Yes, but that's my point. Using only what's easy to include in calculations biases the outcome to what improves (easily measurable) conversion rate and not what improves the (difficult to measure) viral coefficient. This would be fine if the viral coefficient were independent of the variables they are adjusting to improve conversion, but I'm saying that they're not.
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Well, I guess the "viral coefficient" is something inherently unpredictable, so it's probably hard to include it in calculations.
Yes, but that's my point. Using only what's easy to include in calculations biases the outcome to what improves (easily measurable) conversion rate and not what improves the (difficult to measure) viral coefficient. This would be fine if the viral coefficient were independent of the variables they are adjusting to improve conversion, but I'm saying that they're not.