Must-Know Non Financial KPIs [Latest Report]

Highlights: Non Financial Kpis

  • 1. Customer satisfaction
  • 2. Customer retention
  • 3. Conversion rate
  • 4. Employee engagement
  • 5. Employee turnover rate
  • 6. Net promoter score (NPS)
  • 7. Time to market
  • 8. Market share
  • 9. Brand awareness
  • 10. Website traffic
  • 11. Bounce rate
  • 12. Social media engagement
  • 13. Customer lifetime value (CLV)
  • 14. Churn rate
  • 16. Lead generation
  • 17. Customer support response time
  • 18. Product defect rate

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In today’s fast-paced and ever-evolving business landscape, companies must constantly adapt and optimize their strategies in order to stay ahead of the competition. While financial key performance indicators (KPIs) have long been the go-to metric for tracking success, it’s becoming increasingly clear that non-financial KPIs are just as crucial for driving growth and long-term stability.

These intangible, qualitative factors offer unique insights into a business’s overall performance, helping to paint a more comprehensive picture of its health and potential. In this blog post, we will dive deeply into the realm of non-financial KPIs, exploring their significance, various categories, and implementation strategies to unlock the full potential of your business beyond the balance sheet.

Non Financial KPIs You Should Know

1. Customer satisfaction

Measures the level of satisfaction experienced by customers. This can be assessed through surveys, reviews, or direct feedback.

2. Customer retention

Calculates the percentage of customers that continue to do business with a company over a specific period, indicating overall happiness and loyalty.

Employee engagement Tracks how satisfied and motivated employees are in their work

3. Conversion rate

The percentage of prospects who become paying customers or take a desired action, such as signing up for an email list or registering for a webinar.

4. Employee engagement

Tracks how satisfied and motivated employees are in their work, contributing to company productivity and performance.

5. Employee turnover rate

Measures the frequency at which employees leave and are replaced. A high turnover rate indicates possible dissatisfaction, poor management, or ineffective recruitment strategies.

6. Net promoter score (NPS)

A metric that measures customer loyalty by classifying them as promoters, passives, or detractors based on their likelihood to recommend a company to others.

7. Time to market

The time it takes to develop and launch a new product or service, with a shorter time indicating greater efficiency and competitiveness.

8. Market share

The percentage of the overall market captured by a product, service, or company, which indicates its competitive success.

9. Brand awareness

Shows how well-known and recognizable a brand is within its target market, affecting its reputation and customer acquisition.

10. Website traffic

Measures the number of visitors to a website, giving insights into brand exposure, marketing effectiveness, and potential customer interest.

Website traffic Measures the number of visitors to a website

11. Bounce rate

The percentage of website visitors who leave after only viewing one page, indicating areas of improvement for user experience and content.

12. Social media engagement

Evaluates the interactions, such as likes, shares, comments, and follows, between a brand and its audience on social media platforms.

13. Customer lifetime value (CLV)

Estimates the total revenue generated by a customer throughout their relationship with a company, helping to identify high-value customers and segments for targeted marketing.

14. Churn rate

The percentage of customers who end their relationship with a company during a specific period, highlighting potential issues with customer satisfaction or product/service quality.

15. Return on investment (ROI) for marketing campaigns

Measures the effectiveness of marketing efforts by comparing the revenue generated from a campaign to its cost.

16. Lead generation

The number of qualified prospects generated through marketing efforts, indicating the effectiveness of marketing and sales strategies.

17. Customer support response time

The average time it takes for a customer support team to respond to customer inquiries or issues, reflecting the efficiency of the support team and customer satisfaction.

18. Product defect rate

The percentage of products produced with defects or errors, indicating the need for improved quality control and production processes.

Non Financial KPIs Explained

Non-financial KPIs play a vital role in gauging a company’s overall health and performance, as they provide valuable insights into various aspects of the business. Customer satisfaction and retention are crucial indicators of how well a company meets customer needs, which directly impacts loyalty and long-term success.

Conversion rates and employee engagement demonstrate the effectiveness of marketing initiatives and the level of employee commitment to the organization. Reduced employee turnover, high Net Promoter Scores, and efficient time to market reflect strong management and a competitive edge. Market share, brand awareness, and website traffic highlight a company’s presence and perceived value in the marketplace.

Bounce rates and social media engagement offer insights into customer experience and brand reputation, with customer lifetime value and churn rate indicating the financial stability and quality of products or services. Marketing ROI, lead generation, and customer support response time showcase the effectiveness of revenue-generating strategies and overall customer satisfaction. Lastly, monitoring product defect rates allows for continuous improvement and optimization of processes, leading to better overall performance and sustained growth.


In conclusion, Non-Financial KPIs truly are essential in understanding the comprehensive performance and overall health of a business or organization. By keeping a close eye on these key performance indicators, companies can better strategize and make informed decisions, thus optimizing their operations and ensuring long-lasting success.

It is necessary not to overlook the importance of these metrics because they paint a complete picture that transcends the traditional financial metrics. Adapt and apply Non-Financial KPIs to your business wisely, and you will be well-equipped to compete in a constantly evolving landscape while achieving sustainable growth.


What are Non-Financial KPIs?

Non-Financial KPIs (Key Performance Indicators) are measurable values that help organizations to track and assess the success of their operations and performance in areas that are not directly related to financial outcomes. These indicators typically include aspects such as employee engagement, customer satisfaction, market share, and product quality.

Why are Non-Financial KPIs important for a business?

Non-Financial KPIs are important because they provide insights into aspects of the organization that have significant long-term influence on its overall success. By monitoring these KPIs, businesses can identify areas of improvement, ensure that their decision-making is data-driven and aligned with their strategic goals, and maintain a balanced approach that incorporates both financial and non-financial factors.

Can you provide a few examples of common Non-Financial KPIs?

Examples of Non-Financial KPIs include customer satisfaction rates, employee retention rates, the number of new customers acquired, the average time to resolve customer complaints, and the percentage of market share within a specific industry or region.

How can a company identify the most relevant Non-Financial KPIs for their operations?

To identify the most relevant Non-Financial KPIs, a company should start by evaluating their strategic goals and objectives. From there, they should determine which aspects of their operations, such as employee engagement or environmental sustainability, are crucial to achieving those goals. By involving key stakeholders and conducting a thorough evaluation of their operations, they can choose the KPIs that best represent their organization's priorities, industry standards, and long-term vision.

How often should a company track and review its Non-Financial KPIs?

The frequency at which a company should track and review its Non-Financial KPIs depends on the nature of the KPI and the dynamics of the specific business. Some KPIs may require daily monitoring, while others might be evaluated on a weekly, monthly, or quarterly basis. Regularly reviewing Non-Financial KPIs enables organizations to respond quickly and efficiently to any changes in performance, allowing them to make necessary adjustments and ensure they remain on track to achieve their strategic objectives.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

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