Measurement, evaluation and analysis are support processes to main engineering processes. In this work we present an integrated strategy whose rationale is supported by a well-defined measurement and evaluation process, a conceptual framework that relies on an ontological base, and quality evaluation methods. Particularly, we discuss some process views for specifying project context, nonfunctional requirements, measurement, evaluation and analysis. Finally, the benefits of having well-established measurement and evaluation processes as quality drivers for web projects are highlighted. Keywords. Process, Measurement, Evaluation, Quality, C-INCAMI, WebQEM