What is the KPI for a new gTLD?


In the startup world we talk a lot about KPI’s, this stands for Key Performance Indicator. A KPI is a measurable value that can give someone (usually investors) an idea about how a company is doing. For a company like Facebook KPI’s are things like DAU’s or Daily Active Users, for a company like Uber a KPI investors look at is the number of trips booked on a daily, weekly, or monthly basis.

In the new gTLD space we often talk about registrations as the KPI however I personally think that something like number of live websites or number of unique registrants would probably be a better KPI.

So my question to all of you is – what is the KPI for a new gTLD? What metric do you look at to judge how successful a new gTLD is?

Comment and let your voice be heard!

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{ 5 comments… add one }

  • Joseph Peterson June 2, 2016, 7:32 pm

    Usage. Usage. Usage. Definitely not registrations.

    The truth is, both domainers and end-user registrants ought to be less concerned with a TLD’s success – which belongs to the registry, its employees and investors – than the success of their own particular domain(s) within the TLD.

  • Aaron Strong June 2, 2016, 8:00 pm

    One thing is for sure, Registries, Registrars, Domain Investors and End Users will all use different KPI’s. As a domain investor, I am less likely to consider the amount of registration volume within a particular new GTLD, but more concerned with aftermarket sales of all new GTLD’s as a whole.

    • Morgan June 2, 2016, 11:13 pm

      @Aaron – good point, I agree that the KPI’s are likely different based on who is looking at the TLD. For registries I do think that # of registered domains is a fair KPI, but for end-users and Domain Investors I do think it’s different, the question for all of us is, what KPI should we look at?

      I tend to agree with @Joseph, at least for me personally – usage IMO will likely be a good indicator of the long-term resale value of a domain.

  • paul stahura June 3, 2016, 10:51 am

    I agree with Joseph. Usage. Usage. Usage. Its a KPI we track closely at Donuts. Not only are the number of domain names under management growing for our TLDs, but at the same time, the percentage of names under management *that are used* is also growing.

  • Michael Castello June 4, 2016, 5:08 pm

    I’ll make this simple; Direct Navigation

    That in itself covers many areas. Whether DN is attained by marketing, sticky to the memory or used by fortune 500 companies. Direct Navigation is a search company’s Achilles heel and a great indicator of value.


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