Ask yourself this question: are we talking about inputs (cause of the change) or outputs (the actual change that happened?)
Logarithms reveal the inputs that caused the growth
Exponents find the final result of growth
$e$ : is defined to be the rate of growth if we continually compound 100% return on smaller and smaller time periods: $e = \displaystyle\lim_{o \to \infty}(1+\frac{1}{n})^{n} \approx 2.718$, $growth = e^{rt}; (r: rate, t:time)$