How would you analyze the performance of Facebook in country X vs. country Y?

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How would you analyze the performance of Facebook in country X vs. country Y?

How would you analyze the performance of Meta (Facebook) in country X vs. country Y?

Asked at Meta (Facebook) over a year ago

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nehagupta · Answer 1 · 2021-08-13T11:18:58+0000

Clarifications:

Over here by Facebook are we considering specifically Facebook social media platform or the entire family of Facebook products? Can for restricting the scope of the question we can consider the social media platform?
By performance, do we have any specific goal in mind which we are using for comparison? lets consider engagement on the platform considering it is in its maturity phase and has to drive engagement in order to ensure that its not losing market share to upcoming competitive products.
Any specific platform in mind? lets consider mobile as most of the usage currently happens mainly via mobile devices
Questions mentions that we need to analyse performance of FB of country X v/x Y so over here product might be different phases in the 2 countries like in one country it might be in growth phase where as in another country it might be in maturity phase and in such case comparing performance won't give correct picture and thus I will assume over here that countries considered over here have the product in the same phase/=

Product description:

Facebook is the biggest social media platform which allows users to connect with your loved ones and things/interests that matter to you most. It allows u to interact via using variety of media types like text, images, video etc. It also provides variety of features like groups, pages to follow ur interests and to have engaging conversations about the same with users that share similar interests.

Users:

Content creators
1. Power users
2. Occasional users
3. Brands/influensers
Content viewers
1. Power users (Passive lurkers)
2. Occasional users

Major customer journeys:-

Customer creating a post
1. Opens FB, clicks on 'What's on your mind' from feed or profle
2. Writes the text, adds images or video, tag users, add checkin, adds a feeling etc and then click on 'Post'
View post and then reacting to a post
1. Opens FB, goes through his/her feed or goes through the notfications (in case some one tagged the user to the post)
2. If user likes something then
  1. Adds a reaction: like, love, haha, angry, sad, wow, care
  2. Add comments
  3. add reaction to comments
View their groups or pages

Potential metrics from engagement perspective specifically for comparing 2 countries when both countries in similar product phase:-

%growth in avg. time spent on FB (per user segments) month on month
%growth in post creation month on month
%growth in reaction to posts month on month
%growth in MAUs (where active is defined as person who either created a post or reacted to any post) -> Primary metric.

rahul_g · Answer 2 · 2021-04-13T14:03:12+0000

clarification

When you say performance of country X vs Y: Im assuming the goal is to benchmark/compare performance of the 2
When you facebook Im assuming you mean only the facebook core product itself and not other products under the facebook umbrella like IG, Instagram
Facebook's mission is to connect the world/give the tools to build community
I think I can further simplify this problem into how would you measure the performance of facebook in a country

Metrics

I want to start with mission focussed metrics, at a country level I would want to look at

User count: Daily, weekly and monthly actives
count of actives user with daily, weekly and monthly cuts
This give me a good overall picture of performance in the country
I would pair this with time spent per user to ensure I have a balanced view.
User growth rate (number of user signing up): The above metric doesn't take into account the growth angle so I'll want to balance this metric with a growth focussed metric. The definition is straight forward.

Quality focussed balancing metric:I would want to track WoW retention retention to ensure quality of new user acquired is measured and benchmarked else it has the risk of becoming a vanity metric/underlying problems being missed

I would also want to look at product health metrics to check how well the product is doing, again I would continue with the above 2 major themes, engagement and growth

Meaningul engagement User base:
App opens doesn't necessarily mean the user is finding value- from a product health stand point its important to track this.
When I say meaningful I will define a set of actions that count or the other way around what actions don't count so I can exclude those users
Frequency of engagement:
As Facebook I want to ensure that i have a view of quality of engagement within the above cohort so I would look at the usage frequency to ensure that , given the goal is to grow community I would want to look at how often the user comes back to facebook (weekly engagement frequency distribution)
I'll want to track both new and returning cuts here - new user distribution will give me a view of retention and engagement both since retention doesn't really capture depth of engagement and also may give you a false picture ( user came only on one day and then dropped off)
Funnel efficiency: from a new user acquisition perspective I would want to track funnel efficiency (user trying to register vs those who actually registered)

Apart from the above I would want to track tech metrics since the infra can vary from country to country so I would want to look at high level user facing tech metrics such as

- Homepage load time success rate and distribution

- app open time distribution

In terms of risks, the major issue I see is that all of them are lagging metrics however the goal is benchmark the performance not the health so it's not a major risk and we can go ahead with the mentioned metrics.

apart from that

if I had to prioritise among the above I would pick 1 metric from each bucket to ensure we have a holistric view, tech metric would ideally not figure here but given the context it makes sense to include since it has user facing implications

User engagement

Daily active user count + Time spent per user

Meaningful user engagement + depth of engagement (including new user cut)

User growth

User growth rate(users added)

Funnel efficiency + depth engagement (already captured above)

Tech health

Homepage load time success rate and distribution -> this captures both funnel ( load fails vs success ) and performance (load time distribution)

If I had to prioritise further I'll drop tech health as it's more an insight than actual country performance data