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You are a PM for Meta (Facebook) Events currently focused on growth. What would be your North Star metric?

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Facebook metrics question: You are a PM for Facebook Events currently focused on growth. What would be your North Star metric?

Product Definition:

Facebook events is a platform that allows for event organizers to host events both online and offline.

Stakeholders involved and Value Proposition

Event Organizer – He gets to create events and invite the community to the level he wants (private among friends, public across facebook, specific groups) and he can also get to understand how many people are attending and plan accordingly

Attendee – Gets easily invited by a fird for an event and you can further respond back your intention

Access to lot of events locally and globally that caters to a wide variety of interest starting from marathos, cooking to educational courses

Facebook – People spend moretime in facebook, People create paid events and when the transaction happens through FB they get a commision

User Journey

Organizer

1. Logs in to facebook

2. Clicks the events tab

3. Creates Events

4. Choose one among onlive vs offline

5. Select a data, time and name for the event

6. Choose the online platform if it is online like zoom line or facebook  messenger rooms

7. Invite people and set privacy settings

8. Views the status of the acceptance

Attendee

1. Logs in

2. Search for events

3. View events

4. RSVP on the events

5. Attend online events

General Metrics

Stage Organiser Attendee
Adoption 1. Total number of users who created events the first time 1. Total number of users who attended clicked to view the events for the first time
Engagement 1. Average number of events created per user
2. Total number of events created by type (online vs offline)
3. Total number of events created and save as draft for more than a week
4. Number of events created based on the distribution type (Privacy – Friends only, Public, Groups)
5. Total number of online events using messagen rooms		 1. CTR of the events per user (Sliced by week and month)
2. Average number of events search per user
3. Average number of events RSVPed per user (week)
4. Average number of likesComments for an events per week
5. Average number of user slicked per RSVP type clicked based on demographics
6. Average time spent on the events page per user
Retension 1. Total number of people who created event for the second time in a month 1. Total number of users who RSVP ed for the second time in a month
Referal 1. Number of users who have invited on behalf of the host
2. Average number of shares per event
Counter Number of attendees get removed after acceptance Number of events reported

North Star metric

I want to choose this Metric based on the based on the value intersection for both organizer and attendee

Average number of events that has a reponse (sliced per week)

This metics provides value of the event organizer where he gets a good reach and also the attendee where he find the events that would be beneficial for him

An intriguing Facebook metrics question, Facebook Events is a feature part of Facebook that helps users create a event and publicizes the events both online and offline. A user can also use this feature to find a new event happening nearby and aligned to their interests.

Clarifications:

Do we have a  goal pre-decided? yeah. We are focussing on Growth

Are we focussed on a particular type of user-either participants of events/ creators We are open to both

With the above understanding, I would like to discuss the user actions that would help us in our goal-Growth.

User Journey:

  • Opens Facebook
  • Goes on to Events Page
  • Creates a new Event by Clicking on the Button
  • Enters the Details
  • Saves it
This is a typical journey of a user who creates a event.
  • Opens Facebook
  • Goes on to Events Page
  • Surfs through the events under Discover tab
  • Clicks on a interested one and updates whether they are Interested/Going
  • Shares Invite or Invites a Friend
Metrics to measure Growth
  1. # of visits on Events page
  2. # of Events created per month- This should be funneled by Privacy and Mode Settings
  3. # of unique users creating events per month
  4. # of Event Creation abandoned per month
  5. # of users clicking on a event while surfing a Discovery tab
  6. # of unique users interested/going to any event per month- calculated from users clicking “Going”/”Interested” Button
  7. # of users invited friends
  8. # of Friends accepting an invite
  9. # of events shared – This should be funneled by the mode at which it is sent (messenger Vs post Vs Link Copied)
Of all the metrics listed above,  I would like to prioritize metrics on the basis of
  • How easy it is to measure
  • Impact to end users
  • Relation to the Goal
With the above factors in mind, I would like to prioritize 2 metrics as North Star Metric (1 for Creators and the other for Attendees)
Creators:# of Events created per month – This is selected as this measures the events generated through FB.
Attendees: # of unique users interested/going to any event per month- This captures the events that are interested to FB users and can further be used to analyse the trending topics and events to come up with meaningful insights to FB