This article provides an in-depth discussion of the impact of accounting measurement on financial reporting. After confirming the centrality of accounting measurement in financial reporting, the article analyses the impact of accounting measurement on corporate financial reporting in four accounting items: intangible assets, R&D, goodwill and pensions. The study points out that the assessment of enterprise value and stability can be significantly affected by improper measurement of intangible assets. Accurate R&D accounting measurement is essential for financial report users to reveal the true value and potential earnings of a business. Goodwill arises mainly from accounting for business combinations or mergers and acquisitions, and accurate measurement is an important basis for business risk assessment and strategic planning. Pension accounting measurement affects the prediction of future cash flows of enterprises, and therefore has an impact on the users of financial reports, especially on investors. This paper demonstrates, through five case studies, the use of accounting measures for the above four accounting subjects in actual financial reporting and their specific impact on decision makers. In conclusion, the accuracy of accounting measures plays an indispensable role in improving the transparency and comparability of financial reporting and can have a decisive impact on the decisions of investors and other stakeholders.