Measure what changed, not what you produced.
Pages shipped and campaigns launched are activity. Outcomes are what the business actually feels.
It’s easy to report on output: the number of pages, posts, ads and features delivered. It’s harder, and far more useful, to report on what changed because of them.
Start with the change you want
Before any work starts, agree on the one or two measures that would prove it worked. Everything else is supporting detail.
2measures that matter are better than twenty that don’t.
Measurement isn’t a report at the end. It’s how you decide what to do next.
