Creating a KPI framework, also referred to as a Digital Marketing and Measurement Model, addresses this by organising desired business outcomes such as “increased brand awareness” with things that we can measure such as “branded traffic”.
KPI Basics. Key Performance Indicators (KPIs) are the critical (key) indicators of progress toward an intended result. KPIs provides a focus for strategic and operational improvement, create an analytical basis for decision making and help focus attention on what matters most.
PreKPI: Always begin by articulating your strategy properly. Use one of the many popular frameworks for strategy or goal setting (Balanced Scorecard, SMART, MBO, OKRs, WIGs, or other) to set objectives/goals and determine your strategy for achieving them.