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As the PM for Ads in Facebook Reels, how would you measure success?

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How to structure your metrics answer

Connect every metric to a product decision. A list of KPIs is weaker than a metric tree with a clear primary signal and guardrails.

  1. Restate the product goal and the user value the metric must represent.
  2. Choose one primary metric, then define its numerator, denominator, window, and eligible population.
  3. Add input, diagnostic, and guardrail metrics that explain movement or prevent harmful optimization.
  4. Describe instrumentation, segmentation, review cadence, and the decision each signal would trigger.

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