Where it shows up
Everyone wants proof, but no one has defined what proof needs to answer or what evidence would change the decision.
Look for the decision, audience, behavior, available signals, evidence limits, and what will happen if the evidence is weak.
No technology
Write the decision first: what will we do differently if the evidence shows this is working or not working?
Microsoft 365 or Google Workspace
Use a shared measurement plan in Word, Docs, Excel, or Sheets with decision, signal, source, owner, and limit.
AI-assisted
Ask AI to suggest evidence options by strength and effort, then choose the smallest credible signal with a human owner.