How would you measure the success of WhatsApp Status?

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 Interviewer: How would you measure the success of WhatsApp Updates commonly known as WhatsApp Status?

Shailesh: I would start by clarifying my understanding about WhatsApp Updates or WhatsApp Status.
Interviewer: Sure please go ahead.

Shailesh: WhatsApp Updates or WhatsApp Status is a feature in WhatsApp where we can share memories with your contacts temporarily. Here we can share Videos, Photos, Text or Links which will disappear after 24 hours.
Interviewer: Sounds right.

Shailesh: Now I would like to talk about what is the goal of this feature and why did WhatsApp build this feature in the first place. How is this aligned with the goal of the WhatsApp?
Interviewer: Sure.

Shailesh: The goal of this feature is to make users connected without the traditional way of texting, it’s more of like a dynamic way of connecting with contacts. Also, it’s aligned with the overall goal of WhatsApp to make people feel connected in a very easy and intuitive way.
This also ensures good engagement for WhatsApp because people keep coming back after putting the status to check who has viewed it or related replies from the people.
Interviewer: This is well-defined.

WhatsApp Status

Shailesh: Let’s see what is the value sought by the stakeholders.

  • For Creators basically, who put status on WhatsApp, they are able to stay connected with their contacts without the traditional way of text messaging.

  • For Consumers, they are able to get to know life and updates from their contacts by seeing those statuses.

  • For WhatsApp, it derives more engagement because people keep coming back to WhatsApp due to this.

So all in all WhatsApp Updates or WhatsApp Status increases engagement.

Interviewer: What should be the North Star Metric?

Shailesh: The North Star Metric should be the Number of Engaged WhatsApp Updates or Status per Day. By Engaged here, I am referring to all those WhatsApp Status, that people have seen for more than 1 second or they have replied to it.
Here we can make it more stringent by adding one more criterion like x% of contacts have seen this, for example, engaged WhatsApp status is the one which is seen by 20% of the contacts for more than 1 second or reply to it.
Interviewer: Let’s move further to define the other L0 and L1 metrics.

Shailesh: So let’s try to break down the North Star metrics into different levers or L0 Metrics.
Daily Active Update Users (means the ones who put updates) X the Number of Status put by them X % of Updates getting engagement.
This would tell you the number of statuses or updates which are getting engagement per day.

If we see the first term, that will tell you the adoption part of it.
The second term will tell us the engagement from the creator side and the third term will tell us the engagement from the consumer side.
Interviewer: Let's see some of the L1 metrics.

Shailesh: First we will check the New user adoption of this feature, we will track the repeat users and user churn from this feature. Here we will track metrics like Image/Text and Video % split to check what’s giving more engagement and what's not.
We will also check the % status which is getting deleted before 24 hours.

From the creator side, we will track the metrics like % users seeing the updates, and % users who are replying to the updates or status. We will also check the average number of WhatsApp Status seen per user per session. These are the metrics for engagement from the consumer side.

Now that we have decided upon the North Star Metric, Key L0 and L1 metrics.
It’s time to define some of the counter metrics or negative metrics that also need to be tracked.

The key metrics would be the Number of WhatsApp Updates/Status which are getting reported or Number of users which are getting muted from WhatsApp Status. These would be critical metrics to track.

Metrics 
-- Technomanagers

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