Once you decide it's short and state it out loud, then don't measure afterwards. I learned early in my career the hard way. The coach was sure it was a first down and I was sure it was not. So, I decided to measure just so he'd see I was right. Guess what? I was wrong. They got it by the nose of the ball. Now, anything close or when I hear a coach hollerin "they're short" I don't say a word I just measure so they can see. If they are just hollerin in an attempt to get an extra timeout and it's obvious that it's a first or not, then we don't measure.
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