Create a metric dashboard for the executive team reviewing Instagram

Problem Statement Description

Product context: Meta is a social technology company; its products include Facebook, Instagram, WhatsApp, Messenger, Threads, Quest, creator tools, and ads. Instagram is Meta's visual social app; its products include Feed, Stories, Reels, DMs, creator tools, shopping surfaces, recommendations, and ads.

Meta’s executive team wants a metric dashboard to review the health and performance of Instagram, with particular attention to marketplace sellers who use Instagram to reach audiences, generate demand, communicate with buyers, and convert interest into sales. This is a metrics interview: your task is to define what the dashboard should measure, how the metrics should be structured, and how leadership should use it to make product and business decisions.

The dashboard should reflect Instagram’s role as a social, creator, messaging, ads, and commerce surface. It should account for the fact that sellers may rely on multiple workflows: posting content, using Reels or Stories for discovery, running ads, responding in DMs, linking out or using shopping surfaces, and building repeat engagement with followers. It should also distinguish seller outcomes from broader Instagram engagement so that executive review does not over-optimize one part of the ecosystem at the expense of users, creators, advertisers, or platform safety.

The experience should consider:

- Clear definition of the dashboard’s primary objective and the executive decisions it is meant to support.

- Metric hierarchy, including north-star, input, output, and diagnostic metrics.

- Precise denominators for seller adoption, active selling behavior, buyer engagement, conversion, retention, and monetization.

- Instrumentation across surfaces such as profiles, posts, Reels, Stories, ads, DMs, shopping actions, and off-platform handoffs.

- Cohorts by seller size, category, geography, acquisition channel, tenure, ad usage, and organic versus paid growth.

- Guardrails for user experience, content quality, spam, fraud, safety, privacy, and long-term ecosystem health.

- Competitive and strategic context, including seller attention, creator monetization, ads efficiency, and short-form video competition.

- Dashboard usability for executives, including trend views, segmentation, alerting, and drill-down paths for diagnosing changes.

Your goal is to propose a decision-useful executive dashboard that captures whether Instagram is creating durable value for marketplace sellers while preserving the health of the broader Instagram ecosystem.