Measurement Definitions

Use one measurement language across every workspace

Metrics become misleading when exposure, interaction, conversion and causation are treated as interchangeable. Define the question, population, timeframe and comparison before using a result to change the system.

Exposure

An eligible customer had a valid opportunity to see the experience.

Interaction

A defined customer action occurred after valid exposure.

Conversion

The agreed commercial event occurred within the stated window.

Influenced revenue

Revenue associated with an exposed or interacting journey under the chosen attribution rule.

Incremental uplift

The estimated difference caused by the intervention, requiring an appropriate comparison design.

Guardrail

A protected measure such as margin, returns, accessibility or service stability.

Before accepting a result

• Confirm the denominator and eligible population.
• Check the baseline, attribution window and exclusions.
• Separate observed association from experimental evidence.
• Look for promotions, stock changes, traffic mix and seasonality.
• Keep insufficient evidence as Learning or Unknown.