Employee advocacy KPI dashboard template: metrics…

Core formulas for the first pilot

The core formulas are simple: participation rate equals active contributors divided by invited contributors; publication rate equals posts published divided by drafts started; repeat rate equals contributors active in consecutive weeks divided by contributors active in the previous week.

Review cadence and decision rules

Review the dashboard weekly for workflow changes and monthly for programme decisions. If drafts stall, improve the brief. If publication drops, review content quality and contributor support. If conversations improve, identify the topics and proof worth repeating.

Do not combine every metric into one score

Do not combine impressions, participation, content quality, and pipeline signals into one score. They describe different stages, and a single score hides the reason a programme is improving or stalling.

Assign an owner and a decision to every metric

Write down who reviews each column and what they will investigate when it changes. Low participation may be a reason to speak with volunteers; a low publication rate may be a reason to simplify review. These are hypotheses to check, not proof of a cause. Record missing data, unusual events, and changes to the eligible group so weekly comparisons remain interpretable.

Use the template without inventing a benchmark

Start with four weekly rows and the formulas above, then adapt the actions to the team's workflow. Do not compare departments until eligibility, posting cadence, and measurement windows match. This template contains no industry target or Orsana customer results; it is a structure for entering local observations and choosing the next test.

Worked example: read the denominator before the percentage

If 4 of 10 eligible invitees publish at least once this week, the participation rate for that action is 40%. If 3 of those 4 were also active last week, repeat participation is 75% of last week's active contributors. The two rates answer different questions and use different denominators. These numbers only demonstrate the arithmetic; they are not a target, benchmark, or Orsana result. Always show the eligible group, action definition, and time window beside the rate.

Add a note for data quality and interpretation

A metric is not comparable if the collection method changed halfway through the period. Keep a note for unavailable post data, employee leave, a change in invited contributors, or a different definition of “active.” Do not convert missing analytics into zero. When a metric changes, ask the owner to inspect examples and speak with contributors before recommending a program change. The dashboard points to a question; it does not establish the cause.

Copy this minimum dashboard structure

For each metric, keep the definition, numerator, denominator, eligible group, period, data source, owner, and the action to consider in one row. A compact sheet can use one tab for weekly contributor activity and another for post-level signals. Include a note field for missing data or unusual events. This structure is deliberately small: add a metric only when someone can explain how it will change a decision.

• Metric definition and time window
• Numerator, denominator, and eligible group
• Source and owner of the data
• Decision or question the metric informs