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Terminology
● MAU – Monthly Active User
● WAU – Weekly Active User
● DAU – Daily Active User
● WAR – Weekly Active Repinner
● WAC – Weekly Active Clickthrougher
● WARC – Weekly Active Repinner or Clickthrougher
● 1d7 – User who comes back at-least once in 7 days after signup
● 1rc7 - User who repins/clicks at-least once in 7 days after signup
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Activation Metrics
Activation Rate = 1rc7/signups
● Activation Rate by App/Gender/Referrer
● Overall signups to 1rc7
● Signup engagement funnel
● Signups to WAU 35 days after signup
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Engagement Metrics
● *AU ratios
● # of Emails sent
● # of Emails opened
● # of Emails clicked
● # of Notifications sent
● # of Notifications
clicked
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Takeaways
● Emphasize on activation (process of converting
a new user to MAU)
● Activation critical to long-term growth
● Deeply understand how different segments of
users interact
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Copy Testing
Definition: Testing different variations of text we
display to the user.
● A/B Testing copy was a tedious process
● Even when we did this we were optimizing only
for English
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New Approach
● Ability to run a copy test w/o changing a line of
code.
● Support for translating text dynamically
● Use Multi-armed bandits to converge to showing
best performing text
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37
What makes SEO so challenging?
What is the
Impact of the
new SEO
feature?
Will this new
change affect
SEO?
Uhhh...
Dunno...
Uhhh...
Ask Google.
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What is an SEO experiment?
39
Regular AB Experiment SEO Experiment
Metrics User behavior Search engine referred traffic
Unique id for hashing userid / sessionid page url
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Experiment Driven SEO
What is the
Impact of the
new SEO
feature?
We got XX% of
traffic growth from it!
Can we use more
resources to make
bigger impact?
No, the
experiment
result is flat, so
let’s ship it.
SEO
experiment
SEO
experiment
Is my UI change
affecting SEO
negatively?