What is a KPI report? And how do I make one?

Learn the ins and outs of KPI reports, invaluable tools for assessing your business's performance and strategic direction. This guide unpacks what a KPI report is and provides step-by-step instructions to create one effectively.

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Craft Author: Tom Norman
Tom Norman
Illustration of a KPI report

What are KPIs?

Key Performance Indicators (KPIs) are quantifiable metrics that provide insights into the effectiveness of a business process, employee performance, or strategic goal. KPIs act as measurable proof of how successfully a company, department, team, or individual is achieving their objectives. They vary across industries and organizations but generally are tied directly to organizational goals and are crucial in tracking progress and making data-driven decisions.

What is a KPI report?

A KPI report, then, is a strategic document that consolidates the critical KPIs of an organization or team, offering a comprehensive overview of performance over a specific period. These reports can be daily, weekly, monthly, or quarterly, depending on the needs of your organization. They include detailed data on each KPI, often visualized in charts, graphs, or tables, making it easy to assess performance at a glance.

Discover how to write an effective report

Why are KPI reports so important?

KPI reports provide a clear and quantifiable picture of performance, enabling organizations to understand if they are meeting their strategic goals. They allow for proactive decision-making, helping identify areas that need improvement or change. Another key benefit of KPI reports is that they promote transparency, ensuring all stakeholders have a clear understanding of the organization's status and progress.

Who should use KPI reporting?

KPI reporting is not limited to a specific role or department. It is useful for anyone looking to track progress towards objectives, including:

  • Business owners and executives who need a clear overview of the organization's performance
  • Managers tracking team progress against departmental goals
  • Individuals measuring personal performance in relation to their personal or professional goals

Six steps to creating a KPI report

Below we outline the six steps to creating a KPI report using a fictional digital marketing company, "Mighty Marketing".

1. Identify your objectives: 

This involves understanding the goals your report will track. They should align with the broader objectives of your organization or department.

Example: For Mighty Marketing, their objectives for Q2 2023 include increasing website traffic, improving the conversion rate, and boosting customer satisfaction.

2. Choose relevant KPIs: 

Select the KPIs that accurately measure progress towards the identified objectives.

Example: To track their objectives, Mighty Marketing identifies the following KPIs:

  • Website Traffic (total site visits measured monthly)
  • Conversion Rate (percentage of site visitors who become customers)
  • Customer Satisfaction (measured using an NPS survey).

3. Collect data: 

This step involves gathering the required data for each KPI from accurate and reliable sources. It's important to plan/organize your data sources at the beginning of a project to ensure relevant data is collected throughout.

Example: The marketing team at Mighty Marketing uses analytics software to gather data on website traffic and conversion rates. For measuring customer satisfaction, they use responses from NPS surveys.

4. Analyze the data: 

Interpret the data to understand the story it tells about your performance. Look for patterns, trends, or outliers.

Example: Upon analyzing the data, the team observes that while website traffic increased month-over-month, the conversion rate did not show a significant improvement. Although the NPS score was satisfactory, there was room for improvement.

5. Visualize the data: 

Use graphs, charts, and tables to make your KPIs easy to understand at a glance.

Example: Mighty Marketing creates a line graph showing the increase in website traffic over time, a bar chart comparing the conversion rates month-over-month, and a pie chart presenting the distribution of NPS scores.

6. Share and discuss the report: 

Distribute the KPI report to relevant stakeholders and facilitate discussions around it to encourage decision-making based on the insights.

Example: The team shares the KPI report in a company-wide meeting where they discuss their findings and strategies for improving their KPIs in the upcoming months.

Remember, a well-executed KPI report acts as a strategic tool that guides decision-making and helps drive continuous improvement. By keeping track of your key performance indicators, you ensure your business remains focused and goal-oriented.

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