KPI Catalogue

The canonical KPIs the LP and forecast operate on. Every canonical KPI is a count. The uniform-units refactor folded the historical rate KPIs (Engagement Rate / View Rate / CTR) into summed count components so all four KPIs on a platform share the same unit and the LP doesn't mix percentages and totals.

Full table

Platform	Awareness	Engagement	Traffic	Lead Gen
Facebook	Reach	reactions + comments + shares + saves + follows	Link clicks	Leads + Purchases
Instagram	Reach	likes + comments + shares + saves + follows	Link clicks	Leads + Purchases
LinkedIn	Impressions	reactions + comments + shares + followers	Clicks	Leads
YouTube	Views	likes + comments + shares + subscribers	Clicks	Conversions + Purchases
Google Search	Impressions	(none)	Clicks	Conversions + Purchases
Google Display	Impressions	(none)	Clicks	Conversions + Purchases
Google PMax	Impressions	(none)	Clicks	Conversions + Purchases
TikTok	Video Views	likes + comments + shares + saves + followers	Clicks	Leads + Purchases
Pinterest	Impressions	Saves	Outbound clicks	Leads + Checkouts
X (Twitter)	Impressions	likes + replies + reposts + bookmarks + followers	Link clicks	Leads
Snapchat	Reach	story opens + shares + subscribers	Swipe-ups	Leads + Purchases
Reddit	Impressions	upvotes + comments + shares + followers	Clicks	Leads

Why Google has no engagement KPI

Google surfaces report CTR (a rate, violating uniform units within a platform) and "engaged clicks" (which would duplicate the Traffic KPI). Rather than fudge a composition that double-counts, Google platforms are omitted from Engagement. Honesty over completeness.

Why link clicks are excluded from engagement

Link clicks belong to the Traffic objective. Counting them in engagement too would inflate engagement productivity and skew the LP toward platforms that report both.

Custom platforms

Users can define custom platforms with their own KPI config. The schema lives in core/kpi_config.py — each KPI row is:

{
    "platform": "myco_app",
    "goal": "lg",
    "var": "myco_app_lg_signups",
    "label": "Signups",
    "kind": "count",
    "components": ["signups"],
    "operator": "sum",
}

The wizard renders custom platforms alongside the built-ins.