Our first meetup in San Francisco is coming on Jan 23, 2020. Learn more.

How would you measure the success of Facebook Likes?
+1 vote
in Metrics by | 4.2k views

8 Answers

+8 votes


  • Like button offers low friction way to signal interest
  • Inside FB, provides validation back to content creator
  • Across web allows user to bookmark content they are interested in
  • Allows FB to build expanding interest graph for each user
  • Creates virtuous engagement cycle, both liker and like-ee

Feature goals

  • Engagement
    • More consumption and production of content
  • Richer user insights
    • Surface more personalized content
    • Offer advertisers better targeting


  • I'm scrolling through newsfeed
  • I see friend's video
  • No time to comment
  • Click Like
  • I feel good about sending positive signal
  • My friend gets endorphin hit
  • More like-able content shows up in my feed
  • My friend is motivated to post more content

Success metrics

  • Is the feature discoverable?
    • Focus groups
    • Likes per session
  • Are users using the feature as intended?
    • % Un-likes
    • % of Likes followed by a comment
  • Is usage of the feature growing?
    • average likes per user
    • Likes per session
  • What is driving usage of the feature?
    • Likes by content type (video, photos, articles, webpages, groups, etc)
    • Likes by user segment (age, geography, time on platform etc)
  • Does the feature increase engagement?
    • Average session length by Like volume by user
    • Post frequency by like volume
    • Content interactions by like volume
    • Session frequency by like volume
  • Does the feature increase user value to advertiser?
    • Ad clicks by like volume by user
    • Length of ad video viewed by like volume
See less
by (29 points)
+5 votes
Like is the fundamental feature of facebook. I would start this question by first confirming that the interviewer only wants to measure success of Like feature used in Facebook application(mobile, web etc.) and not the ability to include Facebook Like button in social components in websites. That is one of the big ways in which Facebook Likes is used in collecting data throughout the web.

Let us assume that this question is only for the Facebook Like feature in the facebook applications.

What is Facebook Like? - It is the most important way of user expression in facebook to denote the user's engagement with a post/entity on Facebook

Success of facebook Likes is based on the user adoption of using this feature and continuing to express in the platform. Therefore, engagement metrics are the cornerstone for this features success. Some of them are as follows -

Direct Feature Engagement Metrics due to Like

a. Number of Likes/User or Brand/Day

b. Number of comments, shares per post

Indirect User Engagement Metrics to track

c. Number of 1:1 communications as a result of a Like

d. Number of new connections or recommendations generated as a result of a Like

e. Number of  followers as a result of a Like

f. Number of group conversations and Increase in engagement due to Like

Platform Metrics - Likes increases Posts , Articles, User and Brand popularity which in turn drives recommendations and better engagement for customers. Likes also helps Facebook with data point about user interest and therefore better ads to be served. Some example metrics are as follows -

g. Time Spent by the user in the application

h. Number of Ads/user

i.  Ads Click through rate

Metrics Prioritization - The metrics prioritzation is based on metrics which drive direct engagement, indirect engagement and finally business and platform metric improvement. Therefore the order would be - a, b,c,d,i,ge,f,h
See less
by (42 points)
I like the structure of the answer and your clarification questions. You could also ask to clarify if the Like is in chats (e.g. liking a Facebook Messenger Message) or shared content (e.g. liking a friend's shared article). Enjoyed reading the answer.
+3 votes

Framework i'll use to answer this:

  1. Define feature
  2. Define goal of feature
  3. User journey
  4. Metrics

Define feature: Ability to 'thumbs up’ a post from another user - including original text/images, as well as responses. AND to thumbs up ads/ company pages on Facebook

Goal of feature: Reduce the barrier to user interaction on FB by supporting ‘one-click’ interaction. Thereby drive more interactions and overall more engagement and retention/stickiness + ideally more ad revenue longer-term

User journey:

Adding a like:

  1. User on their timeline
    1. Sees a post - thumbs up
    2. Sees an ad - thumbs up
  2. User on a 3rd party facebook site: Sees company they like - thumbs up
Receiving a like:
  1. User on their timeline: sees a response
  2. User not on FB: gets notified of a like


  1. Adoption
  2. Engagement
  3. Monetisation
  4. Retention

Since primary goal of feature is to increase engagement, will start here.

