Definition
Specify what is included and excluded.
The label does not replace the definition.Structured template · MOD-05
Marketing KPI dictionary to download: fields and controls
Decision question
How can two teams be prevented from calculating the same indicator differently?
Editable CSV file
The template’s required fields.
This file is used to adopt a shared definition before using the KPI in a trade-off. The related guide page explains the method. Here, the scope is limited to the columns, checks and example needed to complete the deliverable.
Formula
Make the calculation reproducible.
Numerator and denominator are named.Source
Identify system, table and date.
One source is authoritative.Thresholds
Link the KPI to an action.
Watch and action levels are distinct.Example structure
A concrete reading before completing the file.
| KPI | Formula | Frequency | Action threshold |
|---|---|---|---|
| Win rate | Contracts / opportunities | Monthly | < 22% |
| CAC | Full cost / customers | Monthly | > €1,400 |
Checks before use
- Reproducible formula
- Explicit unit
- Single source
- Threshold linked to a decision
Counter-example
Completing “Definition” without satisfying “The label does not replace the definition.” creates a present but unacceptable deliverable. The row must remain blocked until corrected.
Editable resource
Download the template and retain its history.
Editable CSVDownload the KPI dictionary↓Review the example and acceptance criteriaOriginal planning template. The example values are neither a benchmark nor an automatic recommendation. Adapt units, thresholds and ownership to the scope that was actually decided.
Template traceability
Editorial revision of this page.
Revision 1.1
- Reviewed on 22 August 2026
- Editorial owner: Marketing Plan in Action
- Counter-example, blocking check and visible history added.
- This revision describes the page; the CSV retains its own version field when present.
Explore the method