Template H5 · CMO / Head of Digital
Measurement Governance Charter.
One source of truth, locked definitions, a named owner for each number, and a process for changing one. This addresses the failure behind most marketing arguments.
The decision this template protects
Who is allowed to change the definition of a number, and how.
CMO / Head of Digital
Main Course Module 7 · Measurement integrity
Version 1.0 · 19 August 2026
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Before you start, you need
What has to be true first.
- Every current reporting surface and who produces it.
- The current definitions, which will conflict.
- Authority to declare one number canonical.
What this template will not do for you
Its stated limits.
- It will not make the numbers accurate. It makes them consistent and their changes visible.
- It requires authority. Without a mandate, it becomes a document nobody follows.
- It cannot settle attribution disputes, only make the assumptions explicit.
What is in it
5 sections, and what each one makes you write down.
01
Canonical definitions
- Term
- Definition
- Source of truth
- Owner
02
Source of truth
- Question
- Canonical source
- Why this one
- What we ignore
03
Changing a definition
- Who approves a definition change
04
The change log
- Date
- Term
- Old definition
- Reason
- Historical restated?
05
Confidence disclosure
- Level
- Meaning
- How it is shown
Judgment prompts
Questions the template makes you answer.
- How many definitions of a qualified lead currently exist in your organisation?
- When a number changed last quarter, was it the performance or the definition?
- Who would notice if somebody quietly changed an attribution window?
The defensible output
What you are left holding.
A charter with canonical definitions, named owners, a change process and a maintained change log.
Published open. Copy it, adapt it, use it on client work. If you pass it on, keep the attribution line on it.
More from the library
Sixty-five instruments, eighteen published open.
Each one names the decision it protects, states what it will not do, and ends in something you could defend six months later.