KPI

A key performance indicator (KPI) is a metric selected to track progress toward a specific objective.

Start with the campaign objective

An awareness brief may prioritize reach. A traffic brief needs destination clicks. A sales brief needs an agreed way to attribute orders. Choose the outcome before selecting the reporting metric.

Add a target, measurement window and data source. “300 tracked visits within ten days” is a usable planning example; “more engagement” leaves the success condition unclear.

Keep supporting metrics in context

Engagement rate can help explain audience response, but it does not replace orders or qualified leads. Views also do not establish unique reach or completed watches.

Use consistent dates and platform metric names when comparing Instagram and TikTok. Find relevant candidates through AI creator search, then agree on reporting requirements before booking the work.