Sunsetting UX Metrics: Knowing When a KPI Has Outlived Its Usefulness
- Philip Burgess
- Dec 21
- 4 min read
By Philip Burgess | UX Research Leader
When I first started working with user experience (UX) metrics, I believed every key performance indicator (KPI) was essential and worth tracking indefinitely. Over time, I learned that some metrics lose their value as products evolve, user behaviors shift, or business goals change. Holding on to outdated KPIs can cloud decision-making and waste resources. Knowing when to retire or "sunset" a UX metric is just as important as choosing the right ones in the first place.
In this post, I’ll share my experience with identifying when a UX metric has outlived its usefulness and offer practical advice on how to sunset KPIs effectively.
Why Some UX Metrics Become Less Useful Over Time
At the start of a project, teams often pick KPIs based on initial goals like increasing user engagement or reducing errors. These metrics help track progress and guide design decisions. But as the product matures, the context changes:
User behavior evolves: Features that once drove engagement may become standard or obsolete.
Business priorities shift: The focus might move from acquisition to retention or from speed to accessibility.
Data quality issues arise: Some metrics become noisy or unreliable due to changes in tracking methods or user segments.
For example, I worked on a mobile app where the "time on task" metric was critical early on. We wanted users to complete onboarding quickly. After several redesigns, the onboarding process became so streamlined that time on task no longer reflected user satisfaction or success. Yet, the team kept monitoring it, which led to misleading conclusions.
Signs That a UX Metric Should Be Sunsetting
You can tell a KPI has outlived its usefulness by watching for these signs:
The metric no longer aligns with current goals
If your company shifts focus from acquiring new users to improving retention, metrics like "number of new sign-ups" become less relevant.
The metric shows little variation or improvement
When a KPI plateaus and doesn’t provide insight into changes or improvements, it may have reached its limit.
The metric causes confusion or misleads decisions
If teams interpret the metric differently or it contradicts other data, it might be time to reconsider its value.
The metric is difficult or costly to collect accurately
Sometimes, tracking a KPI requires complex instrumentation that no longer justifies the insights gained.
The metric is replaced by a better alternative
New tools or methods might offer more meaningful or actionable data.
In one project, we noticed that "click-through rate" on a feature was stable but didn’t correlate with user satisfaction or retention. After introducing a qualitative survey, we realized that users clicked out of curiosity but didn’t find the feature useful. This insight led us to sunset the click-through rate KPI and focus on satisfaction scores instead.
How to Sunset a UX Metric Without Losing Valuable Insights
Sunsetting a KPI doesn’t mean ignoring it completely. Here’s a process I follow to retire metrics thoughtfully:
Review the metric’s history and relevance
Look at how the metric has performed over time and whether it still supports your goals.
Discuss with stakeholders
Involve product managers, designers, analysts, and others to get diverse perspectives on the metric’s value.
Identify replacement metrics if needed
Find KPIs that better capture the current user experience or business objectives.
Archive the metric data
Keep historical data accessible for reference or trend analysis.
Communicate the change clearly
Explain why the metric is being retired and how new metrics will guide decisions.
Monitor the impact
After sunsetting, watch for any gaps in insights or unintended consequences.
In one case, I helped a team sunset a "page load time" metric after improving infrastructure. We replaced it with "time to interactive," which better reflected user experience. The transition involved training the team on the new metric and keeping the old data for six months to compare trends.
Avoiding Common Pitfalls When Sunsetting Metrics
Sunsetting KPIs can be tricky. Here are some mistakes I’ve seen and how to avoid them:
Letting metrics linger too long
Don’t wait until a metric becomes completely irrelevant. Regularly review KPIs every quarter or after major releases.
Removing metrics without alternatives
Always have a plan for what to track next to avoid blind spots.
Ignoring qualitative data
Numbers don’t tell the whole story. Combine metrics with user feedback to understand why a KPI may no longer work.
Failing to communicate changes
Sudden removal of KPIs can confuse teams and stakeholders. Transparency builds trust.
Overloading dashboards with too many metrics
Focus on a few meaningful KPIs rather than tracking everything.
Final Thoughts on Managing UX Metrics Over Time
Tracking UX metrics is essential, but so is knowing when to let go of those that no longer serve your goals. Sunsetting KPIs keeps your data focused, relevant, and actionable. It frees your team to concentrate on what truly matters for your users and product growth.
If you’re unsure whether a metric still adds value, start by asking: Does this KPI help us make better decisions today? If the answer is no, it might be time to retire it and explore new ways to measure success.
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