Learn to connect outcome goals with useful performance measures, specify calculations and populations, and assess side effects before publishing results.
KGI, or key goal indicator, is a label used in Japanese business for a final outcome measure. KPI means key performance indicator. Define the outcome before selecting numbers.
KGI is not a universally used English business label. Explain the measure and purpose clearly; a KPI can itself measure an outcome rather than only an intermediate activity.
For continued use, define the user group and behavior that counts as retention. Registrations alone do not measure ongoing use.
GOV.UK metric design starts from the service’s purpose. (GOV.UK: Performance metrics)
For signup completion, specify the denominator. Page visitors and people starting entry are different populations and produce different measures.
Record the period and aggregation method, noting changes. For small groups, report counts alongside percentages.
More enquiries can include more ineligible requests and extra support work. Track workload and inappropriate requests alongside the intended result.
Attach measurement conditions to public figures. Explain the offer and eligibility alongside performance numbers.
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A: No. It may measure an important outcome. Explain its relationship to the goal.
A: Enough to assess the outcome and important burdens, without collecting unused numbers.
A: Consider other changes in users and timing. A before-and-after comparison alone cannot establish causation.
A: Include the period, population, calculation, and counts so comparisons are meaningful.
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