{"id":1594,"date":"2026-08-21T12:39:49","date_gmt":"2026-08-21T10:39:49","guid":{"rendered":"https:\/\/indusmart.digital\/?p=1594"},"modified":"2026-10-19T11:57:16","modified_gmt":"2026-10-19T09:57:16","slug":"kpis-industrial-marketing","status":"publish","type":"post","link":"https:\/\/indusmart.digital\/en\/blog\/kpis-industrial-marketing\/","title":{"rendered":"Industrial marketing KPIs: what to measure and what to ignore"},"content":{"rendered":"<div class=\"wp-block-group alignfull ind-pagehead is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-wrap is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-crumb ind-contenidor wp-block-paragraph\"><a href=\"\/en\/\">Home<\/a> \u203a <a href=\"\/en\/blog\/\">Blog<\/a> \u203a <a href=\"\/en\/blog\/topics\/b2b-marketing-strategy\/\">Strategy<\/a><\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><span class=\"ind-eyebrow\">Strategy<\/span><\/p><h1 class=\"ind-ph wp-block-heading\">Industrial marketing KPIs: what to measure and <span class=\"ind-hl\">what to ignore<\/span><\/h1><p class=\"ind-metaline ind-contenidor wp-block-paragraph\"><span><span class=\"ind-av\">CB<\/span> By <b>Carles Batista<\/b><\/span><span>\u00b7 Apr 9, 2026<\/span><span>\u00b7 9 min read<\/span><span>\u00b7 Updated 2026<\/span><\/p><\/div><\/div>\n\n<section class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-wrap ind-artwrap is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-prose is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-answer is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-lab ind-icona-abans ind-icona-pin ind-contenidor wp-block-paragraph\"> Quick summary<\/p><p class=\"wp-block-paragraph\">If your marketing report says \u201cwe published 12 posts and grew 23% on LinkedIn,\u201d those are vanity metrics: <b>activity dressed up as success<\/b>, not results. Serious industrial marketing is measured by what moves the bottom line: <b>qualified leads, opportunities, influenced revenue, and return per euro invested<\/b>. In this article, we separate the vanity metrics you should drop from the KPIs that actually support decisions, and we share the dashboard structure we use with industrial clients.<\/p><\/div><p class=\"wp-block-paragraph\">Measuring the wrong things is expensive. It's not a math error: it's an instrumentation error. It's like driving at 100 km\/h (about 60 mph) with a speedometer that doesn't show what's really happening. And at mid-sized industrial companies, that error turns into misallocated budget year after year. Let's sort it out: first what to cut, then what matters, and finally how to build a dashboard that truly defends your investment in front of any leadership team.<\/p><h2 class=\"wp-block-heading\" id=\"a1\">The vanity metrics that poison executive meetings<\/h2><p class=\"wp-block-paragraph\">Vanity metrics have a problem: <strong>they always go up, look great in a presentation, and hold no one accountable<\/strong>. That's why they show up in report after report. But they aren't KPIs: they're activity inputs. Just because your agency published a lot doesn't mean it generated a single customer. These are the four you should remove from your executive report.<\/p><h3 class=\"wp-block-heading\" id=\"a1a\">The 4 vanity metrics to drop from your report<\/h3><p class=\"wp-block-paragraph\">It's not that these numbers don't exist; it's that <strong>they don't inform business decisions<\/strong>. Track them operationally if you like, but keep them off the executive dashboard:<\/p><ul class=\"wp-block-list\"><li><b>Total website visits.<\/b> 5,000 visits are worthless if they don't convert. 800 visits can be gold if 5% of them become qualified leads.<\/li><li><b>Social media followers.<\/b> 10,000 LinkedIn followers don't generate revenue. 50 active buying decision-makers do.<\/li><li><b>Likes and comments.<\/b> Social engagement with no link to your sales pipeline is entertainment, not marketing.<\/li><li><b>Posts published per month.<\/b> Your team's or agency's activity is an input, not an outcome. It's probably the most misleading metric of all: it creates a feeling of progress without any real progress.<\/li><\/ul><h3 class=\"wp-block-heading\" id=\"a1b\">Why your agency reports them (and why it suits them)<\/h3><p class=\"wp-block-paragraph\">There's a structural reason. Vanity metrics <strong>are easy to produce, go up month after month, and don't hold the agency accountable for business results<\/strong>. Imagine the honest conversation they let everyone avoid: \u201cThis month we generated 3 qualified leads at \u20ac280 each, and none has closed yet.