Metrics question
How would you define the goals for the unauthenticated (login) page of Facebook?
- Meta
- Metrics
- Medium
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What this question tests
Tests metric-tree thinking for a highly trafficked, conversion-critical page where success balances new signups against login ease.
How to approach it
- Clarify the two distinct users: new visitors deciding to sign up, and returning users trying to log in quickly.
- Choose a north star for each: signup conversion for new visitors, first-attempt login success for returning users.
- Add a guardrail: login failure or account-recovery rate, since friction drives support load and lost sessions.
- Consider page load speed as a supporting metric, given the page's massive traffic and its effect at scale.
- Segment goals by device, since mobile login friction is a well-known, distinct problem from desktop.
- Avoid over-indexing on signup growth alone; returning-user login reliability matters just as much.
What a strong answer includes
- Separates the two distinct user goals instead of treating the page as one funnel.
- Adds a friction or reliability guardrail appropriate for a page this many returning users depend on daily.
- Segments by device, since mobile login friction is a well-known, distinct problem.
Common mistakes
- Treating this purely as a signup growth page and ignoring the larger returning-user login volume.
- No guardrail for login failure or account-recovery friction.
Likely follow-up questions
- Which of these two goals would you prioritize if you had to pick one?
- How would you reduce login failures without weakening security?
- What would you measure to catch a spike in account-recovery requests early?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 2: Data fluency: SQL, logs, and reading the truth yourself
- Chapter 14: Get the job: the AI PM interview loop