Select useful KPIs
Build a measurement plan linked to objectives and responsibilities.
Read the KPI guide →
Thirty indicators for a useful digital service.
A shared framework connecting visibility, experience, conversion, editorial quality, efficiency and resilience. Each indicator explains what it informs, how to calculate it and how to read it without treating an average as a universal truth.
Method
A decision framework, not a ranking.
These reference points are not market averages. Use them to establish a baseline, follow change and ask better questions. LCP, INP and CLS thresholds follow the official Core Web Vitals definitions; adapt other targets to the service, audience and level of risk.
Begin with three to five indicators directly connected to a decision. Add diagnostic measures only when they help explain a change.
30documented indicators
6complementary dimensions
CSVopen downloadable data
Framework
Choose an indicator for the decision.
Tables remain usable with a keyboard and on small screens. Scroll horizontally when needed.
Visibility and acquisition
| Indicator | Decision informed | Calculation | How to read it | Reference |
|---|---|---|---|---|
| Useful organic impressions | Check whether priority pages appear for searches connected to the offer. | Impressions for priority queries and pages during the period. | Compare by intent and landing page, not only at site level. | Contextualised monthly trend |
| Organic click-through rate | Assess the fit between a query, title and search excerpt. | Organic clicks ÷ organic impressions × 100. | Compare similar queries and positions rather than isolated averages. | Change by query group |
| Contributing landing pages | Identify content that begins genuinely useful journeys. | Landing pages that generated at least one useful action. | A low-traffic page can still be valuable when enquiries are qualified. | Growth of the useful portfolio |
| Intent coverage | Find important questions without a satisfactory answer. | Priority intents covered by a useful page ÷ all priority intents. | Measure coverage quality before increasing editorial volume. | Documented internal target |
| Indexing of priority pages | Check that pages intended for search can appear in the index. | Confirmed indexed priority pages ÷ published priority pages × 100. | Separate deliberate exclusions from issues affecting a page template. | Internal target for indexable pages |
| Orphan priority pages | Find important content without an internal navigation route. | Priority pages with no incoming HTML link from another site page. | Compare the sitemap, crawl and rendered links before fixing. | Target: no orphan priority page |
Experience and conversion
| Indicator | Decision informed | Calculation | How to read it | Reference |
|---|---|---|---|---|
| Task success rate | Learn whether a person completes the action they came to perform. | Successful observed test sessions ÷ all observed sessions × 100. | Define one precise task, such as understanding an offer or making contact. | Compare before and after improvement |
| Contact completion rate | Detect friction in a form or appointment journey. | Successful submissions ÷ form starts × 100. | Segment by device and inspect validation errors. | Continuous improvement |
| Qualified enquiries | Connect the website to commercial or operational value. | Enquiries matching defined criteria ÷ enquiries received × 100. | Agree the criteria with the teams that handle enquiries. | Target specific to the activity |
| Time to key information | Measure the effort required to reach an important answer. | Median observed time between arrival and the information sought. | Complement analytics with short user tests. | Reduction without loss of understanding |
| Blocking form errors | Find fields or validation rules that prevent a useful enquiry. | Attempts blocked by validation ÷ observed attempts × 100. | Separate input mistakes, technical failures and exits; test on mobile. | Reduction after removing obstacles |
| Offer comprehension | Check that a visitor can explain what is offered and for whom. | Participants who paraphrase the offer correctly ÷ participants tested × 100. | Use an open question after a short reading period without prompting. | Compare before and after rewriting |
Performance and technical quality
| Indicator | Decision informed | Calculation | How to read it | Reference |
|---|---|---|---|---|
| Largest Contentful Paint (LCP) | Measure how quickly the main visible content loads. | 75th percentile of real visits, split by mobile and desktop. | Review the server, LCP resource, critical CSS and rendering. | Good: ≤ 2.5 s |
| Interaction to Next Paint (INP) | Measure overall responsiveness to interactions. | 75th percentile of real visits, split by mobile and desktop. | Inspect long tasks, third-party scripts and DOM updates. | Good: ≤ 200 ms |
| Cumulative Layout Shift (CLS) | Measure unexpected visual movement. | 75th percentile of real visits, split by mobile and desktop. | Reserve space for media, components and injected content. | Good: ≤ 0.1 |
| Crawlable internal links | Support discovery of important pages and understandable journeys. | Valid HTML internal links ÷ all checked internal links × 100. | Fix orphan pages, errors and ambiguous anchors first. | Target: 100% for priority pages |
