What does it mean?
Key performance indicators (KPIs) are specific numbers that track what matters most in a business, such as monthly sales, new customers, customer acquisition cost, the share of returning customers, and cash left in the bank.
A good KPI is clear, measurable, and tied to a goal and a time frame. "We want more customers" is not a KPI; "200 new customers next quarter" is. A common mistake is tracking numbers that look good but do not help you decide, such as follower counts on their own without order numbers.
How does it work?
Pick three to five KPIs that suit your stage, set a target for each, and review them weekly or monthly in a simple spreadsheet. When a number drifts from its target, look for the reason and decide: carry on, adjust, or change direction.
Why does it matter?
KPIs turn impressions into information, so decisions rest on numbers. They are also a shared language with your team, partners and investors, who want to see numbers before they commit.
In the Syrian context
EntreStations covers indicators in its Decisions track, and its Numbers track asks a direct question: which numbers tell me the business is working, and do I know how to read them?
In the live poll at the programme's launch evening (41 participants, September 2026), 79% agreed that "companies don't die from lack of money, but from not knowing their numbers". Numbers was the track people asked for least, yet it showed the clearest gap in their answers. The results show trends in the room only and do not represent all founders in Syria.
Example
The owner of a children's clothing shop on Instagram picks four KPIs to review every Sunday: number of orders, average order value, ad cost per order, and the share of returning customers. After two months she sees the cost per order rising, and changes her ad format before her budget runs out.
Common questions
How many KPIs does a small business need?
Usually three to five. Too many scatter your attention; a few clear ones help you decide.
What is the difference between a KPI and a target?
The KPI is what you measure, such as new customers. The target is the number you want that KPI to reach within a set period.
Which KPIs matter most for a startup?
It depends on the stage. Early on, usage and returning customers matter most; later, customer acquisition cost, revenue and cash flow become more important.