B2B Marketing KPIs: Not All Metrics Deserve Your Attention (But These Do)

‍There’s no shortage of horror stories from marketers who got KPI-trapped:

• Some companies spend months improving email open rates, only to discover that their click-to-lead conversion rate has started to flatline. After all, a clever subject line doesn’t always convert.
• Others are obsessed with backlink volume, even though 90% of those links have zero influence on search rankings.

‍The only thing worse than not tracking marketing KPIs for B2B is tracking the wrong ones. Unfortunately, lots of businesses are doing that.

‍So, how can you move beyond vanity metrics?

‍And which ones should you be paying attention to?

‍Let’s find out today.

‍The short answer would be: not really.

‍Sure, B2B has longer sales cycles, multi-stakeholder decision-making, and a strong focus on quality over volume.

‍But in essence, your marketing KPIs measure how well your team moves prospects through all the same phases: Awareness, Consideration, and Conversion. Regardless of customer type, you’ll have to track very similar things.

‍The real difference, however, lies in your business goals.

‍It is not your business model that plays the most important role in this context. So, stop worrying about whether you’re B2B, D2C, or B2C. Focus on what you need to track based on your definition of success (whether it’s current or long-term).

‍To succeed, you have to think about your particular case and company, not the things you’re supposed to track according to your business model.

‍Besides, if you go on and google “B2B marketing metrics,” you’ll get hundreds of options. So, does it mean you have to measure all of them? No, not at all.

‍Source: Google

‍Yet, in reality, when it comes to KPIs, here’s what matters (consider it a baseline):

• What’s the main goal of your marketing?
• What result would make your team successful?
• What’s the simplest measure that reflects progress toward that result?

‍There is one fundamental misconception about the B2B marketing KPIs (and KPIs in general).

‍Most companies pay attention to so-called “industry standards”. But what are they, really? Are they applicable to your business and your unique goals?

‍Many companies out there don’t think about the most effective indicators. They just inherit them.

‍Think about it. It is quite a common situation when:

1. A company hires a marketer and gives them a dashboard template to track the main metrics that are just “normal” (aka are an industry standard) for their role.
2. A marketer spends months (or even years) reporting on that data.
3. And then, it turns out that their performance is great (according to those KPIs), but, in reality, their work doesn’t bring any tangible results for the company.

‍Did they do something wrong? No.

‍Were the performance indicators wrong? Very likely.

‍If you feel like you’re dealing with the same situation, don’t worry! You’re not alone. The internet is full of cartoons about the KPI overload or misuse. And it’s all for a good reason – we’re all guilty of it (or were at some point).

‍Source: Marketoonist

‍So, let’s kill a bad habit: designing KPIs around tasks a person is supposed to do.

‍This approach rewards effort when it should be rewarding the impact. And that’s the fastest way to build a busy marketing team that can easily burn out. And, sadly, underperform.

‍Before you build any reporting systems, just answer the question:

‍“What is the most valuable possible outcome this role could deliver?”

‍And, reverse-engineer the metric.

‍For example, if we are talking about a social media manager, the default metric could be the number of posts per week. When, in fact, it should be:

• Percentage of posts that drive website visits,
• Number of short-form videos that lead to sales,
• Or another lead generation KPI that makes sense for your business.

‍Basically, it should be something that brings real results for your company, not just shows good numbers for the sake of it.

‍Source: Marketoonist

‍https://marketoonist.com/2019/11/kpi-overload.html

1. What is the best possible result this person/team can achieve for us?
2. How do we know when they achieve that result?
3. What’s the best way to measure this?

‍And voila! Here is your perfect, informative KPI.

‍But doesn’t that make everything harder to track, you might ask?

‍Yes. But it’s worth it.

‍Surface-level measurements are easy to gather. Most CRMs and social tools hand you “post counts” and “likes” on a silver platter. But they don’t answer what you really want to know:

• Are we growing?
• Are we making money?
• Are we turning awareness into action?

‍Interestingly, no one seems to pay attention to a simple fact: tracking performance is now easier than ever. You can plug raw data into tools like HubSpot, Google Data Studio, or even ask ChatGPT to help translate indicators into business impact.

‍The real challenge is knowing what to measure and why.

‍Without clarity on your goals, even the most powerful dashboards become noise. That’s why you have to make sure that your KPIs are on the same page with your business objectives.

