Measures aren't Metrics

Words have meanings, and using these terms interchangeably — which we all tend to do — can lead to serious long term issues.
Lets start with definitions. Technically speaking, “use measure for more concrete or objective attributes and metricfor more abstract, higher-level, or somewhat subjective attributes”(•).

To make this more concrete, in software terms, measures are the things that you should be instrumenting in your code, things like queue length, request count, and so forth, while metrics are the higher-level abstractions like failure rate, number of bugs, or even customer acquisition cost.

The problem with conflating the terms is that eventually, we end up implementing the wrong thing. When done well, your code/system should have a separation of concerns, viz.
 • Code instrumented to track the measures. Think counters, gauges, etc. ( #Prometheus! ) to track queue length/duration, API counts, time spent in routines, and, well, everything
 • A different (external?) component or system to transform these measures into “metrics”

Say, for example, you are tracking HTTP responses. The measure here would be something like a count of responses by type (2xx, 3xx, 4xx). The metric, OTOH, would be something like “failure rate”, which could be all 4xx and 5xx responses today, but might include 3xx responses next week (for whatever god-forsaken reason).
This becomes even more true when you start mapping your measures to business-related metrics, KPIs, etc. Coding those into your baseline, well, that way lies madness…

Keep these terms distinct in your mind. Know the difference!

(•) From NIST at https://goo.gl/K69ES4