BACK
Agency & Client KPI
To set clear, measurable standards for project and partnership success, ensuring transparency, accountability, and continuous improvement for both the agency and the client.
1. Principles of Effective KPIs
Aligned: KPIs should reflect the goals of both the client and agency.
Actionable: Each KPI should inform decisions or actions.
Measurable: Use clear metrics with agreed definitions.
Relevant: KPIs must matter to business objectives.
Time-bound: Set a timeframe for measurement and review.
2. How to Use This KPI Template
Customize the KPIs to match each project’s unique goals and deliverables.
Set baselines and targets at the project kickoff.
Track progress at each milestone (weekly, bi-weekly, or monthly).
Review and refine KPIs collaboratively during and after the project.
3. Agency KPIs: What to Measure
KPI | Definition | Why It Matters | How to Measure | Target Example |
---|---|---|---|---|
On-Time Delivery Rate | % of deliverables delivered on or before deadline | Reliability, planning | (# on-time / # total deliverables) x 100 | 95%+ |
Revision Rounds Used | Avg. # of revision rounds per project | Efficiency, understanding client needs | Sum of revisions / # projects | ≤ 2 |
Client Satisfaction | Client-reported score post-project (survey, NPS, etc.) | Quality, relationship health | NPS survey or post-project survey | 8+/10 or NPS > 40 |
Project Profit Margin | (Revenue - costs) / Revenue x 100 | Financial health, pricing | Track project costs and invoices | > 25% |
Response Time | Avg. time to respond to client emails/requests | Communication, trust | Email log analysis | < 24 hours |
Scope Creep Frequency | # of projects where scope increased w/o corresponding fee increase | Project management, profitability | Project change logs | < 15% of projects |
Upsell/Expansion Rate | % of clients who purchase additional services | Relationship depth, growth | CRM/service tracking | 30%+ |
Referral Rate | % of new clients referred by existing clients | Client delight, reputation | CRM/source tracking | 20%+ |
Team Utilization Rate | % of billable hours vs. available hours | Efficiency, capacity | Time tracking | 70–85% |
Quality Assurance Pass | % of deliverables passing internal QA first time | Delivery quality, consistency | QA logs | 95%+ |
4. Client KPIs: What to Measure
KPI | Definition | Why It Matters | How to Measure | Target Example |
---|---|---|---|---|
Business/Project Goal | The core outcome the client is seeking (e.g., more leads, sales, etc.) | Main indicator of agency impact | Project analytics, sales reports, CRM | Custom to project |
Website Traffic | Change in visits, sessions, unique users, etc. | Digital growth, awareness | Google Analytics, etc. | +30% over baseline |
Conversion Rate | % of users taking key actions (form, signups, sales, etc.) | Effectiveness of creative | Analytics tools | +15% |
Lead/Inquiry Volume | Number of qualified leads or inquiries received | Marketing effectiveness | CRM, email, call tracking | +25% |
Engagement Rate | Time on site, scroll depth, shares, comments | Content/UX quality | Analytics, heatmaps, social insights | +20% |
Brand Sentiment | Change in brand perception, sentiment analysis | Brand health | Surveys, online listening, reviews | Positive trend |
Social Follower Growth | New followers/engagement across platforms | Community growth | Social analytics | +20% |
ROI/ROAS | Return on (Ad) Spend or Investment | Financial performance | Ad managers, campaign reporting | >3:1 |
Bounce Rate | % of visitors leaving after one page | User relevance, content targeting | Analytics | < 40% |
Customer Satisfaction | Post-launch feedback, testimonials, surveys | Partnership health | CSAT, reviews, NPS | 8+/10 |
Adoption/Activation | % of users adopting/using a new feature or service | Product/feature success | Product analytics | >60% |
Churn Rate | % loss of users/customers post-launch | Retention | Analytics | < 10% |
5. Example KPI Scorecard
KPI | Baseline | Target | Current | Status | Notes |
---|---|---|---|---|---|
On-Time Delivery | 85% | 95% | 92% | 🟠 | Improving, still shy |
Lead Volume | 20/month | 25 | 28 | 🟢 | Exceeded |
Client Satisfaction | 8.5/10 | 9 | 8.7 | 🟠 | Survey response needed |
Profit Margin | 20% | 25% | 26% | 🟢 | Met |
6. KPI Review & Reporting Process
Frequency: Review KPIs at key milestones (e.g., weekly, monthly, project close).
Responsible Parties: Assign a KPI owner (e.g., PM for project delivery, AM for satisfaction, strategist for digital KPIs).
Reporting: Use a simple dashboard or scorecard (see above). Share with client and team.
Adjustments: If targets are missed, develop and agree on an action plan.
7. KPI Improvement Action Plan
If a KPI is off-target:
Diagnose: Why did we miss the mark? (Process? Communication? Resources?)
Action Steps: What are we changing? (More QA? Better briefs? Faster follow-up?)
Owner: Who is responsible for driving improvement?
Timeline: When will progress be reviewed?
Client Input: Ask the client for suggestions or priorities if the KPI affects their business goals.
8. KPI Dashboard Sample
KPI | Jan | Feb | Mar | Apr | May | Trend |
---|---|---|---|---|---|---|
On-Time Delivery | 90% | 94% | 97% | 95% | 98% | ⬆️ |
Website Traffic | +10% | +15% | +18% | +25% | +31% | ⬆️ |
Conversion Rate | 2.3% | 2.7% | 3.0% | 3.5% | 3.8% | ⬆️ |
Client Satisfaction | 8.1 | 8.4 | 8.8 | 9.2 | 9.1 | ⬆️ |
Final Tips for Implementation
Discuss KPIs with the client early—make them part of your proposal and kickoff.
Track both agency-centric and client-centric KPIs to keep both sides accountable and motivated.
Regularly visualize and report progress, not just at project close.
Always use KPIs for learning and improvement, not blame.
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