OKR: definition, structure and implementation
Updated on February 22, 2026
Quick definition
OKRs (Objectives and Key Results) are a goal-setting and tracking framework that pairs a qualitative ambition (the objective) with measurable, time-bound key results. OKRs are used by teams of all sizes to align individual effort with the organisation's overall strategy.
How it works
The OKR framework, popularised by Intel then Google in the 1990s–2000s, rests on two inseparable components.
The Objective is an inspiring, ambitious and memorable intention: it answers the question "Where do we want to go?"
Key Results are concrete, verifiable metrics that answer "How will we know we got there?" Each objective is associated with two to five key results.
Concrete example:
- Objective: Become the GDPR analytics reference in France
- Key Results: Reach 10,000 monthly active users / Achieve a NPS above 50 / Publish 20 customer case studies
OKRs are defined on a quarterly cadence, reviewed weekly, and assessed at the end of the period. A score of 0.6 to 0.7 is considered successful, since it means the team aimed high without overpromising.
OKRs differ from classic KPIs in that they are deliberately ambitious and transformation-oriented rather than mere monitoring of operational indicators.
Why it matters
OKRs give a clear direction to every team and prevent scattered effort. In an analytics context, they bridge company strategy and dashboards: each key result becomes an indicator to monitor in your measurement tool.
Without OKRs, teams risk optimising metrics that don't truly impact growth. With well-defined OKRs, investment decisions, product prioritisation and marketing budgeting become more rational and traceable.
How to improve or use it
- 1Define a company objective for the quarter, then cascade it into coherent team objectives.
- 2Choose Key Results that are measurable in your analytics tool: sessions, conversions, MRR, NPS.
- 3Avoid binary Key Results (done / not done) and prefer progressive indicators.
- 4Hold a 15-minute weekly check-in to update the score and surface blockers.
- 5Run an honest retrospective at quarter-end before defining the next OKRs.
With Sublim
Sublim lets you connect your key results directly to real-time analytics data, cookieless and without required consent, in compliance with GDPR. Unlike GA4, Sublim doesn't need a CMP to start collecting, ensuring complete data from day one to track your OKRs with reliable, unsampled metrics.
Frequently asked questions
What is the difference between an OKR and a KPI?
A KPI is an operational performance indicator that measures the health of an existing process, while an OKR is a strategic, transformation-oriented steering tool. KPIs are often stable over time, whereas OKRs change every quarter to reflect the team's new ambitions.
How many OKRs should I set per quarter?
It is recommended to set between 3 and 5 objectives per team, each paired with 2 to 5 key results. Beyond that, the list becomes hard to memorise and prioritise, hurting alignment and team focus on the essentials.
What OKR score is considered satisfactory?
An average score of 0.6 to 0.7 on a 0 to 1 scale is considered a good result, since it means the team was ambitious without being unrealistic. A consistent 1.0 score suggests the objectives were not stimulating enough.
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