ESG measurement is an increasingly popular way of holding companies accountable when it comes to sustainability efforts, and of giving companies an incentive to improve them. But measurement, no matter how sophisticated, is much better at capturing easily quantifiable inputs than complex and messy outcomes and impacts. Companies need to do everything they can to understand those outcomes and impacts — and that requires doing more than just measurement. In particular, companies need to do three things: (1) zoom in to develop insights on processes, (2) zoom out to see broader systems, and (3) value curiosity and learning.