You should never have to ask what to measure. If you don’t know what to measure, then you don’t know what you are trying to achieve. If you don’t know what you’re trying to achieve, then why measure anything?
A far better question to ask is how to measure. How do you measure if your objectives are achieving your goals? How do you measure if your strategies are achieving your objectives? How do you measure if your tactics are coming through on your strategy? How do you measure if the tactics themselves are well executed? These are the key things worth measuring.
Why bother measuring anything?
Why go to the effort of measuring anything? What do you want to know? What do you plan to do with the data?
There are two common reasons here. The first is you might measure to impress your boss. This helps you keep your job and get more resources for future efforts. This is often part-vanity, too. You want to know how you personally are doing to increase the level of engagement.
The second reason is you measure to improve the work you do. This doesn’t get anywhere near as much attention as it should. Almost all discussions concern ‘what’ you should measure instead of ‘why’ you measure. Data is a valuable tool to make future decisions. You should use data to better allocate your resources to achieve your goal. Data tells you where you have been wasting time and where you can better spend your time to achieve your goals.
This means you need a decision tree in place to handle data. For example, if the level of people participating in a type of discussion falls. Does this mean you need to spend less time on this discussion or spend more time promoting it? If you are collecting data without a decision tree, you’re wasting your time.
The goal of measurement is not to find out what has been happening. The goal of measurement is to improve what you’ve been doing.