14.7 Selecting evaluation metrics

Use a balanced set of measures:

• process metrics: Was the action delivered as intended?
• leading indicators: Did early behaviour move in the expected direction?
• outcome metrics: Did the important result change?
• guardrail metrics: Did cost, access, service quality, or another protected outcome worsen?

For the NVRW retention pilot, process metrics could include contact completion, the leading indicator could be visits within 90 days, the outcome could be twelve-month renewal, and guardrails could include complaint rate and staff time per retained member.

Avoid selecting only measures that are guaranteed to improve when the activity occurs. Sending messages is not evidence that retention improved.