Wrike
Wrike header logoWrike header logo
    • For teams

      • Marketing

        Streamline proofing and reporting for seamless campaigns.

      • Creative & Design

        Create high-quality assets and get them approved in record time.

      • Product

        Accelerate your product process, from idea to delivery.

      • Client Services

        Exceed clients’ expectations with expert resources.

      • PMO

        Align strategy with execution and deliver results.

      • IT

        Execute initiatives, optimize workflows, and automate requests.

      • Operations

        Make work flow seamlessly with intuitive management tools.

      • HR

        Manage teams effortlessly with customizable HR features.

      • Legal

        Organize every file, case, and due date in one secure space.

      • Finance

        Centralize all financial tasks, from budgeting to invoicing.

      • See all teams

    • For industries

      • Technology

        Build solutions that matter, and deliver faster.

      • Consumer Goods

        Move fast with unified planning, delivery, and reporting.

      • Manufacturing

        Enhance operations, accelerate production, and empower teams.

      • Professional Services

        Organize clients, streamline projects, and automate workflows.

      • Finance

        Deliver better, faster financials with automations.

      • Healthcare

        Collaborate cross-functionally in a secure setting.

      • Education

        Unite multiple disparate teams, departments, and colleges.

      • Construction

        Streamline building projects, from scoping to invoicing.

      • Media & Entertainment

        Choose one powerful platform for fast-paced work.

      • Agencies

        Centralize client work, boost creativity, and increase profitability.

      • See all industries

    • Workflows

      • Campaign Management

        Make marketing magic with end-to-end campaign management.

      • Product Lifecycle

        Watch your product lifecycle flow, from concept to customer.

      • Client Service Delivery

        Get ahead of the competition with faster client services.

      • Project Management

        Plan Agile projects, track deadlines, and deliver results.

      • Project Portfolio Management

        Manage your complete portfolio, from strategy to results.

      • Creative Production & Content

        Create, collaborate, proof, and approve all in one place.

      • Resource Management

        View team workloads and reallocate tasks to avoid burnout.

      • Workflow Management

        Use custom statuses and automate your team workflows.

      • Event Management

        Design, execute, and monitor flawless events.

      • Task Management

        Organize incoming requests and eliminate repetitive tasks.

      • See all workflows

    • Explore Wrike

      • Take a Product Tour

      • Book a Demo

      • ROI Calculator

      • Customer Stories

      • Start with Templates

    • Features

      • Dashboards

        Fuel better, faster, data-driven decisions with powerful analytics.

      • AI

        Learn about powerful AI and automations with Work Intelligence®.

      • Automation

        Define and trigger automated workflows to eliminate manual efforts.

      • Gantt Charts

        Interactive project scheduling across teams.

      • Proofing

        Streamlined proofing and collaboration in one place.

      • Custom Item Types

        Tailor work items to fit your specific workplace.

      • Project Resource Planning

        Plan and allocate resources for timely delivery.

      • Project Views

        Get the full picture with customizable, intuitive project views.

      • Kanban Boards

        Instantly view project progress and create customized workflows.

      • Dynamic Request Forms

        Custom forms powered by conditional logic.

      • Approvals

        Keep approvers in the loop from start to finish.

      • Cross-Tagging

        Unparalleled visibility across multiple work streams.

      • See all features

    • Platform

      • New! Visual collaboration

      • Book a Demo

      • Start with Templates

      • Wrike AI

      • Integrations

      • Security

      • Mobile & Desktop Apps

    • Workflow-Powered Collaboration

      Sync with multiple teams to keep work flowing across your organization.

    • Industry-Leading Security

      We're dedicated to safeguarding data beyond industry standards and ensuring secure collaboration.

    • Pioneering AI and Innovation

      Put the power of data and AI to work for your organization.

    • Invested in Customer Success

      We support customers at every step of their journey from pre-sales to onboarding with 24/7 support.

    • Boundless Configuration

      Customize your workspace to suit the unique needs of every team in your organization.

    • Effortless Scalability

      Add new teams or adjust to rapid growth seamlessly with Wrike’s scalable platform.

    Why Wrike beats the competition

    Find out why 20,000+ of the world’s top companies choose Wrike to manage their workflows

    View comparison
    • Go deeper

      • Resource Hub

        Top assets on productivity, collaboration, and more.

