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. NO KPI

1 Cost per lead

2 Cost per converted lead

3 Number of leads generated

4 Contacts contacted effectively

5 Marketing spend per customer/lead

6 Brand awareness index

7 Customer engagement

8 Marketing Qualified Leads (MQLs)

9 Sales Qualified Leads (SQLs)

10 Customer acquisition cost

11 Customer retention

12 Customer attrition

13 Customer Lifetime value (CLV)

14 Engagement on website/social channels

15 Effectiveness of content
16 Most viewed and Least viewed content

17 Increase in social shares

18 Search engines ranking

19 Increase in blog/newsletter subscribers

20 Number of followers increased/decreased

21 Number of likes/tweets

22 Delivery rate

23 Open rate

24 Click rate

25 Bounce rate

26 Average time on website

27 Keyword performance

28 Number of CTA clicked

29 Unsubscribe rate

30 Unique number of visitors

31 New vs Returning visitors

32 Traffic source

33 Demographics of visitors

34 Revenue generation capability

35 Return on Investment

Engineering Key Performance Indicators:

SR. NO KPI

1 On-time delivery of projects

2 Average number of days per project

3 Average number of engineers per project

4 Average time per engineer per project

5 Average cost of projects

6 Average cost per employee

7 Actual cost of project

8 Number of defects per project

9 Number of errors per engineer

10 Number of error-free projects

11 Planned Value Project

12 Average training time per employee

13 Average training cost per employee

14 Effectiveness of training on projects

15 Customer satisfaction index

16 Revenue generated per employee

17 New clients acquired

18 Number of sprints completed

19 Average number of hotfixes

20 Response time of engineers

21 Average number of delays per project

22 Additional days beyond budgeted estimate

23 Average cycle time

24 Number of bugs per project

25 Number of bugs per engineer

26 Average WIP in a quarter

27 Cost performance index

28 Missed milestones/deadlines

29 Schedule variance

30 Schedule performance index

31 Return on investment

32 Compliance adherence

33 Fault slip through (Quality)

34 TR closure rate

35 Cost per TR

Sales Key Performance Indicators:

SR. NO KPI

1 Number of prospects identified

2 Number of qualified prospects

3 Actual sales calls in a day/week

4 Average number of interactions before closure

5 Average time per prospect

6 Number of sales closed

7 Average sales cycle time

8 Revenue per salesperson

9 Revenue per sales

10 Department/team sales

11 Sales according to new product/service launch

12 Opportunity cost

13 Value of lost sales

14 Sales quota per duration (week/month/quarter)

15 Fully qualified leads

16 Percentage of salespersons fulfilling allotted quota

17 Gross margin per product/service

18 Net margin per product/service

19 Gross margin per salesperson

20 Net margin per salesperson

21 Customer satisfaction ratio

22 Customer complaint ratio

23 Percentage of online channel for sales

24 Overall time required

25 Average purchase value

26 Performance of product

27 Average new deal size

28 Average new deal time required

29 Monthly recurring revenue

30 Sell through rate

31 Retention rate

32 Churn rates

33 Number of monthly on-boarding

34 Sales by region

35 Baseline sales
Customer Support Key Performance Indicators:
SR. NO KPI

1 Total number of calls answered

2 Total number of queries resolved

3 Total number of complaints

4 Average resolution call time

5 Average per minute cost of call

6 Average availability rate

7 Average number of complaints per representative

8 Average number of inbound calls in a day/week/month

9 Percentage of queries resolved withing pre-established time

10 Total time spent on calls in a day/week/month

11 Average inbound talk time of representatives

12 Inbound calls handled in a day

13 Inbound calls handled by a representative in a day

14 Inbound calls missed by a representative in a day

15 Average backlog of calls

16 Average backlog of emails

17 Number of emails replied to in a day

18 Unresolved email queries in a day

19 Average rating of customer feedback

20 Percentage of customer feedback within pre-established standard

21 Actual on-ground technician support availed

22 Cost of on-ground technician per request

23 Number of queries handled by on-ground technician

24 Percentage of issues resolved against issues handled by on-ground technician

25 CSR (customer service representative) occupancy

26 Time from inquiry/complaint to response

27 Time to resolve complaints

28 Number of complaints missed on first contact

29 Customer satisfaction with service

30 Overdue complaint/service requests

31 Customer retention rate

32 Customer satisfaction score

33 Employee engagement level

34 First response time

35 Customer support cost vs Revenue

Human Resources Key Performance Indicators:

