Depth vs. Breadth vs. Frequency Metrics
When we debate metrics, it is often a question of breadth vs. depth vs. frequency. We are often asking ourselves which is more important as a North Star Metric (NSM) in an execution case.
This isn’t the only debate, but a very, very common one. While we know what breadth, depth, and frequency mean, thinking about what they mean from a metrics standpoint (under stress) often makes us stop and question ourselves. Wait, do I really know what that means?
Let’s quickly look into depth vs. breadth vs. frequency metrics as core concepts.
Breadth helps us understand how big of a high-level impact we are having. Often measured by number of people using our product. Answering the question, Are we reaching more/enough people?
Depth is commonly measured by level of engagement or usage metric. Maybe time spent, number of posts seen, a core action beyond viewing, a key point in the purchase flow.
Frequency is perhaps the easiest to understand: how often do users take an action or return?
Our breadth metrics can often have a frequency component - Daily vs. Weekly, for example. Depth of engagement can be inferred from a frequency metric like # of sessions per day (which is frequency metric). Both of these nuances, as quick examples, can cause us to overthink the topic. Which is another reminder not to get too hung up on categories of metrics in the middle of a case interview.
User Breadth, Depth and Frequency metric categories to help you sense check your metrics and discuss your why, but don’t get too hung up on them.
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