KPI vs. OKR

A good digital strategy depends on the ability to measure your site or app's performance. When considering how to measure, the thrifty Key Performance Indicator is often (still) the go-to for determining the product or campaign's success. What the KPI lacks is the careful analysis of value or definitive relationship to success.

Has the product or feature created value? Just because a user visits your web page does not mean it's valuable. Even if the page converted the user to complete the transaction, it doesn't mean the user will return. Shift the mindset toward creating products or features that achieve target results, and that align to organizational goals, and you got the basis for Objectives and Key Results (OKRs.)

Don't ditch the KPIs though - use them to help set benchmarks and to monitor trends so that your digital team can iterate on improvements to reach the targets.