Define the valuable action
A trial, a completed lesson, a retained player and a purchase tell different stories. Agree which actions help explain commercial value for your product and make sure their definitions are consistent.
Compare like with like
Review cohorts over comparable time windows. A newly acquired group has had less time to generate value than an older group. Differences between markets, platforms and monetisation models also matter.
Use uncertainty in the decision
Attribution is an input, not a perfect view of reality. Document data limitations and combine campaign information with product analytics and sensible experiments before making large budget changes.