# Measurement worksheet

## Objective and definitions

State the business question, time window, desired outcome, and relevant definitions. Identify which stage is being measured: exposure, visit, inquiry, qualified opportunity, customer, or repeat purchase.

## Collection plan

| Measure or event | Business meaning | Trigger or source | Owner | Verification | Known limitation |
|---|---|---|---|---|---|

Use meaningful actions. Distinguish a successful submission from merely opening a form, and a confirmed booking from opening a scheduling page.

## Data quality review

Check date ranges, time zones, currency, duplicate records, test events, missing sources, attribution windows, and changes in definitions. Keep separate counts for materially different journeys.

## Useful calculations

- Inquiry conversion rate = inquiries divided by relevant visits, using a defined period and matching population.
- Qualification rate = qualified inquiries divided by total inquiries.
- Win rate = customers won divided by the defined set of qualified opportunities.
- Cost per qualified inquiry = included acquisition costs divided by qualified inquiries.
- A planning scenario may multiply visits, inquiry rate, qualification rate, win rate, and average contract value, provided all inputs and limitations are explicit.

Do not calculate a percentage when its denominator is zero or unavailable. Do not mix currencies or time periods without a valid conversion or reconciliation.

## Scorecard

| Measure | Current period | Comparison period | Interpretation | Data limitation | Next action |
|---|---|---|---|---|---|

Include source and extraction date. Explain what changed without overstating why it changed. A marketing touchpoint associated with a sale is not by itself proof that the touchpoint caused the sale.

## Follow-up experiment

Name the decision, proposed change, audience, observation period, success measure, cost or effort limit, and conditions for stopping. Agree on these before interpreting results.