136 Key Performance Indicators Examples (The Complete List)

Mark Kessler |  July 29, 2016 |  Last updated: September 30, 2016

key performance indicators examples
Let’s start with a simple definition.


Key performance indicator (KPI) is a measurable value that shows the progress of a company’s business goals. KPIs indicate whether an organization has attained its goals in a specific time frame.


How to choose the right KPIs to monitor?


The metrics that you measure and track depend completely on your organization’s goals and objectives. First, ask yourself what it is that you want to achieve. Next, consider how you can measure the progress towards your goals. Key performance indicator is the number that shows whether you’re getting closer to your goal or if there’s a lag in progress.


For a complete guide on KPI dashboard, click here.


In this list of key performance indicators examples, we’re going to look into four different categories of business metrics:


  • Sales
  • Financial
  • Project Management
  • Marketing

REMEMBER: Only measure the KPIs that are relevant to YOUR company and business goals. You’ll probably only need 20 KPIs out of this entire list.


Examples of sales key performance indicators:

1. Monthly sales growth

2. Monthly sales/new customers

3. Monthly new leads/prospects

4. Number of qualified leads

5. Resources spent on one non-paying client

6. Resources spent on one paying client

7. Customer lifetime value/customer profitability

8. Lead-to-sale conversion rate

9. Cost per lead by each channel

10. Cost of a new client by each channel

11. Hourly, daily, weekly, monthly, quarterly, and annual sales

12. Average conversion time

13. Lead-to-close rate: all channels

14. Customer turnover rate

15. Number of monthly sales demos

16. Customer engagement level

17. Number of abandoned shopping carts

18. Shopping cart abandonment rate

19. Number of monthly quotes/orders

20. Average purchase value

21. Average order value

22. Sales per representative

23. Sales by lead source

24. Inbound calls handled per representative

25. Outbound calls handled per representative

26. Average annual sales volume per customer

27. Average monthly sales volume per customer

28. Relative market share

29. Product/service usage every day

30. Value of returned goods and warranties

31. Asset turnover ratio (sales to assets)

32. Percentage of total sales from existing customers

33. Sales reps per $100k revenue

34. Monthly sales quota attainment

35. Sales quota attainment by sales representative

36. Number of client accounts per account manager

37. Days sales outstanding

Examples of financial key performance indicators:

38. Net profit margin

39. Operating cash flow (OCF)

40. Current ratio

41. Quick ratio / Acid test

42. Net profit margin

43. Working capital

44. Current accounts receivable

45. Current accounts payable

46. Accounts payable turnover

47. Accounts receivable turnover

48. Accounts payable process cost

49. Accounts receivable turnover

50. Budget variance

51. Budget creation cycle time

52. Line items in budget

53. Number of budget iterations

54. Payroll headcount ratio

55. Vendor expenses

56. Payment error rate

57. Internal audit cycle time

58. Finance error report

59. Debt to equity ratio

60. Return on equity

61. Cost of managing business

62. Resource utilization

63. Total cost of the finance function


Read more about each financial KPI


Examples of project management key performance indicators:


64. Planned value (PV)

65. Actual cost (AC)

66. Earned value (EV)

67. Cost variance (CV) (planned budget vs. actual budget)

68. Schedule variance (SV)

69. Schedule performance index (SPI)

70. Cost performance index (CPI)

71. Planned hours of work vs. actual situation

72. Overdue project tasks / crossed deadlines

73. % of overdue project tasks

74. Missed milestones

75. Percentage of projects completed on time

76. Percentage of canceled projects

77. Percentage of projects on budget

78. Number of budget iterations

79. Percentage of tasks completed

80. Project resource utilization

81. Cost of managing processes

82. Return on investment (ROI)


Here’s a guide that explains 16 project KPIs


Examples of marketing key performance indicators:

83. Monthly new leads/prospects

84. Qualified leads per month

85. Marketing qualified leads (MQL)

86. Sales-accepted leads (SAL)

87. Sales qualified leads (SQL)

88. Cost per lead generated

89. Net promoter score

90. Cost per conversion

91. Cost per conversion by channel

92. Average time of conversion

93. Retention rate

94. Attrition rate

95. Monthly website traffic

96. Traffic from organic search

97. Returning vs. new visitors

98. Visits per channel

99. Average time on page

100. Click-through rate on web pages

101. Pages per visit

102. Conversion rate for call-to-action content

103. Inbound links to website

104. Traffic from organic search

105. New leads from organic search

106. New leads from organic search

107. Number of unique keywords that drive traffic

108. Keywords in top 10 SERP

109. Rank increase of target keywords

110. Conversion rate per keyword

111. Page authority

112. Google PageRank

113. Volume of traffic from video content

114. Leads & conversions from paid advertising

115. Number of monthly PPC campaigns

116. Cost per acquisition (CPA) & cost per conversion (CPC)

117. Click-through rate on PPC advertising

118. Traffic from social media

119. Number of leads from social media

120. Number of conversions from social media

121. Conversion rate for social media leads

122. Managed audience size

123. Engagement rate

124. Social media mentions

125. Social media ROI

126. Content quality on blog

127. Number of monthly blog visits

128. Blog articles published this month

129. E-books published this month

130. Infographics published this month

131. ROI per content type

132. Web traffic from PR campaigns

133. Number of clippings

134. Calls from PR campaigns

135. Media impressions from PR campaigns

136. PR ROI
In this guide, you’ll find over 30 digital marketing KPIs explained


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