Measurement Framework

KPIs that prove EF Adventures growth is working

Move beyond vanity metrics. This measurement system blends fill rate, profitability, traveller experience, and community signals so leadership can react fast.

Download KPI map Link KPIs to strategy
North-Star KPIs

Revenue & margin stay at the centre

These indicators ladder up to Strategic Areas S1, S5, and S10.

Booked departures

Measure departures filled vs. plan by travel style and region.

  • Target: ≥ 92% fill rate for core itineraries; ≥ 80% for new launches.
  • Slice by booking window (0–45 days, 46–120 days, 120+ days).
  • Flag any departure under 70% four weeks out for flash offer consideration.

Contribution margin

Profitability per departure with media and fulfilment costs applied.

  • Target: ≥ $1,200 margin per traveller for flagship itineraries.
  • Dashboards pull cost-of-goods, guide expenses, and media spend.
  • Use to throttle/boost paid media in real time.

Lifetime value uplift

Track repeat bookings + referrals per traveller.

  • Target: 25% of travellers book again within 18 months.
  • Referral rate target: 15% of new bookings sourced from alumni.
  • Integrate loyalty tiers into CRM to monitor progression.
Pipeline & Demand

Ensure the funnel is traveller-ready

Aligns with Strategic Areas S1, S4, and S6.

Inquiry-to-book ratio

  • Target: ≥ 32% overall; ≥ 40% for high-intent channels (direct, referral, alumni).
  • Segment by booking window, travel style, and traveller profile.
  • Use to QA call routing, sales enablement, and post-inquiry automation.

Media efficiency

  • Meta & Bing blended CPA target: < $650 for core itineraries.
  • Paid search revenue per enquiry: ≥ $1,050.
  • Direct mail + digital match-back rate: ≥ 18% response on targeted drops.
+130% YoY search interest for “family adventure travel” (Google Trends).
18 hrs Target SLA for personalised itinerary follow-up after an inquiry.
65% Share of content sourced from travellers/guides (UGC goal per quarter).
Experience & Community

Keep the promise after the booking

Linked to Strategic Areas S7, S8, and S9.

On-trip excellence

  • Net Promoter Score (NPS) goal: 70+ across all departures.
  • Gear readiness and guide satisfaction surveys logged within 48 hours post-trip.
  • Track itinerary feedback loops to inform new product development.

Community momentum

  • Strava club engagement: ≥ 30% of travellers join; bi-weekly challenges tied to itineraries.
  • UGC submissions: 300+ curated assets per quarter tagged by activity, destination, persona.
  • Referral redemption: 60% of issued codes used within six months.
Metric Owner Primary Source Cadence
Booked departures vs. plan Revenue Ops Looker (GA4 + CRM) Daily (peak), Weekly (base)
Contribution margin per traveller Finance + Marketing Looker (Stripe, media spend, COGS) Weekly
Inquiry-to-book ratio Sales Enablement CRM + GA4 event streams Weekly
UGC velocity & usage Content Studio Asset library + social analytics Bi-weekly
Referral loyalty index Lifecycle Marketing CRM + Stripe Monthly

Wire these KPIs into your roadmap

Every initiative in the Roadmap and Activation plan references these metrics. Set up dashboards and alerts now so the team can pivot quickly when performance shifts.

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