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Metrics and KPIs are quantifiable measures used to evaluate the success and performance of an organisation’s activities, guiding decision-making and strategic planning to achieve business objectives and improve outcomes.
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Common questions about metrics, measurements and KPIs in membership.
Common KPIs include membership growth rate, retention rate, member engagement rate, average membership duration, net promoter score (NPS), and member satisfaction score.
Member engagement can be measured through activity tracking on your platform (e.g., logins, event attendance, forum participation), surveys, and tracking interactions with content (e.g., clicks, downloads, shares).
Popular tools include CRM systems like Hubspot, membership management software like Wild Apricot or MemberPress, analytics platforms like Google Analytics, and specialised reporting tools like Tableau or Power BI.
Key metrics include event attendance, member satisfaction scores from post-event surveys, engagement during the event (e.g., participation in discussions or activities), and follow-up actions (e.g., content downloads, new member sign-ups).
Start by analysing historical data to establish a baseline, consider industry benchmarks, and set specific, measurable, attainable, relevant, and time-bound (SMART) goals.
Common pitfalls include focusing too narrowly on vanity metrics, not contextualising data, ignoring qualitative feedback, and failing to act on the insights derived from metrics.
Ensure that membership KPIs reflect and support the broader organisational objectives, such as growth, engagement, and revenue targets. Regularly review and adjust KPIs as strategic goals evolve.
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