Meta & Children's Online Safety[IGWB Email Review][Mental Well-being] H1 2022 Goal Methodology Update V2
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Case 4:22-md-03047-YGR Document 2758-5 Filed 02/20/26 Page 1 of 9 AMENDED Exhibit 263 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2758-5 Filed 02/20/26 Page 2 EXHIBIT 3 WIT Mita Valcken DATE: 12-16-24 C. Campbell, RDR CRR CSR #13921 [IGWB Email Review] [Mental Well-being] H1 20zz Goal Methodology Update V2 Thanks for the feedback! Team will keep meaningful adoption and leave as a % but does not believe we have a path to hitting that goal so would like to request we reduce from 0.6% to 0.25% given the tactics we have aligned and prioritized for this half. I have reflected these changes in V2 proposal below: Revised Summary of recommended H122 Numerical goal changes for IG Mental Well-being: Original goal: 0.6% weekly active teens with meaningful adoption of mental well-being features (0.843M/ V1 Proposal: 4.45M weekly active teens adopting mental well-being features V2 Proposal: 0.26% weekly active teens meaningfully adopting Take a Break or Alt Topic Nudge (0.58M/225M) Revised Context: * Team was unable to test Take a Break opt-out by default for new teens due to 'one-way door' principle, but it was used as a high confidence bet in goal planning contributing >80% of teams expected impact for the half Revised Details: Numerator: Leave Taß 'meaningful adoption' definition as is (teens sees break reminder and within 1 minute takes a 10 min+break), Alt Topic nudge adoption = clicked on nudge, or left explore chain after seeing nudge. Interventions included in goal: TaB and Alt Topic Nudge only 0.26% weekly active teens meaningfully adopting TaB or Alt Topic is seen as a hittable goal, but this will still push the team given the time left in the quarter and other goals the team is working to hit outside of adoption. How we set the goal, where we are now, and what we predict we'll achieve: Product Estimates used to set 0.6% goal Current 'Meaningf Predicted End of % WAU Teens ul Adoption' Status H1 Adoption based on Q2 (225M predicted + stated) roadmap + current Take a Break 790,000 226,736 408,582 0.18% Alt Topic Nudge 13,000 0 162,345 0.07% Producer hiding likes 40,000 0 0 0.00% Total 843,000 226,736 570,927 0.25% By roadmap project (disclaimer: predictions are just that): Project Meaningful Weekly Active % WAU Teens (225M Notes Teen Meaningful Adoption predicted + stated) Current TaB 226,736 0.10% 73,698 0.03% Add predicted teens (world wide, where available) 46,989 0.02% Profile QP (targeted to Teens with at least 1 20min session in last week) 42,461 0.02% One-click adoption from upsell Break Design Refresh 17,215 0.01% HIGHLY CONFIDENTIAL (COMPETITOR) 1. Also increases denominator, net 0 impact using % 2. We may not be approved for all countries right away, we need to work with the prediction team, but doesn't matter when using % Will need approval from QP platform team and Adam given scale and audience, but has preliminary buy-in from Miki. Approved for testing, not necessarily for launch. Possible predictions are too aggressive, we haven't proven we can influence break adherence with creative. ΜΕΤΑ3047MDL-040-00399807 Case 4:22-md-03047-YGR Reels Upsell (6EN) Document 2758-5 Filed 02/20/26 1,484 0.00% Alt Topic Nudge 162,345 0.07% Total 570,927 0.25% TaB A B C D 1 2 Page 3 of 9 Will need approval for ads regression trade-off. We don't believe we have time to ship beyond 6EN this half. Approved for test, could be blocked if tradeoffs are more significant than anticipated or value is lower than hoped. E F G Confidence Timeline in Topline Incremental Intervention in shipping % Confidence shipping Eng Lift Teen WAU S 3 Explore upsell + Global expansion (Current Ranked state through 3/15)) Complete 153,200,000 4 1 Sessionization - 3 min (grouping sessions low low 153,200,000 with 3 min gap together) 5 2 Sessionization 1 min (grouping 6 med sessions with 1 min gap together) low 153,200,000 6 4/20/2022 3 Add predicted teens (world wide) high low 153,200,000 6 US 7 4 One-click adoption from upsell high 50% 5/31/2022 med 153,200,000 3 (20min default) 8 Profile QP (targeted to Teens with at 5 high 70% 5/31/2022 least 1 20min session in last week) med 153,200,000 6 9 6 Organic growth + requiring stated age High daily, na 153200000 5 through H1 10 7 End of Feed upsell low high 153,200,000 11 8 Break design refresh high 5/31/2022 med 153,200,000 12 9 Reels upsell (6EN) High 5/31/2022 high 153,200,000 5 B Potential incremental (high 153,200,000 confidence bets only) 14 Total Take a break 153,200,000 15 Total Take a Break + Alt Topic 153,200,000 Nudge Note: these optimizations can work together (i.e. one-dick upsell is better with more upsells) but they are also not 100% incremental as users may see more than one upsell. Alt Topic Intervention Predicted Projected Clicked Alt unique CTR Teen WAU WAU to See Topic estim Confidence in shipping (US, CA, Alt Topic Abandoned aban Eng Lift NZ, AU) Nudge chain 4,329,200 151,522 3.50% 10,823 0.25% Alt Topic Nudge high high 31,600,000 HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-040-00399808 A Case 4:22-md-03047-YGR Daisy (Hide Likes) We will not towards our H1 adoption goal. Intervention Document 2758-5 Filed 02/20/26 Page 4 of 9 Weekly Active rate Confidence in Topline Teen Teens turning using 225m superset minus panavision rollout shipping WAU off likes Producers turning off likes med (exist, but 960,000 0.63% 1,409,922 1,127,937 will decrease with panavision rollout) 153,200,000 Viewers with 4,840,000 3.16% low (exist) 153,200,000 likes off Appendix * Reels upsell sizing: https://docs.google.com/document/d/1Ef93py8dk5iZ2_9ZLOWzITW4e16-gm2kJOPTs4- B5w4/edit • Topic Nudge sizing: https://docs.google.com/document/d/1kDo4SYVJT7-ou9gifQWpjuxw1pVE0dC8HtLJMHD- Jwl/edit Product End of H1 Current 'Meaningf End of H1 predicted % to Adoption ul Adoption' Predicted numbers used to Status Adoption original number goal at End of H1 set 0.6% goal Take a Break 790,000 226,736 408,582 48.47% Alt Topic Nudge 13,000 0 162,345 19.26% Producer hiding likes 40,000 0 0 0.00% Total 843,000 226,736 570,927 67.73% Prior goaling docs: • TaB https://docs.google.com/spreadsheets/d/1rkP66npil4i-lhfO7HB U7NfVkyFoElbDwik5aD8ExA/edit#gid=(0 • Alt Topic nudge: https://docs.google.com/spreadsheets/d/100xpfco F9n919sFoMl4a1h2r1Kk9f0GnVCc3EJcE0s/edit#gid=0&range=A4 Contact Support Conversation History Quipbot#18 left the thread Oct 14 at 7:58 pm Quipbot#18 Oct 14 at 7:53 pm =====IMPORTANT====== This Quip file has been copied to Google Workspace (https://docs.google.com/document...) as part of the Quip2Google migration efforts. 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