A  metric that helps you define your key, overarching conversion goal.

For most websites, the KPI usually boils down to increasing revenue in some way.

But, depending on your business, you might also be looking to:

• Reduce cancellation rates
• Strengthen customer feedback scores
• Decrease call center volumes
• Increase renewal rates
• Diminish expenses
• Improve customer lifetime value
• Raise donations
• Or something else