---
title: KPIs & measurement
intro: The north star metric, KPIs per phase, the known baselines, and how to measure them.
updated: 1 Nov 2026
status: Hipotesis
---

## North star

> [!IMPORTANT]
> The **north star** is the one main number that shows whether the digital product is working. For XSERIES it is the **number of registered fans** (waitlist + accounts). This is the only audience asset XSERIES owns itself, independent of IG, YouTube, or GOERS. This is goal [B3](/strategy/tujuan/#goal-b3).

## Known baselines

Starting numbers before the digital product exists. The dark tile is the north star, which is still zero today.

```viz-stats
- 0 | Registered fans | No system yet. Goal [B3](/strategy/tujuan/#goal-b3) | ink
- 60.2K | IG followers | 1 Nov 2026 · [Social media numbers](/research/angka-media-sosial/)
- 241K | GOS YouTube subscribers | [Social media numbers](/research/angka-media-sosial/)
- 167K | Highest XS-2 highlight views | [Social media numbers](/research/angka-media-sosial/)
- ? | Tickets sold | Unknown, needed from the client ([D1](/research/pertanyaan-terbuka/#q-d1))
```

## KPIs per phase

Each KPI carries a label for the goal it measures. Read from left to right: the next phase is only judged once the KPIs of the previous phase have data. Sponsor KPIs run in all phases. KPIs that do not measure a goal of their own are labelled **supporting metric**.

```viz-flow
## Before the event
kicker: Phase 1
tone: strategy
- Unique visits · supporting metric | Analytics. The base for the conversion rate to the waitlist
- Clicks to GOERS · [B1](/strategy/tujuan/#goal-b1) | Analytics + UTM to GOERS
- Waitlist sign-ups · [B3](/strategy/tujuan/#goal-b3) | Analytics
- Time on How to Play · [U1](/strategy/tujuan/#goal-u1) | Analytics
- CS questions about tickets · [U2](/strategy/tujuan/#goal-u2) | GOERS CS data before and after
- LCP on 4G; WCAG · [T1](/strategy/tujuan/#goal-t1) | Lighthouse and an accessibility audit
- Time to update schedule/roster · [T3](/strategy/tujuan/#goal-t3) | Test with the content team through the CMS
## During the event
kicker: Phase 2
tone: pres
- Match Center users · [U3](/strategy/tujuan/#goal-u3) | Event analytics
- Predictions per user · [U3](/strategy/tujuan/#goal-u3) | Event analytics
- Live users who make a prediction · [U3](/strategy/tujuan/#goal-u3) | Event analytics ([fan prediction game](/strategy/fitur-dan-prioritas/#fan-prediction-game))
- MVP votes · [U3](/strategy/tujuan/#goal-u3) | Event analytics
- Clicks to YouTube membership · supporting metric | UTM
- Uptime during reveals and on match day · [T2](/strategy/tujuan/#goal-t2) | Uptime monitoring
## After the event
kicker: Phase 3
tone: x
- Monthly active accounts · [B3](/strategy/tujuan/#goal-b3) | Account database
- 30/90-day retention · [U4](/strategy/tujuan/#goal-u4) | Account database
- Cards collected · [U4](/strategy/tujuan/#goal-u4) | Account database
- Fans per level and presale used · [B3](/strategy/tujuan/#goal-b3) | Account database + GOERS
- Media citing the official site; traffic from outside Indonesia · [B4](/strategy/tujuan/#goal-b4) | Media monitoring + analytics per country
band: **Sponsors, all phases:** impressions and clicks per "presented by" asset · [B2](/strategy/tujuan/#goal-b2) · measured through per-component analytics
```

## Initial targets (to be agreed with the client)

Targets should be set once ticket data and IG Insights are available. As a starting point for discussion: converting 5–10% of IG followers into registered fans within 6 months, or about 3K–6K fans out of 60.2K followers. Targets per goal are in [Goals: business, user, tech](/strategy/tujuan/).

## Measurement setup

Three things must be in place from launch day. All of them support [T4](/strategy/tujuan/#goal-t4).

```viz-flow
## UTM
kicker: 1
tone: product
- On every link from the IG bio, stories, and YouTube descriptions
## Event tracking
kicker: 2
tone: product
- Ticket clicks, checkout start (GOERS redirect), waitlist sign-up, predictions, votes
## Dashboard
kicker: 3
tone: product
- A simple dashboard that can be shared with sponsors
```

Whether GOERS supports UTM or a pixel is still an open question ([P3](/research/pertanyaan-terbuka/#q-p3)).

## Research basis

- Instagram @xseries___ has 60.2K followers: [Social media numbers](/research/angka-media-sosial/#summary-by-channel), from [Instagram @xseries___](https://www.instagram.com/xseries___/)
- GOS YouTube has 241K subscribers and is shared with Futsal Series: [Social media numbers](/research/angka-media-sosial/#summary-by-channel), from [YouTube @gamesofsociety](https://www.youtube.com/@gamesofsociety)
- The top XS-2 highlight (Nova Titans vs Fury Squad) has 167K views: [Social media numbers](/research/angka-media-sosial/#xs-2-highlight-views-on-youtube), from [YouTube @gamesofsociety](https://www.youtube.com/@gamesofsociety)
- The number of tickets sold is not known yet: [D1](/research/pertanyaan-terbuka/#q-d1)
- XSERIES has no fan database of its own, so the baseline is zero: [Digital touchpoints](/research/touchpoint-digital/#gaps-found)
- Ticket buyer questions are handled by GOERS customer service: [XSERIES-3 tickets](/research/tiket-xseries-3/#buying-flow-and-rules), from [GOERS](https://www.goersapp.com/events/xseries-3--xseries3)
- Whether GOERS supports UTM or a pixel is not confirmed yet: [P3](/research/pertanyaan-terbuka/#q-p3)
- All numeric targets on this page are the design team's proposal and have not been validated by the client: [Open questions](/research/pertanyaan-terbuka/)