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Metricsstandard
How would you measure the success of Instagram Stories?
How to approach it
Ask what Stories is for (sharing casual moments, keeping people connected) and build a tree from that goal down to creator and viewer metrics.
How a strong answer opens
“I'd start with what Stories is for, sharing casual moments and staying close to friends, and then build metrics for both sides: people who post and people who watch.”
Outline of a strong answer
Try answering out loud for a few minutes before you open this.
- Clarify Stories' goal within the app
- Split into creators and viewers
- Creator metrics: share of users posting weekly, stories per creator
- Viewer metrics: stories viewed per session, completion rate, replies
- Business metric: ad impressions in Stories
- Guardrail: time taken away from the feed and posting fatigue
- Pick one headline metric and explain the reason
Where this question usually goes wrong
Listing views and daily users without separating creators from viewers or checking whether Stories took time from the rest of the app.
Learn the method
Metric trees: breaking a goal into parts in Module 2, Metrics and execution.
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