The metric a campaign is judged on, chosen before launch and tied to the objective: CPA for direct response, reach and lift for awareness, pipeline for B2B. A campaign with several KPIs has none; the discipline is picking one primary metric and a few diagnostics.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "KPI." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/kpi/