Many successful businesses today are subscription-based businesses that rely on a consistent stream of renewals or repeat customers. With the emergence of Software-as-a-Service business models (and led by time-based licensing before that), software is also very much a part of this phenomenon. As a result, usage and user adoption are important indicators of the health of a business.
It then becomes vital to track metrics around usage and encourage as much usage as possible. Back during the Internet bubble, consumer Internet companies reported the number of “eyeballs” they were able to attract; today, social media sites focus on the number of monthly active users. Commercial software and SaaS providers look at consistent and rising usage as an indicator of future renewals — customers whose usage is falling are more at-risk for canceling service and become candidates for aggressive marketing tactics to increase their usage. These concepts also apply to enterprise IT