A system, method and computer program product for dynamically enhancing and measuring a software application, such as a video game, executing on a computing device, without having to change and recompile the original application code. The system includes a staging environment that monitors the execution of the application and indexes items of graphical and/or audio information generated by the application into a first database. A system administrator or other entity then populates a second database by manual or automated means with one or more business rules, wherein each business rule is associated with one or more of the objects indexed in the first database. The system further includes a run-time environment that identifies items of graphics and/or audio information as they are generated by the application during run-time, uses the second database to determine if an identified item is associated with a business rule, and, responsive to a determination that an identified item is associated with a business rule, applies the business rule, measures the object and its related attributes and optionally report the data back to a 3.sup.rd database. Also described herein is a system, method and computer program product for dynamically measuring attributes of objects rendered and/or referenced by software applications, without the need to revise the source code of such applications.