      • Wrike Blog

        Latest news and best practices on project management.

      • Educational Guides

        Guides and tools to unlock better work management.

      • Webinars

        Join our live or on-demand sessions to do your best work.

      • Customer Stories

        Explore Wrike’s case studies for key insights on customer success.

      • Developers

        Connect and build integrations with easy-to-use APIs.

    • Upskill and Connect

      • Training & Certifications

      • Help Center

      • Wrike's Community

      • Premium Support Packages

      • Wrike Professional Services

      • Partners

    Introducing Wrike + Klaxoon

    You can now add Klaxoon’s infinite whiteboard to your Wrike subscription and work management toolkit

    Request a demo
  • Enterprise
  • Pricing
Contact Sales
    language-selector
    English
    Dansk
    Deutsch
    Español
    Français
    Bahasa Indonesia
    Italiano
    Bahasa Melayu
    Nederlands
    Norsk
    Polski
    Português (BR)
    Svenska
    Русский
    日本語
    한국어
    中文 (简体)
    中文 (繁體)
Log in
Wrike header logoWrike header logo
Wrike header logoWrike header logo
Menu
Guide overview
  • 1. What Is Product Management?
  • 2. What Is a Software Product?
  • 3. Software Product Manager
  • 4. Product Owner
  • 5. Product Management Life Cycle
  • 6. Product Management Roadmap
  • 7. Product Management Software and Tools
  • 8. Product Backlog
  • 9. Product Management OKRs
  • 10. Product Requirements Documents
  • 11. Product Management Metrics and KPIs Explained
    • Product Management Metrics and KPIs Explained
    • What are KPIs and metrics?
    • Key metrics for product management
    • KPI examples for product management
    • How to structure product KPIs
    • Product management KPI dashboard
  • 12. Product Analytics
  • 13. Comprehensive Guide to Lean Product Management
  • 14. Best Product Management Resources for Product Managers
  • 15. Practical Product Management Templates
  • 16. FAQ
  • 17. Glossary of Product Management Terms
Guide overview
  • 1. What Is Product Management?
  • 2. What Is a Software Product?
  • 3. Software Product Manager
  • 4. Product Owner
  • 5. Product Management Life Cycle
  • 6. Product Management Roadmap
  • 7. Product Management Software and Tools
  • 8. Product Backlog
  • 9. Product Management OKRs
  • 10. Product Requirements Documents
  • 11. Product Management Metrics and KPIs Explained
    • Product Management Metrics and KPIs Explained
    • What are KPIs and metrics?
    • Key metrics for product management
    • KPI examples for product management
    • How to structure product KPIs
    • Product management KPI dashboard
  • 12. Product Analytics
  • 13. Comprehensive Guide to Lean Product Management
  • 14. Best Product Management Resources for Product Managers
  • 15. Practical Product Management Templates
  • 16. FAQ
  • 17. Glossary of Product Management Terms
  1. Product Management Guide

Product Management Metrics and KPIs Explained

10 min read
Anna Grigoryan
Anna Grigoryan Director of Product Management, Wrike

Product Management Metrics and KPIs Explained

In product management, KPIs and metrics are used to identify risk and measure success.

KPIs, or key performance indicators, are the most useful tools in a project manager’s toolkit. They help with product development, identifying team progress, and ensuring that teams stay on track to achieve wider business goals.

Before setting KPIs, teams may have multiple questions such as:

  • What are KPIs and metrics?
  • How to choose the right KPIs and metrics
  • Which metrics and KPIs are the most important?
  • How many KPIs should be selected?

In this section, we will identify the product management metrics and KPIs that can guide your team to product management success.

What are KPIs and metrics?

Key performance indicators show whether the business is achieving its predetermined goals and objectives. KPIs are used to quantify the success and failure of product goals.

KPIs measure the performance of the business or product in line with elements such as revenue, cost, usage, customer satisfaction rate, and more.

Product teams set goals and then identify specific, measurable KPIs that help ascertain progress. They can brainstorm and set up five to six KPIs to document and monitor regularly.

What are metrics?

A metric is a specific number or data-centric criteria that teams use to track the success of a product or business activity. Product teams use metrics to detect risks, set goals, and make effective decisions. KPIs track the measurable business outcomes, while metrics track workflows and processes. While every KPI is a metric, all metrics are not KPIs.

