Key Performance Indicator (KPI)

A key performance indicator, or KPI, is a specific, quantifiable metric you've chosen to measure progress toward a goal. The key word is chosen — web analytics on their own provide hundreds of different statistics and measurements, but it's up to a web team to choose which ones provide insight into success.

A good KPI ties directly to an outcome you care about, such as newsletter signups, completed checkouts, or demo requests. On the other hand, a big, flattering number like raw page views might be considered a "vanity metric."