Pretty simple reason - it doesn't reflect the business and creates bad incentives all around.
Mark wants external reporting to reflect how he manages the business on the inside, which is - only an incremental user/dollar to the family of apps matters. Moving a user between apps I'd meaningless.
When you report each of these externally, you find yourself having to explain why some number you dont focus on went down last quarter.
This used to be an issue in the past when IG numbers were reported externally and the media (& investors) would analyze completely meaningless trends which were the result of some cross promotion in fb getting turned on and then off because it wasnt overall incremental.
Another bad consequence of that is internally misguided executive. You will start having the IG VP work to grow the app the expense of FB, when that's useless
Well right now, their earnings calls focus ONLY on Facebook, not on the family of apps. So there's an incentive to prioritize Facebook over Instagram and WhatsApp.
That's not true. They call out overall family of apps metrics.
Yes, they do mention a couple of fb specific numbers, but that's only because they are forced to. Once you report a figure externally, it can take years to be allowed to remove it
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Mark wants external reporting to reflect how he manages the business on the inside, which is - only an incremental user/dollar to the family of apps matters. Moving a user between apps I'd meaningless.
When you report each of these externally, you find yourself having to explain why some number you dont focus on went down last quarter.
This used to be an issue in the past when IG numbers were reported externally and the media (& investors) would analyze completely meaningless trends which were the result of some cross promotion in fb getting turned on and then off because it wasnt overall incremental.
Another bad consequence of that is internally misguided executive. You will start having the IG VP work to grow the app the expense of FB, when that's useless
They call out overall family of apps metrics.
Yes, they do mention a couple of fb specific numbers, but that's only because they are forced to. Once you report a figure externally, it can take years to be allowed to remove it