You are peobably refrering to DAUs and tranactions chart. Have in mind those are a bit scued from the Splinterlands activity back in 2021 as there was a lot of botting back then and a lot of transactions put on chain, that Splinterlands later cut them off themseslf to not be stored on chain. If taken into account only the posting activity it will not be as dramatic.

That said, yes the overall activity is still down. About the marketing side, I cant really comment as I'm not the expert there. But for sure having some metric for community funds spent is not a bad idea at all.