‍Otherwise, you will just endlessly be “watching the numbers”.

‍Source: Marketoonist

‍To build a complete picture of what’s working and what’s not, you need to track performance across functional categories.

‍Not just going after “famous” metrics, but thinking holistically. Focusing only on impressions or revenue growth may hide underperformance elsewhere.

‍So, what should you pay attention to?

Marketing

‍B2B marketing KPIs should focus on how well your marketing efforts attract and activate the right audience.

‍Now, let’s see a couple of useful performance measures, in this case:

‍Cost per acquisition (CPA)

‍Cost per acquisition (CPA) simply tells you how much it costs to get people to take action. But don’t confuse it with Customer Acquisition Cost (CAC):

• CPA refers to any action (click, subscribe, download, etc.).
• CAC refers to getting a paying client.

‍So, CPA helps you see if your campaigns are paying off in the short term or if you’re just losing money.

‍Say you invested $5,000 in a Facebook Ads campaign and got 50 people to sign up for your demo, that means your CPA is $100.

‍Source: The Online Advertising Guide

‍Branded search volume

‍Branded search volume helps you see brand awareness and market presence.

‍It’s an important marketing measurement because when people google your exact business name, it means that one way or another, they already know about your company. So, especially if you’re a startup, it can be a very useful broad value that shows how your exposure grows.

‍Some of the tools you can use for this are Google Trends or any SEO software.

‍Source: Google Trends

‍Alternatively, you could also track branded vs. non-branded search traffic.

‍This one is very often (in fact, too often) underrated. It shows how much of your search traffic and conversions come from people already aware of your brand.

‍Why does it matter?

‍Because if 90% of your leads come from branded searches, you’re not generating new demand; you’re simply capturing existing interest. That’s not growth. That’s like the marketing equivalent of recycling.

‍And while it’s great to submit a press release and drive interest from media mentions or PR campaigns, it’s even more important to track how much net new demand those efforts actually create.

‍Basically, tracking this can reveal whether your marketing is expanding your reach or just using your existing brand presence. Yes, it’s a broad metric, but it is quite representative.

‍You can use any SEO tool to check branded vs. non-branded keyword performance.

‍Source: Ahrefs

‍Return on marketing investments (ROMI)

‍When it comes to any business, what matters is how efficient everything is. So, sooner or later, every company asks: Are our promotional efforts worth it?

‍Here is a KPI that can help you answer that question.

‍Return on marketing investments (ROMI) focuses on how much you make for every dollar you spend on your marketing. It helps you know if your budget is actually giving you the returns you want or not.

‍Source: Postali

‍Still, this is quite a generic indicator. So, if you want to maximize your marketing efficiency, you might try to analyze ROI by channels in addition to ROMI.

‍ROI by channel helps you figure out how each platform pays off, and this is what can help you adjust your strategy and budgets effectively.

‍Because if you simply track ROMI, you can think that you spend too much on marketing and cut all the expenses. But, in reality, maybe what you needed was to simply get rid of a couple of channels that weren’t bringing the results.

Sales

‍When it comes to sales metrics, you are normally measuring pipeline quality, sales team performance, and revenue efficiency.

‍B2B sales KPIs help you understand how leads turn into revenue. And these are the ones you could consider:

‍SQL-to-opportunity rate

‍SQL-to-opportunity rate shows how many Sales Qualified Leads (SQLs) turn into real sales conversations.

‍A healthy SQL-to-opportunity rate means that marketing is sending the right kind of leads, and sales is following that up. And more importantly, it shows that sales is properly qualifying and accepting leads, rather than letting “anyone” in.

‍Here is one of the best use cases for this performance measure:

‍Use it as a mid-funnel indicator to audit the quality of your leads and the effectiveness of your marketing and sales processes. A dip here often predicts a future pipeline problem.

‍You can even find calculators for this online. So, there is no reason not to track it.

‍Source: Forecastio

Win rate

‍Win rate is the % of deals your team closes. Facing low win rates? It could mean poor-fit leads or a weak value proposition.

‍Source: HubSpot

‍But the thing is that win rate also varies wildly depending on deal size, buyer persona, and funnel source. So, if you apply one “universal” approach to all of it, prepare to get misled.

‍Sales cycle length

‍How long does it take for your team to close a deal? Sales cycle length is a KPI that solves this.

