KPI Definition

Metrics and KPIs are not the same thing. Metrics are everything you can measure: reach, impressions, click-through rates, time spent on a page, follower growth. They give you a picture of what is happening. KPIs are the select few indicators that tell you whether your communication is actually working against what it set out to achieve. Every KPI is a metric, but not every metric deserves to be a KPI.

We define your key performance indicators based on your primary objectives and the specific challenges your communication needs to address, cross-referenced with data from previous campaigns and sector benchmarks. This gives each indicator a meaningful baseline and makes your targets realistic without being unambitious. At the end of a campaign, your KPIs are what allow you to answer the question that matters: did it work?