Determine Success Metrics for Instagram Video-Call Feature
Overview
This question evaluates a data scientist's competency in product analytics, experiment design, metric definition, and retention/engagement analysis for a social app's group video-call feature, focusing on practical application of adoption, activation, depth, retention, quality, and churn metrics.
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Aug 4, 2025, 10:55 AM
Data Scientist
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Analytics & Experimentation
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Instagram Group Video-Call MVP: Defining Success and Metrics
Context
You are the data scientist responsible for evaluating the group video-call MVP on Instagram. The feature is in a staged rollout. Leadership wants to know whether it increases meaningful engagement and improves user retention without harming overall app health.
Tasks
- Business Goals: What goals should define success for this feature (near-term and long-term)?
- Metrics: Which engagement and retention metrics would you monitor, and why? Include adoption, activation, depth, retention, and quality/latency.
- Scope: Should metrics focus on overall app usage, the video-call module only, or both? Explain trade-offs and how to connect feature-level metrics to app-level KPIs (e.g., DAU/WAU/MAU, session time, churn).
- Churn: How would you define and calculate churn in this context? Consider both app-level churn and feature-level churn.
Solution
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