| Expected server responses | Find errors and unexpected redirects on essential journeys. | Priority requests returning the expected response ÷ priority requests tested × 100. | Separate server errors, missing pages and intended redirects. | Target: 100% on tested journeys |
| Primary media weight | Limit transfer and loading delay caused by the dominant image or video. | Bytes transferred for the primary media on each priority template. | Check format, dimensions, mobile variant and loading priority. | Internal budget by template and device |
Editorial quality and trust
| Indicator | Decision informed | Calculation | How to read it | Reference |
|---|---|---|---|---|
| Evidence coverage | Check whether important claims can be verified. | Supported priority claims ÷ checked priority claims × 100. | Evidence can be a primary source, method, attributed example or explicit limitation. | Internal target by content type |
| Freshness of critical sources | Find content whose references or rules may have changed. | Critical sources reviewed within the set interval ÷ all critical sources × 100. | Review frequency depends on risk: regulation, prices and tools change quickly. | 100% within the defined review cycle |
| Content-assisted journeys | Measure content contribution without requiring an immediate conversion. | Useful journeys that used help content ÷ all useful journeys observed × 100. | Study sequences and feedback without giving automatic credit to the last page. | Trend by priority journey |
| Complete editorial attribution | Let readers identify who is responsible for a piece of content and its context. | Editorial pages with publisher, date and applicable sources ÷ pages checked × 100. | Require a source where a checkable claim depends on one. | Internal target by page type |
| Consistency across language versions | Prevent translated pages from giving conflicting facts or routes. | Reviewed page pairs without critical divergence ÷ pairs checked × 100. | Check figures, links, dates, calls to action and hreflang equivalents. | Target: no critical divergence |
Efficiency and resilience
| Indicator | Decision informed | Calculation | How to read it | Reference |
|---|---|---|---|---|
| Transferred weight per key page | Limit the data and energy needed for common journeys. | Bytes transferred in a representative load, split by resource type. | Compare similar templates and inspect images, fonts, scripts and unnecessary responses. | Internal budget per template |
| Third-party service budget | Control the impact, dependency and risk of external scripts. | Count, weight, requests and CPU time of authorised third-party services. | Review each service for usefulness, consent, performance and ownership. | Approved list reviewed quarterly |
| Successful restore rate | Verify that the service and its data can actually be restored. | Restore tests completed within the target time ÷ planned tests × 100. | Record duration, lost data, dependencies and gaps found during every exercise. | Target: 100% of planned tests |
| Static cache reuse | Reduce repeated transfers of unchanged media, styles and scripts. | Static requests served from cache ÷ eligible static requests × 100. | Segment by resource and verify updates after publication. | Improvement without stale content |
| Time to restore service | Measure the ability to restore a journey after an incident. | Time from detection to verified restoration, per incident or exercise. | Compare with service criticality and document slow stages. | Internal target by criticality |
Accessibility and inclusion
| Indicator | Decision informed | Calculation | How to read it | Reference |
|---|---|---|---|---|
| Keyboard journey success | Check that essential actions remain possible without a mouse. | Essential journeys completed with a keyboard ÷ essential journeys tested × 100. | Review focus order, visibility, menus, forms and dialogs. | Target: 100% of essential journeys |
| Informative images described | Make essential visual information available in text. | Informative images with suitable alternatives ÷ informative images checked × 100. | Judge relevance in context, not just the presence of an alt attribute. | Target: 100% of informative images |
How to use it
Build a dashboard in four steps.
The quality of the discussion matters more than the sophistication of the tool.
- 01 · Outcome
- State the expected result and connected decision.
- 02 · Definition
- Set the calculation, source, segments and limitations.
- 03 · Context
- Choose a relevant comparison period and annotate changes.
- 04 · Action
- Assign the next step, owner and validation.
Go further
From measurement to improvement.
Improve Core Web Vitals
Diagnose LCP, INP and CLS with field and laboratory data.
Read the performance guide →Prioritise technical SEO
Connect technical findings to pages and journeys that matter.
Read the audit guide →Sources and limits
A transparent, revisable framework.
Core Web Vitals thresholds are documented by web.dev. Crawling and content guidance follows Google Search Central. Efficiency and resilience targets must be contextualised; they are not universal guarantees.
Framework version: 23 September 2026. Suggest a correction through the contact page.