The communication and dissemination chapter of Horizon Europe proposals often falls to the same test: the lack of indicators. „We will be active on social media” is not a plan — it is an intention. Evaluators are looking for concrete, measurable targets, linked to the target groups you have defined. Here are the indicators (KPIs) you choose for communication and dissemination, how to set realistic targets and what are the mistakes that cost you points.
Why does the Commission require indicators?
Horizon Europe is built around the idea of impact: projects are not funded to produce results alone, but to get those results to those who can use them. Indicators are the tool by which you demonstrate — first to the evaluators, then to the Commission, in the regular reports — that your communication and dissemination activities are actually getting the results there. A D&C chapter without indicators tells the evaluators that you haven’t thought seriously about implementation.
Output vs. outcome — the difference that matters
The most useful distinction when choosing indicators:
- Output indicators — measure what you did: the number of press releases sent, posts published, events organized, brochures distributed.
- Outcome indicators — measure what effect it had: how many people participated, how many publications picked up the topic, how many users downloaded the dataset, how many decision-makers requested a meeting.
The output is under your control and easy to report. The outcome is what the Commission is really interested in, because it links to the impact pathways of the program. A good plan contains both — the output as an activity commitment, the outcome as an effect target.
Examples of indicators, by channels
- Project website — unique visitors, countries of origin, results pages accessed. Not just „functional site.”.
- Social media — engagement rate and relevant audience growth, not the number of posts. 40 posts seen by no one is not a result.
- Events — participants per event and, more importantly, what percentage come from the target groups defined in the plan.
- Presser — take-ups in relevant publications, not just sent press releases.
- Scientific publications — open access articles, downloads from repositories, reused datasets.
- Decision makers — policy briefs distributed and, as an outcome, meetings obtained or mentions in policy documents.
Common mistakes
- Vanity metrics. „"10,000 impressions" sounds good and doesn't mean anything. An impression is not a reader, and a reader is not necessarily in your target group.
- Targets without any basis. Figures set to look ambitious — „5,000 followers in the first year” — that you then embarrassingly report halfway through the project. Start with what comparable projects have achieved.
- The same indicators for communication and dissemination. They are different activities, with different audiences — they need different indicators.
- No one responsible and no tools. An indicator without someone measuring it, with a specific instrument, at set intervals, remains a promise.
How to set targets in your proposal
Three practical rules. One: link each indicator to an objective and target group in the plan — if it doesn’t serve any objective, cut it. Two: set targets that you can achieve with the resources in the budget; experienced evaluators immediately recognize inflated numbers. Three: write down who measures, with what tool, and when — a simple table with indicator, target, responsible person, and reporting frequency does more than a paragraph of generalities. And at mid-term, review: a D&C plan is a living document, not a frozen annex.
Indicators prepare for exploitation
One more reason to take them seriously: well-chosen dissemination indicators — who took your results, who uses them — are exactly the evidence you need later for the exploitation chapter. I've explained the differences between the three concepts here: Communication vs. Dissemination vs. Exploitation in Horizon Europe.
Frequently Asked Questions
What are KPIs in the communication and dissemination of a Horizon Europe project?
KPIs (key performance indicators) are the concrete figures by which you demonstrate that communication and dissemination activities have happened and produced an effect. Horizon Europe distinguishes between output indicators (what you did: number of press releases, publications, events) and outcome indicators (what effect it had: participants, media coverage, users of the results). Both types are necessary in a credible plan.
What is the difference between output and outcome indicators?
Output indicators measure the activity under your control: how many press releases you sent, how many posts you published, how many events you organized. Outcome indicators measure the effect: how many people participated, how many publications picked up the topic, how many users downloaded the dataset. The European Commission is mainly interested in outcomes — the proof that the results actually reached those who can use them.
How do I set realistic targets for KPIs in my Horizon Europe proposal?
Link each indicator to an objective and a target group in your plan. Start from what comparable projects in terms of purpose and budget have achieved — experienced evaluators immediately recognize inflated figures. Specify who is measuring, with what tool, and at what interval. A simple table (indicator, target, responsible, reporting frequency) is more convincing than a paragraph of generalities.
Official sources
- Horizon Europe Programme Guide (European Commission, PDF, EN)
- Communicating about your EU-funded project (REA, European Commission, EN)
Do you need a partner in communication and dissemination?
I have written and implemented communication and dissemination plans for 7 European projects, with international experience in science communication — including the indicators and reporting to the Commission. See how can I help you or let's talk.
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