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Analytics6 min

KPI Analytics

KPI Analytics is the metrics-tracking module of the Analytics track. Pick a dataset, choose a category — Financial, Marketing, Operational, your own Custom KPIs, or ones auto-recommended from your columns — and calculate up to five KPIs at once over any timeframe, from the last 7 days to all time or a custom range. Each KPI shows its value, trend, and benchmark so you always know if a number is good.

At a glance

Level
Beginner
Duration
6 min
Product
Intelligence Navigator
Prerequisites
A dataset; date + metric columns for trended KPIs
Audience
Owners, founders, firms, technical & non-technical teams
Subjects
Financialmarketing & operational KPIscustom KPI buildertrendsbenchmarkstimeframes

Five categories of KPIs

KPI Analytics organizes metrics into categories so you can find and run the ones that matter to your business. Select up to five at a time and the module computes them together over your chosen timeframe.

  • Financial — Revenue, MRR, ARR, Profit & Margin, ROI/ROE/ROAS, LTV, CAC, Burn Rate, Runway
  • Marketing — CTR, Conversion Rate, Leads, Bounce Rate, ROAS, Cost per Lead, CPA
  • Operational — Throughput, Cycle Time, Utilization, Defect Rate, CSAT, NPS, Churn & Retention

See KPI Analytics in action

Watch: pick a category, select KPIs, and get values, trends, and benchmarks over any timeframe.

Recommended and custom KPIs

Not sure where to start? The Recommended category auto-suggests KPIs from the columns actually in your dataset. Need something bespoke? Create a Custom KPI with your own formula, and it appears alongside the built-in ones — you can delete it anytime.

  • Recommended KPIs are generated from your available columns — zero setup
  • Custom KPIs let you define your own formulas for business-specific metrics
  • Each KPI shows its formula, required fields, and a benchmark so you know the target

Map fields, pick a timeframe, run

Select a dataset and category, then map the columns each KPI needs — revenue and a date for financial trends, impressions/clicks/conversions for marketing, output/input/quality for operations. Choose a timeframe — today, yesterday, last 7/30/90 days, 6 months, a year, all time, or a custom range — and run. Most financial KPIs need only revenue plus a date; profitability adds a cost column.

  • The module only computes over the period you select, so results match the question you're asking
  • If a period has no records, the KPI returns 0 with a clear notice rather than a misleading number

Read and share the results

Results show each KPI's value with its trend over the period and how it compares to benchmark. Present them directly in Presentation Mode, save any chart to a Dashboard, Presentation, or Report, and when you want the metric to run itself, hand it to the automation modules — Sentinel Intel to watch it in real time or AI Operations Center to run it on a schedule.

Best practices

  • Start with the Recommended category — it surfaces KPIs your data can actually compute
  • Compare every KPI to its benchmark and trend, not just the raw value
  • Keep analyses to a handful of related KPIs so the story stays clear
  • Automate a KPI with Sentinel Intel once it's stable so you're alerted the moment it moves

Next steps

Once you're tracking the right KPIs, Sentiment Analysis turns customer voice into a metric — next in the Analytics track.