Certainly those sorts of goals shouldn't be how engineers are judged (or worry that they'll be judged), and they should have their own KPIs. However, it's very

Certainly those sorts of goals shouldn't be how engineers are judged (or worry that they'll be judged), and they should have their own KPIs. However, it's very beneficial for them to be included in the overall goals, as it can increase both their sense of purposes (why are their individual KPIs important?) and their sense of being a team (we're all working together to grow the userbase, not just the sales guys).