Key Performance Indicators (KPIs) are the heartbeat of your Catchlight Analytics Dashboard. These cards give you at-a-glance insights into your most important metrics, helping you quickly understand performance, identify trends, and make data-driven decisions.
What Are KPIs?
KPIs are specific, measurable values that show how effectively you're achieving key business objectives. In your Catchlight dashboard, KPIs track:
Enrichment performance - How many leads have data and how complete it is
Lead quality - How likely leads are to convert based on AI scoring
Revenue opportunity - The financial potential in your pipeline
Trend direction - Whether metrics are improving or declining
Anatomy of a KPI Card
Each KPI card contains several elements that work together to tell a story:
1. KPI Label (Top Left)
What it shows: The name of the metric
Examples:
"Total Leads Enriched"
"Enrichment Success Rate"
"Average Catchlight Score"
"Projected Client Revenue"
Purpose: Identifies what the number represents
2. KPI Icon (Top Right)
What it shows: A visual symbol representing the metric type
Icon colors and meanings:
Green circle - Enrichment/success metrics
Blue circle - Activity/volume metrics
Purple circle - Quality/score metrics
Orange circle - Revenue/financial metrics
Purpose: Quick visual categorization
3. KPI Value (Center, Large Number)
What it shows: The current metric value for your selected date range
Examples:
"1,247" (total count)
"87.5%" (percentage)
"$2.4M" (currency)
"76" (score)
Typography: Large, bold font—the most prominent element on the card
Purpose: The main data point you're monitoring
4. KPI Change Badge (Bottom)
What it shows: How the current value compares to your baseline period
Appears as:
Green badge with up arrow → "+12.5%" (positive change)
Red badge with down arrow → "-8.3%" (negative change)
Gray badge with dash → "No change" or "0%" (neutral)
Only visible when: Baseline comparison is active
Purpose: Shows trend direction at a glance
5. Comparison Text (Bottom)
What it shows: Context for the change badge
Examples:
"vs. last month"
"vs. previous period"
"vs. Q4 2024"
"vs. same period last year"
Purpose: Confirms what baseline you're comparing against
KPI Card Styles
Not all KPI cards look the same—visual styling conveys importance:
Standard Card (White Background)
Appearance:
White background
Light border
Standard text colors
Meaning: Important metric, standard priority
Most cards use this style
Highlighted Card (Green Gradient Background)
Appearance:
Green gradient background (dark to light green)
White text
No border
Stands out visually
Meaning: This is a TOP PRIORITY metric for your business
Common highlighted metrics:
Total Projected Revenue
High-Value Lead Count
Enrichment Success Rate
Why it matters: These are the metrics leadership cares most about
Highlight-Green Card (Light Green Gradient)
Appearance:
Lighter green gradient
White text
Slightly different shade than primary highlighted cards
Meaning: Important but secondary priority
Usage: Variations in your dashboard theme
KPI Grid Layouts
KPIs are organized in grids for easy scanning:
4-Column Grid
Most common layout
Four KPI cards per row
Good for comparing related metrics side-by-side
Example: Four enrichment metrics in one row
3-Column Grid
Used for specific sections
Three KPI cards per row
Often used for revenue metrics
Gives each card more space
Responsive Behavior
On smaller screens (tablets, mobile):
Grids collapse to 2 columns or 1 column
Same information, different layout
Scroll to see all cards
Reading KPI Values Correctly
Count Metrics
Format: Whole numbers
Examples: 1,247 | 45 | 2,309
What they represent:
Number of leads
Number of enrichments
Count of events
How to read: "1,247 leads were enriched"
Percentage Metrics
Format: Number with % symbol
Examples: 87.5% | 12.3% | 95.0%
What they represent:
Success rates
Proportions
Quality scores as percentages
How to read: "87.5% of enrichments were successful"
Currency Metrics
Format: $ symbol with K (thousands), M (millions), or B (billions)
Examples: $2.4M | $127K | $1.2B
What they represent:
Projected revenue
Financial opportunity
Lifetime value estimates
How to read: "$2.4M = Two million, four hundred thousand dollars"
Score Metrics
Format: Whole numbers (typically 0-100 scale)
Examples: 76 | 52 | 89
What they represent:
Average Catchlight Score
Quality ratings
Confidence levels
How to read: "76 out of 100" or "76 percentile"
Understanding Change Indicators
Change indicators show trends when baseline comparison is active:
Positive Change (Green ↑)
Appearance: Green background, up arrow, +X.X%
Interpretation depends on metric:
Good for these metrics:
✅ Total leads enriched (growth!)