Here’s a product metrics and KPIs example:

  • Metrics: Active product users is a metric that represents the number of regular customers that use the product. It can indicate growth, revenue, and other important insights.
  • KPI: An achievement of a 25% increase in users year over year is an example of a KPI. Let’s say that a major business objective was to increase revenue by a certain amount within a financial year. A 25% increase in users indicates that more paid users have adopted or joined the platform, signaling that the organization is closer to achieving this objective.

Key metrics for product management

There are many important metrics in product management. Let’s explore the most commonly used product metrics that guide product development, design, testing, launch, and growth. Use these key product management metrics and KPIs to measure product and process performance.

Net promoter score (NPS)

NPS quantifies customer satisfaction with the product. Imagine your customers answering this question: Would you recommend this product/service to a friend/peer?

Promoters are existing clients who can promote the product through positive reviews or word-of-mouth recommendations. Leverage these positive experiences using interviews and case studies.

Consider the time it takes to adopt a product or feature that's just been introduced. The NPS also includes the percentage of users adopting the new feature and how often they engage with it.

Retention rate

Retention rate is a key metric that tracks the percentage of active users compared to the total users for a specific period.

It's commonly used by SaaS companies or organizations with a subscription-based model. To maintain a reasonable retention rate, companies need to consistently meet customer expectations and deliver immense value.

Churn rate

The churn rate is the percentage of customers that leave a company or unsubscribe from a platform within a specific period. Every product-focused company (SaaS companies, in particular) is intent on increasing the retention rate while reducing the customer churn rate.

This is a simple metric, but one that's difficult to track. Different companies have varying methodologies to define the time periods and customers.

Customer satisfaction rate

Every company wants its customer satisfaction rates to be the highest. High customer satisfaction rates imply that a company is able to deliver on what customers want across the buying journey.

From attracting customers to delivering the product to post-sales service, customer satisfaction rates rely on users being happy with the entire process.

Quantifying customer needs and preferences can act as a benchmark when identifying customer satisfaction scores. A detailed analysis of customers' inputs and feedback can help determine what users want and need from a company's product or service.

KPI examples for product management

Setting KPIs need not be overwhelming. In this section, we highlight different KPI examples for product management to inspire you to create your own.

Business performance KPIs

Business performance KPIs are related to the business and not directly to the product. They help teams spot new business trends and customer preferences before they reach your company.

Here are some KPIs that are multi-disciplinary and can be located across the company and its departments:

  • Gain two places on the Gartner's Quadrant
  • Increase Net Promoter Score (NPS) by 20%
  • Improve customer count for a feature by 45% by February 2022

Product usage KPIs

Product usage KPIs support teams as they try to understand how customers or prospects connect with the product. They guide product decisions, manage feature development, and help you navigate the product roadmap.

Documenting, tracking, and analyzing these KPIs help identify how to improve product performance. Some product usage KPIs include:

  • Increase the number of product users by 35% by December 2022
  • Reduce time to onboard new users by 28% by next quarter
  • Gain 2200 new users for the ‘reports’ feature in the next six months

Product development KPIs

Product development KPIs identify the speed of development while enhancing process improvements. You can create engagement in the team by monitoring and tracking these results. It’s also possible to discover development gaps immediately and resolve them before they become bigger. Here are a few examples:

  • Uphold 99% on-time deliveries in 2022
  • Preserve resource utilization above 90% for the entire quarter
  • Maintain 40 units per month velocity in 2022

Product quality KPIs

Deliver outstanding customer experiences by establishing product quality KPIs. Avoid any negative events by ensuring these instances are promptly addressed within the shortest possible time.

Lay down quality control processes for customer satisfaction to minimize negative experiences. Here are some product quality KPIs to inspire your team:

  • Maintain less than 200 monthly support tickets for 2021
  • Decrease number of support ticket escalations to ten per month for 2022
  • Reduce defect rate for product development to less than 2% by the end of 2022

How to structure product KPIs

Focus on creating five to six KPIs to establish a data-driven foundation for product management. Structure the KPIs around specific outcomes for business performance, product development, product quality, and product usage.