‍This tells you how long it takes from initial touch to closed-won. In the B2B world, it’s common to see cycle lengths of 30, 60, even 180+ days.

‍But shortening the cycle is not necessarily what you need here. Sometimes, a longer sales cycle means you’re moving upmarket.

‍But understanding how long it typically takes for your team to close is crucial for forecasting and capacity planning. It also helps set expectations internally.

‍Source: Databox

‍Ideally, you want to break it down by:

• Deal size,
• Channel,
• Sales rep.

‍…and then look for process inefficiencies. Is Legal causing delays? Are you constantly looping in the CFO late in the deal? Do buyers disappear after they hear your pricing?

Quota attainment per rep

‍Quota attainment per rep measures individual and team performance against targets.

‍It’s the % of quota your salespeople are hitting. But it’s often misused. Low attainment might make you think you are doing badly, while, in fact, it might be conveying more specific information:

• The quota is unrealistic,
• The territory is poor,
• The lead flow is slow.

‍To use this well, you have to analyze this in detail because the true reason might be under the surface. So, look at the bigger picture:

• If your reps are hitting 70% of quota but working 80-hour weeks and your top salespeople are burning out, it might be time to review your targets. Or maybe you really want to tweak either your ICP or even the whole sales process.
• And if your sales team has to chase a couple of leads that don’t even seem interested, then maybe you have to work on your marketing and lead acquisition.

‍Still, it’s also never linear. And it’s safe to say that most teams don’t have all their reps overperforming. Moreover, the distribution below is mostly considered healthy. It’s also something you might have heard people refer to as a “standard bell-shaped quota allocation curve”.

‍Source: Selling Power

Customer success

‍Customer success KPIs focus on how well your business supports and retains customers after the sale. As simple (and complex) as that.

‍Besides classic retention and churn rate, pay attention to the following:

‍Customer lifetime value

‍Yes, customer lifetime value (CLTV) is another classic. Yet, it’s worth mentioning since it helps you see how much you can expect to make from a single customer throughout their entire relationship with your brand.

‍Source: Intechnic

‍And this impacts everything:

• The price you set for your product.
• The market strategy you choose to use.
• How much you’re willing to invest in retaining a client.

‍When you have an idea of the CLTV, you understand how much you can afford to spend on acquiring that customer as well.

‍This is such a big deal that Meta introduced LTVision, an open-source tool designed to help businesses more accurately predict customers’ lifetime value.

‍Source: GitHub

‍And since they currently own apps that are embedded in most of the buyers’ journeys, it’s easy for them to get the data to pull this off.

‍For example, many people use Instagram to discover new businesses, then hop over to Facebook or WhatsApp to learn more. So, every point of contact feeds their AI more data about what makes someone a valuable customer.

‍Think it’s just Meta? Google also launched Meridien, which is another open-source marketing tool.

‍Source: Google

Customer health score

‍Customer health score (CHS) shows how likely your client is to renew, expand, or churn. It is based on their behavior, engagement, product usage, support history, and several other factors.

‍Some of the most typical use cases for this score are:

• Identifying accounts primed for upsell or cross-sell.
• Predicting churn months before it happens.

‍Source: Churnzero

‍Gross revenue retention

‍Gross revenue retention (GRR) measures how much revenue you retain from existing customers. Importantly, it excludes any expansion.

‍Typically, if your GRR is under 80-90%, you might have a product or customer success issue, not a pipeline problem.

‍Source: Gainsight

‍Customer expansion revenue

‍Customer expansion revenue is the extra income you get from your already existing clients, typically, through cross-sells, upsells, and add-ons. The good thing about this is that it’s cheaper to increase your revenue this way than by acquiring new customers.

‍Source: Bentega

‍It is quite a representative indicator because if you can successfully get your buyers to upgrade, for example, it means that your product fits their needs and that they must be pretty satisfied with what you’re selling.

‍So, it’s important for both customer success and product teams.

Website and digital

‍Your website is the bridge between your business and a potential buyer. But to turn traffic into conversions, you need to measure more than just vanity clicks.

‍The B2B website KPIs help you see how well your site is doing its job, how it’s educating, engaging, converting, and supporting the sales process.

‍These are the things you can keep your eye on:

‍Visitor-to-lead conversion rate

‍Visitor-to-lead conversion rate is pretty much self-explanatory – it tells you how well your site converts visitors into leads.

