Metrics question
Which success metrics would you want to track for Instagram Shopping?
- Meta
- Metrics
- Medium
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What this question tests
E-commerce metric tree design for a social-commerce feature.
How to approach it
- State the goal: help users discover and buy products seamlessly within the app.
- Propose funnel metrics: product tag views, taps to product page, add-to-cart rate, and checkout completion rate.
- Propose a north star, e.g. GMV transacted through the shopping feature.
- Propose merchant-side metrics too: active sellers, and seller revenue via the feature.
- Add checkout completion rate as a guardrail against a funnel that looks good on top but leaks at purchase.
- Note where you'd expect the biggest funnel drop-off.
What a strong answer includes
- Builds a full funnel from discovery to purchase rather than a single engagement metric.
- Names GMV as the north star, tying user and business value together.
- Includes the merchant and seller side of the marketplace, not just the shopper side.
- Flags checkout completion rate as a guardrail against a funnel that generates clicks without purchases.
Common mistakes
- Measuring only top-of-funnel engagement, like product views or taps, with no purchase-linked metric.
- Ignoring the merchant side of the feature's two-sided nature.
Likely follow-up questions
- Where in the funnel would you expect the biggest drop-off, and why?
- How would you measure the feature's impact on ad revenue?
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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