“you cannot only focus on one area for example for this case we cannot just only focus on the first time conversion and then only the revenue amount right so we have to measure hey is David going to come back is David going to buy platinum again it's going to cancel”

Track contra-metrics: did the upsold user re-subscribe or churn?

Tinder required every monetization test to track contra-metrics — not just first-time conversion and revenue, but downstream retention and renewal of upsold users. When ML nudged a user from Plus to Platinum, the team watched whether they came back. A conversion win that causes long-term churn is a net loss; tracking it prevented over-optimizing for short-term revenue.