What is a Key Result?
A key result is a quantifiable metric target used in the OKR framework to measure progress toward an objective. While the objective defines what you want to achieve (qualitative), key results define how you will know you achieved it (quantitative).
Good key results follow a pattern: "[Metric] from [current value] to [target value] by [date]." They are specific enough to be unambiguous and ambitious enough to require real effort.
Why Key Results Matter
Objectives without key results are wishes. "Improve the onboarding experience" sounds great but means nothing without a measurable target. Key results force precision: "Increase 7-day activation rate from 32% to 45%."
Key results also prevent the output trap. Teams love shipping features and calling it progress. Key results redirect attention to outcomes. Did the feature actually change user behavior? That is what the key result measures.
How to Write Good Key Results
Make them outcome-based, not output-based. "Launch redesigned dashboard" is an output. "Increase dashboard daily usage from 40% to 60% of active users" is an outcome. The first measures activity; the second measures impact.
Set ambitious but achievable targets. Google recommends a 70% achievement rate as ideal. If teams hit 100% of key results every quarter, the targets are too easy. If they hit 30%, the targets are demoralizing.
Ensure key results are within the team's influence. A product team should not have a key result tied to revenue if they do not control pricing, sales, or marketing. Choose metrics the team can actually move.
Key Results in Practice
At Google, a classic OKR might be: Objective: "Make Gmail the fastest email client." Key Results: "Reduce inbox load time to under 1 second (p95)," "Decrease search latency by 30%," "Achieve 90% user satisfaction score for speed."
Spotify uses key results to align squads. Each squad's key results roll up to tribe-level objectives, which roll up to company-level objectives. This creates alignment without micromanagement.
Common Pitfalls
- Output key results. "Ship feature X" is not a key result. It is a task. Key results measure the impact of shipping.
- Too many key results. Five per objective is the maximum. More than that fragments focus.
- Vanity metrics. Page views and signups feel good but may not correlate with business value. Tie key results to retention, activation, or revenue.
- Set and forget. Review key results weekly. If you only check at quarter-end, you have lost the ability to course-correct.
Related Concepts
Key results are one half of the OKR framework, paired with objectives. They connect to north star metrics at the company level and product analytics for measurement. For metric hierarchy, see leading vs. lagging metrics.