# KPI

A KPI is a key number you have chosen to track, to see whether your business or your marketing is heading in the right direction.

Source: https://ibenta.no/en/glossary/kpi
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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Almost everything can be measured. Your KPIs are the few numbers you have decided actually matter. For a hairdresser it might be the number of online bookings per week. For an online store it might be revenue per visitor, and for a consultancy the number of good enquiries a month.

## Few numbers, the right ones

An analytics tool gives you hundreds of numbers. Without a few fixed KPIs, you soon end up looking at what is easiest to measure, such as pageviews and followers, instead of what brings in money. Followers on Instagram are nice, but they do not pay the rent.

A good KPI is closely tied to income, and it is something you can influence yourself. [Conversion rate](/en/glossary/conversion-rate) and [CPA](/en/glossary/cpa) are typical examples. The number of visits is rarely a good KPI on its own, because visits that do not become customers pay nothing.

## What you can do today

Pick three numbers at most. Write them down with today's value and a target for next quarter. Set aside ten minutes on the first Monday of each month to check them. For a small business, that is all it needs to be.