Objectives and Key Results (OKRs)
Objectives and Key Results (OKRs) are a goal-setting framework that helps teams align on ambitious goals and measure progress with specific, quantifiable results. Objectives define the destination on the roadmap, while 2–5 Key Results act as milestones that track success. Objectives inspire and guide teams, and Key Results keep everyone accountable by focusing on measurable outcomes.
In depth
The OKR framework dates back to Intel in the 1970s and was popularized by John Doerr at Google in the early 2000s. Its simplicity and transparency help fast-growing companies stay aligned and agile.
An Objective describes what you want to achieve: it’s aspirational, concise and motivational. For example, “Improve our customer support experience.”
Key Results define how you measure success. They’re time-bound, numeric and outcome-focused. For the support example, KRs might include:
Increase customer satisfaction score from 75 to 90
Reduce average response time from 5 hours to 1 hour
Resolve 95% of tickets within 24 hours
OKRs are typically set on a quarterly cadence. Teams review and update them regularly, fostering continuous improvement. Stretch goals encourage innovation—if a team consistently hits 100%, they should aim higher next cycle.
Pro tip
Limit yourself to 3 objectives per cycle and 2–5 key results per objective. Too many goals dilutes focus. Also, distinguish KRs from tasks: KRs measure outcomes, not outputs (for instance, “publish 4 blog posts” is an output, whereas “drive 10% more organic traffic” is an outcome).
Why it matters
Alignment and transparency: Everyone sees the same targets and progress.
Focus on impact: Teams prioritise efforts that move the needle on business results.
Agility: Quarterly reviews help you adapt quickly to new information or market shifts.
Data-driven culture: Embeds measurement at the heart of goal setting, promoting fact-based decisions.
OKRs - In practice
Let's use a marketing example:
Objective:
Grow brand awareness in North America
Key Results:
- Increase website traffic by 20%
- Boost social media engagement by 30%
- Secure 10 press mentions
Use your analytics platform to visualise KR progress. In Klipfolio PowerMetrics, the Goals & notifications feature helps you set targets for each Key Result, receive alerts when you’re off-track and share live dashboards across teams.
Product-specific notes
In PowerMetrics, you can:
Create and track OKRs by creating metrics and using goals & notifications to track progress
Use instant metrics from MetricHQ to fill common Key Results
Embed OKR visualizations in team TV screens or internal portals
Leverage PowerMetrics AI to forecast KR trends and flag anomalies
Related terms
Key Performance Indicator (KPI)
A key performance indicator (KPI) is a measurable value that shows how effectively your organization is achieving its most important objectives. Think of a KPI like a car’s speedometer—each gauge gives you real-time feedback so you can adjust your course and hit your destination.
Read moreMetric Catalog
A metric catalog is a centralized library of standardized metrics and KPIs, each with a clear name, formula and description. Think of it as a reference guide that ensures everyone in your organisation measures success the same way.
Read moreMeasure
A measure, in the context of data, is a quantifiable numeric value used to track and analyze data. It represents a calculation—like sum, average or count—that you perform on raw data points.
Read moreMetric
A metric, in the context of analytics, is a calculated value that tracks performance for a business activity. Think of it as a consistent math formula applied to your data over time, like revenue, conversion rate, or churn rate. A metric includes a clear formula, time frame, and rules for how to slice the data. It turns raw numbers into a repeatable signal you can compare across periods, products, regions, or segments.
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