KPI standardizationMarketing analyticsAgency reporting
What is a KPI dictionary (and why your agency needs one)
By The MB Data Automation team··5 min read
TL;DR
- →A KPI dictionary is a single source of truth for what every metric means.
- →It is the highest-leverage step because every report inherits its definitions.
- →Each entry: the metric name, its exact definition, the formula, and the source.
- →Agree once, reuse on every client - inconsistency disappears at the source.
When ROAS means one thing to one analyst and something else to another, every downstream report is inconsistent - and clients notice. A KPI dictionary fixes that at the source: one agreed definition per metric, used everywhere.
What goes in a KPI dictionary
| Field | Example |
|---|---|
| Metric name | ROAS (Return on Ad Spend) |
| Definition | Revenue attributed to ads divided by ad spend, in the same window |
| Formula / source | conversion value / cost, from the ad platform or modeled data |
| Owner / notes | Marketing lead; attribution window is 7-day click |
Why it is the highest-leverage step
Every dashboard, deck, and AI summary downstream inherits the dictionary's definitions. Fix the definition once and consistency propagates automatically - instead of correcting the same metric on every client, every week.
How to build one
- List the 10-20 metrics that actually appear in client reports.
- Write one definition, one formula, and one source per metric.
- Resolve disagreements now (attribution windows, included/excluded channels).
- Store it where the whole team can reference it, and use it in every report.
The Agency Reporting Automation Kit includes a ready-to-use KPI dictionary built around GA4 and paid media, so you do not have to write one from scratch.