Measurement Plan / KPI Framework

What counts as success, how each number is calculated, and what the measurement explicitly cannot prove.

Where This Sits

Components in the finished document

Measured directly, not asserted

Pieces that carry my judgment

This is a Direction deliverable, which means it turns findings into a sequence. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.

It is not a package and not a retainer. It is one document with 6 components, and the list below is the whole of it.

What Is Inside It

Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.

Measured

Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.

Baseline snapshot: The dated set of metrics everything after this will be measured against.
Annotation log: A dated record of every change, release and external event, kept so later movements can be explained.

Judged

My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.

Metric definitions: Exactly how each reported number is calculated, so it means the same thing every month.
Segment definitions: The page and query groupings all reporting will use, fixed before measurement starts.
Dashboard spec: Which metrics appear, at what grain, refreshed how often, and for whom.
Attribution caveats statement: What the measurement cannot prove, stated up front rather than discovered in an argument.