Goals-Signals-Metrics (GSM) Model

The Goals-Signals-Metrics (GSM) Model is a three-step methodology for translating abstract objectives into measurable outcomes. It originated at Google and provides a straightforward approach to implementing measurement frameworks.

The Three-Step Process

Goals

Goals represent broad, high-level objectives that align with user needs and business strategy. They answer the question: “What are we trying to achieve?”

Goals should be:

• Aligned with user needs and business strategy
• Broad enough to encompass multiple potential solutions
• Clear enough to guide decision-making

Signals

Signals are observable indicators that suggest progress toward goals. They answer the question: “What would indicate we’re making progress?”

Signals should be:

• Observable behaviors or outcomes
• Directly related to the goal
• Measurable in principle (even if not yet quantified)

Metrics

Metrics are the quantifiable data points that provide concrete measurement of success or failure. They answer the question: “How do we measure the signals?”

Metrics should be:

• Quantifiable and trackable
• Reliable and consistent
• Actionable (changes in metrics should inform decisions)

Example: HEART Framework Application

The GSM model is used with the [[HEART Framework]] to measure user experience:

Why It Matters

The GSM model provides a systematic way to:

• Bridge the gap between abstract goals and concrete measurements
• Ensure alignment between what you want to achieve and what you’re measuring
• Avoid measuring the wrong things by explicitly connecting metrics to goals through signals
• Enable data-driven decisions by creating clear measurement frameworks

Implementation Process

1. Define Goals: Start with high-level objectives aligned with user needs and business strategy
2. Identify Signals: Determine what observable indicators would suggest progress toward each goal
3. Select Metrics: Choose quantifiable measures that capture the signals effectively
4. Iterate: Refine goals, signals, and metrics based on what you learn

Related Concepts

• [[HEART Framework]] — uses GSM model for UX measurement
• [[Design of Experiments (DoE)]] — systematic approach to measurement
• [[Analytical Data]] — data for human decision-making
• [[Value Stream Mapping]] — measuring and improving processes

Source

• [[HEART Framework]] — demonstrates GSM model application
• Original research: Measuring the User Experience on a Large Scale: User-Centered Metrics for Web Applications (Google, 2010)