Rank increase of target keywords
  28. Conversion rate per keyword
  29. Page authority
  30. Google PageRank
  31. Volume of traffic from video content
  32. Leads & conversions from paid advertising
  33. Number of monthly PPC campaigns
  34. Cost per acquisition (CPA) & cost per conversion (CPC)
  35. Click-through rate on PPC advertising
  36. Traffic from social media
  37. Number of leads from social media
  38. Number of conversions from social media
  39. Conversion rate for social media leads
  40. Managed audience size
  41. Engagement rate
  42. Social media mentions
  43. Social media ROI
  44. Content quality on blog
  45. Number of monthly blog visits
  46. Blog articles published this month
  47. E-books published this month
  48. Infographics published this month
  49. ROI per content type
  50. Web traffic from PR campaigns
  51. Number of clippings
  52. Calls from PR campaigns
  53. Media impressions from PR campaigns
  54. PR ROI


A KPI (Key Performance Indicator) is a quantitative statistic that indicates whether or not a team or organization is meeting its goals (benchmarks).
Business KPIs, finance KPIs, sales KPIs, marketing KPIs, and project management KPIs are the five basic categories of Key Performance Indicators.

  • KPIs are typically tracked using a real-time reporting tool — the KPI dashboard.
  • Each key performance indicator KPI you track should be SMART, which stands for Specific, Measurable, Attainable, Relevant, and Time-Bound.
  • Only monitor metrics that are pertinent to your organization’s and business goals.
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