Differences between metrics and KPIs

September 23, 2021

Every analyst must consider indicators to verify that the objectives set in the marketing strategy are achieved. We will show you two of those indicators, their meaning, and what their differences are.


They are simple quantifiable units of measurement. That refers to all the data extracted from the site. In simple terms, a metric can be the number of people who visited your website in the past week.

Metrics aim to monitor and measure the status and performance of a process or activity, but unlike KPIs, they are not necessarily associated with a specific strategy or business objective.


For a social media manager, some metrics are:

  • Shares
  • Likes
  • Comments
  • Engagement

KPIs (Key Performance Indicators) 

They are a set of specific and important metrics for the company. They are directly related to fulfilling the objectives.

These indicators are all the variables, factors and units of measurement that are used to generate a strategy. KPIs can be both a number and a percentage, and serve as a tool to assess the level of process performance.

They aim to help make better decisions regarding the current state or performance of a strategy, in order to define a future action line.


Returning to the previous example. You launched a marketing strategy in social media; now you want to evaluate the impact of the actions that are carried out in each social media of the company.

The most relevant KPIs to measure interactions are:

  • Recommendations number 
  • Subscribers number

These KPIs help you measure the growth of the networking community. With this, you are evaluating the success of the campaign, if one of your strategy objectives was to grow the community. 

Choosing the correct KPIs comprises determining which metrics are essential to define if a campaign is successful.


Metrics KPIs
The metrics will help us optimize our performance of a specific activity/process. KPIs will allow us to know if we have achieved the objectives and are mostly used by decision-makers
A metric measures the raw value of a process, can be viewed historically, but does not identify future action. KPI is directly associated with an aim set by the company, incorporating goals and objectives.
Metrics serve as the basis for obtaining information KPIs measure progress

In conclusion, we can say that all KPIs are metrics, but not all metrics are KPIs. And knowing how to choose the KPIs will make the best decisions based on the strategic objectives.

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