If the term KPI makes your brain go, “Huh?” you’re not alone.

It gets tossed around in boardrooms and podcasts like everyone should know what it means. But for a lot of small business owners, especially ADHD entrepreneurs, it’s a vague, intimidating acronym that just makes you want to close the spreadsheet and go back to your to-do list.

Let’s change that.

Because when you understand what KPIs really are, and how to track the right ones, you’ll be amazed at how quickly your focus, clarity, and growth start to skyrocket.

What Are KPIs, Really?

KPI stands for Key Performance Indicator. In plain English? Thesea are the vital signs of your business. They’re the numbers that help you quickly assess:

Is this part of the business working or not?

Think of them like your business’s heart rate, oxygen levels, and blood pressure. You can ignore them... but you might not like what happens next.

Why Tracking KPIs Matters (Especially in 2025)

Let’s be honest: In 2025, data is everywhere. But too much data without direction = burnout. KPIs help you cut through the clutter and answer important questions like:

• Where should I spend more time or money?
• Where’s the bottleneck in my sales funnel?
• What’s working, and what’s just making me busy?

When you choose the right KPIs, they act like guideposts. Instead of reacting to every hiccup, you start making calm, clear decisions that move the needle faster.

Without KPIs, you're either overwhelmed by data, or stabbing in the dark.

How to Choose KPIs That Actually Matter

Here’s the ADHD-friendly breakdown:

1. Start With Your Big Goal

This could be:

• More website bookings
• More course enrollments
• More revenue
• More followers (only if they lead somewhere!)

Now ask: What intermediate steps lead to that goal?

For example, iIf your big goal is more bookings, maybe the steps are…

• Increase traffic to your site
• Increase clicks to your booking page
• Improve conversions from booking page visits

Boom. You’ve just created your KPI chain.

2. Track the Right Numbers (Without Going Overboard)

Let’s say you want to grow your social media. A lot of people only track followers, but if followers aren’t growing, what do you do? If you’re tracking things like:

• Reach or Impressions (how many people saw your content)
• Engagement (likes, comments, saves, shares)
• Saves or Shares (emotional resonance)

…now you can pinpoint the issue and fix it. No more guessing. No more “I guess we just need to post more.”

If engagement is low → test more emotionally resonant content
If reach is low → experiment with hooks, hashtags, or posting time
If shares are low → tell better stories or answer bigger questions

Harvard Business Review confirms that emotional connection builds trust, and trust drives action. That’s true in your marketing and in your KPIs.

3. Know the Difference Between Metrics and KPIs

Not every metric is a KPI.

A metric = any number you can track
A KPI = a number that tells you if something is working

For example:

• Total bookings on your calendar = KPI
• Traffic to your homepage = metric (unless it directly impacts that KPI)
• Number of social shares = metric that supports a visibility KPI

Start with KPIs. Then use metrics to troubleshoot and improve them.

4. You Don’t Have to Track Everything Forever

Let me say this louder for the perfectionists in the back: you are allowed to change your KPIs.

If you track something for 3–4 months and it’s not helping? Ditch it. If it’s not tied to your big goal anymore? Drop it. If you realize you’ve been tracking a vanity metric (hello, likes 👋)? Shift it.

Your business evolves. Your KPIs should too.

KPIs Are Your Business GPS

When someone says “track your KPIs,” what they’re really saying is:

• Know what success looks like
• Measure the stuff that drives it
• Adjust based on what’s actually happening

You don’t need a fancy dashboard. You don’t need a data science degree. You just need to start.

Build a Smarter Marketing Strategy

If you’re ready to stop guessing and start growing with real clarity, Stephanie can help.

See how Stephanie Scheller helps small business owners build marketing that works, without burning out.

You’ll find ADHD-friendly tools, real frameworks, and actionable strategy, all designed to help you finally take control of your business growth.

Let’s turn your data into direction.