This video is from a free course in HubSpot Academy created by Groove Commerce.

Although inbound and ecommerce are similar, the two differ most when it comes to goals and key performance indicators, also known as KPIs.

A KPI is a quantifiable measure to evaluate the success of an organization, employee, and so on in meeting performance objectives. Ecommerce campaigns often emphasize financial growth and direct attribution more than B2B inbound initiatives.