KPIs stand for key performance indicators. They measure performance. Key performance indicators are used in different industries of companies and not just for the internet industry. These performance indicators assess the success of certain activities within the organization. In reference to web analytics, they assess the tools used with web analytics and the website.
They see which tools work the best in determining what is helping the website gain traffic. You can find them by accessing the website and seeing the data on the site. Some of these include conversion rate, average order value, and visitor loyalty and visitor recency, to name a few. Then you can use a data sampling of your information to determine what your next move will be for your website.