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KPI Examples & Templates Measure what matters the most and really impacts your success



A KPI or Key Performance Indicator is a measurement that evaluates the performance of a business. It measures the success of a company at reaching its strategic and operational goals on different aspects. KPIs can be high-level, monitoring the global performance of a business, or more low-level, focusing on processes‘ or individual’s performance.

No matter which department you are in, KPIs are vital to grasp the status of your business to make the right calls. How can you tell which KPIs are relevant? Which are going to help you and which will cause distraction?

KPIs help managers gauge the effectiveness of their functions, processes, campaigns and actions. They are essential to ensure you are on track to reach organisational goals. Make informed decisions with datapine. We help you cut through the noise and see the actionable data you need. Control the act of accessing, visualising and reporting data with our first-class interface. Monitor your most significant KPIs in one place, obtain a comprehensive overview of your business and make more informed decisions.

It isn’t always easy to find the right performance indicators that will fit your department or activity. The objective is always to determine those that communicate progress in the most meaningful way. We have identified the KPI examples that are most relevant for each department, specific industry or platform. Take advantage of our metric library and KPI templates to identify and visualise the metrics that are most important to your area of business. Below you will find the links to over 300 visual KPI examples and templates with recommendations for action and relevant showcase dashboards.


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Tracking the right KPIs is a huge step forward for any company - but why stop there? With datapine, identifying is just the first step. Explore, visualise and efficiently communicate your insights across your company and induce more informed decisions enterprise-wide.

visual representation of important business KPIs

Once you have set up the right KPIs, datapine provides you a comfortable, clean interface to keep an eye on them. Our dashboard software helps you to get rid of the time consuming process of constantly having to log into databases, cross-referencing information and pulling out data from third party applications to make sure you are always up to date.

Thanks to modern KPI dashboards your KPIs can be accessed in real-time, from anywhere, at any given time. We make sure that you always have the most relevant figures in front of you, whenever you need them. An enterprise-grade user management combined with several sharing concepts and scheduled automated reports empower everyone in your company to have constant access to relevant KPIs and make more informed decisions.

Let datapine help you to reinforce a real data driven culture.

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Why are KPIs So Important for modern business?

Key performance indicators (KPIs) are sets of quantifiable measures that can be used to determine how effectively a company is achieving its key business objectives, thus evaluating its progress or success at reaching strategic and operational goals. Depending on which part of the business you would like to analyse, you have to select different KPIs.

For example, if you want to track the financial performance of your company, you might use the return on equity ratio. If you would like to analyse the performance of sales, you might use the lead conversion ratio. From this example it is obvious that KPIs represent detailed specifications that are used to analyse the objectives of the organisation. It is essential to select the right KPI for a previously specified target in order to measure success. Since these indicators measure performance against a specific target, they help a company, department or manager to instantly react to any events that might impact the business. They also help the company to focus on a common goal.

Which different Types of KPIs exist?

Obviously, there are many types of KPIs, depending on the specific target and the best indicator to measure it. The broadest distinction is to separate the different types into nonfinancial and financial KPIs. The second refers to all indicators that have to do with the cash flow, debt and assets of a company. For example, the profit margin, which measures the net profit in percentage of revenue, or the current ratio, which is the ratio of current assets to current debts. The former refers to all indicators that are not directly related to the cash flow, debt or assets of a company. A more specified distinction of KPI types is the following:

Quantitative vs Qualitative indicators: First can be expressed as a number, second use qualitative measures.

Lagging vs Leading indicators: Former indicate the source of success or failure and leading indicators are used for forecasts.

Input vs Output indicators: First measure the resources consumed for a given output and second the outcome of a process.

Process vs Actionable indicators: The former are used to measure efficiency or productivity of a specific business process and actionable indicators are mainly used by key decision makers of a company to effect change.

Another way is to distinct the different types into departmental indicators, such as indicators for sales (for example sales growth), marketing (for example return on investment) or finances (for example current ratio) like we did in our KPI examples above. To learn more check out our KPI templates for the different business departments.

There are several ways to classify the different types of indicators. The difference between all types is that they measure different performances, thus being only compatible with a specific target. The essence is to choose the right one, which measures the performance or success of your specific target the best. Thus, you have to know exactly what would like to measure.


