When creating a Key Result, you choose a metric type that determines how progress is measured and displayed.

Number

For any Key Result tracked as an absolute number. Progress = (current - start) / (target - start).

Examples: "Reach 1,000 paying customers", "Generate 500 leads", "Publish 50 articles"

Percentage

For KRs tracked as a percentage. Start is typically 0% and target is the goal percentage.

Examples: "Achieve NPS score of 50", "Reduce churn to 3%", "Increase conversion rate to 5%"

Binary (Yes / No)

For KRs that are either done or not done. Two states only — Yes (complete) or No (not complete). Progress is 0% until marked Yes, then instantly 100%.

Examples: "Launch the new onboarding flow", "Complete SOC2 audit", "Hire VP of Sales"

Choosing the right type

Use Number for most KRs. Use Percentage when the KR is inherently a rate or ratio. Use Binary only for KRs that are genuinely all-or-nothing — avoid it when partial progress matters.