Five KPIs too many leadership teams still track
When we open a typical leadership pack, the first problem is rarely missing data—it is surplus. Ten “priority” KPIs means none of them are priority. In scorecard analytics work across Bangkok product and operations teams, we repeatedly see the same five metrics that look important and rarely drive a decision.
1. Raw page views or session counts. Useful for a channel owner, almost never for an executive review. Replace with a conversion or activation rate tied to a product outcome.
2. Vanity engagement totals. Likes, opens, and clicks without a quality filter inflate the room’s confidence and hide churn risk.
3. Unowned lagging financials duplicated from finance. If finance already owns the number and the product team cannot act on it monthly, it does not belong on the product scorecard.
4. Metrics without a written definition. “Active users” that change when an analyst joins will destroy trust faster than a blank cell.
5. Everything that moved last quarter. A scorecard is not a highlight reel. Keep the stable set; put experiments in a separate readout.
Start your next review by asking: which three numbers, if they moved, would force us to change next month’s plan? Keep those. Archive the rest with gratitude.