Here is a four-step process for structuring product KPIs:

Outline the measurement

Express the goal in clear terms to measure performance more effectively. Consider using these measurements:

  • Activity: Includes a specific figure, such as the number of leads in the pipeline or percentage of new customers
  • Outcome: Includes the progress for a specific outcome or result, such as the increase in revenue over last year or percentage rise in product users
  • Project: Depicts project progress, such as the percentage of completed product development testing
  • Target: Can be a deadline, such as achieving a particular revenue amount by a specified timeline

Describe the outcome 

Establish a specific number the team needs to achieve in a defined timeline. Make sure that the numbers match. For example, if the measurement is a percentage, the goal/outcome should also be a percentage.

Clarify the KPI data source 

Advocate for simplicity in every action to keep the stakeholders on the same page. Clearly articulate the data sources for the KPIs and explain how the progress will be measured.

Define tracking measure and frequency

Go with a monthly or quarterly time frame for your KPIs. Inform the team to increase transparency and accountability.

Product management KPI dashboard

Easily manage your product management metrics and KPIs with Wrike’s custom dashboards. Quit spending hours creating complicated spreadsheets that need to be constantly reviewed and updated.

Instead, create simple and real-time reports on demand using Wrike’s effective product management software. It allows teams to set goals, visualize product progress, and ensure that teams focus on the KPIs that matter.

Anna Grigoryan

Anna is a Director of Product Management at Wrike and a seasoned product leader with over 15 years of experience in the tech industry. She has successfully led multiple engineering teams, ensuring the delivery of high-quality products featuring mobile and web experiences, seamless integrations with other platforms, and innovative white-labeled solutions.

Product Requirements DocumentsProduct Analytics
Product Management Strategy
  • Defining Software Product Strategy
  • Product Management Launch Plan
  • Product Management Strategy
  • Product Management Goals
  • Product Roadmap
Product Requirements
  • Defining Product Specifications
  • Writing Software Requirements
  • Product Design Requirement Document
Product Management Team And Roles
  • Product Management Hierarchy
  • Product Management Team and Roles
  • Role of a Product Management Lead
  • Role of a Product Management Specialist
  • Product Manager vs Software Engineer
  • Technical Product Manager vs Product Manager
  • How to Become a Product Owner
  • Project Manager vs Project Owner
  • Importance of The Product Owner
Product Management Software & Tools
  • Product Management Dashboard
  • Product Management Maturity Model
  • Product Management Software
  • Product Management Workflow
  • Product
    • Product tour
    • Pricing
    • Templates
    • Apps & Integrations
    • Task Management
    • Gantt Charts
    • Wrike Status
    • Security
    • Wrike API
    • Compare
    • Features
  • Solutions
    • Enterprise
    • Marketing
    • Creative
    • Project Management
    • Product Development
    • Business Operations
    • Professional Services
    • IT Management
    • Students
    • All Teams
    • All Use Cases
  • Resources
    • Help Center
    • Community
    • Blog
    • Webinars
    • Interactive Training
    • Support Packages
    • Find a Reseller
    • Google Project Management Tools
    • CA Notice at Collection
  • Company
    • About Us
    • Leadership
    • Careers
    • Our Customers
    • Events
    • Newsroom
    • Partner Program
    • Collaborate - User Conference
    • Wrike Engineering
    • Contact Us
  • Guides
    • Project Management Guide
    • Professional Services Guide
    • Kanban Guide
    • Agile Guide
    • Remote Work Guide
    • Scrum Guide
    • Marketing Project Management Guide
    • Collaborative Work Management Guide
    • Digital Marketing Guide
    • Return to Work Guide
    • Product Management Guide
    • Go-to-Market Guide
    • Goal Setting Guide
  • Latest in Wrike Blog
    • Free Google Sheets budget template (Excel included)
    • How to create and manage a project calendar to deliver projects on time
    • Work breakdown structure template (WBS) for project management
    • Project organization: Your ultimate guide
    • How to write a business requirements document (Plus template)
    • Stay productive anywhere: A deep dive into the Wrike mobile app
    • From good to game changing: The power play of human instinct + AI speed in 2025

Subscribe to Wrike news and updates

Stay informed with the latest news and updates by subscribing to our marketing emails.

  • App Store
  • Google Play
©2006-2025 Wrike, Inc. All rights reserved. Patented. Privacy Policy. Terms of Service. Cookie Preferences