After you’ve successfully identified the right KPIs for your business, it’s time to start the analysis process and generate actionable insights. Keep in mind that the value of the KPI analysis depends on the quality of the data as well as the skills of the analyst who is diving into the performance mix. Here we present some tips that can help in the process:

Create an interactive dashboard: Business dashboards are extremely useful when analysing KPIs since they enable you to visualise and interact with each KPI through powerful filters and features that traditional analysis lack. During analysis, ask specific questions and dig deeper into the data; for example, if your dashboard visualises a map with the best-performing countries or regions, you can simply click to zoom and additional data is displayed such as which cities, timeframes or teams are responsible for success. That way, you incorporate additional findings that you can use for your future strategy development.

Compare different periods: Showing the development or decline in a certain performance indicator is a simple step to identify if the bigger picture is improving or you need additional adjustments. Connecting to this point, comparing different periods will also tell you how your performance has changed and you can easily identify which actions have caused changes. For example, if you see that the number of sales contracts have declined in the past 3 months comparing to the same period last year, you can examine if external factors have caused it (such as a pandemic) or internal ones (your sales team is reduced and you don’t have enough resources to fill the voids).

Incorporate intelligent alarms: Data alerts using modern technologies such as machine learning and artificial intelligence, KPI analysis has evolved from manual calculations into advanced algorithms that automatically notify the user when a KPI anomaly occurs. Predicting the next expected value of a data series is a feature of pattern recognition alerts that helps in achieving more accurate predictions while the threshold alerts will activate as soon as the targets exceed or falls behind the pre-defined value. The intelligence behind these modern technologies will enable you to identify trends in your analysis, spot opportunities much faster, and eliminate tedious tasks of manual work.

Don’t focus just on the numbers: Numbers and software are the tools that will help you in increasing your productivity levels, saving precious time, and ensuring your data is up-to-date and visualised for easier comprehension. But numbers are not humans, and you always need to keep in mind what kind of effect will your analysis cause on the human level. For example, if your amount of leads is decreasing, you need to get yourself into your customers’ and teams’ shoes to identify why, not just blindly follow goals and objectives. If you see issues in your strategies, oftentimes you need to adjust your approach, step away from the computer, and look beyond numbers.

KPI analysis is designed to improve processes, ease the repetitive work with the help of modern KPI software, and stimulate a more efficient working environment. To help you even more, we have gathered the best practices that will stir your success and ensure sustainable development across the board.

What are common KPI Best Practices?

To choose the right indicator for your specific target can be very difficult. But there are two main KPI best practices, which help you to find the right one. A way to evaluate the relevance of a KPI is to use the SMARTER criteria (Specific, Measurable, Attainable, Relevant, Time-bound, Evaluate, Reevaluate). The long version of SMARTER means a specific objective, the measurability of the progress towards that goal, the realistic attainability of the target, the relevance of the target to your company, the time-frame for achieving the target and the continuous evaluation and reevaluation of the KPI.

The second KPI best practice is the six A´s (Aligned, Attainable, Acute, Accurate, Actionable, Alive). The six A´s mean that the indicators are aligned with your specific targets, the data, which are used for the indicators, can be easily attained, the indicators keep everyone informed (acute) about the current situation, the data used to obtain the KPIs are accurate, the insights in the business given by the indicator is actionable and the indicator should evolve with the business (alive).



Find hereafter a list of KPI examples specifically created to answer the needs of each department. All of them are compiled and visualised on professional KPI report templates that illustrate the data story every business possesses! Please click on the link of the specific department to learn more about the mentioned KPIs.

