300+ Key performance indicators (KPI) sorted according to functions

300+ Key performance indicators (KPI) sorted according to functions

In the past we have helped you manage performance reviews with 450+ handy performance review phrases sorted by functions. In this article, we will provide you with an extensive list of Key Performance Indicators (KPIs) organised by function. You can just pick the ones that are applicable in your use case & refine them further.

If you are practicing the objectives and key results methodology, take a look at OKR examples.

Pro-tip: One can easily tie back KPIs & OKRs for a more robust, hybrid goal setting approach.

This article is aimed at providing you with a list of standard KPIs, sorted by functions/departments.

Marketing Key Performance Indicators:

Sr. noKPI
1Cost per lead
2Cost per converted lead
3Number of leads generated
4Contacts contacted effectively
5Marketing spend per customer/lead
6Brand awareness index
7Customer engagement
8Marketing Qualified Leads (MQLs)
9Sales Qualified Leads (SQLs)
10Customer acquisition cost
11Customer retention
12Customer attrition
13Customer Lifetime value (CLV)
14Engagement on website/social channels
15Effectiveness of content
16Most viewed and Least viewed content
17Increase in social shares
18Search engines ranking
19Increase in blog/newsletter subscribers
20Number of followers increased/decreased
21Number of likes/tweets
22Delivery rate
23Open rate
24Click rate
25Bounce rate
26Average time on website
27Keyword performance
28Number of CTA clicked
29Unsubscribe rate
30Unique number of visitors
31New vs Returning visitors
32Traffic source
33Demographics of visitors
34Revenue generation capability
35Return on Investment

Engineering Key Performance Indicators:

Sr. noKPI
1On-time delivery of projects
2Average number of days per project
3Average number of engineers per project
4Average time per engineer per project
5Average cost of projects
6Average cost per employee
7Actual cost of project
8Number of defects per project
9Number of errors per engineer
10Number of error-free projects
11Planned Value Project
12Average training time per employee
13Average training cost per employee
14Effectiveness of training on projects
15Customer satisfaction index
16Revenue generated per employee
17New clients acquired
18Number of sprints completed
19Average number of hotfixes
20Response time of engineers
21Average number of delays per project
22Additional days beyond budgeted estimate
23Average cycle time
24Number of bugs per project
25Number of bugs per engineer
26Average WIP in a quarter
27Cost performance index
28Missed milestones/deadlines
29Schedule variance
30Schedule performance index
31Return on investment
32Compliance adherence
33Fault slip through (Quality)
34TR closure rate
35Cost per TR

Sales Key Performance Indicators:

Sr. noKPI
1Number of prospects identified
2Number of qualified prospects
3Actual sales calls in a day/week
4Average number of interactions before closure
5Average time per prospect
6Number of sales closed
7Average sales cycle time
8Revenue per salesperson
9Revenue per sales
10Department/team sales
11Sales according to new product/service launch
12Opportunity cost
13Value of lost sales
14Sales quota per duration (week/month/quarter)
15Fully qualified leads
16Percentage of salespersons fulfilling allotted quota
17Gross margin per product/service
18Net margin per product/service
19Gross margin per salesperson
20Net margin per salesperson
21Customer satisfaction ratio
22Customer complaint ratio
23Percentage of online channel for sales
24Overall time required
25Average purchase value
26Performance of product
27Average new deal size
28Average new deal time required
29Monthly recurring revenue
30Sell through rate
31Retention rate
32Churn rates
33Number of monthly on-boarding
34Sales by region
35Baseline sales

Customer Support Key Performance Indicators:

Sr. noKPI
1Total number of calls answered
2Total number of queries resolved
3Total number of complaints
4Average resolution call time
5Average per minute cost of call
6Average availability rate
7Average number of complaints per representative
8Average number of inbound calls in a day/week/month
9Percentage of queries resolved withing pre-established time
10Total time spent on calls in a day/week/month
11Average inbound talk time of representatives
12Inbound calls handled in a day
13Inbound calls handled by a representative in a day
14Inbound calls missed by a representative in a day
15Average backlog of calls
16Average backlog of emails
17Number of emails replied to in a day
18Unresolved email queries in a day
19Average rating of customer feedback
20Percentage of customer feedback within pre-established standard
21Actual on-ground technician support availed
22Cost of on-ground technician per request
23Number of queries handled by on-ground technician
24Percentage of issues resolved against issues handled by on-ground technician
25CSR (customer service representative) occupancy
26Time from inquiry/complaint to response
27Time to resolve complaints
28Number of complaints missed on first contact
29Customer satisfaction with service
30Overdue complaint/service requests
31Customer retention rate
32Customer satisfaction score
33Employee engagement level
34First response time
35Customer support cost vs Revenue

Human Resources Key Performance Indicators:

Sr. no.KPI
1Net promoter score
2Return on investment
3Employee productivity ratio
4Number of FTE
5Number of contractors
6Average retention rate
7Average attrition rate
8Average cost per hire
9Average time to fill a position
10Average cost to fulfill a position
11Average training cost of new hire
12Average effectiveness of training
13Percentage of lateral transfers against new hires
14Rate of internal transfers/promotions to fulfill a position
15Average number of training hours
16Average cost of training per department
17Average salary in each department
18Average retirement age
19Average number of leaves per employee
20Cost of benefits provided
21Average time to process payroll
22Accuracy of payroll process
23Ethnic diversity rate
24Gender ratio
25Total headcount
26Recruiter to open requisitions ratio
27Applications received per vacancy
28Salary competitiveness ratio
29Employee satisfaction index
30Job offer acceptance rate
31Signing bonus expense
32Percentage of vacation/leaves availed
33Employee engagement index
34Benefits cost per employee
35Benefits satisfaction rate

Finance Key Performance Indicators:

Sr. no.KPI
1Net profit margin
2Return on investment
3Gross profit margin
4Working capital
5Return on equity
6Debt to equity ratio
7Accounts payable turnover
8Accounts receivable turnover
9Budget variance
10Expense management
11Budget creation cycle time
12Number of budget iterations
13Vendor expense management
14Payment error rate
15Inventory turnover
16Internal audit cycle time
17Capital expenditures
18Amount due per vendor/customer/contractor
19Cost of goods sold
20Cash dividends paid
21Fixed costs
22Net present value
23Sales growth ratio
24Direct costs
25Net cash flow
26EVA – Economic value added
27Liquidity ratio
28Interest cover
29Return on equity
30Profit and loss report
31Contribution margin
32Income and expenses
33Quick ratio
34Transactions error rate
35Current ratio

Operations Key Performance Indicators:

Sr. no.KPI
1Accuracy of policy, planning and strategy decisions
2Providing timely assistance to HR department
3Budgeting accuracy
4Reporting accuracy
5Planning accuracy
6Auditing accuracy
7Setting short and long term goals
8Effectiveness of communication within all teams
9Effectiveness of operational policies and procedures
10Adherence to operational policies and procedures
11Defining company culture
12Employee engagement levels
13Timely and accurate identification of problems
14Timely and accurate identification of opportunities
15Analysis of job expectation understanding
16Storage requirement assessment
17Safety standards at work environment
18Adherence to legal regulations and compliance
19Accuracy of labour budget expectations
20Ratio of employees, salary, hours to revenue
21Return on investment
22Incident free workplace
23Accurate tracking of vendor pricing and delivery
24Inventory assessment
25Inventory to sales ratio
26Supplier on time delivery
27Inventory carrying cost
28Inventory turnover ratio
29Slow moving stock
30Perfect order delivery rate
31Out of stock items percentage
32Order status
33Units per transaction
34Back order rate
35Accuracy of inventory

Product Design Key Performance Indicators:

Sr. noKPI
1Average time from idea to finished product stage
2Average cost of project from inception to final product stage
3Market potential analysis
4Percentage of revenue generated by new products
5Percentage of revenue generated by old products
6Ratio of revenue generated by old products vs new products
7Average number of product quality analysis
8Average number of defects detected post launch
9Time required for testing product
10Product quality management
11Efficiency of production process
12Cost of product packaging
13Percentage of product damage
14Percentage of defective units or large number of bugs
15Number of prototypes/trials before product finalization
16Lead time
17Average velocity of team
18Average application crash rate
19Number of endpoint incidents
20Average number of effective test cases
21Time-sheet submitting
22Average test cases productivity
23Percentage of accepted defects
24Bug find rate
25Code churn rate
26Workload efficiency rate
27Average mentoring time
28Rate of communication
29Overall tasks efficiency
30Review efficiency
31Release burn-down chart
32True test coverage
33Throughput rate
34Number of escaped defects
35Rate of defect removal efficiency

Research and Development Key Performance Indicators:

Sr. no.KPI
1On-time delivery of weekly cost center reports
2Adherence to cost estimates
3Adherence to project deadlines
4Growth of future pipeline
5Budget accountability
6Improvement in process cycle time
7Average process overdue time
8Average task completion time
9Average downtime
10Average availability of resources
11Prototype ratings
12Cycle time from request to delivery
13Average process errors
14Average manual errors
15Average lag between problem identification and problem resolution
16Number of resources for problem resolution
17Average adherence/deviation from budget estimations
18Average number of pending actions against SLA reviews
19Adherence to company processes
20Adherence to industry standards
21Continuous improvement to R&D processes
22Implementation of best industry practices
23Average competency, skill and knowledge levels
24Number of projects completed successfully within 1 month/quarter
25Budget accuracy
26Average task cycle time
27Customer value created
28New ideas introduced
29Ideas patented
30New ideas implemented

If your company follows KPIs, these examples can be helpful to establish the basics. And if you are a fan of OKRs, you can refer to the link shared at the top for examples sorted according to different functions in the organization.