How would you set the success metrics of Facebook Dating?

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How would you set the success metrics of Facebook Dating?

Asked at Meta (Facebook) over a year ago

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Arnab Bhattacharya · Answer 1 · 2022-01-17T16:19:26+0000

Let's step back and think about the overall mission of Facebook. Facebook’s mission is to connect people and enable them to create communities. As a next step, FB is also trying to become a super app similar to the other players like Gojek and XXX in Asia. It will be a one stop destination for all essential services. FB Dating is one such service. Though there are other competing dating apps in the market, one key advantage FB has is users already have a FB account and as such they need to download and install another dating app. As downloading and installing a dating app might seem to be a serious step in entering the world of dating, for casual users who just want to wet their toes, FB dating seems to be a very convenient option.

So, the overall goal of FB Dating is to make the users sticky with the FB platform which would eventually increase the time spent by the user and enable FB to have monetization from her users.

Now, Dating is about connecting compatible people for having some fun time with each other. However, FB has this unique position where it also has the social profile of the users and as such can try to drive more of a long term relationship between the users. I would start thinking from an overall Customer Journey perspective.

Acquisition:

How many users access the Dating section of the FB app

Activation:

How many users create their Dating profile by providing the necessary information

Engagement:

How many users express interest in connecting with another person?

Conversion:

Conversion could be thought of differently like

When two users get connected
When do they fix up a date
When they complete a date

I think “fixing up a date” could be considered as when real value is delivered and could be considered as a conversion. Now, as the date fix will happen through private messaging, it’s not very simple to understand when a conversion has happened. We can try to use help from Data Science to do NLP to understand if a successful fixing has happened. A simpler approach which might get us to 80% accuracy with 20% effort would be to have some sort of message exchange threshold to be considered as fixing up a date (like 5+ more exchanges).

Quality:

Survey ratings from the user

Retention:

Users using the Dating repeatedly.

Number of dating fixed up by a user (look into 25th, 50th and 75th perectile)

Long Term Relationship Conversion:

How many users who fixed up dating ended up in a longer term relationship (This could be potentially tracked by relationship status change in the profile)

North Star Netrics:

Users get real value when they get a date fixed up. So , Number of users having date fixed up is a key NSM. However, as FB Dating is still in its infancy adoption is also key. So an additional metric we would want to track is how many users created their FB Dating profile.

Chhavi Upadhyay · Answer 2 · 2021-05-18T14:51:27+0000

Describe Facebook's mission. Describe the product? What problem it solves and how it solves? Narrow down the scope of the problem
1. Facebook's mission is to bring the world closer together. Facebook provides tools to users to build communities. Facebook dating is an app to allow users to create their dating profiles, find matches based on dating profiles, message people if they like each other and then meet etc.
Define the goal of the feature: Facebook dating has been around for 3-4 years. It is among the top 5 dating apps among US dating apps as per some of the reviews. Since it is in early phases of its growth, I believe both acquisition and engagement could be metrics that could be good to track. If I were to pick I would pick engagement metrics as if people engage more with the app and find the app useful, they will refer more people and there will be more word of mouth that will in turn result in acquisition. Let me know your thoughts?

3. Think through the user journey: A user is looking to date. He may have different objective in mind (friend, hook-up, casual relationship, serious relationship, matrimony). He may have different preferences in mind for finding a match (how person looks, education and money status, race, ethnicity, age, interests, nature etc.). Enters preferences, Finds matches, Says I like, if the other person also likes back. Then they are allowed to chat. Lets say they want to setup a date, there will be few interactions on chat before they fix a time or date. Or they exchange their phone numbers or address. They meet, date. May like after 1 date and continue the conversation on Facebook dating app. Or they may not like and stop conversation. They may not like at all and block the person. So success of the matches could be people liking each other or people doing several conversations.

Define metrics for each phase of the user journey [Awareness [# of people ever clicked on the Dating app in Facebook], Acquisition / Activation[# of people starting their dating profiles, # of people finishing their dating profiles] , Engagement [DAU, WAU, avg # of match likes per user, # of conversations [message and message back combination], # of posts, # of photos added, # of likes, shares, comments on posts, # of people setting up time and venue to meet, % of people setting up time to meet out of total conversations, look at each stage of the funnel ] , Retention [# of users started last month, % of users still active in this month, avg # of blocked profiles per user, (are there any features on dating app once people have found their objective)... , avg lifetime of user on the app] , Monetization [additional revenue generated by users who on dating app, avg revenue per user], Referral [# of users who are referring, % of converted referral ]

Evaluate [relevance to company mission, impact to the user, confidence in the accuracy of the metrics, effort]

Facebook's mission is to bring the world closer together and build communities. I believe when I think about relevance to company vision the metric that stands out is # of conversations happening on the platform. If conversations are happening, hopefully they will get to next stage. This is a dense metric, measurable and helps with . secondary metric: # of people liking each other so matches themselves are good... countermetric : % of people from which these conversations are coming from, we do not want very few people doing the conversations on the platform. We want these to be spread out. 2. Quality of conversations, in the sense, people are not abusing the feature and harrasing people.. # of one sided conversations.