Pick the metrics that map to money
From all the things you could measure, we find the few that actually connect to revenue and decisions. Fewer, better numbers beat a wall of charts.
Web analytics & measurement
Measure what actually matters.
Most dashboards track everything and tell you nothing. KPI design is deciding, up front, the handful of numbers that map to your goals, so every report you build after answers a real question.
Why start with KPIs, not tools
It is tempting to build the dashboard first and figure out what it means later. That is how you end up with twenty charts nobody acts on. KPI design flips it: decide what a good outcome looks like, pick the few metrics that prove it, and only then build the tracking and reports. Measurement gets cheaper and clearer when you know what you are actually looking for.
What we do
Define them unambiguously
"Leads" and "conversions" mean different things to different people. We define each KPI precisely, so everyone reading the report means the same thing.
Tie each KPI to a decision
Every metric earns its place by answering "if this moves, what do we do?" If nothing, it is not a KPI, it is decoration, and it goes.
Set targets and guardrails
Sensible targets and the counter-metrics that stop you gaming one number at the expense of the business.
Often the best first workshop
KPI design works beautifully as a workshop: a few focused hours with a specialist and AI in the room, and you leave with a documented KPI framework, not just notes. From there it flows straight into dashboards and reporting that finally answer the right questions.
How is this different from reporting?
Reporting is the answer; KPI design is deciding the question. Get the KPIs wrong and even beautiful reports point you the wrong way. This is the step most people skip.
Do we need this if we already have analytics?
Often especially then. Plenty of businesses have rich analytics and still cannot say which three numbers matter. This is how you cut the noise.
Is it a workshop or a deliverable?
Both. It is frequently run as a fixed workshop block, and you leave with a written KPI framework you can hand to anyone.
Stop measuring everything and nothing.
Let us find the few numbers that actually run your business.