‍Many businesses simply measure traffic, and it isn’t a bad metric, especially if you are an online journal or a media page. But for a company, you want those people to go further down the funnel. After all, who needs those empty clicks?

‍Your blog might attract thousands of top-of-funnel visitors, but if they don’t fit your ICP, your traffic may look good in the report, but still be useless.

‍A good conversion rate will depend. A 2% may be average, but if you’re in B2B with high-ticket offerings, 1% might be just fine, especially when it’s the right 1%.

‍Source: Calconic

‍These are the most common scenarios when you might need to optimize your website:

• You’re getting lots of traffic but few leads.
• Landing pages have low engagement or form submissions.
• CTA buttons are either too invisible or too aggressive.

‍When solving this, you could also try to analyze scroll depth and click-through rates on your high-value pages (the ones that are the most important and money-making for your business). Besides, you can use heatmaps or session recordings to understand what’s wrong.

‍Bounce rates

‍Bounce rate is a good performance measure to focus on. It shows the number of people who land on your website and then leave immediately, without clicking on anything or going to any other page.

‍The higher your bounce rate, the more likely your SEO rankings will drop, as a high bounce rate signals to search engines that your content isn’t offering much value or that the user experience on your site is terrible.

‍The bounce rate benchmark can vary from one niche and format to another.

‍Source: CXL

‍For what it’s worth, you definitely don’t want a high bounce rate on your landing pages, because this is the page where you expect your visitors to convert.

‍Still, context is key. So, try to pair your bounce rates with time on page and, of course, the conversion rates to get a clearer picture of what’s really going on.

‍Engagement score

‍Sometimes the best metric is a weighted index, and engagement score is one of those. It mixes signals you really need to know: time on website, page depth, content downloads, revisit frequency, etc.

‍This score can show your early signs of interest, helping your sales reps prioritize outreach for a particular user or triggering a nurture sequence. You can even automate this with some tools like HubSpot, Marketo, or anything similar.

‍When you know how engaged your visitors are, you can tweak your promotional efforts and help those interested users convert faster.

‍But what metrics you pick to calculate this weighted index and the weight you assign them will largely depend on your particular business and niche.

‍Source: Webengage

Product or service

‍Once users sign up, purchase, and start engaging with your product/service, your performance measures have to evolve as well.

‍Now, you need B2B product KPIs to understand time-to-value, feature adoption, and usage behavior.

‍Feature adoption rate

‍Which features are users really using? Do they integrate the ones that matter?

‍The feature adoption rate basically shows how many users are actively using a specific feature.

‍Source: Medium

‍This performance measure helps you identify your power features vs. your product bloat. Low adoption of key functionality may signal a serious UI issue or a deeper product-market misalignment.

‍This one is specifically useful for:

• Customer success teams identifying churn risks,
• Product teams looking into new features for the roadmap,
• Marketing teams deciding what benefits to highlight in messaging.

‍Pro tip: If you want to make this especially informative, segment this by persona or industry vertical. Because some features may be critical to one audience and irrelevant to another (depending on your product).

‍Support ticket volume per account

‍Support ticket volume per account is a clear indicator that shows how many issues each user reports to your CS team.

‍If customers are reaching out constantly, your product may not be that intuitive. Alternatively, your documentation might not be doing its job very well.

‍In case those are just a couple of accounts that submit tons of tickets, maybe they weren’t onboarded properly, or your product just isn’t the right fit for them. This might be a sign to review your onboarding processes or even your lead scoring (if the issue repeats).

‍Ideally, try tracking the following:

• How many tickets do you normally get per customer per month?
• How many of those are bugs vs. “how do I” questions?

‍If you get too many “how do I” questions, work on your user guides and documentation. Consider making them shorter and clearer, or maybe even switch to the video tutorial format.

‍Source: Technical Writer HQ

‍This performance measure can also signal some red flags when, for example, support tickets spike after a new feature launch. That could mean that your release was rushed or the adoption was weak.

‍Regardless of your industry, funnel stage, or team size, some indicators always matter. These are the KPIs that align marketing and sales, and track real business impact.

‍Basically, they are the ones that help you directly see whether you get closer to your revenue and conversion goals. What are those? Let’s take a look.

#1 Marketing-Sourced Revenue

‍Marketing-sourced revenue is the portion of closed-won sales that you got from your marketing initiatives and campaigns.

