The English term 'standard of measurement' means accepted or approved instance or example of a quantity or quality against which others are judged or measured or compared
Standard measurements are rather like the standard meanings of the words that you and I are using to communicate with each other. If a word has a standard meaning, then when I use that word you will...
Standard measurements are kilogram, meter, liter and second.
Non-standard measurements are antique, ancient, archaic units like fathoms, acres, cubits, miles, stones, hundredweights, pounds, pecks,...