5 Tips For Defining Good KPIs For Your Startup

Post author: Adam VanBuskirk
Adam VanBuskirk
3/18/23 in

KPIs, or Key Performance Indicators, are a critical tool for startups looking to track their progress and achieve their goals. By identifying the right KPIs and tracking them over time, startups can gain valuable insights into their performance and make data-driven decisions about how to allocate resources and drive growth. In this article, we’ll explore some strategies for defining good KPIs for a startup.

Start with Your Business Goals

The first step in defining good KPIs for your startup is to start with your business goals. What are you trying to achieve as a company? Are you focused on user acquisition, revenue growth, or customer retention? By identifying your business goals, you can start to identify the KPIs that will help you track progress towards those goals.

Identify Leading and Lagging Indicators

Once you have identified your business goals, it’s important to identify both leading and lagging indicators. Lagging indicators are metrics that reflect past performance, such as revenue or customer churn. Leading indicators are metrics that predict future performance, such as website traffic or user engagement. By tracking both leading and lagging indicators, you can get a more complete picture of your startup’s performance and make more informed decisions about where to focus your efforts.

Choose Metrics that are Actionable

When choosing KPIs for your startup, it’s important to choose metrics that are actionable. In other words, metrics that you can actually influence through your actions. For example, if you’re trying to drive user engagement, tracking the number of users who sign up for your product is a lagging indicator that may not be directly actionable. Instead, you might focus on leading indicators such as time spent on your website or in your app, which can be influenced by changes to your user interface or marketing campaigns.

Use Data to Drive Decision-Making

Another key consideration when defining KPIs for your startup is to use data to drive decision-making. This means using tools like Google Analytics, Mixpanel, or Amplitude to track your KPIs over time, and using that data to identify trends and make informed decisions about how to allocate resources and drive growth.

Align KPIs with Your Company Culture

Finally, it’s important to align your KPIs with your company culture. This means choosing metrics that are relevant to your company’s values and mission. For example, if your startup is focused on sustainability, you might track KPIs related to carbon emissions or waste reduction. By aligning your KPIs with your company culture, you can ensure that everyone in your organization is working towards the same goals and values.


Defining good KPIs is a critical step for startups looking to track their progress and achieve their goals. By starting with your business goals, identifying leading and lagging indicators, choosing metrics that are actionable, using data to drive decision-making, and aligning KPIs with your company culture, you can identify the metrics that matter most for your business and make data-driven decisions about how to allocate resources and drive growth. Remember, KPIs are not set in stone and can change as your startup grows and evolves. It’s important to revisit your KPIs regularly to ensure that they remain relevant and aligned with your business goals.

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