Why measurement should be planned before launch, not after
Launch library · evergreen read
Measurement planned only after a campaign has already launched is limited entirely to whatever data happened to be collected along the way by chance, often missing the genuine baseline comparison and specific tracking that a deliberately planned measurement approach would have properly captured right from the very start of the campaign.
Planning measurement well in advance also forces genuinely useful clarity about the underlying objectives, since deciding what to measure requires first deciding what real success would actually look like, a conversation that is far more productive before a campaign begins than after the results have already arrived and stakeholders are waiting for an answer.
Teams that treat measurement as a mere afterthought often find themselves trying to retrofit a story onto whatever data happens to be available afterward, rather than confidently reporting against a framework that was genuinely built from the start to answer the questions that mattered most to the organisation from the outset.