“It’s not just about cost!” This USGS publication should be read by all managers of water monitoring programs. Funding for water monitoring is always a challenge and coming up with metrics to show the value of water monitoring to corporate bean counters is a Sisyphean task. It is also important to measure efficiency performance, which is the “unit of information” (UI) produced for a given investment/effort but not exclusively related to cost. Undue focus on cost to achieve higher efficiencies (i.e. managing the denominator) is shortsighted and risk prone. With water monitoring, we can see that investing in tools/methods/models may substantially expand the scope, resolution, and scale of the UI per unit cost. This paper will help you to explain these improvements in efficiencies to the bean counters in your organization.