Over what time horizon? You should optimize short term metrics (for feasibility) that are (as best you can approximate) the cause of long term profits. The prof

Over what time horizon? You should optimize short term metrics (for feasibility) that are (as best you can approximate) the cause of long term profits. The profits part is what makes it the business, using metrics for decisions are what makes it an A/B test. I think where people run into trouble is when they are optimizing only for this quarter’s revenue directly because long term value is too hard to measure.