Management: Management KPIs give a strategic overview to top-managers and the C-level suite of the performance of certain parts of the business, so as to make data-driven decisions as soon as needed. Below you can find our top 8 KPI examples for the management:

  • 1) Customer Acquisition Costs
  • 2) Customer Lifetime Value
  • 3) Sales Target
  • 4) Operating Expenses Ratio
  • 5) Net Profit Margin Percentage
  • 6) Return on Assets
  • 7) Return on Equity
  • 8) P/E Ratio

Finance: Financial KPIs track the performance of a business in its cash management, expenses, sales and profits. They help stay in track with initial financial objectives. Below you can find our top 18 KPI examples for the finance department:

  • 1) Gross Profit Margin Percentage
  • 2) Operating Profit Margin Percentage
  • 3) Operating Expenses Ratios
  • 4) Net Profit Margin Percentage
  • 5) Working Capital
  • 6) Current Ratio
  • 7) Quick Ratio / Acid Test
  • 8) Berry Ratio
  • 9) Cash Conversion Cycle
  • 10) Accounts Payable Turnover Ratio
  • 11) Accounts Receivable Turnover Ratio
  • 12) Vendor Payment Error Rate
  • 13) Budget Variance
  • 14) Return on Assets
  • 15) Return on Equity
  • 16) Economic Value Added
  • 17) Employee Satisfaction:
  • 18) Payroll Headcount Ratio

Sales: Sales KPIs provide you with insights on your sales process and representatives. Tracking the pipeline health, lead generation, general activity and productivity, they are essential to drive sales forward. Below you can find our top 17 KPI examples for the sales department:

  • 1) Sales Growth
  • 2) Sales Target
  • 3) Customer Acquisition Cost
  • 4) ARPU
  • 5) CLVT
  • 6) Customer Churn Rate
  • 7) Average Sales Cycle Length
  • 8) Lead-to-Opportunity Ratio
  • 9) Opportunity-to-Win Ratio
  • 10) Lead Conversion Rate
  • 11) Number of Sales Opportunities:
  • 12) Sales Opportunity Score
  • 13) Average Purchase Value
  • 14) Revenue per Sales Rep
  • 15) Profit Margin per Sales Rep
  • 16) Upsell & Cross-Sell Rates
  • 17) Incremental Sales by Campaign

Marketing: Marketing KPIs help you track your web performance in general and all the online campaigns you launch. They are important to give the big picture of all your online activities and determine an accurate marketing ROI. Below you can find our top 16 KPI examples for the marketing department:

  • 1) Cost per Acquisition (CPA)
  • 2) Cost per Lead
  • 3) Sales Target & Growth
  • 4) Average Order Value
  • 5) Return on Investment (ROI)
  • 6) CLTV
  • 7) Website-Traffic-to-Lead Ratio
  • 8) Lead-to-MQL Ratio
  • 9) MQL-to-SQL Ratio
  • 10) Goal Conversion Rates
  • 11) Average Time to Conversion
  • 12) Landing Page Conversion Rates
  • 13) Cost-per-Click (CPC)
  • 14) Bounce Rate
  • 15) Engagement Rate
  • 16) Click-Through-Rate (CTR)

Human Resources: HR KPIs are essential to a functional human resources department that aims at improving its recruitment processes, workplace well-being as well as monitoring overall employee performance. Below you can find our top 15 KPI examples for the human resources department:

  • 1) Absenteeism Rate
  • 2) Overtime Hours
  • 3) Training Costs
  • 4) Employee Productivity
  • 5) Talent Satisfaction
  • 6) Cost per Hire
  • 7) Recruiting Conversion Rate
  • 8) Time to Fill
  • 9) Talent Rating
  • 10) Employee Turnover Rate
  • 11) Talent Turnover Rate
  • 12) Dismissal Rate
  • 13) Female to Male Ratio
  • 14) Part-Time Employees
  • 15) Average Time Stay

Service & Support: Customer service KPIs are helpful to get a holistic view of your support department, agents, as well as a 360-degree customer view. They are crucial in the process of increasing customer satisfaction. Below you can find our top 14 KPI examples for customer service teams:

  • 1) Average Response Time
  • 2) First Call Resolution
  • 3) Customer Churn
  • 4) Top Agents
  • 5) Number of Issues
  • 6) Customer Satisfaction
  • 7) Net Promoter Score
  • 8) Customer Effort Score
  • 9) Customer Retention
  • 10) Net Retention
  • 11) Service Level
  • 12) Support Costs vs Revenue
  • 13) Revenue Churn
  • 14) MRR Growth Rate