\u201d That information is real and useful, but it opens uncomfortable conversations about profitability, close rates, and timelines.<\/p><p class=\"wp-block-paragraph\">It's much easier to say \u201cwe published 8 posts, reached 32,000 people, engagement up 15%.\u201d It sounds good, holds no one accountable, and gives you nothing specific to challenge. That's why <strong>serious agencies report hard numbers and less serious ones report decorative numbers<\/strong>. How someone measures their work for you says a lot about what they're willing to stand behind.<\/p><h3 class=\"wp-block-heading\" id=\"a1c\">The real cost of measuring the wrong things: a chain of bad decisions<\/h3><p class=\"wp-block-paragraph\">The problem isn't just that vanity metrics tell you nothing. It's that <strong>they drive bad decisions that cost money<\/strong>. You scale budget on a channel because it gets lots of engagement, without realizing it generates no leads. You renew an agency contract because \u201ceverything's growing,\u201d without checking whether revenue is. You keep a campaign running that boosts visits but not opportunities.<\/p><p class=\"wp-block-paragraph\">For a mid-sized industrial company, the cumulative cost of measuring the wrong things typically runs <strong>between \u20ac30,000 and \u20ac100,000 a year in misallocated budget<\/strong>. You don't notice it because each decision, on its own, seems reasonable. The damage adds up across all of them. And the only way to stop it is to change what you measure.<\/p><h2 class=\"wp-block-heading\" id=\"a2\">Actionable metrics: the KPIs that move the needle in industrial B2B<\/h2><p class=\"wp-block-paragraph\">Now that we've covered what not to measure, let's get to the good part. A professional dashboard rests on <strong>three groups of KPIs<\/strong>, and each one answers a different question from your leadership team. Together, they give you the full picture to defend your budget, make investment decisions, and scale what works.<\/p><figure class=\"wp-block-table ind-cmp\"><table><tbody><tr><th>Group<\/th><th>Question it answers<\/th><th>Key KPIs<\/th><\/tr><tr><td><b>Sales<\/b><\/td><td>How much revenue did marketing generate?<\/td><td>MQL\/SQL, opportunities, influenced revenue<\/td><\/tr><tr><td><b>Acquisition<\/b><\/td><td>Which channels work and which don't?<\/td><td>CPL by channel, website conversion, conversion by landing page<\/td><\/tr><tr><td><b>Efficiency<\/b><\/td><td>How much can I scale, and at what return?<\/td><td>CAC, LTV, LTV\/CAC ratio, marketing ROI<\/td><\/tr><\/tbody><\/table><\/figure><h3 class=\"wp-block-heading\" id=\"a2a\">Sales KPIs: what connects marketing to revenue<\/h3><p class=\"wp-block-paragraph\">These are the ones your CFO will ask for sooner or later, because they <strong>translate marketing activity into the language of the executive team: euros, opportunities, and profitability<\/strong>. The three must-haves: <b>qualified leads per month<\/b> (MQLs and SQLs, with volume and source by channel), <b>sales opportunities generated<\/b> (with the MQL\u2192SQL\u2192opportunity conversion rate), and <b>marketing-influenced revenue<\/b>, meaning the percentage of closed deals that had at least one marketing touchpoint.<\/p><p class=\"wp-block-paragraph\">Together, these three metrics answer the key question: \u201cHow much revenue did we generate this quarter thanks to marketing?\u201d Without them, defending your budget to the executive team is a matter of faith. With them, it's a matter of numbers.<\/p><h3 class=\"wp-block-heading\" id=\"a2b\">Acquisition and efficiency KPIs: from channel to profitability<\/h3><p class=\"wp-block-paragraph\"><strong>Acquisition<\/strong> KPIs tell you which channels perform and how to reallocate budget based on evidence rather than gut feeling. The main ones: <b>cost per qualified lead (CPL) by channel<\/b>, which in manufacturing ranges from \u20ac30 to \u20ac400 depending on channel and specialization; <b>website conversion rate<\/b> (visits\u2192leads), with an optimal benchmark of 3\u20137% for well-optimized companies; and <b>conversion by landing page<\/b>, unaggregated, to see which pages convert and which ones drain traffic. Remember: a campaign that brings in 5 leads at \u20ac200 can be more profitable than one that brings 50 leads at \u20ac80 if it closes better. Volume is never the final metric.