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KPI Dashboards Ultimate Guide - Someka Blog

Ultimate Guide to Company KPIs and KPI Dashboard Templates

Why tracking a KPI dashboard is so important for companies nowadays and which purposes does it serve for?

Let’s leave KPI dashboard aside for a moment and take a company or an organisation as a human. How can you ensure a human’s wellness and health?

Basically, you take several tests on a regular basis, such as cholesterol test, blood pressure test, breast screening, eye tests and so on, in order to check your health. Each metric has a reference range, right?

KPI Dashboard Example - Someka Blog SS1

Considering these test results and reference ranges, you see if everything’s OK with your health or if there’s something going wrong. For example, if you are out of range for cholesterol and blood pressure, you should take relevant action in order to fix them. Otherwise, your health may get worse.

Very similar to this, company KPI dashboards consist of specific Key Performance Indicators and Business Metrics which are measurable values allowing companies to evaluate their current situations and success at reaching their targets. In short terms, a KPI dashboard provides a company real-time reporting and quick overview its performance, well-being and expected growth.

Thanks to a KPI dashboard, you can clearly define, collect, group, organize and visualize a company’s important business metrics.

KPI Dashboard Example - Someka Blog SS2

That’s great! But which KPIs should you follow?

In order to be on the right track, you should select the right KPIs depending on your industry. Do not ever blindly accept industry-recognized KPIs. Otherwise, you evaluate your business results and success considering wrong metrics which will prevent you from spotting key improvement areas and action steps. Obviously, you can’t evaluate your FMCG company’s success with the indicators of the construction industry.

Of course, you might get inspired by those KPIs but after all, you should look into your own business’s nature and be sure that selected KPIs reflect it. You may customize the existed industry KPIs or add new ones according to your business needs.

In addition, you should work on different KPIs for different departments. Imagine that you try to evaluate marketing department’s performance with HR metrics, whole KPI process becomes useless..

Be “SMART” While Defining Your KPIs

SMART Methodology - Someka Blog

While selecting your KPIs, you should definitely follow the “SMART” methodology. So, what’s this SMART? SMART is an abbreviation for the five conditions of a good KPI:

  • S: Your KPIs should be “Specific” in a way that it isn’t misinterpreted or misunderstood by different users of the same KPI Dashboard.
  • M: Your KPIs should be “Measurable” so that you can track progress towards your goal.
  • A: KPIs should be “Attainable” because there is nothing more discouraging than striving for a goal that you will never obtain.
  • R: KPIs should be “Relevant” and must give more insight in the performance of the organization in obtaining its strategy.
  • T: Your KPI should be “Time Based“, the realization of the KPI should have predetermined time frame.

How Are You Going To Define Your KPIs? What Should Be Considered?

Process - Someka Blog

Make sure you follow these basic guidelines while defining your company KPIs:

Know Your Business Strategy: KPIs that you’re going to select should be directly related to your business goals and aligned with your strategic business objectives

Optimize and Focus: Follow “Less is More” philosophy while determining your company KPIs and focus on a few key business metrics. Because, be sure that the more KPIs you added to your dashboard, the less you will track them.

Consider Growth Rate: Growth level of your company is critical while defining KPIs. For example, if you have just kicked off your business you should put KPIs to verify your business model. On the other hand, if you have a more established and mature organization, you will focus more on metrics like cost per acquisition, customer lifetime value or average order size.

Differentiate and Customize: There is no KPI that fits for all business. Do not skip to differentiate or customize KPIs depending on your industry, business model and department.

Measure Success Regularly: You should identify both lagging and leading performance indicators. Lagging indicators, measure an outcome of something that has already happened in the past. Last month’s sales volume or conversion rate of last year are examples to lagging indicators. However, leading indicators measure inputs, progress and your likelihood of achieving a goal in the future. Website traffic, sales opportunity age and sales rep activity are just a few examples to leading indicators.

Data Accuracy Is Crucial: Be sure that the KPI you have chosen is “attainable”. In other words, data behind the KPI should be obtainable regularly and accurately.

There is No KPI Which Fits For All Departments of Your Company

Different Departments - Someka Blog

As we mentioned above, you should define KPIs depending on your business needs and objectives. Accordingly, you may differentiate KPIs considering:

Industry in which you operate: It would be useless to track an e-commerce company with the KPIs of FMCG business. So, you have to work on relevant KPIs with your industry.

People to track KPI dashboard: You should have different KPI dashboards for top executive level and management level. For example, a CEO dashboard gives an at-a-glance holistic overview of a company’s performance and profitability. It is more likely to be a “General Management KPI Dashboard” which consists of high level performance indicators.

At the management level, since each manager will be responsible for a specific department, it is sufficient to keep the only department related KPIs on the dashboard. In this case, you will have department specific KPI Dashboards.

Departments of Your Company: An organization has several departments such as Marketing, Finance, HR and Sales. Each department has different strategic priorities and unique process in itself. So, you can’t evaluate department performances with the same business metrics. For a reliable evaluation, key performance indicators should differ from department to department.

What are The Most Commonly Used Department KPIs?


