The playbook
Alt Text: Metrics and Measurement
Measure alt text by defining informative images with useful alternatives precisely enough that two people can reproduce the result from the same records. Keep the reporting unit, date basis, and scope visible. Without those definitions, a change in the report may reflect a changed calculation rather than a changed customer outcome.
Put the task in context
For a linked image, the text alternative should communicate the link's purpose. For a chart, provide the important finding and an accessible explanation of the data. Purely decorative images usually need an empty alternative rather than a verbose description that adds no useful information.
Create a metric definition
| Definition field | What it must explain |
|---|---|
| Measure | informative images with useful alternatives |
| Unit | What one page or query record or completed outcome represents |
| Included records | The scope identified by image and purpose |
| Date basis | The event date or period used to include a record |
| Exclusions | Tests, duplicates, or other records outside the agreed definition |
| Source owner | analytics owner |
Separate delivery checks from outcome measures
A delivery check asks whether the team completed a specific task, such as determine whether an image is informative functional or decorative. An outcome measure asks what happened for the user or business afterward. Keep both visible. Completing the task is useful evidence of execution, but it does not by itself prove that the broader outcome improved.
Worked arithmetic example
Suppose an illustrative review includes 80 eligible records, and 60 satisfy the explicitly defined completion condition. The completion share is 60 ÷ 80 × 100 = 75%. This is hypothetical arithmetic, not an industry benchmark or a predicted improvement. It describes only the population and condition you defined.
For alt text, explain the condition before applying that calculation. If the question is whether the team can check image links buttons and complex diagrams separately, a record counts only when the evidence demonstrates that condition. Do not replace missing outcomes with successful ones just to complete a report.
Compare like with like
Keep the scope, date basis, and exclusions consistent between observations. If purpose changes meaning between periods, note the change and rebuild a comparable view where possible. A rate can also move because the composition of the underlying group changed, even when individual performance did not.
Investigate an unexpected result
- Check whether the underlying image records are complete.
- Look for this known failure: stuffing keywords into every text alternative.
- Verify that the process still includes: describe necessary information in the current context.
- Reconcile a sample with the original record before changing the operating plan.
Use the report to choose an action
If the evidence supports a correction, describe the purpose and provide longer explanations when needed. Record when the change occurred and what should be checked next. Keep uncertainty visible when the sample is small or the observation period is incomplete. The purpose of measurement is a better decision about informative images with useful alternatives, not a favorable-looking number.
Keep a dated record of the page or query being examined. Search interfaces and external references can change. A saved observation should include enough context to distinguish an old issue from the current state.
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