A KPI needs context
A number without a definition can create arguments instead of insight. Define the metric, calculation, period, population, source and intended use.
| Question | Practical answer |
|---|---|
| Metric | Conversion rate |
| Definition | Orders ÷ eligible sessions under an agreed definition |
| Segment | New vs returning customers |
| Period | Weekly / monthly |
| Decision | Where should the team investigate friction? |
Leading vs lagging signals
Revenue may be a lagging result. Product engagement, checkout completion, support volume or cycle time can provide earlier signals.