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There are several things to consider when defining a KPI. First of all, and we have already insisted on this, what do you need? For your indicator to be as relevant as possible, it must meet a need . In the case of a marketing strategy, these needs will stem directly from the objective on which you want to place KPIs. Concretely, what KPIs you need to best monitor the evolution of the objective. If we take our example of "Federating a community on Instagram around the image and values ​​of the brand" (very broad objective), there will be several KPIs to set such as the engagement rate, the number of subscribers, the number of posts, stories, etc.

Of course, if the objective is really very specific and only one Specific Database KPI lends itself to it, why not, but the interest is also to put the figures in relation to to draw conclusions. How to choose the right KPIs? How to choose the right KPIs? Next, the indicator must have a quantifiable side . For digital marketing, it's easy, almost everything is quantifiable. It seems logical that a KPI must be quantifiable, but you still have to think about it. It is also necessary to ensure that the KPI is reliable .



Once again, on digital media, we are largely helped by the analytical tools of our sites, our social networks or even our emailing software. The sources are extremely reliable since they come either from the support itself, or from Google if we take the example of Search Console or Analytics. Afterwards, it is certain that there are things that can alter the veracity of the figures. , a bot attack, etc. KPIs should also be as meaningful as possible , especially if you are dealing with digital marketing.