[joosters]

How do you know that you have the cause and effect the right way around? After all, it could well be that users add a theme because they are about to buy the service, and figure that they should spend some time customising their pages now that they have decided to sink money into it.

Ok, so that may not sound totally convincing, but in general I think it is a big problem with the analytics in the article. If you can't tell if A caused B or B caused A, then you can't reliably act on it.