How can you handle conflicting product metrics and KPIs?

1 Understand the context

The first step to handle conflicting product metrics and KPIs is to understand the context behind them. Why are you measuring them? What are your goals and objectives? How are they related to your product strategy and vision? How do they reflect your user needs and behaviors? By answering these questions, you can clarify the purpose and meaning of each metric and KPI, and how they fit into the bigger picture.

2 Identify the trade-offs

The second step to handle conflicting product metrics and KPIs is to identify the trade-offs involved. Sometimes, improving one metric or KPI can have a negative effect on another. For example, increasing user engagement might reduce user retention, or increasing revenue might lower customer satisfaction. These trade-offs are inevitable and reflect the complexity and uncertainty of product development. You need to acknowledge them and weigh the pros and cons of each option.

3 Prioritize the most important

The third step to handle conflicting product metrics and KPIs is to prioritize the most important ones. You can't optimize everything at once, so you need to focus on the metrics and KPIs that matter the most for your product success and value proposition. You can use frameworks like the HEART framework, the Pirate metrics, or the OKR model to help you define and prioritize your product metrics and KPIs. You can also use data analysis, user feedback, and market research to validate and refine your assumptions and hypotheses.

4 Experiment and iterate

The fourth step to handle conflicting product metrics and KPIs is to experiment and iterate. You can't rely on static or fixed metrics and KPIs, as they can change over time and across different segments, channels, and scenarios. You need to test your ideas and solutions using experiments, such as A/B testing, prototypes, or MVPs, and measure the results using your metrics and KPIs. You also need to iterate based on the feedback and insights you get from your experiments, and adjust your metrics and KPIs accordingly.

5 Communicate and align

The fifth step to handle conflicting product metrics and KPIs is to communicate and align with your stakeholders. You can't work in isolation or in silos, as your metrics and KPIs affect and are affected by other teams, departments, and partners. You need to share your findings, learnings, and recommendations with your stakeholders, and get their input, feedback, and buy-in. You also need to align your metrics and KPIs with the overall organizational goals and vision, and ensure that everyone is on the same page.

6 Learn and improve

The sixth step to handle conflicting product metrics and KPIs is to learn and improve. You can't settle for the status quo or assume that you know everything. You need to constantly monitor, evaluate, and improve your metrics and KPIs, and learn from your successes and failures. You also need to embrace a growth mindset and a culture of experimentation, and seek new opportunities and challenges to grow and innovate your product.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?