2. Engagement:

We want to understand uplift in engagement coming from this feature. Engagement levers:

  • # users
  • # sessions
  • length of a session [less important, will ignore]
  • # ‘Interactions'
    • Primary: users who give/receive likes
    • Secondary: increase in other interactions following these likes

Uplift metrics:

  • # users: % users who have only interacted through likes and not otherwise
  • # sessions:
    • % users /sessions which have / only have likes
    • % users /sessions triggered by viewing what someone has liked
  • interactions - primary:
    • % interacted/all posts which have only received a like
    • Likes as % of all interactions with a given post (track this over time: if decreasing, then examine the other features that are replacing it)
  • interactions - secondary:
    • likes of individuals: % interactions generated following a like => ‘network/re-engagement effect’ of likes
    • likes of ad/company: uplift in traffic from user’s network following a like => upsell potential

Other metrics to consider:

1. Adoption:

Two dimensions to adoption - measuring both (absolute and as % total) is a baseline:

  • Like: Users who have ‘given’ a like
  • Liked: Users/posts which have been liked

3. Monetisation:

Relevant for likes on ads/companies.

  • Levers: ad views, click-through, revenue
  • Metrics:
    • Uplift in all levers for ads which have received a ‘like’ vs not
    • Uplift in ad views & revenue from users who receive likes vs not?

4. Retention: Ideally feature keeps more users on FB over time, which will eventually translate into more monetisation. Levers are similar to engagement - frequency of sessions and interactions. Want to look at cohorts of users who receive/give likes and see how this affects their session and interaction frequency.

See less
by (20 points)
0 votes

a. Customer goal: Human emotion has a wide range and variety. The Like button limits the range of emotions that someone can express while engaging with content on their news feed - provide customers with more …See more

I think your answer lacks the structure that's needed to answer a Metrics question. Have a look at the article on how to answer a product manager Metrics question here.
0 votes

I am preparing for an interview and have been reading many sample answers, but this is my first attempt at answering a metrics question so I would really appreciate your feedback.First, define the "like" featu…See more

by (20 points)
Your structure is great. I have some feedback:
- The user retention is a great goal. Perhaps I would have described it in more detail and said users come back to see how many likes they have received or who have liked their content.
- I'm wondering how the first metric reflects success of failure of the feature (given that goal is engagement with facebook). I would have listed a more generic metric such as "time spent on site among those who like vs those who dont"
- I didn't follow exactly how metrics 2 and 3 help you measure if you're achieving your goal. Can you elaborate more?
- I would have included a couple more metrics that would help you measure your success in achieving your second goal. For example, does more likes result in more frequent posting or more returns?
- If you end up listing more metrics as I described in my above point (I would personally list at least 5), then I would do some evaluation of metrics based on some criteria (e.g. easiness to collect data) to show my prioritization skills.
You can pick a particular segment if you like but it wouldn't be necessary. If the engagement metrics are up, then the feature is a success.
Good luck!
0 votes

Great answers. I'd add a few additional points:Another business goal here is to get a signal from users as to the type of content they like (FB could analyze whether it's something inherent in the content, or …See more

Your answer is missing the right structure. Please have a look at the interview guide on how to answer a product manager metrics question.
0 votes

scopeBefore I start Id like to clarify the scope of this problem1) What is like feature : Like lets you quickly 'Like' a photo, comment, video, reply or page2) When you say success do you mean post launch eval…See more

by (165 points)
Hey Rahul,
Great structure! I have some feedback on how to improve the answer:
- Think "users" not "customers". Remember you're a product person who cares more about the experience and usage. It's fair to assume higher engagement results in more revenue & profit.
- Don't need to describe what Facebook does. Both you and the interviewer know what it does. If you're describing anything, describe the particular feature / product (in this case Likes) you're evaluating
- Your user groups should be as distinct and exclusive as possible. Content creators and content consumers are not exclusive since a user can belong to both groups. I'd go with frequent and occasional.
- What's the goal of the product? You should try to clarify this right away and use it as a guide as you answer the question
- I would only differentiate / categorize the metrics after listing them (by walking interviewer through different stages of a Likes experience. See answers and feedbacks above) and evaluating them based on some criteria
All the best!
0 votes

Context: What is the role of likes feature in context of overall facebook as a product?Facebook's number one metric is growth of its network. The more users active on a social network online, the more valuable…See more

by (75 points)
Your name to display (optional):
Privacy: Your email address will only be used for sending these notifications.
To avoid this verification in future, please log in or register.
Your name to display (optional):
Privacy: Your email address will only be used for sending these notifications.
To avoid this verification in future, please log in or register.