A useful KPI supports a decision someone owns.
Tie the metric to an action
A useful KPI supports a decision someone owns. Total followers may describe audience size, while qualified enquiries can influence a sales review. Either measure needs a definition, period and source before comparison.
Inspect the denominator
Rates depend on what is counted. A conversion rate based on visits differs from one based on qualified enquiries. Revenue growth can reflect a price increase while customer retention weakens. Show the denominator and relevant context beside the headline number.
Test whether the measure changes behaviour
Ask what the owner does when the result rises or falls. If there is no response, the measure may belong in background reporting rather than the operating review. Avoid targets that reward activity while harming the outcome, such as closing support tickets without resolving the request. Review the metric definition when the process changes.