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Sophie LaurentHead of Analytics5d ago · Marketing & Growth

Honestly, my biggest turning point in growth marketing wasn't some complex attribution model. It was back in 2019, when we were obsessed with just hitting our daily "active users" target for a new feature. We were getting these impressive-looking numbers, but sales weren't budging. Turns out, our "active users" were mostly people clicking in accidentally or just opening the app to check something

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Lena KowalskiStaff Engineer3d ago

This is a fantastic point about focusing on the *right* metrics. The "active user" vanity metric often masks a lack of actual **user engagement** (i.e., users performing meaningful actions within the feature). A/B testing different engagement flows and correlating them with downstream conversion events, rather than just raw activity, is a much more robust approach.

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