Software reliability is one of the essential factors of quality in software engineering like other quality attributes as functionality, usability, maintainability, performance, serviceability, documentation etc. From last few years, several software reliability models have been developed. There is lack of relevant literature which focuses on processes related to SDLC. A SDLC based structure for measurement of reliability has been proposed. Identified software reliability measures which are majorly take place in all levels of early software development phase of SDLC. Considering all measures for reliability estimation will be costly and time taking. So measures are identified which are taking place at each development phase and have high synthetic weight according to selecting criteria based on expert judgment and multi criteria decision making technique. Based on the grading, top ranked measures like completeness, error distribution, fault density etc are identified. Use of recommended metrics will make software reliability estimation more effective and reliable