Procurement: Procurement KPIs help in the management of the procurement department as a whole, leading to more sustainable and improving processes. They regulate costs, savings, purchases, etc. Below you can find our top 15 KPI examples for the procurement department:

  • 1) Compliance Rate
  • 2) Number of Suppliers
  • 3) Purchase Order Cycle Time
  • 4) Supplier Quality Rating
  • 5) Supplier Availability
  • 6) Supplier Defect Rate
  • 7) Vendor Rejection Rate & Costs
  • 8) Lead Time
  • 9) Emergency Purchase Ratio
  • 10) Purchases In Time & Budget:
  • 11) Cost of Purchase Order
  • 12) Procurement Cost Reduction
  • 13) Procurement Cost Avoidance
  • 14) Spend Under Management
  • 15) Procurement ROI

IT: IT KPIs maintain all the IT projects on track with their deliverables. Managing the constant flow of tickets and issues while keeping track of IT costs is the cornerstone of a well-functioning department. Below you can find our top 15 KPI examples for the IT department:

  • 1) Total Tickets vs Open Tickets
  • 2) Projects Delivered on Budget
  • 3) Average Handle Time
  • 4) New Developed Features
  • 5) Number of Critical Bugs
  • 6) Server Downtime
  • 7) Mean Time To Repair
  • 8) Unsolved Tickets Per Employee
  • 9) Reopened Tickets
  • 10) IT Support Employees per End Users
  • 11) Accuracy of Estimates
  • 12) IT ROI
  • 13) IT Costs Break Down
  • 14) IT Costs vs Revenue
  • 15) Team Attrition Rate



Likewise, you can find hereafter a list of KPI templates designed to answer the needs of different industries. They are also all gathered and visualised on business dashboards. Please click on the link of the specific industry to learn more about the mentioned KPIs.

Healthcare: Healthcare KPIs gather hospital and patient analytics to improve the facility management, the patient satisfaction levels as well as the staffing needs. It helps healthcare professional run their hospital better. Below you can find our top 15 KPI examples for the healthcare industry.

  • 1) Average Hospital Stay
  • 2) Bed Occupancy Rate:
  • 3) Medical Equipment Utilisation
  • 4) Patient Drug Cost Per Stay
  • 5) Treatment Costs
  • 6) Patient Room Turnover Rate
  • 7) Patient Follow-up Rate
  • 8) Hospital Readmission Rates
  • 9) Patient Wait Time
  • 10) Patient Satisfaction
  • 11) Staff-to-Patient Ratio
  • 12) Canceled/missed appointments
  • 13) Patient Safety
  • 14) ER Wait Time
  • 15) Costs By Payer

Logistics: Logistics KPIs inform you on transportation processes, warehouse operations, supply chain management and other aspects involved in the optimization of all the logistics operations. Below you can find our top 14 KPI templates for the logistics industry:

  • 1) Shipping Time
  • 2) Order Accuracy
  • 3) Picking Accuracy
  • 4) Delivery Time
  • 5) Pick & Pack Cycle Time
  • 6) Equipment Utilization Rate
  • 7) Transportation Costs
  • 8) Warehousing Costs
  • 9) Pick & Pack Costs
  • 10) Use of Packing Material
  • 11) Number of Shipments
  • 12) Inventory Accuracy
  • 13) Inventory Turnover
  • 14) Inventory to Sales Ratio

Manufacturing: Manufacturing KPIs are a good asset when a business wants to optimise its production quality and manage the incurred costs efficiently. Below you can find our top 16 KPI templates for the manufacturing industry:

  • 1) Production Volume
  • 2) Production Downtime
  • 3) Production Cost
  • 4) OOE
  • 5) OEE
  • 6) TEEP
  • 7) Capacity Utilisation
  • 8) Defect Density
  • 9) Rate of Return
  • 10) On-time Delivery
  • 11) Right First Time
  • 12) Asset Turnover
  • 13) Unit Costs
  • 14) Return on Assets
  • 15) Maintenance Costs
  • 16) Revenue Per Employee

Retail: In such a fast-moving industry, retail KPIs are crucial to any business who wants to identify and understand customer trends, enhance its stock management, lower the returns and ultimately increase sales profits. Below you can find our top 16 KPI templates for the retail industry:

  • 1) Website Traffic/Foot Traffic
  • 2) Average Transaction Size
  • 3) Average Units per Customer
  • 4) Total Volume of Sales
  • 5) Sell-through Rate
  • 6) Back Order Rate
  • 7) Rate of Return
  • 8) Customer Retention
  • 9) Retail Conversion Rate
  • 10) Total Orders
  • 11) Total Sales by Region
  • 12) Order Status
  • 13) Perfect Order Rate
  • 14) Return Reason
  • 15) GMROI
  • 16) Monthly Revenue Per Employee

Digital Media: Digital Media KPIs help online publishers assess their presence and the content they share. They are a big advantage to spot trends as they arise and answer their readers‘ expectations in a more customised way. Below you can find our top 9 KPI templates for the digital media industry:

  • 1) Top Articles by Readers
  • 2) Top Content Categories
  • 3) Subscribers by Age and Gender
  • 4) Average Clicks per Post
  • 5) Average Shares per Post
  • 6) New vs Lost Follower
  • 7) Flesch Reading Ease
  • 8) Average Comments per Article
  • 9) Story Turnaround Time

FMCG: Fast-moving consumer goods KPIs are particular in the way that they are transversal and touch several departments, from procurement to supply chain so as to optimise any strategy to meet financial goals and product quality. Below you can find our top 10 KPI examples for the FMCG industry.

  • 1) Out of Stock Rate (OOF)
  • 2) Delivered On-Time & In-Full (OTIF)
  • 3) Average Time To Sell
  • 4) Sold Products Within Freshness Date
  • 5) Cash-to-Cash Cycle Time
  • 6) Supply Chain Costs
  • 7) Supply Chain Costs vs Sales
  • 8) Carrying Cost of Inventory
  • 9) On-Shelf Availability
  • 10) Margin by Product Category

Energy: Energy KPIs help suppliers understand and manage fast-changing market demands, optimise production costs and analyse consumption patterns. That enables them to maximise profitability in the long-run. Below you can find our top 8 KPI examples for the energy industry.

  • 1) Power Cuts & Average Duration
  • 2) Consumption by Sector
  • 3) Total Shareholder Return
  • 4) Operating Cash Flow
  • 5) Production Costs
  • 6) Availability Factor
  • 7) Energy Production Distribution
  • 8) Performance Ratio

Market Research: Market Research KPIs let you analyse and visualise your research results in a meaningful way, so as to present your studies to top management or clients effectively. Below you can find our top 10 KPI examples for the market research industry.

  • 1) Unaided Brand Awareness
  • 2) Aided Brand Awareness
  • 3) Brand Image
  • 4) Celebrity Analysis
  • 5) Usage Intention
  • 6) Purchase Intention
  • 7) Willingness To Pay (WTP)
  • 8) Net Promoter Score (NPS)
  • 9) Customer Satisfaction Score (CSAT)
  • 10) Customer Effort Score (CES)



Hereafter, you can find a list of KPI examples created to provide a solution for different platforms. They are compiled into a visual representation of the most important indicators of a successful data-story. Click on the link of the specific platform to learn what it can do for you and your business!

Facebook: Facebook KPIs gather content and advertising analytics to help social media professionals to optimise and maximise their social media strategy operations and results. Below you can find our top 10 KPI templates for Facebook:

  • 1) Number of Fans
  • 2) Follower Demographics
  • 3) Page Views by Sources
  • 4) Actions on Page
  • 5) Reach by Post Type
  • 6) Post Engagement Rate
  • 7) Click-Through-Rate (CTR)
  • 8) Ad Impressions & Frequency
  • 9) CPM & CTR of Facebook Ads
  • 10) Cost per Conversion

LinkedIn: LinkedIn KPIs let you analyse and identify the performance of a company or individual page profile, to determine the best possible combination of posting content, reaching to other professionals, and creating business opportunities. Below you can find our top 9 KPI examples for the LinkedIn network:

  • 1) Followers’ Demographics
  • 2) Number of Followers
  • 3) Impressions & Reach
  • 4) Engagement Rate
  • 5) Company Update Stats
  • 6) Viewer Information
  • 7) Contact & Network Growth
  • 8) Profile Views by Job Title
  • 9) Post Views & Engagements

