Each KPI in our knowledge base includes 13 attributes.
KPI Definition
A clear explanation of what the KPI measures
Potential Business Insights
The typical business insights we expect to gain through the tracking of this KPI
Measurement Approach
An outline of the approach or process followed to measure this KPI
Standard Formula
The standard formula organizations use to calculate this KPI
Trend Analysis
Insights into how the KPI tends to evolve over time and what trends could indicate positive or negative performance shifts
Diagnostic Questions
Questions to ask to better understand your current position is for the KPI and how it can improve
Actionable Tips
Practical, actionable tips for improving the KPI, which might involve operational changes, strategic shifts, or tactical actions
Visualization Suggestions
Recommended charts or graphs that best represent the trends and patterns around the KPI for more effective reporting and decision-making
Risk Warnings
Potential risks or warnings signs that could indicate underlying issues that require immediate attention
Tools & Technologies
Suggested tools, technologies, and software that can help in tracking and analyzing the KPI more effectively
Integration Points
How the KPI can be integrated with other business systems and processes for holistic strategic performance management
Change Impact
Explanation of how changes in the KPI can impact other KPIs and what kind of changes can be expected
BSC Perspective
NEW Mapping to a Balanced Scorecard perspective (financial, customer, internal process, learning & growth)
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FAQs about KPI Depot
What does unlimited web access mean?
Our complete KPI and benchmark database is viewable online. Unlimited web access means you can browse as much of our online KPI and benchmark database as you'd like, with no limitations or restrictions (e.g. certain number of views per month). You are only restricted on the quantity of CSV downloads (see questions below).
What's the difference between the Basic and Pro plans?
Both plans include unlimited web access to the full KPI database and benchmark database, interactive Strategy Maps for every KPI group, and 2,000+ OKR examples.
The Basic plan includes 5 CSV downloads per month and is designed for individual research use.
The Pro plan includes 20 CSV downloads per month and unlocks the full deliverable workflow: save your customized Strategy Maps and export them as Balanced Scorecard CSV templates, complete with KPI names, formulas, monthly tracking columns, and links to benchmark data. Open the export in Excel and start tracking immediately.
Can I try the interactive Strategy Map before subscribing?
Yes. Every KPI group includes an interactive Strategy Map that anyone can open, no subscription required. You can add, remove, and rearrange KPIs across the 4 Balanced Scorecard perspectives (Financial, Customer, Internal Process, and Learning & Growth) to build a map tailored to your organization.
Saving your customized map and exporting it as a Balanced Scorecard CSV template are Pro plan features. To help you turn that CSV into a polished, ready-to-track scorecard, we also offer 5 free Balanced Scorecard Excel templates that pair with your export.
Can I download KPI group data as a CSV?
Yes. You can download a complete KPI group (which includes all inclusive KPIs and respective attribute data) as a CSV file. To gain a better sense of the KPI data included, you can download a sample CSV file here.
Can I download benchmark data as a CSV?
Yes. On individual KPI pages, you can download all available benchmarks for that KPI as a CSV file. To gain a better sense of the benchmark data included, you can download a sample CSV file here.
Each CSV download, whether for a KPI group or for benchmarks, consumes 1 of your monthly CSV download credits.
What if I need more CSV downloads in a month?
You can purchase additional download credits at any time: $8 each on the Basic plan, $5 each on the Pro plan. Credits never interrupt your workflow, so you'll never be locked out of a download you need mid-project.
How does KPI Depot pricing compare to other benchmark data sources?
Benchmark data is traditionally expensive. Subscription research and advisory services typically run $2,400 to $70,000+ per year, and a single benchmarking assessment can cost $5,000 at nonmember rates. Compiling benchmarks yourself from public sources takes weeks of analyst time per project.
KPI Depot includes unlimited web access to all 38,595 source-attributed benchmarks on every plan, starting at $499 per year. Each benchmark documents its source, company size, time period, industry, geography, and sample size, so your targets hold up under scrutiny.
Can I cancel at any time?
Yes. You can cancel your subscription at any time. After cancellation, your KPI Depot subscription will remain active until the end of the current billing period.
Do you offer a free trial?
While we don't offer a traditional free trial, we give you plenty of ways to evaluate KPI Depot before subscribing.
You can freely browse all 400+ KPI groups across 15 corporate functions and 150+ industries. For each group, the first 3 KPIs are visible, including KPI documentation attributes (definition, formula, business insights, trend analysis, diagnostics, and more) for the first 2. The remaining KPIs in the group are tabulated on the page as well. This gives you a clear sense of the depth and quality of our KPI data.
You can also open the interactive Strategy Map for any KPI group and customize it yourself: add, remove, and rearrange KPIs across the 4 Balanced Scorecard perspectives. This is the same mapping tool subscribers use, so you can experience the full workflow before deciding (saving and exporting your map requires a Pro subscription).
You can also preview benchmark data on individual KPI pages, where you'll see how benchmarks are structured, including dimensions like geography, company size, industry, and time period.
To see what a subscriber download looks like, you can download a sample KPI group CSV file and a sample benchmark CSV file (see questions above).
Once you subscribe, you unlock full access to the entire KPI database and benchmark database with no viewing limits. We encourage you to explore the platform and see the breadth of coverage firsthand.
What if I can't find a particular set of KPIs?
Please email us at [email protected] if you can't find what you need. Since our database is so vast, sometimes it may be difficult to find what you need. If we discover we don't have what you need, our research team will work on incorporating the missing KPIs. Turnaround time for these situations is typically 1 business week.
Where do you source your benchmark data?
We compile benchmarks from multiple high-quality sources and document the provenance for each metric. Our inputs include:
- Consulting and industry reports (whitepapers, surveys, and thought leadership)
- Market research (syndicated studies and sector analyses)
- Company disclosures (annual reports, investor presentations, and regulatory filings)
- Government and open data portals
- Academic publications
- Proprietary materials from our partner, Flevy
Each benchmark lists its source attribution and last-updated date where available. We are constantly refreshing our database with new and updated data points.
Do you provide citations or references for the original benchmark source?
Yes. Every benchmark data point includes a full citation and structured context. Where available, we display:
- Exact metric — value, unit, and statistic type (e.g., mean, median, percentile)
- Metric definition & attributes — how the metric is defined/normalized and any filters or cohort rules
- Company size
- Time period (as reported in the study)
- Population (what was measured—e.g., landing pages, sessions, users)
- Industry (cross-industry or specific sectors)
- Geography (country/region/scope)
- Sample size
- Source details — publisher/author, year, source excerpt for context, and URL or whitepaper download when available
- Additional comments — methodology notes, caveats, or special coverage
We cite the original publisher and link directly to the source (or an archived link) when possible. Many KPIs have multiple independent benchmarks; each appears as its own entry with its own citation.
What payment methods do you accept?
We accept a comprehensive range of payment methods, including Visa, Mastercard, American Express, Apple Pay, Google Pay, and various region-specific options, all through Stripe's secure platform. Stripe is our payment processor and is also used by Amazon, Walmart, Target, Apple, and Samsung, reflecting its reliability and widespread trust in the industry.
Are multi-user corporate plans available?
Yes. Please contact us at [email protected] with your specific needs.
