Planning fundamentals
KPI (key performance indicator)
A KPI is the measurable outcome used to judge whether a campaign or channel line is succeeding, such as reach, CPA, ROAS or lead volume. Good media plans assign a primary KPI to every line so performance conversations stay specific rather than blended.
In practice
KPIs should match the role of the channel. Judging an upper-funnel video line on last-click conversions guarantees it looks like a failure; judging a search line on reach tells you nothing.
The KPI framework belongs in the plan, agreed before launch, with the conversion events and tracking dependencies named and owned.