Start with economic value
Name qualified demand, pipeline, completed orders or gross profit before choosing visibility metrics.
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Build an SEO KPI plan that reaches the business outcome
Choose how the business converts and what data exists. Get a KPI dictionary, source map, reporting cadence, ownership model and the gaps to close before anyone sets a target.
Build the KPI plan ↓No benchmark theatre
The generator never invents a conversion target or treats an external industry average as your baseline.
Interactive measurement-plan generator
Define the outcome before choosing the dashboard
Choose the commercial path and systems you actually have. The plan exposes measurement gaps instead of filling them with invented benchmarks.
Generated KPI plan
7 measures · 5 setup actions
Measurement contract
Qualified pipeline and won gross profit from organic-sourced opportunities
Qualified conversion
Sales-accepted lead created after an organic landing-page session
Observation window
Use a cohort view of at least 90 days; separate leading conversions from matured pipeline and revenue.
| Tier | Metric | Source | Cadence |
|---|---|---|---|
| Business outcome | Qualified pipeline and won gross profit from organic-sourced opportunities Finance-approved value from matured organic cohorts for the agreed market and page set; show the attribution model, margin definition and observation window. | Finance data required — agree the value and margin field | Monthly |
| Commercial SEO | Qualified organic conversions Sales-accepted lead created after an organic landing-page session | CRM required — connect lifecycle stages | Weekly trend; monthly decision |
| Leading indicator | Non-brand organic clicks to eligible landing pages Clicks from non-brand demand to the in-scope pages for the agreed market and page set, with a stable brand-classification rule. | Search Console | Weekly trend; monthly comparison |
| Leading indicator | Organic landing-page conversion rate Qualified conversions divided by relevant organic landing sessions or clicks; keep numerator and denominator scope aligned. | Web analytics | Monthly by intent and page type |
| Diagnostic | Impressions, CTR and query/page movement Use fixed query and page groups to explain discovery changes. Do not use average position as the business outcome. | Search Console | Weekly diagnostic |
| Delivery | Priority work shipped and validated Count production changes that passed their acceptance test, not recommendations, drafts or meetings. | Project system plus release evidence | Weekly |
| Data quality | Measurement coverage and match rate Track missing tags, consent effects, offline matching, unassigned landing pages, duplicate events and recent incomplete cohorts. | Analytics QA and source-system reconciliation | Monthly and after releases |
Set up before you set targets
- 01Connect CRM before treating downstream commercial results as complete.
- 02Connect Finance data before treating downstream commercial results as complete.
- 03Define the market, hostname and eligible landing-page set so every KPI uses the same scope.
- 04Have the business owner approve the primary outcome, qualification rule and value or margin definition.
- 05Record the baseline period, comparison rule, target, owner and decision threshold for every KPI; this builder does not invent targets.
Measurement architecture
A KPI earns its place when it changes a decision
Match the real conversion path
A form, purchase, activated trial and qualified phone call need different downstream evidence.
Expose source gaps
Search Console cannot prove on-site behavior or closed revenue; each layer needs an appropriate source.
Write a measurement contract
Fix the definition, scope, cadence, owner, observation window and decision threshold before reporting begins.
Search and behavior answer different questions
Google describes Search Console as the source for Google Search performance and Analytics as the source for on-site behavior. Clicks and sessions can differ because the products use different data collection, canonical, consent, timezone and attribution rules.
A key event is not automatically revenue
Analytics can record an important action and assign credit across touchpoints. Qualification, refunds, pipeline stages, won revenue and margin normally live downstream. Preserve those boundaries in the KPI definition.
Google Analytics key-event guidance ↗Use the plan with the rest of the operating system
Carry the same definitions into the monthly report, ROI model and proposal scorecard. Changing the success rule after results arrive makes every comparison weaker.