Choosing the Right KPI for your test
Selecting the right KPI (key performance indicator) is one of the most important decisions when designing a test. In this guide, we walk through how to choose a KPI that aligns with your business goals, media responsiveness, and measurement capabilities.
đź“Ś What Makes a Good KPI?
- Responsive to Media in the Short-Term
- For short purchase cycles: use conversions or revenue
- For long purchase cycles: use upper-funnel signals like leads, site visits, or add-to-cart events
(Long tests can be expensive, complex, and risk data pollution.)
- Measurable at the Geo Level
- The KPI must be trackable across geographies—either using Rockerbox data or third-party sources.
- Tied to Business Outcomes
- If using a non-purchase KPI (like leads), ensure you understand and trust the lead-to-conversion rate, and that it remains stable over time and across media channels.
🔄 Can I Measure More Than One Metric?
Yes. You can:
- Choose a lead metric (e.g. site visit or sign-up)
- Measure test results against multiple outcomes, including downstream conversions
This provides added flexibility and ensures you're capturing both immediate and longer-term media impact.
Interested in learning more? Reach out to your CSM for more detail!