KKey Performance Indicator

KPI

Key Performance Indicator: a metric that measures progress toward a defined goal.

Moritz Lambrecht

Updated: July 9, 2026

Definition

A KPI is a central performance metric. In marketing, it should connect directly to the campaign goal, such as reach for awareness, CPO for efficiency, or ROAS for revenue impact.

Also known as: Key Performance Indicator

Choosing good KPIs

Not every available metric is a KPI. A good KPI is decision-relevant, comparable, and defined before launch.

Influencer campaigns usually need a KPI set: one main goal plus diagnostic metrics.

Examples

Awareness goals often use reach, video views, CPM, and brand search. Performance goals use CPO, conversion rate, ROAS, new-customer share, and AOV.

For creator selection, engagement rate, audience fit, and content quality are important leading indicators.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz