Increased attention for sustainability in agricultural production within the food sector has enhanced the need for farm-level information. This article aims to explore stakeholders’ perceptions of sustainability measurement at farm level in an established monitoring system. Qualitative research, including discussion groups and semi-structured interviews in nine European countries, identifies existing divergences in perceptions, especially for those indicators not expected to be used for farm-level decision making. The perception of feasibility and usefulness of an indicator is determined by (a) indicators’ intrinsic attributes, (b) the measurement system in which it is inserted, (c) farm characteristics and (d) farmers’ attitudes toward the measurement. Identifying stakeholders’ perceptions could help to improve the discussion between researchers and users in the selection, communication and use of sustainability information along the agricultural sector.