Metrics are a mirror of your strategy. If your strategy changes, your metrics should too.
1Leading vs Lagging
Don't just look at revenue. By the time revenue drops, it's too late. Look at 'Leading' indicators like Weekly Active Users or Feature Adoption Rate to see trouble before it hits the bank account.
2Actionable Metrics
An actionable metric is one that, if changed, would cause you to do something differently. If a metric goes down and your response is 'So what?', it's not a KPI.
3The Counter-Metric
Every metric needs a check. If your goal is 'More Signups', your counter-metric should be 'Signup Quality' or 'Retention'. This prevents the team from gaming the system.
