I’m often asked what KPIs (key performance indicators) are the most important for understanding how a business is doing online. My answer is always “It depends.” There’s not a set of KPIs that works for every business. Choosing the right KPIs for your business means understanding your business, your goals and what you’re trying to do online. KPIs are the metrics which tell you whether you’re moving closer towards your goal and objectives (see KPIs vs Metrics for more details).
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