Faisal Mahmud TusherDigital marketing, SEO & analytics

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Analytics · KPIs

KPI Framework

KPIs are a contract between marketing and the business. A good framework makes it obvious which numbers matter and who owns them.

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KPI Framework, my way

5

building blocks

1

KPIs

2

tools

The building blocks

What goes into KPI Framework

Objective
Business goal (revenue, share, leads).
Outcome KPIs
Measurable marketing results.
Drivers
Metrics that move outcomes (traffic, CVR, AOV).
Diagnostics
Explain why drivers changed (CTR, CPM, frequency).
Targets & owners
Every KPI has a target and an owner.

How I do it

The process

1
Objectives
Business goals.
2
Decompose
Outcome = drivers × drivers.
3
Target
Baselines + ambition.
4
Govern
Owners and reviews.

Principles I follow

Few KPIs, clear owners.
Distinguish leading and lagging indicators.
Review cadence matched to how fast a metric moves.

Measurement

The numbers I watch

Revenue
sessions × CVR × AOV
Classic decomposition.

Tools I use

LSGoogle Looker Studio
G4Google Analytics (GA4)

What you get

KPI tree
Metric dictionary
Target sheet

Too many KPIs

Monthly report has 40 'KPIs'.

Reduce to 5 outcomes with drivers in appendix.

Illustrative example

KPI vs metric?

Every KPI is a metric; only metrics tied to objectives are KPIs.

Need help with KPI Framework?

Let's talk about what you're trying to achieve.

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