Back to ThinkingConcept 05 · Measurement
A click is not a result.
Use this — working toolMeasurement loop ↓Weekly reports were full of reach, opens and clicks. That looked like measurement, so more dashboards were proposed. None of it explained why sales moved, or what to change next week. Start with the business result, work backwards to the people and actions required, then give each channel one job and one measure.
Every important number needs a conclusion and an action.
Measurement loop
Sequence — run in order- 01TargetThe business result, stated before anything runs.
- 02MetricThe one number that moves when the target moves.
- 03CauseWhy it moved — audience, offer, journey step or cost.
- 04Owned actionOne change, one named owner, one date.
- 05ImproveMake the change. Do not add a metric instead.
- 06Measure againSame number, same method, so the comparison holds.
Stop at step two and you have a dashboard, not measurement.
Activity happened
reachclickspoststasks doneimpressionsopen rate
What changed?
What do we do?
A number with no conclusion and no action belongs in the appendix.