In a 360-degree funnel, which KPIs represent the Loyalty stage?

• A. Repeat participation and referrals
• B. Reach and views
• C. Follows and visits
• D. Signups and registrations

Answer: (A)

Loyalty is about ongoing engagement and advocacy from participants. The best KPIs for this stage are repeat participation and referrals because they directly show that players keep returning to the program and also encourage others to join. Repeat participation demonstrates sustained involvement over time, which is the hallmark of loyalty. Referrals reflect that participants are so satisfied or connected with the program that they actively promote it to friends, expanding the community without paid promotion.

Other metrics point to earlier stages of the journey. Reach and views measure exposure and awareness, not whether people stay or come back. Follows and visits indicate initial interest and channel engagement, not sustained participation. Signups and registrations reflect initial conversion or activation, which happen before loyalty is established.

In a youth sport context, repeat participation means players coming back for more events or seasons, and referrals mean teammates or friends joining because someone they know is involved. These behaviors best capture the loyalty stage.