Twitter: Twitter KPIs inform you of the results of your set targets and indicate which performance is on track, and which needs to be optimised, leading to a sustainable social media strategy and operation. Below you can find our top 10 Twitter KPI examples for this social media platform:

  • 1) Average Amount of Link Clicks
  • 2) Average Engagement Rate
  • 3) Average Amount of Impressions
  • 4) Top 5 Tweets by Engagement
  • 5) CPM of Twitter Ads
  • 6) Results Rate of Twitter Ads
  • 7) Cost per Result of Twitter Ads
  • 8) Interests of Followers
  • 9) Number of Followers
  • 10) Hashtag Performance

YouTube: YouTube KPIs are crucial for the serious video story-teller, aiming to increase engagement, views, subscribers and overall performance of this channel. Below you can find our top 9 KPI examples for the YouTube platform:

  • 1) Total Watch Time
  • 2) Total Amount of Video Views
  • 3) Viewer Retention
  • 4) Video Engagement
  • 5) Number of Subscribers
  • 6) Daily Active Users (DAU)
  • 7) Traffic Source
  • 8) Subscribers’ Demographics
  • 9) Top 5 Videos by Views

Google Analytics: Google Analytics KPIs enable website operators to objectively monitor, analyse and optimise user behaviors on a sustainable level across the entire website. These are our top 14 KPIs for Google Analytics:

  • 1) Sessions and Users
  • 2) New and Returning Visitors
  • 3) Bounce Rate
  • 4) Goal Conversion Rate
  • 5) Time on Page
  • 6) Average Page Load Time
  • 7) Bounce Rate by Browser
  • 8) Organic vs Paid Sessions
  • 9) Average Session Duration
  • 10) Top 5 Search Queries
  • 11) Users by Gender
  • 12) Pages per Session
  • 13) Best Pages by Gender
  • 14) Top 10 Landing Pages

Google AdWords: Google AdWords KPIs primarily focus on the monitoring, visualisation, analysis and optimisation of any kind of Google Search Engine Advertising (SEA) campaigns. These are our top 11 indicators for Google AdWords:

  • 1) Number of Clicks
  • 2) Click-Through-Rate (CTR)
  • 3) Quality Score
  • 4) Cost-per-Click (CPC)
  • 5) Ad Position
  • 6) Conversion Rate
  • 7) Cost per Conversion
  • 8) Budget Attainment
  • 9) Cost per Mille (CPM)
  • 10) Impression Share
  • 11) View-Through-Conversions

Salesforce: Salesforce KPIs help salespeople effectively manage all relevant, strategic and ongoing processes of their customer liaisons through Customer Relationship Management (CRM). These are our top 16 KPIs for Salesforce:

  • 1) Lead Response Time
  • 2) Follow-Up Contact Rate
  • 3) Open Pipeline Value
  • 4) Open Pipeline by Product Package
  • 5) Pipeline Value Forecast
  • 6) Average Contract Value
  • 7) Annual Contractual Value
  • 8) Average Sales Cycle Length
  • 9) Sales Activity
  • 10) Outbound-Calls
  • 11) Outbound-Calls Contact Rate
  • 12) Number of Demos
  • 13) Total Amount of Inbound Leads
  • 14) Lead-to-Opportunity Ratio
  • 15) Opportunity-to-Win Ratio
  • 16) Lead Conversion Rate

Zendesk: Zendesk KPIs enable companies to objectively monitor the quality of customer service and support while optimizing all relevant customer interactions in an effective, data-driven way. These are our top 14 metrics for Zendesk:

  • 1) Ticket-Status
  • 2) First Response Time (FRT)
  • 3) Average Resolution Time
  • 4) Customer Satisfaction
  • 5) Tickets by Types
  • 6) Tickets by Channel
  • 7) Top Agents
  • 8) Average Answer Time
  • 9) Unsuccessful Inbound Calls
  • 10) Quality Rate
  • 11) Average Leg Talk Time
  • 12) First Contact Resolution Rate
  • 13) Utilization Rate
  • 14) Net Promoter Score