‍Basically, it shows how much money your marketing makes for the company.

‍This is one of those huge marketing leading indicators for any B2B marketing team serious about impact.

‍It helps you see the % of revenue originated from marketing efforts, as well as what campaigns, channels, or content pieces contributed to actual deals.

‍How can you track it?

‍There are several effective ways, but they mainly come down to:

• Tagging your campaigns and mapping them to CRM opportunities and won deals.
• Comparing marketing-sourced revenue against total revenue.
• Monitoring over time to assess growth or decline.

‍If revenue attribution from marketing is weak, it’s likely that you aren’t focused enough on conversions.

‍Often, the main reason for this is that businesses are over-investing in brand awareness and other top-of-the-funnel metrics. If you want to change the situation, you need to focus more on mid- and top-funnel activities.

#2 Pipeline Velocity

‍Pipeline velocity is a composite measure that shows how fast sales-ready opportunities are converting to closed deals.

‍Yes, it isn’t a purely marketing metric. But it’s important to check whether your sales and marketing are aligned, and if your overall strategies are working well enough.

‍The formula for this one is quite logical:

‍(Number of qualified opportunities × Average deal value × Win rate ) ÷  Sales cycle length

‍How can you interpret the results?

‍Note: This should be compared to your industry and business type standards, as it varies greatly.

• A high pipeline velocity typically means marketing is generating quality leads and sales are closing fast.
• A slow velocity could, on the other hand, mean that you have certain bottlenecks, low lead quality, or any type of friction.

‍The best approach is to break this down monthly and segment it by client type. Then, try to analyze what causes delays and at what stage of the buyer’s journey. Based on these results, adjust your strategy.

#3 MQL-to-SQL conversion rate

‍This is a major trust metric between marketing and sales.

‍If you’re tired of finger-pointing between sales and marketing, this indicator can help you change things for the better. But it is still more of a marketing performance measure, as it basically grades how well your marketing team attracts qualified leads.

‍MQL-to-SQL conversion rate is the percentage of Marketing Qualified Leads (MQLs) that turn into Sales Qualified Leads (SQLs), meaning that your sales team accepts them.

‍While tracking MQLs and SQLs alone isn’t bad, measuring the conversion rate between them is a bit more representative.

‍Ideally, there should be a clear hand-off protocol, usually within a set timeframe. For example, sales must follow up within 48 hours and confirm whether the lead is acceptable.

‍The beauty of this metric is in the feedback loop it creates:

• If your MQL-to-SQL conversion rate is low, either your lead scoring is off or your ideal customer profile needs revision.
• But if it’s high and your conversion rate is still weak, then the sales process may need refinement.

‍One of the best practices here is having bi-weekly (or at least monthly) MQL-to-SQL conversion rate review sessions, where sales and marketing sit down and look at accepted vs. rejected leads and their sources.

‍Source: Hubspot

‍You’d be surprised how many times misalignment creeps in quietly in growing B2B teams. So, if you’re tracking MQLs and SQLs, you should not be ignoring the MQL-to-SQL conversion rate either.

#4 Cost per MQL

‍Every marketer should know this indicator inside out, but also understand its limitations. We’ll get to those in a moment, but first, let’s figure out what it is.

‍Cost per Marketing Qualified Lead (MQL) tells you how much money it takes to create a lead that passes the “marketing qualified” threshold. You can break this down by campaign, channel, region, persona, or anything, really.

‍So, this measure shows how well you’re generating interest in your perfect audience.

‍However, there could be an issue with this indicator.

‍Not all MQLs are the same. A free eBook download from a Gmail address might technically count as an MQL, but if it never reaches the Sales Qualified Leads (SQL) stage, it’s… a vanity metric.

‍That’s where context matters.

‍Don’t optimize for just “cheap” MQLs. Your team should focus on those leads that actually progress through the funnel. A $250 MQL that becomes a $50,000 deal in three months is more valuable than a $25 MQL that disappears after week one.

‍So, track cost per MQL, but combine it with conversion-to-opportunity and pipeline value per MQL to get the full picture.

#5 Product Engagement Score

‍This is one of the most important B2B product performance KPIs. It simply helps you understand what happens after the sale.

