KPI definition is based on relevant business goals. Several KPIs are applied in former projects:

• Number of organic search results
• Micro and macro conversion rates (global, and based on traffic source/campaigns)
• CAC (Customer acquisition cost)
• Online acquisition results (number, volume, value)
• Cross-sales results

The more opportunities we have to examine the leads / users’ journeys in the client’s internal tools (CRM, account management tools), the better we are able to monitor business performance.