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Pomiar pełnego lejka i łączenie płatnych, własnych i pozyskanych treści jest wciąż rzadkością; połowa firm raportuje zasięg i zaangażowanie jako główne KPI
BCG2026global
A measurable metric used to evaluate progress toward a defined business or campaign goal. It should have a clear definition, measurement period, target value, and assigned responsible person.
Why it matters
Translates goals into measurable numbers with accountability: what we measure, by when, and what the target should be. Discussions about results become objective, not subjective.
What's missing without it
Without metrics, every campaign 'went well' — because no one defined what would have meant it went poorly.
When it is used
When planning campaigns, setting team goals, and evaluating agencies: use a few key metrics, not dozens.
How we use it
The dashboard shows campaign KPIs: leads, reach, CTR, cost per acquisition, and conversion rate.
Fun fact
Goodhart’s Law states that when a measure becomes a target, it ceases to be a good measure. A team measured by the number of leads will deliver leads — not necessarily customers.
Numbers worth knowing