The Analytics - KPI Framework is a methodology designed to improve the veteran experience for digital services. It’s specifically designed for product decision makers building on to evaluate the government digital services experience using four different themes. These themes balance the key metrics that help indicate the entirety of the Veteran journey for your product.

How to use this framework

We suggest having a KPI metric from each of the themes, and limiting your KPIs to no more than 5-6 to focus your evaluation. We have provided metrics as suggestions to start out, with the bolded metrics as standard KPIs for any product built on We have also outlined suggestions on how to segment your metrics with leading indicators that can impact your KPIs.

The following metrics should be used for a clear, concise story of what is successful and what needs improvement.

The KPI Framework

Before you can write good KPIs, define what makes your service necessary and helpful for veterans. Answer these questions:

  • What is the service that the product is providing to veterans?

  • What is the product’s mission, and objectives and key results?

Then, focus on the following 4 themes to define your KPIs by selecting the appropriate metrics that will enable you to answer these questions:

  1. Findability: Are veterans finding the services they need?

  2. Ease of Use: Is the service easy to use?

  3. Service Completion: Are veterans receiving the service they needed? 

  4. Trust: Do veterans trust the process?

  1. Findability

  2. Ease of use

  3. Service Completion

  4. Trust


VA North Star




Which VA North Star(s) does this theme address?

What types of questions and VA goals do metrics in this theme address?

By not addressing this theme, you may risk…


Increase the use of self-service tools

Are the Veterans who need VA services using those services?

Acquisition: Do the people who need these services know how to find them? 

Eligibility: Are those eligible for the service using it?  

Veterans not being able to find and access digital services they need.

Ease of Use

Decrease the time Veterans spend waiting for an outcome

How are Veterans using your product?

UX: Is the UX easy to follow? Was it an easy or frustrating experience?

Expectations: Did the digital experience of the service live up to or exceed in-person service expectations?

Veterans are spending a lot of time and effort to get the benefits or services they need.

Service Completion

Increase the use of self-service tools.

Are Veterans receiving the outcomes they’re looking for and need?

End to End Experience: Did users receive the service they needed? (e.g. answers to questions, how to apply for something, applying to something, check the status of app, find location, schedule appt)

Conversions: Did the Veteran successfully get what they needed? 

Veterans not able to receive the benefits or services they need.


Consistently deliver a satisfying, reliable, and secure

What are Veterans' overall trust and satisfaction with the digital services?

Satisfaction: Were Veterans satisfied with their digital experience?

Reliability: Did Veterans trust the process and trust that they will get what they were looking for?

Veterans not satisfied or don’t trust the services.

Next Steps

Please see the Analytics Playbook for next steps on tracking and analyzing your product.