<\/p><p class=\"wp-block-paragraph\"><strong>Efficiency<\/strong> KPIs are the ones that turn marketing into a predictable investment: <b>CAC<\/b> (total marketing and sales costs divided by new customers), <b>LTV and the LTV\/CAC ratio<\/b> (healthy above 3, excellent above 5), and <b>total marketing ROI<\/b> (influenced revenue divided by investment). For example: with a CAC of \u20ac8,000 and an average LTV of \u20ac140,000, the LTV\/CAC ratio is 17.5. With that number, your CFO will sign off on any scale-up. Without it, they'll question every line item.<\/p><h2 class=\"wp-block-heading\" id=\"a3\">How to build a dashboard that works<\/h2><p class=\"wp-block-paragraph\">Knowing what to measure is only the first step. Making the dashboard work day to day takes <strong>structure, tools, and review discipline<\/strong>. The key is understanding that it's not a single report you look at once a month, but three connected views with different frequencies and audiences.<\/p><h3 class=\"wp-block-heading\" id=\"a3a\">The 3 views you need<\/h3><div class=\"wp-block-group ind-threecol is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-stepblock is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-t ind-contenidor wp-block-paragraph\">Weekly<\/p><h4 class=\"wp-block-heading\">Operational<\/h4><p class=\"wp-block-paragraph\">Leads generated, CPL by channel, website conversion, and campaign alerts. The marketing team and the agency use it for fine-tuning and quick optimization.<\/p><\/div><div class=\"wp-block-group ind-stepblock is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-t ind-contenidor wp-block-paragraph\">Monthly<\/p><h4 class=\"wp-block-heading\">Tactical<\/h4><p class=\"wp-block-paragraph\">Aggregate sales KPIs, pipeline trends, and reporting by channel. Marketing and sales leaders use it to reallocate budget.<\/p><\/div><div class=\"wp-block-group ind-stepblock is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-t ind-contenidor wp-block-paragraph\">Quarterly<\/p><h4 class=\"wp-block-heading\">Strategic<\/h4><p class=\"wp-block-paragraph\">Marketing ROI, LTV\/CAC trends, year-over-year comparison, and contribution to revenue. The executive team and the CEO use it to approve the next budget.<\/p><\/div><\/div><p class=\"wp-block-paragraph\">Each view has its own audience and purpose. Mixing them up makes the data less useful: presenting operational data to the executive team is as pointless as asking the campaign team to set the annual strategy from a single aggregate number.<\/p><h3 class=\"wp-block-heading\" id=\"a3b\">Tools and the litmus test<\/h3><p class=\"wp-block-paragraph\">GA4 gives you traffic and basic online conversions, but for the sales KPIs that really matter (CAC, LTV, opportunities, revenue) you need a <strong>CRM<\/strong> that tracks a lead's full journey to paying customer. The typical investment (\u20ac50\u2013200 per user per month) pays for itself within a few months thanks to the rigor it brings. And here's a tip for sizing up who you're dealing with: if your vendor says this data \u201cis complicated\u201d or \u201cyour sales team has it,\u201d that's a red flag. A professional agency should be able to show you these KPIs from month one.<\/p><div class=\"wp-block-group ind-takeaways is-layout-flow wp-block-group-is-layout-flow\"><h4 class=\"wp-block-heading\">What you take away from this article<\/h4><ul class=\"wp-block-list\"><li>Visits, followers, likes, and posts published are activity inputs, not business KPIs.<\/li><li>Serious industrial marketing is measured in qualified leads, opportunities, influenced revenue, and ROI.<\/li><li>A professional dashboard rests on three groups of KPIs: sales, acquisition, and efficiency.<\/li><li>You need three views (weekly, monthly, and quarterly), each with its own audience and decisions.<\/li><li>For sales KPIs you need a CRM; GA4 alone can't track the full journey to the sale.<\/li><\/ul><\/div><h2 class=\"wp-block-heading\" id=\"a4\">Frequently asked questions<\/h2><div class=\"wp-block-group ind-faq is-layout-flow wp-block-group-is-layout-flow\"><details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\" open><summary>Why do agencies keep reporting vanity metrics?