✅ Enrichment success rate (better quality!)
✅ Average Catchlight Score (better leads!)
✅ Projected revenue (more opportunity!)
✅ High-value lead count (targeting working!)
May be neutral for:
➖ Failed enrichments (if total volume also increased)
Negative Change (Red ↓)
Appearance: Red background, down arrow, -X.X%
Interpretation depends on metric:
Concerning for these metrics:
⚠️ Total leads enriched (volume down)
⚠️ Enrichment success rate (quality declining)
⚠️ Average Catchlight Score (lead quality dropping)
⚠️ Projected revenue (opportunity shrinking)
May be good for:
✅ Failed enrichment count (fewer failures!)
✅ Low-confidence matches (quality improving!)
Context matters! Always consider whether an increase or decrease is actually good for that specific metric.
No Change (Gray)
Appearance: Gray background, dash or 0%
Meaning:
Metric changed less than 1%
Essentially stable
Interpretation:
Good if you're at target levels (maintain consistency)
Concerning if you're trying to grow (no progress)
KPI Groupings
KPIs are typically organized into logical sections:
Enrichment Performance Section
Metrics:
Total leads enriched
Enrichment success rate
Failed enrichment count
Average match confidence
What it tells you: How well the data enrichment process is working
Lead Quality Section
Metrics:
Average Catchlight Score
High-scoring lead count (70+, 80+, etc.)
Low-confidence match count
What it tells you: The quality of your lead database
Revenue Potential Section
Metrics:
Total projected client revenue
Average revenue per lead
High-value lead count ($500K+, $1M+, etc.)
What it tells you: The financial opportunity in your pipeline
Activity Section
Metrics:
Leads created this period
Leads updated this period
New life events identified
What it tells you: Recent activity and data freshness
How to Use KPIs Effectively
Morning Dashboard Check (5 minutes)
Scan highlighted cards first - These are your top priorities
Check change indicators - Any red arrows? Investigate.
Note any surprising values - Much higher or lower than expected?
Weekly Review (15 minutes)
Compare week-over-week - Set baseline to "Previous Period"
Look for trends - Three weeks of green arrows = positive trend
Dig into concerning metrics - Use filters to understand why
Monthly Business Review (30 minutes)
Set baseline to "Previous Month"
Screenshot KPIs - Document for reporting
Analyze each section - Enrichment, Quality, Revenue
Identify action items - What needs to improve?
KPI Best Practices
Do:
Check KPIs regularly - Daily or weekly, depending on your role
Use baseline comparison - Trends are more valuable than snapshots
Screenshot for reports - Visual KPIs are great for presentations
Investigate anomalies - Unexpected changes deserve attention
Celebrate wins - Green arrows up! Share with your team.
Don't:
Obsess over small changes - 1-2% fluctuations are normal variance
Look at KPIs in isolation - Consider all metrics together for context
Ignore negative trends - Red arrows are early warning signals
Compare unequal periods - Make sure baseline matches your date range length
Panic over one bad period - Look at longer trends
Troubleshooting KPI Issues
Problem: KPI shows "N/A" or "--"
Possible causes:
No data for the selected date range
Filter combination returns zero results
Metric can't be calculated (e.g., division by zero)
Solution: Broaden filters or change date range
Problem: KPIs don't match your expectations
Check:
Active filters (date range, status, etc.)
Baseline comparison setting
Whether you clicked "Apply" after changing filters
Problem: Change indicators not showing
Cause: Baseline comparison is set to "None"
Solution: Select a baseline period from the dropdown and click "Apply"
Problem: All KPIs show 0% change
Possible cause: Current period and baseline period are identical
Solution: Verify your date range and baseline are different periods
Next Steps
Now that you understand KPI cards, dive deeper into specific metrics:
Enrichment Metrics - Understanding enrichment performance
Lead Quality Metrics - Catchlight Score and match confidence
Revenue Potential Metrics - Financial opportunity analysis
Understanding Trend Indicators - How to interpret change percentages
Quick Tip: Highlighted KPI cards (green background) are your "north star" metrics—check these first every time you open the dashboard!