Comment by dkarl

Many SaaS companies care about engagement metrics, especially if they have to sell the product, like their revenue depends on salespeople convincing customers to renew or upgrade their licenses at a certain level for so many seats at $x/year.

For example, I worked on a new feature for a product, and the engagement metrics showed a big increase in engagement by several customers' users, and showed that their users were not only using our software more but also doing their work much faster than before. We used that to justify raising our prices -- customers were satisfied with the product before, at the previous rates, and we could prove that we had just made it significantly more useful.

I know of at least one case where we shared engagement data with a power user at a customer who didn't have purchase authority but was able to join it with their internal data to show that use of our software correlated with increased customer satisfaction scores. They took that data to their boss, who immediately bought more seats and scheduled user training for all of their workers who weren't using our software.

We also used engagement data to convince customers not to cancel. A lot of times people don't know what's going on in their own company. They want to cancel because they think nobody is using the software, and it's important to be able to tell them how many daily and hourly users they have on average. You can also give them a list of the most active users and encourage them to reach out and ask what the software does for them and what the impact would be of cancelling.