This document discusses how to define, measure, and achieve metrics that matter for goals and objectives. It provides examples of common goals like awareness, interest, intent, action, customer satisfaction, and advocacy. For each goal, it outlines key performance indicators that can be used to measure progress. Case studies are presented to illustrate how different organizations have implemented strategies and tactics to achieve their goals. The document also discusses methods of measurement for various goals and emphasizes the importance of setting benchmarks and using analytics tools to track metrics over time.