<\/summary><p class=\"wp-block-paragraph\">Convenience and self-preservation: visits, followers, and posts always go up, they're easy to produce, and they don't tie anyone to business results. An agency that reports qualified leads, CAC, and ROI has to defend every figure every month; one that reports engagement isn't accountable for anything.<\/p><\/details><details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>What&#x27;s the single most important KPI?<\/summary><p class=\"wp-block-paragraph\">If you have to pick one, total marketing ROI (influenced revenue divided by investment). It's the only one that directly answers whether marketing is profitable or just a cost. Below 2, there's a structural problem; between 2 and 4, it's healthy but has room to improve; above 4, it's a profitable investment worth scaling.<\/p><\/details><details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>Do I need a CRM, or is GA4 enough?<\/summary><p class=\"wp-block-paragraph\">GA4 gives you traffic and basic online conversions, but for CAC, LTV, opportunities, and revenue you need a CRM (HubSpot, Salesforce, Pipedrive, Zoho). Without a CRM, you can't track a lead's full journey to paying customer.<\/p><\/details><details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>How do I present these KPIs to the executive team?<\/summary><p class=\"wp-block-paragraph\">Use visual dashboards with 6\u20138 KPIs at most, year-over-year comparisons, and figures translated into euros whenever possible. Instead of \u201cROI is 4.2,\u201d say \u201cevery euro invested generates \u20ac4.20 in revenue, about \u20ac280,000 extra this quarter.\u201d Executives don't connect with abstract ratios; they do connect with euros.<\/p><\/details><details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>What if my agency won&#x27;t give me this data?<\/summary><p class=\"wp-block-paragraph\">That's a clear red flag. A professional agency should have the meaningful KPIs available from month one. If they tell you \u201cit's complicated\u201d or \u201cyour sales team has that data,\u201d ask for a meeting, insist on a plan to implement them within 30\u201360 days, and if it doesn't materialize, consider switching.<\/p><\/details><details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>What if the KPIs look bad? How do I handle it?<\/summary><p class=\"wp-block-paragraph\">Better to know than not. A dashboard that surfaces problems is exactly the tool you need to fix them before they grow: you adjust CPL, rethink strategy if ROI drops, or strengthen the team if the close rate falls. What you'll never fix is what you aren't measuring.<\/p><\/details><\/div><div class=\"wp-block-group ind-authorbox is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-av ind-contenidor wp-block-paragraph\">CB<\/p><p class=\"ind-contenidor wp-block-paragraph\"><b>Carles Batista<\/b><small>Technology journalist and SEO consultant at induSmart. He is obsessed with the impact of AI on B2B search; he combines journalistic rigor and data analytics to stay ahead of changes in the algorithm.<\/small><a href=\"\/en\/blog\/authors\/carles-batista\/\" class=\"ind-lk\">See the author&#x27;s profile \u2192<\/a><\/p><\/div><p class=\"ind-u11 ind-contenidor wp-block-paragraph\"><a href=\"\/en\/free-audit\/\" class=\"ind-btn ind-btn-primary\">Request your free assessment \u2192<\/a><a href=\"\/en\/consulting\/business-advisor\/\" class=\"ind-btn ind-btn-ghost\">See marketing advisory<\/a><\/p><h2 id=\"a5\" class=\"ind-u16 wp-block-heading\">Related articles<\/h2><div class=\"wp-block-group ind-grid3 is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-post ind-u04 ind-amb-enllac is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-ph ind-contenidor wp-block-paragraph\"><span class=\"ind-t\">Acquisition<\/span><\/p><div class=\"wp-block-group ind-bd is-layout-flow wp-block-group-is-layout-flow\"><h3 class=\"ind-as-h4 wp-block-heading\">Industrial B2B lead generation: 15 tactics that work in 2026<\/h3><div class=\"wp-block-group ind-author is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-av ind-contenidor wp-block-paragraph\">CB<\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><small>Carles<\/small><\/p><\/div><\/div><p class=\"ind-contenidor wp-block-paragraph\"><a class=\"ind-estirat\" href=\"\/en\/blog\/\" aria-label=\"Industrial B2B lead generation: 15 tactics that work in 2026\"><\/a><\/p><\/div><div class=\"wp-block-group ind-post ind-u04 ind-amb-enllac is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-ph ind-contenidor wp-block-paragraph\"><span class=\"ind-t\">Strategy<\/span><\/p><div class=\"wp-block-group ind-bd is-layout-flow wp-block-group-is-layout-flow\"><h4 class=\"wp-block-heading\">How much does an industrial marketing agency cost in 2026?