What metrics would you track if you were PM of Facebook Birthdays?

Introduction

Tracking the right metrics for Facebook Birthdays is crucial for understanding its impact on user engagement and overall platform success. To approach this product success metrics problem effectively, I'll follow a simple framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Facebook Birthdays is a feature that reminds users of their friends' birthdays and encourages them to send birthday wishes or gifts. It's a core social engagement tool within the Facebook ecosystem.

Key stakeholders:

• Users: Want to maintain connections and feel remembered on their special day
• Facebook: Aims to increase user engagement and time spent on the platform
• Advertisers: Benefit from increased user activity and potential gift-giving opportunities

User flow:

1. Users receive birthday notifications for their friends
2. They can post on the friend's timeline, send a private message, or choose a virtual gift
3. Birthday celebrants receive notifications of wishes and can interact with them

This feature aligns with Facebook's broader strategy of fostering meaningful social connections and increasing daily active usage. Compared to competitors like LinkedIn or Twitter, Facebook's birthday feature is more prominent and integrated into the core user experience.

Product Lifecycle Stage: Mature - The feature has been around for years but continues to evolve with new capabilities like fundraisers or virtual gifts.