Gathered under 7 categories, mostly used Marketing KPIs are stated as below:

  1. Brand Metrics:
    • Brand Equity/Brand Value
    • Company Brand Value Growth Rate
  2. Sales Effectiveness:
    • Market Share
    • Revenues
  3. Customer Metrics:
    • Customer Lifetime Value
    • Cost Associated Per Lead Acquisitions
  4. Product Pricing Indicators:
    • Gross Profit Margin
    • Break Even Point
    • Price Elasticity of Demand
    • Contribution Margin (Contribution to Sales Ratio)
    • Margin of Safety
  5. Promotion Efficiency:
    • Conversion Rate
  6. Digital Marketing Metrics:
    • Bounce Rate
    • Avg. Session Duration
    • Landing Page Conversion Rate
    • Click Through Rate (CTR)
    • Cost Per Click (CPC)
    • Cost Per Acquisition
  7. Budget Metrics:
    • Marketing Budget Ratio (MER: Marketing Expenses/Total Revenues)
    • Staying In Budget

If you want a Ready-To-Use Marketing KPI Excel Template, take a look at Someka Marketing KPI Dashboard

Marketing KPI Dashboard Excel Template - Someka SS1


We have grouped below Sales KPIs under 3 main categories:

  1. Sales Team Effectiveness:
    • Sales Revenue
    • Revenue Growth
    • Monthly Sales
    • New Customers
    • Sales Target ( Actual Rev vs. Forecasted Rev)
    • # of Sales Demos
    • Average Sales Cycle Length/Average Conversion Time
  2. Customer Metrics:
    • Average Revenue Per Unit (Average Revenue Per Customer)
    • Customer Acquisition Cost / Cost Per Lead
    • Lead-To-Sale Conversion Rate
    • Customer Profitability
    • Cost Per Conversion
    • Customer Lifetime Value
    • Customer Turnover Rate
  3. Budget Metrics:
    • Sales Budget Ratio (Sales Spendings/Total Revenues)
    • Staying In Budget Ratio

If you want a Ready-To-Use Sales KPI Excel Template, check out Someka Sales KPI Dashboard

Sales KPI Dashboard Excel Template - Someka SS6


Most commonly used Finance KPIs are as follows:

  • Gross Profit
  • Gross Profit Margin
  • Operating Expense Ratio
  • Net Profit Margin
  • EBIT and EBIT Margin
  • Accounts Payable Turnover Ratio
  • Current Ratio
  • Accounts Receivable Turnover
  • Accounts Receivable Turnover Ratio

In fact, finance and accounting departments have tons of metrics to follow each month. Because these metrics are crucial for the company to survive. As some of them go to technical for this blog post, we leave them aside for now.

Here are 11 Checklists to Optimize Your Accounting Processes that will give you the framework necessary to automate your accounting processes.

If you want a Ready-to-Use Finance KPI Dashboard Excel Template, take a look at Someka Finance KPI Dashboard

Finance KPI Dashboard Excel Template - Someka SS3


We’ve collected the most commonly used HR KPI Examples under 5 main categories:

  1. Recruitment:
    • Average Lead Time to Recruit New Employees
    • Performance Score of New Employees within 6M
    • Average length of placement in months for the manager
    • Diversity (Female to Male Ratio)
  2. Training & Development:
    • Training Hours per Employee / Year
    • % Change of Productivity Before/After the Training
    • Employee satisfaction points with training
  3. Performance & Career Management:
    • % of employees that fully execute their Individual Development Plan
    • % of employees that participate in the Career coaching plan
    • Average time employees are in the same function
  4. Employee Retention & Productivity:
    • % of employees who leave the company in a given time period
    • Profit per Employee
    • Average headcount of employees each human resources (HR) employee caring for
    • Average number of vacation days per employee
    • Total overtime hours as a percentage of all work hours
    • Average salary
    • Average retirement age
    • Total overtime hours as a percentage of all work hours
  5. Budget Metrics:
    • Actual vs Budgeted Hire
    • Percentage of HR budget spent on training
    • Average training costs per employee

If you want a Ready-To-Use Human Resources KPI Dashboard Template, check out Someka HR KPI Dashboard

Human Resources KPI Dashboard Excel Template - Someka SS5


Here are the mostly used KPI Metrics for General Management:

  1. Customer Metrics:
    • Net Promoter Score
    • Acquisition Cost/Cost Per Lead
    • Customer Lifetime Value
    • Customer Profitability Score
    • Conversion Rate
    • Customer Retention Rate
    • Sales Target Actual Rev vs. Forecasted Rev: %
    • Relative Market Share
  2. Financial Performance
    • Revenue Growth Rate
    • Net Profit
    • Net Profit Margin
    • Gross Profit Margin %
    • Operating Profit Margin %
    • Return on Investment
    • Cash Conversion Cycle
    • Return on Assets
    • Return on Equity
  3. Internal Processes
    • Capacity Utilisation Rate
    • Project Schedule Variance
    • Project Cost Variance
    • Earned Value
    • Order fulfilment cycle time
    • Delivery on time
    • Quality Index
    • Process Downtime Level
  4. Human Resources
    • Staff Advocacy Score
    • Employee Engagement Level
    • Absenteeism Bradford Score
    • Human Capital Value added
    • 360 degree feedback score

If you want a Ready-To-Use General Management KPI Dashboard Template, please take a look at Someka General Management KPI Dashboard

 Check the VIDEO below to see how Someka KPI Dashboard Templates Work:

Company KPIs Comparison of Different Departments

By now, you have a clear vision about the importance of tracking a KPIs for an organization and what should be considered while creating a KPI dashboard.

Here is a comparison table for all metrics together:

KPI Dashboard Departments Comparison Table - Someka Blog

In conclusion, Key Performance Metrics are quite important for all companies. However, as we have already mentioned, choosing the right KPI to follow also plays a big role in the KPI process. After you choose your metrics, you can create your dashboard and start following. If you don’t prefer to create one from scratch you can always visit “Someka KPI Dashboard Templates For Excel” page in which we offer several templates for different departments of companies.

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