Many professionals collect indicator data without being confident it actually reflects impact. This article draws on real-world experience to explore why indicators often miss the point, how well-intentioned frameworks can fail in practice, and what it takes to design indicators that genuinely support learning, decision-making, and meaningful change.

Many NGOs collect large volumes of data but struggle to turn evidence into effective decisions. This article explores how evidence-based decision-making should drive NGO strategy, why data often fails to influence action, and practical ways organisations can translate research and monitoring data into real impact.