As for most measurement procedures in the course of their development, measures of consciousness face the problem of coordination, i.e., the problem of knowing whether a measurement procedure actually measures what it is intended to measure. I focus on the case of the Perceptual Awareness Scale to illustrate how ignoring this problem leads to ambiguous interpretations of subjective reports in consciousness science. In turn, I show that empirical results based on this measurement procedure might be systematically misinterpreted.