Company Context

Meta operates Instagram at global consumer scale, with a mature ads business and a portfolio of creator and social products competing for user attention. Instagram Live is one of several creation and real-time interaction surfaces alongside Feed, Stories, Reels, DMs, and Broadcast Channels.

Problem

The Instagram team wants a stronger measurement framework for Instagram Live. Leadership believes Live can deepen creator-follower relationships and increase real-time engagement, but usage is uneven: a small share of creators go live regularly, many viewers join briefly and drop, and Live competes with lower-effort formats like Stories and Reels. The current dashboard over-indexes on simple view counts, making it hard to tell whether Live is actually delivering durable user value.

You are the product-minded data analyst assigned to define the metric system for Instagram Live. Your goal is not just to list KPIs, but to identify what success means for different users, how to measure it, and which trade-offs matter if metrics move in opposite directions.

Deliverables

1. Define the core user needs Instagram Live serves for both creators and viewers.
2. Propose a metric hierarchy for Instagram Live, including a north-star metric, supporting metrics, and guardrails.
3. Segment the metrics by user type or use case where appropriate.
4. Explain how you would distinguish meaningful engagement from low-quality or accidental usage.
5. Recommend which metrics should guide product decisions in the next 6 months and what trade-offs leadership should accept.

Constraints

• You cannot rely on revenue as the primary success metric for this exercise.
• The team needs an MVP measurement framework within 4 weeks using existing Instagram event instrumentation.
• You should assume cross-surface cannibalization is possible: growth in Live may reduce time spent in Reels, Stories, or Feed.
• Metrics should work globally, including markets with lower bandwidth and different creator maturity levels.