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From the Product Talk Archives
"Counts that always go up are vanity metrics. They make us feel good about our progress, but they don’t accurately measure how we are doing."
Doing Discovery Well: How to Measure and Guide Your Team
Worthy Read
How Engagement Metrics Can Be Misleading
There are several ways to evaluate a product's performance, and there are a few popular metrics that use "per active user" as the denominator. These include time spent per active user or the occurrence of specific actions per active user. This informative post outlines a few examples of why these metrics can be misleading and what you can do about it.
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