Metrics question
How would you set a goal for Life Events on Facebook?
- Meta
- Metrics
- Hard
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What this question tests
Tests goal-setting for a low-frequency, high-emotional-significance feature, requiring different metric thinking than typical daily-engagement features.
How to approach it
- Clarify the feature: Life Events lets users mark milestones on their timeline, inherently low-frequency since most users have only a few per year.
- Reject a raw-engagement-frequency goal as inappropriate given the feature's naturally low usage; focus instead on completion quality and downstream social interaction.
- Set the goal as the share of major real-life milestones, inferred from signals like relationship status changes, that get a corresponding Life Event post.
- Add a guardrail against over-prompting, since pushing notifications insensitively around sensitive milestones like a breakup risks feeling invasive.
- Define success as milestone-capture rate and engagement rate per Life Event post compared to regular posts.
What a strong answer includes
- Explicitly rejects a frequency or engagement-volume goal as the wrong lens for an inherently rare, high-emotional-weight feature.
- Proposes capture-rate and per-post engagement quality instead of raw volume.
- Flags the sensitivity risk of over-prompting around negative milestones like a breakup.
Common mistakes
- Setting a generic increase-usage-frequency goal that doesn't fit a naturally rare feature.
- Not addressing the emotional sensitivity of prompting around milestones.
Likely follow-up questions
- How would you detect a life event has happened without the user posting it, to prompt appropriately?
- How would you avoid the feature feeling intrusive around sensitive milestones?
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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