They knew not only the names of the apps people were playing with, but also how long they spent using them, and the names of the app screens they spent time on—and so, for example, could know if Snapchat Stories was taking off versus some other Snapchat feature. It helped them see which competitors were on the rise before the press did. The data was easily accessible to Facebook employees, and was funneled into regular reports for executives and the growth team so that everyone could keep tabs on the competition.
