What KPI do you optimize for?

Data-driven marketing has become the guiding vision for every modern marketer. In practice, that means optimizing for KPIs. Yet the very metrics meant to accelerate growth often end up holding it back: teams optimize for what scores today, rather than what builds tomorrow.

With this framework, you can pinpoint the exact KPI to steer by for every campaign or channel, and clearly explain why. To prevent operational metrics from being treated as the end goal, these KPIs are divided into three distinct categories. 

Lastly, this handout clearly explains the role of incrementality in proving that impact.