When setting goals and metrics for Instagram Stories, it's important to consider the unique characteristics of the feature. Stories are meant to be a more ephemeral and casual form of content, compared to the more permanent posts on a user's profile. With that in mind, here are some possible goals and metrics to consider: Goals: 1. Increase engagement with Stories: This goal could be measured by tracking the number of views, taps, and other interactions with Stories. The aim would be to increase the overall engagement rate with Stories over time. 2. Boost retention of users who view Stories: This goal could be measured by tracking the number of users who view at least one Story per day, as well as the number who return to view multiple Stories over time. The aim would be to increase the number of users who are regular consumers of Stories. 3. Drive traffic to other parts of the app or website: This goal could be measured by tracking the number of users who click through on links or other calls-to-action within Stories. The aim would be to use Stories as a way to funnel users to other parts of the app or website. Metrics: 1. Views: This metric tracks how many users view a particular Story. It can be broken down further by looking at how many users view each individual piece of content within a Story. 2. Taps: This metric tracks how many users tap on a particular piece of content within a Story. It can be used to measure engagement with specific types of content, such as polls or quizzes. 3. Shares: This metric tracks how many users share a particular Story with their own followers. It can be used to measure the virality of content within Stories. 4. Click-through rate: This metric tracks how many users click through on a link or other call-to-action within a Story. It can be used to measure the effectiveness of Stories as a traffic driver. Overall, the goals and metrics for Instagram Stories will depend on the specific needs and objectives of the product team. However, by focusing on engagement, retention, and traffic, product managers can help ensure that Stories are a valuable and effective feature within the app.
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