Member and customer metrics are critical to the health of any social network. Case in point: As Twitter‘s (NYSE: TWTR) monthly active users stalled and even pulled back slightly in 2016, the company’s revenue growth has decelerated sharply. And now revenue growth has nearly slowed to a halt, increasing just 1% year over year in the company’s fourth quarter. Going further, even Twitter management has admitted that revenue growth ultimately follows audience growth — an unfortunate relationship when member growth is facing headwinds.