KPI (Key Performance Indicator) is an essential metric chosen to measure progress toward a business objective. Common digital marketing KPIs include ROAS, CPA, CTR, conversion rate, cost per lead, and customer lifetime value (LTV). Choosing the right KPIs is critical for correct optimization.
For an online store, primary KPIs are: ROAS (target: 5x), CPA (target: under EUR 10), and average order value (target: EUR 40+). We report on these indicators weekly.