# Measurement plan and scorecard

## 1. Current commercial objective

**What I am trying to learn or improve:**

**Review period:**

**Why this is the current priority:**

## 2. Customer route

| Point | The action that counts for my product or service | Source |
|---|---|---|
| Attention |  |  |
| Interest |  |  |
| Activation or first result |  |  |
| Purchase |  |  |
| Continued value |  |  |

## 3. Measures

| Role | Measure | Definition | Source | Period and update frequency | Baseline | Target or review point | Caveat | Decision informed |
|---|---|---|---|---|---|---|---|---|
| Main |  |  |  |  |  |  |  |  |
| Supporting |  |  |  |  |  |  |  |  |
| Supporting |  |  |  |  |  |  |  |  |
| Supporting |  |  |  |  |  |  |  |  |

## 4. Activity and response

| Date | Channel or test | What I did | What customers did | Cash spent | Founder hours |
|---|---|---|---|---|---|
|  |  |  |  |  |  |

## 5. Attribution record

| Customer action | First known source | Latest prompt | Unknowns |
|---|---|---|---|
|  |  |  |  |

## 6. Review

### What happened


### What remains unknown


### What needs investigation