‍Product engagement score is an indicator that looks at how much people interact with your product. You can consider login frequency, feature usage, time spent in-app, and other behavioral markers that you can track with tools like Pendo, Mixpanel, or Amplitude.

‍Why does this matter in marketing?

‍Because retention is the new acquisition.

‍In subscription-based B2B business models (SaaS, membership platforms, tools, etc.), a disengaged user is a churn risk. At the same time, highly engaged users become upsell candidates, case study prospects, and even evangelists (well…).

‍Here’s the thing: many marketing teams stop measuring that much after a deal is won. But, in reality, the success of your onboarding experience, or even your in-app tutorials, can influence retention a lot.

‍Besides, by tracking product engagement, you can also help your customer success team.

‍If your product engagement score is low, you have to figure out why. Maybe you should stop running paid ads inside your app. Or add some features that your users need. You might also try to fix your onboarding flow, user education, and lifecycle marketing sequences.

‍Whatever that is, you need to figure out the reason, often by testing different hypotheses.

‍Source: Houseware

#6 Average Deal Size by Acquisition Channel

‍We all know that not all leads are the same, but we rarely think this way about our channels. That’s why tracking deal size by source is also a must.

‍Average deal size by acquisition channel is exactly what it sounds like – the revenue you get per deal from each channel.

‍For example, say, paid LinkedIn Ads bring in $15k deals, and webinars bring in $6k. That’s not a reason to drop webinars, right? But it helps you shape how you allocate budget, set revenue expectations, and build segment-specific journeys.

‍Yet, it’s also important to check the ROI here. Because if those webinars deliver twice the ROI of LinkedIn Ads, then it changes the whole situation.

‍Anyway, this metric is highly useful in account-based marketing and enterprise B2B, where one big client can change your quarter.

‍You’ll want to track:

• Deal size by channel,
• Deal size by persona or industry,
• Median vs. average (to reduce the impact of those one-off cases).

‍It becomes even more valuable when paired with sales cycle length. If your highest-paying customers also take the longest to close, you’ll need to plan cash flow and marketing ROI accordingly.

‍Source: Dealhub

#7 Website Conversion Rate (by Intent Segment)

‍We all track conversion rates. But most teams lump all traffic together. And often, it doesn’t really work.

‍If you think about it, your blog readers, pricing page visitors, and landing page traffic all have very different intent levels.

‍That’s exactly why your website conversion rate should be broken down by segment and content type, not averaged out.

‍A typical mistake when it comes to the B2B performance metrics is obsessing over aggregate numbers. “Our site converts at 1.8%” means nothing if you don’t know who is converting from where.

‍To make this indicator actually useful, do the following:

• Segment your site visitors into intent groups (e.g., product pages = high intent, blog = medium to low, etc.).
• Set conversion benchmarks per group.
• Use Hotjar or Clarity to understand behavior patterns.

‍This helps you answer the following questions: Are we converting enough high-intent traffic? Is our blog nurturing leads or just attracting curious visitors? Do our landing pages deliver on the promise of the ad that drove traffic there?

‍Another powerful tactic is tracking returning visitors who convert vs. first-time conversions. The difference often reveals how strong (or weak) your nurture content is.

‍Source: ConvertFlow

#8 Time-to-Value (TTV)

‍Time-to-value (TTV) measures how long it takes a new customer to feel the real value from your product/service.

‍While often used in customer success or product, it could also be helpful for marketing and growth teams.

‍What is the value of this measure?

‍If you think about it, the shorter your time-to-value, the higher your user activation rate and the lower your churn.

‍So, if your product/service delivers value fast, normally, your conversion rates go up, and customer satisfaction improves. Plus, word-of-mouth grows organically, too, which is, frankly, one of the best things that could happen to any company.

‍For B2B marketing teams, TTV can help you understand:

• Where the “aha” moment lies and how to accelerate it.
• How to position your onboarding in marketing messages.
• Which product features to highlight in your lead nurture flows.

‍B2B marketing metrics are vital only when you are tracking the right ones. Otherwise, they’re pointless. Of course, every company has good intentions when creating those endless report spreadsheets. But that rarely works in the real world.

‍B2B KPIs should act more like internal compasses than just dashboards. They should help you decide what to do next. And if you’re not seeing that direction clearly, something is definitely wrong with the performance measures you’re monitoring.

‍So, as much as you can, stop tracking what looks good. And start tracking what moves the business.