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Many product managers like to evaluate the effect of changes they make to their products using engagement metrics that have an active audience in the denominator. This includes metrics such as time spent per active user, messages sent per active user, levels played per active users, etc.

But while in many cases, engagement metrics with active audience in denominator are really helpful, in others they can be quite misleading. In this post, we will review some of these situations and how you can avoid them.

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