Why You Should Consider Active Users as Your Primary Metric

Ideally you're picking revenue, because nothing tells you more about delivering value than people forking over real, hard earned dollars to you. Even better is picking revenue that people keep giving you over and over over again, like monthly recurring revinw mr. Some people do pick revenue, but a common trap they fall into is that they don't actually get paid. Unpaid users are just more serious about the product, and hopefulhe will be more serious about giving you feedback.