Eric Lubow discussed the challenges his company SimpleReach faced when using Cassandra counters at scale to track metrics for their content analytics platform. SimpleReach processes huge volumes of data, writing 250,000-300,000 counter values per second. Early on they encountered performance issues with counters but were able to optimize their implementation through techniques like pre-aggregating writes, using counter batches, extensive monitoring, upgrading hardware, and tuning Cassandra and JVM settings. Upgrading to Cassandra 2.1 also helped improve counter performance.