By 2024, the LinkedIn profile was well established as the professional identity of record on the Internet. Following a multi-year effort to expand the platform's user base, as well as a period of rapid growth during the COVID-19 pandemic, LinkedIn's membership had ballooned to over 1 billion. The platform was widely used in the U.S. and Europe; its network and tools were often considered essential to recruiters across many industries; and it was one of the world's largest B2B advertising platforms. LinkedIn's CEO Ryan Roslansky and his team were confident that they could accelerate the company's momentum, despite a recent slowdown in the company's revenue growth. LinkedIn's mission of "connecting the world's professionals to make them more productive and successful," seemed more relevant than ever. A key question that was top of mind for senior executives was how to measure performance to deliver the mission. The team intensely debated which metrics were best to measure progress against their strategy.