What to do if the metric is growing but you don't understand why?

If the metric is increasing but the reason is unclear, a systematic analysis should be conducted:

1. Check data sources — ensure that the data is accurate and there are no collection errors.
2. Segment the metric — look at which user groups or channels are experiencing growth.
3. Analyze recent changes — verify if there have been product updates, marketing campaigns, or external factors.
4. Use additional metrics — compare with other indicators to understand the context.
5. Conduct qualitative research — surveys, interviews with users to identify reasons for behavioral changes.

This approach will help identify the root of the metric growth and enable informed decision-making.