OKR
Objectives and Key Results
OKR is a goal-setting system: a qualitative Objective and 2–5 measurable Key Results that show whether the Objective has been achieved.
What is OKR (Objectives and Key Results)?
## How the system works
OKR has two parts. The Objective answers the question "where are we heading" and is written in plain language. Key Results set measurable indicators used to assess progress. A single Objective usually has 2–5 Key Results, otherwise focus gets diluted.
## Where it is used in high-risk verticals
In gambling and betting, OKRs are often tied to retention and margin: an objective like "stabilize the product in a new geo" can rely on deposits, retention and GGR. In crypto and fintech, OKRs help align releases with compliance requirements; in dating, with profile quality and moderation; in nutra and traffic arbitrage, with ROI growth on campaigns and the speed of testing.
## What matters when setting them
Key Results must be measurable and depend on the team, not on external factors such as a regulator's decision or a payment provider's actions. Tasks like "launch a landing page" are not results: they are a to-do list. A common mistake is setting ten objectives at once and reviewing them once a year.
## Common mistakes
The main trap is confusing OKRs with KPIs. KPIs maintain the current level of the business, while OKRs are usually aimed at a noticeable leap forward. The second mistake is using OKRs as the basis for bonuses: teams start lowballing their ambitions and distorting the numbers. The third is not revisiting goals mid-cycle, even though the market and payment channel constraints can change quickly.
## Cycle and control
OKRs are usually set for a quarter: goals are fixed at the start, progress on each KR is checked every one to two weeks, and at the end the team reviews what worked. It is commonly held that ambitious goals ideally land at around 60–70% completion; full completion of the entire list is a sign the goals were too modest.
FAQ
How is OKR different from KPI?
KPIs track stable business metrics, such as conversion or churn. OKRs are goals for a period that call for a noticeable leap and may not be fully achieved. They are often used together: KPIs as the baseline, OKRs as the direction.
Should OKRs be linked to bonuses?
It is better not to do this directly. Tying them to bonuses encourages setting lowball goals and distorting reporting, so OKRs usually serve to focus and coordinate the team.
How many goals should be set per quarter?
Usually 3–5 Objectives, each with 2–5 Key Results. More than that dilutes priorities and reduces the chance of achieving at least some of the goals.