--- title: "STRATEGY AND PLANNING GUIDE: KPIs GLOSSARY" description: A summary and guide to the KPIs you need to be familiar with as part of our strategy and planning guide.  image: https://www.nucco.co.uk/hubfs/DALL%C2%B7E%202023-02-23%2010.44.38%20-%20a%20storm%20of%20numbers%20swirling%20in%20a%20solar%20system-1.png --- [ Back to all insights ](https://www.nucco.co.uk/insights) # STRATEGY AND PLANNING GUIDE: KPIs GLOSSARY ![DALL·E 2023-02-23 10.44.38 - a storm of numbers swirling in a solar system-1](https://www.nucco.co.uk/hs-fs/hubfs/DALL%C2%B7E%202023-02-23%2010.44.38%20-%20a%20storm%20of%20numbers%20swirling%20in%20a%20solar%20system-1.png?width=943&height=499&name=DALL%C2%B7E%202023-02-23%2010.44.38%20-%20a%20storm%20of%20numbers%20swirling%20in%20a%20solar%20system-1.png)   Share this article [mailto:?subject=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-communications-planning-glossaryutm_medium=social&utm_source=%20&body=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-communications-planning-glossaryutm_medium=social&utm_source=](mailto:?subject=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-communications-planning-glossaryutm_medium=social&utm_source=%20&body=Check%20out%20https://www.nucco.co.uk/insights/strategy-and-communications-planning-glossaryutm_medium=social&utm_source=) ## **Introduction to Strategy & Planning: Key Performance Indicator (KPI) Glossary ** This is a summary of some of the KPIs you should be familiar with as a supplement to S1E2 of our strategy and planning guide.  The article this relates to can be found here: [S1E2: Introduction to Strategy & Planning: Is the Objective Clear?](https://www.nucco.co.uk/insights/strategy-and-communications-planning-objectives) **Consideration and Conversion KPIs** 1. **Traffic** - triggered by a request to (a proxy for people) open a website destination. There are various ways to measure this from ‘sessions’ that record browser instances, to ‘unique visitors’ that require cookies etc.  2. **Dwell time** - how long a browser is left open on a page, not an exact science but used as a proxy for whether people are engaging with content.  If you have an article like this one, you might want to see if people take the time to read it. 3. **Bounce Rate** - browsers (people proxy) who arrive at a page, and then quickly leave.  This is often seen as one to improve by reducing its value; by encouraging people to explore other pages on your website, or investing time in the content. 4. **Downloads** - has something been downloaded 5. **Transactions **- has a defined transaction happened - for example did someone click a ‘buy now’, or did a but now successfully complete purchase etc 6. **Registrations** - successful data collection 7. **CPC; Cost per Click** - the cost of a campaign divided by the number of conversions.  This can end up being a basic form of ROI if a business is paying attention to its ‘break-even numbers’.  For example, there may well be a response rate of only 100 people from 1,000 emails, but if they are high-value responses then this could be a great result. **Awareness KPIs** 1. **Visibility/Viewability** - how viewable an ad is (eg is it likely to have been seen on a webpage).  2. **Impressions** - Number of times an ad is served 3. **CPC; Cost Per Click** - total media spend divided by the number of clicks, this is another consideration metric, but can be a proxy for how well an individual execution or media placement is working compared to others that have a CTA (Call To Action). 4. **CTR; Click Through Rate** - is another consideration metric, not an awareness one.  Where possible steer clients away from this as a measure of success in awareness campaigns unless there is a clear CTA and customer journey.  5. **CPM; Cost per Mille** - the price of media based on buying one thousand 1,000 placements (mille in French, not Million in English!) 6. **ROAS; Return on Advertising Spend** - just looked at through the lens of the cost of the media buy rather than the cost of the campaign (including for example creative production) 7. **ROI; Return on Investment** - generally includes the creative and production costs of the campaign, to reflect a ‘real world return’ on dollars spent by a business 8. **SOV; Share of Voice** - can be a useful measure, for example, by tracking share of search around particular keywords The article this relates to can be found here: [S1E2: Introduction to Strategy & Planning: Is the Objective Clear?](https://www.nucco.co.uk/insights/strategy-and-communications-planning-objectives) #### Related Articles [![Strategy_banner-1](https://www.nucco.co.uk/hubfs/Strategy_banner-1.jpg) ](https://www.nucco.co.uk/insights/strategy-and-communications-planning) Strategy ** S1E1: INTRODUCTION TO STRATEGY AND PLANNING; FIRST PRINCIPLES ** Make your communications more effective with our introduction to strategy and planning. 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