Engagement is simply a Silicon Valley euphemism for addiction.
Yeah. I don't "measure retention" as the only metric, but improvement over time is a longer-term metric that's not a great fit for quick iteration. "Are people actually logging in" seems like an ok proxy metric (short term) if ppl need to log in to get the value.
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Long term, you should associate logging in with getting the value, but then it's still ok to use logging in as a proxy metric in the short term.
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You might say if checkins go down while subscriptions stay flat or go up, you might be helping the customer. Perhaps a ratio quantifies it.
End of conversation
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