How KPI Tracking Changed My Freelancing Journey

If you told me in mid 2024 that a simple spreadsheet would change the way I run my business, I probably would have laughed. Yet here we are. KPI tracking has become one of the most grounding and motivating habits in my entire freelancing journey, even during the months when I was backpacking through Europe and barely touching my laptop.

Let me take you back to where it all started.

July 2024. A new job. A new habit.

In July 2024 I started a new job as a virtual admin assistant for Alexej Habinski, who was in the process of building the foundations of a marketing consulting company in Berlin, Germany. My tasks ranged from bookkeeping, appointment scheduling and general admin work to help free up his time. But every Monday morning there was one task that never changed.

Filling out his KPI sheet.

It was simple but structured. It showed exactly what had been achieved the week before and what direction the business was moving in. At first it felt like another admin task on the list, but very quickly I started to see why Alexej cared about it so much. KPIs create clarity. KPIs show truth. KPIs do not lie.

What is a KPI sheet?

A KPI sheet is a simple document where you track key metrics in your business. These numbers show you what is working, what is improving and what needs attention. It is not emotional and it does not care about how you feel the week went. It simply reflects your actions and results.

That is exactly why it is so powerful.

Starting my own KPI tracking journey

When I officially jumped into freelancing full time in January 2025, creating my own KPI sheet was one of the first systems I set up. At the start of the year I was incredibly motivated and my numbers showed it. But as the year went on and I spent months backpacking across Europe, my numbers dropped.

Even then I kept filling it out every single week.

There were weeks where it felt pointless. There were weeks where I thought I already knew whether it was a good or bad week. But looking back now, my KPI sheet has become one of my biggest reminders of growth. Sometimes you think you are not improving until you look back six months and realize how far you have come.

Consistency creates perspective.

KPIs look different for every business

My KPIs have changed multiple times over the past year. Different seasons needed different metrics. But after almost a full year of tracking, I have a clear idea of what will matter most for my business going into the new year.

Here is what I track.

Money Earned

Since I work with clients in multiple countries, I separate my income by currency.

• ZAR money earned

• USD money earned

• EUR money earned

• USD total

Social Proof

My freelance coaches Tyler and Jess from Freelance Pros always emphasized the importance of collecting reviews. Reviews build trust and create opportunities, so I track them across all platforms.

• Google Business reviews

• Upwork reviews

• LinkedIn recommendations

Social Media

Posting on social media was never my strength. Looking back on the year, I am already wishing I had documented much more. So these KPIs help keep me accountable while I learn more about marketing and content.

• Total LinkedIn followers

• LinkedIn posts

• Total Instagram followers

• Instagram posts

SEO

I may not be a marketer, but as a web designer I know SEO matters. I keep an eye on the basics so I can understand how my online presence is growing.

• Unique visitors

• Total pageviews

• Bounce rate

• Average session duration

• Number of backlinks

Upwork

I have been on Upwork from the beginning of my freelance career. To understand my performance on the platform I track:

• Total earned

• Proposals sent

• Total profile views

• Interviews

• Jobs scored

• JSS

• Badge

Lead Generation

This is one of the most important categories in any service based business. Without leads, nothing else grows.

• Form submissions

• Phone calls

• LinkedIn messages

• Instagram messages

• Upwork messages or invites

Want the KPI sheet for yourself?

I created a clean and simple version of my KPI tracker that you can duplicate for your own business.

Here is the copy link:

https://docs.google.com/spreadsheets/d/1qvIFik9FdSuZIkkzqtMqJPspDOX4cWDNMa_F2XLfpd0/copy