Measures, or metrics, are quantifiable standards used to assess and evaluate performance, progress, or quality in various fields. They provide a way to track changes over time and make informed decisions based on data. Common examples include sales figures, customer satisfaction scores, and website traffic. Metrics can be categorized into different types, such as key performance indicators (KPIs) that focus on critical business objectives, or operational metrics that monitor day-to-day activities. By using these measures, organizations can identify strengths and weaknesses, set goals, and improve overall effectiveness.