company mission:Facebook's mission is to connect the world and give the tools to build a community
What is FB lite: Facebook lite is a lighter version of facebook in terms of the space it occupies, ram required , functionalities and data bandwidth
It's meant for low end phones on slower networks, it's meant for users that are from developing countries/areas where data connectivity is not as robust
Where is used: It's primary used in tier 2 cities since in developing countries metros have better connectivity
What does is solve: It's meant to enable the average new internet user to be able to use and enjoy facebook
From a goal setting perspective , this is a mature product so I'd focus on engagement first
Primary metrics: There can be 2 primary metrics - mission driven and product driven
Mission driven - what % of users in developing countries are using FB lite since this gives a sense of if the product is relevant/being liked by the users in target market
Product driven - Hypothesis is that the typical facebook app is too big/demanding for a slow conenction/low end phone so ideally the lite app should lead to a better experience and hence better time spent so may timespent for users on lite vs time spent for users on non lite on low end phones in tier 2 cities
Other metrics to track
play store traffic - to see if users even want a lite app, is there enough awareness/demand for it
play store conversion rate - to see what kind of conversion are we seeing and from which devices for lite vs non lite
Migration from lite to non lite and vice versa - to see if users are happy with lite and also if regular app users actually like lite for some reason
time spent: Time spent per user for lite vs non lite in tier 2 cities and metros
Depth of engagement: DAU/WAU ratio ( DAU= opened the app) for lite vs non lite in tier 2 cities and metros
Rentention: D7, D30 retained users ( D7 = opened the app on 7th day from install) for lite vs non lite in tier 2 cities
Trade off/risks with primary metrics
The metrics don't track depth of engagement - you can't tell if the user is coming 3 days or 2 days if you look at just average time spent
