Besides gathering metrics in-product, there are also metrics that can be gathered outside of the product. One example source of information is Twitter. Using the Azure cloud and machine learning algorithms, it is now possible to continuously analyze all of the tweets that are directed to a Twitter handle or a hashtag and automatically detect sudden changes.

This even goes so far as that there is an Azure Pipelines extension that allows continuously measuring Twitter sentiment and canceling the progress of a release to the next stage if sentiment turns too negative. This extension is implemented as a pipeline gate and is available in the Azure DevOps Marketplace.