The Ultimate List of Business KPIs

A Key Performance Indicator (KPI) is a metric used by businesses to measure progress towards specific goals. They provide measurable and specific data about certain aspects of the business that can be tracked over time.

KPIs can focus on financial performance, sales, marketing, production, or project management. By comparing to benchmarks and seeing how they change with time, businesses can use these metrics to improve their operations.

Why Track Key Performance Indicators (KPIs)?

Businesses that measure and track a variety of KPIs are better armed to improve their growth. They are able to learn more about how their company operates and see exactly the areas that need improvement.

You can’t improve what you can’t measure. Without concrete data, it is very difficult to understand how you are performing.

For example, if you’re not converting as many leads as you’d like, having the right information will help you make an informed decision. Having lead conversion KPIs for your marketing channels can show which one is most profitable. You can then focus your efforts on that marketing channel to amplify your results.

If you’re looking to expand the key performance indicators that you monitor, here is the ultimate list of KPIs that you can use.

Financial KPIs

• Net profit margin
• Gross profit margin
• Monthly recurring revenue (MRR)
• Return on Equity (ROE)
• Current ratio
• Quick ratio
• Revenue per FTE
• Revenue per customer
• Operating cash flow (OCF)
• Working capital
• Revenue growth rate
• Current accounts payable
• Current accounts receivable
• Accounts payable turnover
• Accounts receivable turnover
• Budget variance
• Payroll headcount ratio
• Vendor/contractor expenses
• Payment error or refund rate
• Debt to equity ratio
• Return on equity
• Total cost of managing business
• Resource utilization
• Expenses vs. Budget
• Earnings Before Interest, Taxes, Depreciation, & Amortization (EBITDA)
• Costs spent on development and innovation

Sales KPIs

• Sales or new customers per month (or week or year)
• Leads or prospects per month
• Monthly sales growth
• Number of qualified leads
• Number of calls per month
• Total number of customers
• Customer acquisition cost (CAC)
• Resources spent on non-paying customers
• Customer lifetime value (CLV)
• Lead-to-sale conversion rate
• Cost per lead/customers by marketing channel
• Average lead conversion time
• Number of demos or sales presentations per month
• Number of quotes per month
• Cart abandonment rate
• Average purchase value
• Calls, Quotes, or Sales per representative per month
• Sales quota attainment per representative per month
• Repeat purchase rate
• Relative market share
• Product usage rate
• Cost of returned goods
• Days Sales Outstanding (DSO)
• Sales per region
• Sales cycle time

Customer Experience & Employee KPIs

• Customer engagement
• Net Promoter Score (NPS)
• Customer satisfaction rate (CSAT)
• Rate of positive online reviews
• Rate of negative social media comments
• Volume of service calls or tickets
• Customer retention rate (CRR)
• Customer churn rate
• Number of product defects or returns
• Average resolution time
• Wait time per caller
• Employee turnover rate (ETR)
• Employee satisfaction
• Retirement rate
• Employee training ROI
• Internal promotions vs. external hires

Project Management KPIs

• Actual cost (AC)
• Planned value (PV)
• Earned value (EV)
• Cost variance (CV)
• Schedule variance (SV)
• Schedule performance index (SPI)
• Cost performance index (CPI)
• Planned vs. actual hours of work
• Missed milestones
• Overdue tasks or deadlines
• Rate of projects completed on time
• Rate of projects completed on budget
• Canceled or failed projects rate
• Project resource utilization
• Return on Investment (ROI)
• Cost of managing processes
• Operations efficiency

Marketing KPIs

• Leads per month
• Leads per channel per month
• Cost per lead
• Conversion rate
• Marketing qualified leads
• Sales qualified leads
• Website traffic per month
• Organic search traffic per month
• Returning vs. new visitors
• Visitor demographics
• Average time on page
• Bounce rate
• Click through rate (CTR)
• Call to Action click through rate
• Number of backlinks
• Page and domain authority
• Google PageRank
• Conversions per channel
• Conversions per campaign or ad
• Cost per acquisition (CPA)
• Cost per conversion (CPC)
• Social media traffic
• Ad engagement rate
• Social media mentions, retweets, pins, etc.
• Campaign return on investment (ROI)
• Number of blog posts and content quality
• Content published per month