What caused the sudden 30% decrease in click-through rates for InMobi's native ad formats on iOS devices last week?

Introduction

The sudden 30% decrease in click-through rates for InMobi's native ad formats on iOS devices last week is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for our product strategy.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into our product ecosystem. We'll break down the metric, gather relevant data, form hypotheses, and conduct a thorough root cause analysis. Finally, we'll develop a comprehensive plan to validate our findings and implement solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the specificity of the issue, I'm thinking this might be isolated to certain ad placements or user segments. Could you confirm if the 30% decrease is uniform across all native ad placements on iOS, or are some placements affected more than others?

Why it matters: This helps us narrow down whether it's a global iOS issue or specific to certain placements. Expected answer: Varied impact across placements. Impact on approach: If varied, we'll focus on the most affected placements first.

• Given the sudden nature of the decrease, I'm wondering about recent changes. Have there been any iOS updates or changes to InMobi's SDK in the week preceding this drop?

Why it matters: Recent changes often correlate with sudden performance shifts. Expected answer: Possible iOS update or SDK release. Impact on approach: If yes, we'll prioritize investigating those changes.

• Considering user behavior, has there been any significant change in the type or volume of ads being served in the affected period?

Why it matters: Changes in ad content or volume could affect user engagement. Expected answer: No major changes in ad content or volume. Impact on approach: If changes occurred, we'll examine their impact on user experience.

• Thinking about data accuracy, can you confirm that the click-through rate calculation method hasn't changed and that all tracking systems are functioning correctly?

Why it matters: Ensures we're not chasing a phantom problem due to measurement errors. Expected answer: Confirmation of consistent measurement and tracking. Impact on approach: If inconsistencies are found, we'll first address data accuracy issues.