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---
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.
