Along very similar lines… There is a saying in BI that goes: “What you measure grows.” So let’s say you measure MAU, the infamous vanity metric. And let’s say

Along very similar lines… There is a saying in BI that goes: “What you measure grows.” So let’s say you measure MAU, the infamous vanity metric. And let’s say your MAU increases with each dollar you funnel toward advertising, the thing you’re actually growing there is your dollar spend and not the growth of the user base. Thus it is your advertising dollar spend that will grow and not the size of your user base.