SR. NO. KPI

1 Net promoter score

2 Return on investment

3 Employee productivity ratio

4 Number of FTE

5 Number of contractors

6 Average retention rate

7 Average attrition rate

8 Average cost per hire

9 Average time to fill a position

10 Average cost to fulfill a position

11 Average training cost of new hire

12 Average effectiveness of training

13 Percentage of lateral transfers against new hires

14 Rate of internal transfers/promotions to fulfill a position

15 Average number of training hours

16 Average cost of training per department

17 Average salary in each department

18 Average retirement age

19 Average number of leaves per employee

20 Cost of benefits provided

21 Average time to process payroll

22 Accuracy of payroll process

23 Ethnic diversity rate

24 Gender ratio

25 Total headcount

26 Recruiter to open requisitions ratio

27 Applications received per vacancy

28 Salary competitiveness ratio

29 Employee satisfaction index

30 Job offer acceptance rate

31 Signing bonus expense

32 Percentage of vacation/leaves availed

33 Employee engagement index

34 Benefits cost per employee

35 Benefits satisfaction rate

Finance Key Performance Indicators:

SR. NO. KPI

1 Net profit margin

2 Return on investment

3 Gross profit margin

4 Working capital

5 Return on equity

6 Debt to equity ratio

7 Accounts payable turnover

8 Accounts receivable turnover

9 Budget variance

10 Expense management

11 Budget creation cycle time

12 Number of budget iterations

13 Vendor expense management

14 Payment error rate

15 Inventory turnover

16 Internal audit cycle time

17 Capital expenditures
18 Amount due per vendor/customer/contractor

19 Cost of goods sold

20 Cash dividends paid

21 Fixed costs

22 Net present value

23 Sales growth ratio

24 Direct costs

25 Net cash flow

26 EVA – Economic value added

27 Liquidity ratio

28 Interest cover

29 Return on equity

30 Profit and loss report

31 Contribution margin

32 Income and expenses

33 Quick ratio

34 Transactions error rate

35 Current ratio

Operations Key Performance Indicators:

SR. NO. KPI

1 Accuracy of policy, planning and strategy decisions

2 Providing timely assistance to HR department

3 Budgeting accuracy
4 Reporting accuracy

5 Planning accuracy

6 Auditing accuracy

7 Setting short and long term goals

8 Effectiveness of communication within all teams

9 Effectiveness of operational policies and procedures

10 Adherence to operational policies and procedures

11 Defining company culture

12 Employee engagement levels

13 Timely and accurate identification of problems

14 Timely and accurate identification of opportunities

15 Analysis of job expectation understanding

16 Storage requirement assessment

17 Safety standards at work environment

18 Adherence to legal regulations and compliance

19 Accuracy of labour budget expectations

20 Ratio of employees, salary, hours to revenue

21 Return on investment

22 Incident free workplace

23 Accurate tracking of vendor pricing and delivery

24 Inventory assessment

25 Inventory to sales ratio

26 Supplier on time delivery

27 Inventory carrying cost

28 Inventory turnover ratio

29 Slow moving stock

30 Perfect order delivery rate

31 Out of stock items percentage

32 Order status

33 Units per transaction

34 Back order rate

35 Accuracy of inventory

Product Design Key Performance Indicators:

SR. NO KPI

1 Average time from idea to finished product stage

2 Average cost of project from inception to final product stage

3 Market potential analysis

4 Percentage of revenue generated by new products

5 Percentage of revenue generated by old products

6 Ratio of revenue generated by old products vs new products

7 Average number of product quality analysis

8 Average number of defects detected post launch

9 Time required for testing product

10 Product quality management

11 Efficiency of production process

12 Cost of product packaging

13 Percentage of product damage

14 Percentage of defective units or large number of bugs

15 Number of prototypes/trials before product finalization

16 Lead time

17 Average velocity of team

18 Average application crash rate

19 Number of endpoint incidents

20 Average number of effective test cases

21 Time-sheet submitting

22 Average test cases productivity

23 Percentage of accepted defects

24 Bug find rate

25 Code churn rate

26 Workload efficiency rate

27 Average mentoring time

28 Rate of communication

29 Overall tasks efficiency

30 Review efficiency

31 Release burn-down chart

32 True test coverage

33 Throughput rate

34 Number of escaped defects

35 Rate of defect removal efficiency

Research and Development Key Performance

Indicators:
SR. NO. KPI

1 On-time delivery of weekly cost center reports

2 Adherence to cost estimates

3 Adherence to project deadlines

4 Growth of future pipeline

5 Budget accountability

6 Improvement in process cycle time

7 Average process overdue time

8 Average task completion time

9 Average downtime

10 Average availability of resources

11 Prototype ratings

12 Cycle time from request to delivery

13 Average process errors

14 Average manual errors

15 Average lag between problem identification and problem resolution

16 Number of resources for problem resolution

17 Average adherence/deviation from budget estimations

18 Average number of pending actions against SLA reviews

19 Adherence to company processes

20 Adherence to industry standards

21 Continuous improvement to R&D processes

22 Implementation of best industry practices

 23 Average competency, skill and knowledge levels

24 Number of projects completed successfully within 1 month/quarter

25 Budget accuracy

26 Average task cycle time

27 Customer value created

28 New ideas introduced

29 Ideas patented

30 New 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.