“We just need to find the appropriate XXX” is a good approach if no one gains from keeping a sub-optimal XXX (whatever it is). A dumb but easy to reach metrics

“We just need to find the appropriate XXX” is a good approach if no one gains from keeping a sub-optimal XXX (whatever it is). A dumb but easy to reach metrics helps if you’re employee that wants money on next evaluation. An ad targeted at the wrong people still brings money to the ad platform, helping find the good targeting mechanism is of low to negative ROI. And so on. As long as it’s an adversarial situation you’ll never reach that appropriate target that needs to be shared among a number of people so they move in the same direction. I think metrics are unavoidable for management, but they shouldn’t be on what you actually strive for, otherwise you’re just sending wishes to a monkey’s paw.