What are Business Metrics?
Measure your performance with the right business metrics.
Business Metrics – Definition
A Business Metric is a quantifiable measure that is used to track and assess the status of a specific business process. It’s important to note that business metrics should be employed to address key audiences surrounding a business, such as investors, customers and different types of employees, such as executives. Every area of business has specific metrics that should be monitored – marketers track campaign and program statistics, sales teams monitor new opportunities and leads, and executives look at big picture financial metrics.
Business Metric or KPI? What’s the difference?
To be effective, business metrics should be compared to established benchmarks or business objectives. This provides valuable context for the values used in the metric and allows business users to better act on the information they are viewing. For instance, $20M sales in Q4 sounds like an impressive figure; however, if you’re Boeing Aircraft, this figure would have you contemplating filing for bankruptcy.
Context allows business metrics to make an impact. In fact, this is where the line between key performance indicators and performance metrics becomes blurry. The difference between the two ultimately comes down to the fact that metrics are used to track all areas of a business, whereas KPIs target critical areas of performance. For example, a metric may monitor website traffic compared to a goal, whereas a KPI would monitor how website traffic contributed to incremental sales.
Learn more: What is a KPI?
Examples of Business Metrics
Here are some common metrics for industry verticals and departments: