Advertising for local businesses boosting popular posts
Overview
This question evaluates a candidate's competency in ad analytics and experimentation, including defining local-business eligibility, selecting and computing outcome metrics for boosted posts, and diagnosing low click-through rates through analytical reasoning.
Meta
Jul 12, 2025, 6:59 PM
Data Scientist
Technical Screen
Analytics & Experimentation
74
0
Boosting Popular Posts for Local SMBs: Definitions, Success Metrics, and Diagnosing Low CTR
Context
You are evaluating an experiment where small, local businesses can pay to boost their popular organic posts. You need to:
- Define what qualifies as a “local business” for ads eligibility and reporting.
- Choose outcome metrics that indicate success when these businesses boost posts.
- Explain why click-through rate (CTR) might be unexpectedly low and how to validate root causes.
Questions
-
Definition
- Define a “local business” in the Facebook ads context. Consider physical presence, service radius, and employee count. Clarify edge cases (e.g., franchises, home-service providers, online-only stores).
-
Success Metrics
- When small businesses boost popular posts, which metrics best measure success? Prioritize lead generation and in-store outcomes. Identify primary and secondary metrics and how you would compute them.
-
Low CTR Diagnosis
- CTR is lower than expected in the experiment. Generate hypotheses across creative, targeting/delivery, measurement, and market factors. For each, list concrete validation steps and possible fixes.
Solution
Login required
Show