This post on measuring impact (within and beyond academia) has some interesting elements.
I find the middle section, with the green chart, particularly interesting as a way of imagining the potential impact of a piece of research.
No research is going to have an impact in all areas. And teasing out the different audiences can help you see where the most appropriate areas are for your research.
I’m ambivalent about measures but they seem to be crucial to the recognition of the variety of work that researchers do.