Channels shift. Attribution breaks. What worked six months ago may be depleting budget today.
This pillar governs what gets measured, what gets scaled, and what gets stopped.
Growth prevents budget from flowing to depleted channels, attribution from decaying as privacy landscapes shift, and measurement frameworks from tracking false signals. It guards against the moment you discover you've been optimizing for the wrong metric for an entire quarter.
Attribution decay is invisible in dashboards. The numbers look normal until they don't. A tracking pixel fails silently. A channel that used to convert now just generates impressions. The CAC looks stable while LTV erodes underneath.
Growth requires engineering to maintain tracking infrastructure and design to provide testable interfaces. Strategy determines what success looks like; growth determines whether you're achieving it.
Without ongoing growth governance, measurement frameworks decay, channel performance assumptions persist past validity, and optimization becomes subjective. The feedback loop between activity and outcome breaks.
These are intervention points—where oversight translates into decisions.