Glossary · Analytics and measurement
Baseline
A recorded starting state used to compare what changed after an intervention, release, or measurement period.
Also called: baselines
Definition
A baseline captures the relevant system condition or measurements before a change. It should name the date, scope, source, method, and known gaps so later comparisons are interpretable.
Why it matters
Without a baseline, a team may observe a later number without knowing whether the result improved, declined, or simply reflects a different collection method.
Common misunderstanding
A baseline is not automatically a target, industry benchmark, or permanent standard.
Ownership implications
Keep the underlying export, configuration, or evidence with enough context that another person can reproduce the comparison.
Business implications
Use a baseline to evaluate a specific decision, not to manufacture certainty from weak or unrelated metrics.
Related terms
Related system family: Measurement & Search Signals
Sources
- Baseline (opens in a new tab) · NIST Computer Security Resource Center
- Google Analytics reports overview (opens in a new tab) · Google Analytics Help
Last reviewed July 16, 2026