I went straight to business metrics, advertiser ROI, foot traffic lift, that kind of thing, and kind of glossed over the user side.
Start by clarifying the product's goal: to help local businesses drive awareness and foot traffic through Meta's platforms. Then define success using a balanced framework that considers advertiser value (e.g., reach, store visits) and user experience (e.g., ad relevance, privacy), and tie it to Meta's overarching mission and business model.
Pro tip: Emphasize that success metrics must align with both advertiser ROI and user trust, and mention the importance of measuring incremental lift (e.g., via conversion lift studies) rather than just correlation.
Define the primary objective of local awareness ads: to help local businesses increase awareness and drive offline visits among nearby users. Identify the key users: local business owners and their potential customers.
Break down success into three dimensions: advertiser value (e.g., reach, store visits, ROI), user value (e.g., ad relevance, privacy, experience), and platform value (e.g., revenue, engagement, ecosystem health).
For advertiser value: cost per incremental store visit, return on ad spend (ROAS), reach and frequency. For user value: ad relevance score, negative feedback rate, privacy compliance. For platform value: revenue, advertiser retention, market penetration.
Acknowledge trade-offs (e.g., higher reach may lower relevance) and propose a north star metric (e.g., incremental store visits per dollar spent) that balances advertiser and user value.
Connect success to Meta's mission of bringing people closer together and its business model of monetizing through ads. Highlight how local awareness ads can strengthen the local business ecosystem and drive long-term growth.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.