WHAT IS A KPI IN GOOGLE ANALYTICS?

The acronym KPI is used a lot in digital marketing, but do you know what KPIs are? If you don't, we explain them in this post, since you'll often see this acronym in the reports Google Analytics gives you.

What Is a KPI?

In Google Analytics, KPI is the acronym for Key Performance Indicators, which in Spanish would be “Indicadores clave de desempeño.” They don't refer to one particular metric; the term is used to evaluate the performance of the actions you've taken in digital marketing.

What Can a KPI Tell Me?

Thanks to KPIs, you can obtain important data, for example, whether the keywords on your website are being used well. Likewise, you can find out how successful your social media posts and the other online marketing strategies you're developing are.

It's important for every brand to have measurable goals so it can compare them against KPIs and know whether its digital marketing strategy is on the right track or needs changes to reach its goal.

Do All Companies Have the Same KPIs?

No, a company should select its KPIs according to its strategy. They are chosen based on the marketing plan of each company, so their selection is not arbitrary and should be left in the hands of professionals who know the subject.

What Tools Let Me Measure KPIs?

There are different tools available online. The most widely used is Google Analytics, which lets you understand in detail how users behave both when they visit your website and before and after. This is very helpful because it lets you know what users are looking for so you can apply it to your digital marketing strategy.

Analytics also lets you know how your strategy is performing in the short, medium, and long term, since you can get metrics by day, week, month, or whatever time period you select. This is very helpful for correcting errors in your organic and paid campaigns in time, so you won't waste money on your strategies.

Which KPIs Should I Not Ignore in My Campaign?

There are several, and they depend on your digital marketing strategy. However, some KPIs that will be useful for your goals are:

• Audience, which will let you identify the number of users who visit your website, as well as their ages, connection methods, etc. With this data, for example, you can find out whether the users you want to reach are the ones visiting your website.

• Acquisition and behavior are also important, since they let you identify the number of times a page on your website is shared, the main links, and more.

• Conversion and attribution, which will let you know, for example, the number of assisted conversions, the time it took to achieve the conversions, the number of marketing goals met, etc.

There are many metrics that can be important for your marketing strategy.