Write a metric definition sheet so reports answer the same question

Put it into practice

1. Name the decision

   Explain what action the metric informs. A number with no intended decision can become reporting overhead or an attractive but unhelpful headline.

2. Specify the calculation

   List numerator, denominator and units where relevant. Define whether the measure concerns people, accounts, sessions, tasks or monetary amounts.

3. Record source and exclusions

   Identify the system and important filters. State how tests, missing records, duplicates and cancelled outcomes are handled.

4. Version material changes

   Record when the definition or tracking changes. Preserve the old version so a trend break is not mistakenly interpreted as changed business performance.

A worked example

Illustrative scenario — not a customer case study

One team calls every submitted form a lead, while another counts only accepted, non-test enquiries. A definition sheet makes the distinction explicit and prevents a later validation fix from appearing to reduce demand merely because invalid attempts no longer count.

Make the next decision

Publish a metric when its purpose and calculation can be reproduced. Resolve competing definitions before combining reports into a single management view.

A mistake to avoid

Do not hide data-quality limitations in the implementation. The report reader needs to know when missing or delayed records may change the interpretation.

Does every metric need a long document?

No. A concise sheet or table is often enough. Include the details necessary for consistent calculation and interpretation, not an exhaustive description of the analytics system.