When defining active users, you need to choose a duration and interaction.
Unintended consequences: How could people negatively influence this data? Strength in Numbers: How Does Data-Driven Decisionmaking Affect Firm Performance? Furthermore, this may require not just attention to the source of data but also what fields are retained that may allow someone to make sense of it.
What are key performance indicators? What your employees need instead are —short-term goals they can directly impact that provide a clear indication of success or failure.