When setting up a marketing campaign or analyzing user experience, the first thing your team should do is create Key Performance Indicators, or KPIs, around the primary objective of the activity. These KPIs should be calculations that inform you how to optimize the activity, and not just ideal numbers you would like to hit.

For reference, we’ve put together some good KPIs and compared them to simple metrics in the infographic below. If your team would like help in both identifying and setting KPIs, we offer a one-day GoalSession to do just that.