How to Choose the Right Product KPIs

Key performance indicators (KPIs) are an essential tool for project management, providing an insight into project health and success. But with so many metrics to choose from, how do you know which will be most effective? Choosing the right KPIs requires careful consideration and analysis of your goals, user behavior, and market trends. In this blog post, we’ll outline tips for selecting the right product KPIs and provide an overview of a product scorecard template that can help measure progress.

Understanding User and Business Goals

Before selecting any KPIs, it’s important to understand your user or customer goals as well as your own business goals. Your users’ needs should guide how you measure success—are they looking for speed or accuracy? A great customer experience or a quick purchase process? Once you have identified their needs, you can begin to determine which metrics will best reflect success in meeting those needs.

Making Goals Specific & Realistic

Once you have identified your user and business goals, it’s important to make them as specific as possible. This will ensure that when measuring success, you’re able to accurately identify any gaps between expectations and reality. Additionally, setting realistic goals is key; if your goal is too ambitious then there’s a greater chance that it won’t be achievable within the given timeframe.

Using Ratios & Ranges Instead of Exact Figures

When choosing KPIs, it’s often better to use ratios than exact figures. This allows you to more accurately compare performance against previous periods and identify any areas where improvement is needed. For example, instead of aiming for a certain number of sales per month or quarter, using a ratio would give you more visibility into whether sales are increasing or decreasing over time.

Avoiding Vanity Metrics

Vanity metrics are metrics that look good on paper but don’t actually provide meaningful information about performance or user engagement. These include things like page views or followers on social media—while these may look impressive at face value, they don’t tell us anything about conversions or other measures of success. So rather than wasting time tracking vanity metrics, focus on the ones that really matter—like revenue generated from a particular campaign or percentage of users who complete signup forms for new products/services.

Collecting Qualitative Data

Through User Feedback Collecting qualitative data through user feedback is another important metric to consider when evaluating product performance. This includes surveys sent out after each launch asking users questions such as “Are there any areas where we could improve?” or “What did you like/dislike about this product?”. Qualitative data helps provide insight into what drives customer satisfaction—and ultimately leads to improved customer experience down the line.

Utilizing Leading & Lagging Indicators

Leading indicators help predict future outcomes while lagging indicators provide insight into past performance; both types of indicators are useful when selecting appropriate product KPIs. Leading indicators allow teams to prepare for potential issues before they arise while lagging indicators enable teams to review past successes/failures in order to make informed decisions going forward.

The Role of a Product Scorecard Template A product scorecard template provides an easy way to track progress across multiple projects at once while also offering valuable insights into overall project health and performance. A well-crafted template should include financial KPIs (such as revenue generated), customer-related KPIs (such as conversion rate), process-related KPIs (such as lead times), and people KPIs (such as staff turnover rate). By providing a holistic outlook on performance within one sheet of paper—or one dashboard depending on how complex the scorecard is—teams can quickly identify areas where improvements can be made in order to optimize their products’ success rates in the long run .


Selecting the right product KPIs isn’t just about tracking progress; it’s also about understanding user behavior in order to create better experiences down the line . By carefully considering user needs , making goals specific & realistic , using ratios & ranges instead of exact figures , avoiding vanity metrics , collecting qualitative data through user feedback , utilizing leading & lagging indicators , and leveraging a robust product scorecard template , teams have everything they need in order to select highly effective product KPI s that will drive real results . With this information in hand , project founders and CEOs are sure t o make smart decisions when developing their next successful digital produc t .

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