What are the success metrics for Facebook Live at the growth phase?

Goals : Facebook Live connect broadcaster to brodcast a video live to user where any user can join and watch the live broadcast video and interact to broadcaster through comments and emojis

User Actions:

user goes to videos

user choose live video

user joins the broadcaster

user watch the live video

user can comments

user can read live comments

user can view previous comments through scroll

user can send quick emoji

user can like other's comments

user can send emoji to broadcaster

user can see total number of users are currently live watchimg the video

user can view broadcaster's profile

user can follow the broadcaster and other users who have commented

user can leave the live video in between

user can watch until broadcaster stops

Growth Metrics :

I will not check discovery metrics as my primary metric in growth phase of product .

Customer Acquisition rate = Total Number of user at Start of feature/Number of New user Acquired

Adoption Rate : total user using the feature / total of userbase

Activation Rate : total no. of users watching first time after feature discovery

Engagement :

DAU/MAU (high ratio is good to examine growth of product )
avg watch time per user
no. of comments /likes / share vs total number user watching

CSAT : customer satisfaction score

Retention rate : no. of user continue watching over the time

Guardrail metric:

%age user droprate right after joining the broadcast
Performance metric : load time, latency
Churn Rate : no. of users dropping and not using the feature again
no. of support ticket raised

Evaluate :

I will monitor :

Customer Acquisition Rate

DAU/MAU

Adoption rate

Nitnan · Answer 2 · 2022-07-02T11:10:40+0000

Product:

Live is a sub system of the Facebook watch that allows the users to publish live video content with the help of a mobile device or a camera with a streaming device. Live video can be used to broadcast videos to the newsfeed, groups, own page and an oline paid event

Users:

Content Producers

Gamers, Influencers and Media - Allows for gamers to stram their games live and get a good amount of followers which can then get paid through stars and fan subscriptions

Content consumers

This features allows for people to view the live news, get to see their favorite celeberity coming live and also attend online events for educationsal purposes

Metrics

Understanding that the Facebook live is at its growth phase it is important to go through engagement and retetion phase. If both these phases are covered then the monetization will be taken care automatically with more ads

Adoption

1. Total number of users who have gone live (per week)

2. Total number of users who watch the live vidoes for the first time (Per week

Engagement

3. Average number of live videos per user (For a week)

4. Average number of live videos per user type (Business, Gamers, Media, Normal)

5. Average number of live videos per mode (Online paid event, Page, groups, messenger)

6. Average number of comments/Likes received per video while the video is live

7. Average number of views received per video while the video is live

8. Average number of Shares per video while the video is live

9. Average number of contributors per video

10. Number of video that have been watched after the live is complete

11. Total number of people watched vs notified

Retention

12. Average nuumber of users who post a live video for the second time (Per week)

Prioritization

From the above metrics I would like to prioritize the a North start Metric

Average number of views received per video while the video is live - This provide motivation for the creator to post more videos

On top of the above metioned metric I would also like to prioritize the following

Average number of live videos per user (For a week)

Average number of contributors per video

Average Number of live videos per user type

Counter Metrics:

Number of live video that were reported

Number of user who drop within 20 secods of the video start time

Number of live videos that were filtered with sensitive content

Downstream Metrics

Total number of hours spent on facebook watch might get affected

Lokesh Kumar R · Answer 3 · 2021-06-20T12:38:35+0000

That is an interesting Facebook metrics question to handle. However, I would like to discuss about the product and feature beforehand to get a clearcut understanding and as well as clear my doubts if any.

Facebook is a Social Media giant that aims at bringing the world closer and helping people to form meaningful communities. Platforms like Whatsapp, Instagram are also part of FB. Coming to this particular Feature, Facebook Live is a feature part of Facebook Core product that helps people go Live and share things to their followers in real-time. One of themajor competitor to this is Youtube Live. The feature is more like a marketplace with creators and viewers. Creators tend to be more of a personality type, i.e, people with huge amount of followers and Viewers are anyone who decides to watch it.

Clarifications:

Have we decided anything about what are success will look like? No, we would like you to think about it.

Cool. The Feature has 2 segments of users broadly-Creators and Viewers, and Success Definition will change with the type of userd we are focussing. Are we focussing on any one or both? Focus on the Viewers side for now.

So, with the above clarity, Next I would like to decide upon the goal that we should focus at our present stage. Since, it is asked especially for growth stage, one can clearly understand that the product has a very good amount of awareness, acquisition among users that the feature has entered the GROWTH phase. So the very next thing to focus in a competitive industry like Social Media is to engage the users without boredom and make sure they return as well. Revenue will also be a key thing to address to at this stage. However, Considering the business model of FB where one's data becomes the wealth and not some subscription system, The revenue part will be automatically taken care of if the Engagement and Retention is taken cared. To reduce the ambiguity in the term "Engagement", I would like to define it as something that covers all the action that one takes to interact meaningfully with the Live Feature.

Thus, in conclusion our goal is to increase Engagement and Retention. Next, I would like to list out the actions that a user would take while being in the Live Section of Facebook as metrics are nothing but measuring actions of a user. So listing favourable actions will help us list metrics more efficiently

User Actions:

Opens Fb
Clicks on the Live under Watch Section
Surfs through the Live in the Recommendation
Clicks on "See more" (if Needed)
Starts watching a live
Interacts with it (like, comment, Replying, Following,Sharing, etc..)
Becoming a supporter if wanted
Closes and leaves the Watch section

Metrics:

% of conversion from Watch to Live Section per week
Avg Time spent in surfing through recommendation (The higher it is, the more possible improvement in our Recommendationo system) per week
# of users clicking "See more" (The higher it is, the more possible improvement in our Recommendationo system) per week
Bounce Rate fom the Recommendation Section
# of Active users watching one or the other Lives
% growth in # of Active users watching one or other lives WoW compared to the sameday previous week
# of Interactions while being in Live (Commenting, Liking, Sharing, etc..)
DAU, WAU, MAU
% of users facing issues like Network errors splitted into different Demographics especially Location (this Info will help us curating the feature to a particular set of geographies)
% of growth in supporters per channel
# of Reports generated on Live streams per week
Average time spent in watching stream

Of all this metrics, I would like to prioritize Top 2 metrics based on the

Ease of Calculating the Metrics
Releavance to the Goal
Impact to the end users

With the above the fsctors in mind the top 2 metrics will be

Bounce Rate from the Recommendation Section
% growth in # of Active users watching one or other live streams WoW compared to the sameday previous week

These 2 are highly importrant as the 1st helps us improving the recommendations given to the users and thus in turn impact the users highly as everyone wants Personalized Experience nowadays. While the 2nd shows us how are we engaging the users as a whole as if this increases, one can be sure that the platform is growing rapidly.

Summary:

Thus, It makes more sense to measure the top 2 metrics as those measure the engagement and retention pretty well.