Getting Started with KPIs – Fyr

What is a KPI?

A KPI (Key Performance Indicator) lets you track a metric against a target. For example, you can set up a KPI to monitor whether your click-through rate stays above 2%, whether your cost per click is lower than last month, or whether your GA4 sessions from a specific traffic source exceed a threshold.

KPIs appear alongside your Goals in the Goals & KPIs section. While Goals track cumulative progress (like "get 600 signups this year"), KPIs check whether your current performance meets a target right now.

Creating a KPI

Go to Goals & KPIs and click Create KPI. You'll be guided through these steps:

1. Give it a name

Choose a descriptive name like "CTR above 4.5%" or "GA4 Sessions from Google CPC". This is what you'll see on the KPI card.

2. Choose what to track

First, select the data source(s) in the resource tree on the left. The tree is organized by type:

Ad Performance — Google Ads, Facebook Ads, LinkedIn Ads, etc.
Website Analytics — Google Analytics 4 properties
Search Console — Google Search Console properties
Social Media — Facebook, Instagram, LinkedIn, YouTube, TikTok organic pages

For ad performance resources, you can drill down to specific campaigns, ad groups, or ads. For other data sources, you select at the resource level.

Note: GA4 KPIs are limited to a single GA4 property per KPI. When you select a GA4 resource, other GA4 resources become unavailable.

You also have two selection modes:

Custom selection — Pick specific resources and entities from the tree.
By tag — Track everything with a specific tag (available for ad performance resources only).

3. Select a metric

Pick the metric you want to track. The available metrics depend on which resource type you've selected:

Ad Performance

Volume: Impressions, Clicks, Cost, Engagement, Shares, Comments, Outbound Clicks
Performance: Click-Through Rate (CTR), Cost Per Click (CPC), Cost Per Mille (CPM), Cost Per Acquisition (CPA)
Conversions: Conversions (count or value), Return on Ad Spend (ROAS), Return on Investment (ROI)
Custom: Any calculated metrics you've created

Website Analytics (GA4)

All standard GA4 metrics are available, including:

Sessions, Users, New Users, Engaged Sessions
Bounce Rate, Engagement Rate, Average Session Duration
Page Views, Conversions, Conversion Value
And many more — search the metric dropdown to find what you need.

GA4 metrics are queried live from the Google Analytics Data API, giving you access to the full metric catalog.

Dimension filter (optional): You can narrow your GA4 KPI by a specific dimension. For example, filter by Source to only count sessions from "google", or by Medium to focus on "cpc" traffic. Select a dimension from the dropdown, then pick one or more values to filter on.

Conversion events (optional): When you select a conversion-related GA4 metric (Conversions, Conversion Value, Event Count), you can optionally filter to specific conversion events like "purchase" or "sign_up".

Search Console

Clicks, Impressions, Click-Through Rate (CTR), Average Position

Search query filter (optional): Select specific search queries to track. The dropdown shows your queries ordered by impressions (most traffic first). For example, track average position for your brand name queries only.

Page filter (optional): Select specific pages to track. Useful for monitoring how a particular landing page performs in search results.

You can combine both filters — for example, track impressions for your brand queries on your pricing page.

Social Media

Follower Growth, Impressions, Clicks, Engagement, Engagement Rate, Reactions, Comments, Shares

Ecommerce

Revenue, Transactions, Average Order Value, Ecommerce Conversion Rate

4. Set a time window

Choose the period to measure over:

Yesterday
Last 7 days
Last 30 days
This month
This quarter

5. Define your target

There are two ways to set a target:

Fixed target — Set a specific number. For example: "CTR should be above 2.5%" or "GA4 sessions should be above 10,000".

Comparison target — Compare against a previous period. For example: "Sessions should be higher than last month" or "Average position should be lower than the same period last year". You can add a margin in percent or as a fixed amount.

Reading your KPI card

Once created, your KPI shows as a card with:

The current value of your metric
A status badge — green "On target" or red "Off target"
Your target — what you're measuring against

Click the card to see more detail, including a time series chart, the comparison value (if using a comparison target), and the exact change between periods.

Editing or deleting a KPI

Click into a KPI and use the edit (pencil) or delete (trash) buttons in the top right. You can also access these from the three-dot menu on any KPI card.

KPIs in the Agency Hub

If your organization is set up as an agency, you can choose to show specific KPIs in the Agency Hub. This lets you surface key metrics for each client organization at a glance. Check the "Show in Agency Hub" option when creating or editing a KPI.