A KPI, or key performance indicator, is a measurable value that demonstrates how effectively a company is achieving key business objectives. KPI s can be associated to the marketing funnel. So, for example, for marketing objective around awareness, your KPI could be something like impressions on your content. For interest, you could measure followers, email subscribers or visits to your website. And finally, for conversion, you'll measure purchases in this case, since we're focused on the interest part of the marketing funnel, our client decides our primary KPI will be followers to this new account at Starbucks College. To be more specific. They want us to drive 100,000 followers on facebook and instagram this year.