<\/h4><div class=\"wp-block-group ind-author is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-av ind-contenidor wp-block-paragraph\">CB<\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><small>Carles<\/small><\/p><\/div><\/div><p class=\"ind-contenidor wp-block-paragraph\"><a class=\"ind-estirat\" href=\"\/en\/blog\/\" aria-label=\"How much does an industrial marketing agency cost in 2026?\"><\/a><\/p><\/div><div class=\"wp-block-group ind-post ind-u04 ind-amb-enllac is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-ph ind-contenidor wp-block-paragraph\"><span class=\"ind-t\">Strategy<\/span><\/p><div class=\"wp-block-group ind-bd is-layout-flow wp-block-group-is-layout-flow\"><h4 class=\"wp-block-heading\">The 7 marketing metrics every industrial director should watch<\/h4><div class=\"wp-block-group ind-author is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-av ind-contenidor wp-block-paragraph\">CB<\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><small>Carles<\/small><\/p><\/div><\/div><p class=\"ind-contenidor wp-block-paragraph\"><a class=\"ind-estirat\" href=\"\/en\/blog\/\" aria-label=\"The 7 marketing metrics every industrial director should watch\"><\/a><\/p><\/div><\/div><\/div><aside class=\"wp-block-group ind-aside is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group ind-toc is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-toc-h ind-contenidor wp-block-paragraph\">Content<\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><a href=\"#a1\">Vanity metrics<\/a><\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><a href=\"#a2\">KPIs that move the business<\/a><\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><a href=\"#a3\">Dashboard<\/a><\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><a href=\"#a4\">FAQ<\/a><\/p><\/div><div class=\"wp-block-group ind-authorbox ind-u17 is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-av ind-contenidor wp-block-paragraph\">CB<\/p><p class=\"ind-contenidor wp-block-paragraph\"><b>Carles Batista<\/b><small>SEO consultant and technology journalist<\/small><\/p><\/div><div class=\"wp-block-group ind-card is-layout-flow wp-block-group-is-layout-flow\"><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><b class=\"ind-u10\">Is your agency reporting vanity metrics or results?<\/b><\/p><p class=\"ind-u13 wp-block-paragraph\">We'll audit your dashboard and tell you which KPIs are miscalibrated. No obligation.<\/p><p class=\"ind-contenidor ind-embolcall wp-block-paragraph\"><a href=\"\/en\/free-audit\/\" class=\"ind-btn ind-btn-accent ind-btn-sm ind-u14\">Free assessment<\/a><\/p><\/div><\/aside><\/div><\/section>","protected":false},"excerpt":{"rendered":"<p>Home \u203a Blog \u203a Strategy Strategy Industrial marketing KPIs: what to measure and what to ignore CB By Carles Batista\u00b7 Apr 9, 2026\u00b7 9 min read\u00b7 Updated 2026 Quick summary If your marketing report says \u201cwe published 12 posts and grew 23% on LinkedIn,\u201d those are vanity metrics: activity dressed up as success, not results. ... <a title=\"Industrial marketing KPIs: what to measure and what to ignore\" class=\"read-more\" href=\"https:\/\/indusmart.digital\/en\/blog\/kpis-industrial-marketing\/\" aria-label=\"Read more about Industrial marketing KPIs: what to measure and what to ignore\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ind_cls":"page ind-pg-blog-kpis-marketing","footnotes":""},"categories":[58],"tags":[],"class_list":["post-1594","post","type-post","status-publish","format-standard","hentry","category-b2b-marketing-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/posts\/1594","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/comments?post=1594"}],"version-history":[{"count":5,"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/posts\/1594\/revisions"}],"predecessor-version":[{"id":2571,"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/posts\/1594\/revisions\/2571"}],"wp:attachment":[{"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/media?parent=1594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/categories?post=1594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/indusmart.digital\/en\/wp-json\/wp\/v2\/tags?post=1594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}