# Key performance indicator (KPI)

A selected measure used to judge progress toward an important goal.

A selected measure used to judge progress toward an important goal.

## An example

A publisher chooses revenue per retained active user as a KPI for an ad experiment.

## Why it matters

Choose a measure tied to the decision; an easily measured activity is not automatically a useful KPI.


## Related terms
- [Active user](https://jolts.xyz/resources/glossary/active-user)
- [Cohort](https://jolts.xyz/resources/glossary/cohort)
- [Lifetime value (LTV)](https://jolts.xyz/resources/glossary/lifetime-value)
- [Retention rate](https://jolts.xyz/resources/glossary/retention-rate)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).