measurement-plan

name	measurement-plan
description	Design a measurement plan that links business or product questions to metrics, events, dimensions, data quality, and decision thresholds.

Measurement Plan

Use before implementing analytics or evaluating a product/marketing initiative.

Procedure

1. Start from the decisions the data must support, not from a list of available metrics.
2. Define outcomes, leading indicators, guardrails, and relevant segments.
3. Specify each metric's exact numerator, denominator, time window, unit, and source.
4. Define events/properties or source fields needed to compute the metrics consistently.
5. Identify data-quality risks: missing events, identity stitching, bot traffic, duplicate events, attribution ambiguity, and changing definitions.
6. Define baselines and decision thresholds where appropriate.
7. Document what the measurement cannot prove, especially causality.

Quality gate

Two analysts should be able to compute the same metric from the specification and understand what decision it informs.