Created by West Stringfellow


Facebook Product Teardown


Facebook, with 2.2 billion monthly active users, is the largest social media site of all time. This young company, founded in 2004, leverages their network to sell advertising and has cemented its role as Google’s counterpart in the digital advertising “duopoly.” We’ve outlined facts and figures to help you understand how this young company has gotten to where it is today.

Key Metrics:

Market Cap: $452.86B
PE Ratio: 28.92
EPS: 5.39
FY’ 17 Revenue: $40.65 Billion
YOY Growth: 47%
Advertising Revenue: $39.94
YOY Growth: 49%

Retrieved March 27, 2018 from Yahoo Finance and Facebook 10-K

Key Leadership:

Mark Zuckerber, CEO
Sheryl Sandberg, COO
David Wehner, CFO
Mike Schreopfer, CTO
Chris Cox, CPO

Essential Reading to Understand Facebook:



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Timeline of Facebook Products vs Valuation


Revenue Growth

Customer Growth

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A number of these companies, such as Facebook Payments, were not acquisitions. The following list of companies are Facebook’s acquisitions in chronological order:

Instagram (2012)


Liverail (2014)

Oculus VR (2014)

Whatsapp (2014)

TBH (2017)


Miscellaneous Investments

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Management of Data

(?) What data does X collect from the customer? What rights and permissions do customers give to X in terms of managing their data?

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Product Usage

Facebook product usage

Facebook product usage frequency

Most popular Facebook activities

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Facebook Video

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Facebook Camera

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Facebook Music Efforts

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Digital Text

News Feed

  • External publishers are being deprioritized in the latest Facebook algorithm update.

Branded Content


Paper: Stories from Facebook

Instant Articles


  • Instant article monetization: Publishers using Facebook’s Instant Articles can now show more ads
  • They added that publishers using Instant Articles are now receiving a total of more than $1 million per day via Facebook Audience Network, and RPMs (revenue per thousand impressions) from Audience Network in Instant Articles are up more than 50 percent over the past six months.
  • Adoption
    • In April, Forbes, Hearst, The New York Times and others, including The Guardian, backed out of Instant Articles. Meanwhile, other major media organizations like Bloomberg, The WSJ, ESPN, CBS News, NPR, Financial Times and VICE News have been holdouts, running little to no content in Facebook’s format, it’s been reported.
    • There are now more than 10,000 publishers worldwide using the format — a figure that’s up 25 percent over the last six months. A third of all clicks to articles on Facebook are now to Instant Articles, Facebook also notes. And, in aggregate, Instant Articles deliver 20 percent to 50 percent more traffic, as compared with the mobile web. Publishers using Facebook’s Instant Articles can now show more ads
  • Facebook sent 25 percent less traffic to publishers this year [2017], while Google increased its traffic by 17 percent, according to
  • Instant Articles, meanwhile, has fallen out of the conversation as Facebook increasingly prioritizes video over text articles in its news feed.

Facebook’s Journalism Project

  • Brown and Simo said Facebook has met with 2,600 publishers globally since launching Facebook Journalism Project.

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Facebook Gaming

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Voice and NLP Efforts

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Server & Cloud Products

Open Compute

Facebook Open Compute:

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Artificial Intelligence Efforts

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Virtual & Augmented Reality

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