A Key Performance Indicator(KPI) or Key Performance Metric(KPM) is, simply put, anything that a business finds important and valuable to track. This might include:

  • Clickthroughs from paid advertising
  • Clickthroughs on organic listings
  • Number of quotation requests submit over a particular time period
  • Activity related to a particular product launch or advertising campaign

Website traffic is not generally a very useful indicator. It is up to the marketing department or management to determine what KPIs are important.