Soimetimes it happens...
As new channels come in, each looks fine on its own. But together, the numbers don’t reconcile. Totals drift. Logic breaks.
I’ve seen this trigger endless debates.
What actually changed?
The metrics were built for one dominant channel and one funnel logic. Once growth diversifies, those metrics start describing different economic models at the same time.
They’re not wrong. They’re... incompatible.
What’s easy to miss here?
Metrics drift apart not because of errors, but because they measure different growth engines. One system of KPIs can’t explain everything anymore.
How I separate the mess? Oh, you know my flow... )
I split metrics by growth model and channel type. Different economics get different indicators. I stop forcing everything into one universal number.
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