Meta Social Products: Driving Comments in Facebook Groups and In‑App Purchases on Instagram

Context

You are a data scientist tasked with increasing conversational engagement in Facebook Groups and monetization via in‑app purchases on Instagram. You have access to event logs (impressions, clicks, comments, purchases), ranking features, and the ability to run A/B tests. Assume standard experimentation infrastructure and the need to respect quality/safety guardrails.

Tasks

1. Facebook Groups — Increase Commented Posts
   • Define a clear success metric for “posts that receive at least one comment.”
   • Map the end‑to‑end funnel and identify likely drop‑offs.
   • Propose hypotheses and specific, testable interventions.
   • Outline how you would design and analyze experiments, including guardrails.
2. Instagram — Increase In‑App Purchases
   • Define a monetization metric (and secondary KPIs) for in‑app purchases.
   • Build the purchase funnel, identify key frictions, and propose interventions.
   • Describe your experimentation and measurement plan.
3. Post‑Launch Trade‑off Diagnosis
   • After launching a change, a key metric declines (e.g., session time, feed quality, or retention). Describe how you would diagnose the issue and decide whether to roll back, iterate, or proceed, balancing short‑term KPI shifts against long‑term engagement and revenue.

Hints

• Construct a user‑journey funnel, locate drop‑offs, form hypotheses, design experiments, and weigh KPI shifts against long‑term engagement and revenue goals.
• Consider interference and appropriate randomization units (e.g., by group, by user).
• Define guardrails (quality, safety, retention) and success thresholds.