Start with the outcome the product is meant to help someone achieve. Choose an observable behaviour connected to that outcome, then pair it with a check for unwanted effects. Avoid mistaking activity for usefulness. A metric is a partial view of reality; conversations and direct observation can reveal what the count leaves out.
Choose a number tied to the job
A growing number is useful only if you know what it tells you.
A small example
A repair service tracks whether customers can submit a complete request and receive a useful response. Those measures say more about the service than counting page views alone.
Keep in mind
Do not present self-reported use as verified impact. Be clear about what the measure does and does not capture.
A note to yourself
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