Suppose I have a reaction (Say it is the Haber process):
$$\ce{N2 + 3H2 <=> 2NH3}$$
If we have to calculate the average rate of reaction of the above we follow the reasoning the rate of consumption of $\ce{N2}$ is one- third that of $\ce{H2}$ and half that of production of $\ce{NH3}$. We go ahead and divide the change in concentration of $\ce{N2}$ or $\ce{H2}$ or $\ce{NH3}$ by their stoichiometric coefficient. My doubt is why rate of reaction is taken as the rate of consumption of $\ce{N2}$? Why can't it be the rate of production of $\ce{NH3}$? Why can't we say that the rate of reaction is the rate of production of $\ce{NH3}$ or half the rate of consumption of $\ce{N2}$ or one and half times that of rate of consumption of $\ce{H2}$?