When a Malaysian product team is preparing for a conversation with supervision, the brief to File Lighthouse changes. Nobody asks for a north-star metric. They ask whether “successful onboarding” includes people who never passed a hard check, and whether complaint volumes can be lined up with the same identifiers used in the weekly pack.
That is a different job from a growth readout. We spend more time on definitions, less on cohort curves, and we write down what the sample cannot show. PDPA limits still apply: redaction is not optional because a meeting is important.
If your internal question is still “why did this campaign under-perform,” say that plainly. If the question is “which number would we defend,” say that too. Mixing the two in one audit produces a pack that satisfies neither room.