You are the Product Manager for Video calls on Messenger. How would you set goals?

A video call can be just between 2 people or can be a group call

Are we interested in any specific geo or user segment or for any specific OS or web/mobile? à None

Is there any business objective or user study or market/competitive research done that I should be aware of? à None

We all know that the mission of Meta is to give people the power to build communities and bring the world closer together. For people staying far away from each other, the video call feature of FB or Meta messenger really helps them stay in touch in a more natural way. Especially during Covid-19 and for people living in different countries, the video call feature provides family members and friends a way to connect on birthdays, anniversary celebrations as well as weddings. So, indeed the video call feature helps in making the community stronger and closer, irrespective of the geographical distance. This itself can be the mission of the product. To achieve this mission, there should be more users using the product and the users should be happily engaging with the product. So, we will consider the acquisition/activation metrics, engagement, and retention metrics to measure the above goal.

Now, lets look at the user actions:

• User logs into FB/Meta
• Starts a video call with one of his/her friends
• Starts a group call with some of his/her friends
• User getting the video call request rejects/accepts the request
• Users interact during the video call
• One of the users ends the call
• Users may provide feedback of the video call quality

Now, lets brainstorm the metrics to achieve the business and product goal

Activation:

1. No. of monthly Meta active users who have made/participated in at least 1 video call à users are at least aware of this specific video call feature
2. No. of times users click on the video call icon and immediately end the call à If its too high, it might imply either the video calls are getting ended automatically due to a bug or there is some issue with the video call placement icon

Engagement:

1. No. of video call users D/W/M
2. No. of video calls made D/W/M – split by successfully executed, rejected by the video call request receiver, video call abruptly ended
3. No. of video call rejections D/W/M à If its too high, it might imply either the video calls are getting rejected automatically due to a bug or there is some issue with the video call accept/reject placement icons
4. Avg video call duration
5. Monthly positive/negative feedback
6. Frequency of using the video call feature

Retention:

1. Month-on-month retention of users
2. Churn rate of users using the video call feature daily/weekly/monthly

To measure the above-mentioned goal of more users using the product and the users should be happily engaging with the product, the first 2 engagement metrics are very important. 

It is also important to look at the bug reports on the video call feature. The team should also watch out for any chatter about Meta’s messenger’s video call feature on FB or any other social media platforms.

Note: All the above metrics can be split across geos, OS usage, web/mobile or across user segments.