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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:

  1. Diagnose: Why did we miss the mark? (Process? Communication? Resources?)

  2. Action Steps: What are we changing? (More QA? Better briefs? Faster follow-up?)

  3. Owner: Who is responsible for driving improvement?

  4. Timeline: When will progress be reviewed?

  5. 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.

Made with LOVE + AI + FRAMER

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Made with LOVE + AI + FRAMER

follow me → Twitter