Search Ad Expansion Impact

Requirements Clarification & Assessment

1. Objective Understanding:

   • Clarify the primary objective behind increasing the number of ads. Is it purely revenue-driven, or is there a balance between revenue and user engagement?
   • Determine if the company has a strategic focus on short-term revenue gains or long-term user retention.

2. Data Collection:

   • Confirm if a proper A/B testing framework was implemented to segregate the impact of increased ads on different user groups.
   • Identify the time frame over which the data was collected. Was it during a specific season or event that could influence user behavior?
   • Gather data on user engagement metrics such as session duration, bounce rates, and click-through rates.

3. Contextual Factors:

   • Investigate if there were any external factors during the study period, like competitor actions or market changes, that might have influenced user searches.
   • Assess if any changes were made to the search algorithm that could impact the user search experience.

4. User Segmentation:

   • Determine if the increase in ads affected all users uniformly or if specific user segments (e.g., new vs. returning users) were more impacted.
   • Examine geographical and device-based variations in user behavior and revenue changes.