Agreed that the bottom line is the most fundamental, but depending upon your path to monetization, your net profits may be zero for quite some time. For us, the

Agreed that the bottom line is the most fundamental, but depending upon your path to monetization, your net profits may be zero for quite some time. For us, the metrics that matter most are acquisition and engagement, as well as measuring potential paths to revenue (clicks on mock ads, mock deals, etc). Plus, net profits is quite a large forest. You still need to see the trees.