[2026-07-09] eagle: work/projects/ios-subscription-day7-promo-pixels.md
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Alexey Martemyanov
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# Pixel Definitions: iOS Day-7 Subscription Promo
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Defined in: `iOS/PixelDefinitions/pixels/definitions/subscription.json5`
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Fired from: `SubscriptionPromoExistingUserCoordinator`
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Android equivalents: `m_privacy-pro_skipped_onboarding_promotion_*` (same modal, different audience)
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# Pixel Definition: iOS Day-7 Subscription Promo Half-Sheet
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---
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## Pixels
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## Background
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- **Project:** [iOS: Show subscription half-sheet promo to new installers who don't see it during onboarding](https://app.asana.com/1/137249556945/project/1202406491309510/task/1214798984829406)
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- **Android counterpart:** [Grow active subscriptions by increasing paywall impressions with a day 7 promo half-sheet](https://app.asana.com/1/137249556945/project/72649045549333/task/1210994036696114) — the iOS implementation follows the same approach and target audience as Android
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- **Origin request:** [Request origin for iOS subscription promo half-sheet entry point](https://app.asana.com/1/137249556945/task/1214800683792174) — origin value `funnel_modal_ios__subscriptionnudge` (Android equivalent: `funnel_modal_android__subscriptionnudge`)
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- We are adding a new half-sheet modal for existing users (7+ days since install) who have never seen any subscription offer. The modal reuses the pre-existing `SubscriptionPromoLaunchView` UI.
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- Existing subscription promo pixels already cover related audiences:
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- `m_privacy-pro_onboarding_promotion_impression/tap/dismiss` — users who see the promo during onboarding
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- `m_privacy-pro_skipped_onboarding_promotion_impression/tap/dismiss` — reinstallers who skipped onboarding (7+ days)
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## Objective
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- Define three new pixels (impression, tap, dismiss) for the day-7 existing-user promo half-sheet.
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- Mirror the parameter shape of the existing `m_privacy-pro_skipped_onboarding_promotion_*` pixels to allow cross-audience comparison.
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- These are permanent pixels (no expiry) — the feature is not an experiment.
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- The origin value `funnel_modal_ios__subscriptionnudge` flows downstream automatically to `m_privacy-pro_offer_screen_impression` and `m_subscribe` without additional work.
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## Testing the feature
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- Feature is implemented in: `iOS/DuckDuckGo/SubscriptionPromo/SubscriptionPromoExistingUserCoordinator.swift`
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- Test paths:
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- Install app, complete or skip onboarding
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- Wait 1 minute (1-min override active — revert to 7 days before shipping)
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- Background and re-foreground app → promo half-sheet should appear
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- Verify `m_privacy-pro_existing_user_promotion_impression` fires on display
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- Tap CTA → verify `m_privacy-pro_existing_user_promotion_tap` fires and subscription flow opens with origin `funnel_modal_ios__subscriptionnudge`
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- Re-install and dismiss instead → verify `m_privacy-pro_existing_user_promotion_dismiss` fires
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---
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## Final pixels (for triage)
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### `m_privacy-pro_existing_user_promotion_impression`
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| Field | Value |
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|---|---|
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| Trigger | The day-7 promo half-sheet is shown to an existing user (7+ days since install) who has never seen any subscription offer |
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| Fired from | `SubscriptionPromoExistingUserCoordinator.markLaunchPromptPresented()` |
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| Frequency | Once per install (guarded by `subscriptionPromotionDialogShown`) |
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**Parameters**
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| Key | Type | Description |
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|---|---|---|
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| `appVersion` | string | App version (added by default) |
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| `ru` | boolean | Whether the user is a returning user (reinstall) |
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| `free_trial` | boolean | Whether the user is eligible for a free trial |
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**Suffixes:** `_ios`, `_phone` / `_tablet`
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---
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- **Trigger:** The day-7 promo half-sheet is shown to an existing user (7+ days since install) who has never seen any subscription offer.
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- **Frequency:** Once per install (guarded by `daxDialogsSettings.subscriptionPromotionDialogShown`).
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- **Fired from:** `SubscriptionPromoExistingUserCoordinator.markLaunchPromptPresented()`
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- **Parameters:**
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- `appVersion` — app version (added by default)
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- `ru` — `true` / `false` — whether the user is a returning user (reinstall)
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- `free_trial` — `true` / `false` — whether the user is eligible for a free trial at time of display
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- **Suffixes:** `_ios`, `_phone` / `_tablet`
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### `m_privacy-pro_existing_user_promotion_tap`
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| Field | Value |
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|---|---|
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| Trigger | User taps the CTA button ("Try It Free" or "Learn More") on the promo modal |
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| Fired from | `SubscriptionPromoExistingUserCoordinator.handleCTAAction()` |
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**Parameters** — same as impression: `appVersion`, `ru`, `free_trial`
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**Suffixes:** `_ios`, `_phone` / `_tablet`
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---
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- **Trigger:** User taps the CTA button ("Try It Free" or "Learn More") on the promo modal.
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- **Frequency:** Standard (can fire once per impression, since the modal is shown at most once).
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- **Fired from:** `SubscriptionPromoExistingUserCoordinator.handleCTAAction()`
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- **Parameters:** same as impression — `appVersion`, `ru`, `free_trial`
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- **Suffixes:** `_ios`, `_phone` / `_tablet`
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### `m_privacy-pro_existing_user_promotion_dismiss`
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| Field | Value |
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|---|---|
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| Trigger | User dismisses the promo modal (taps close or swipes down) |
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| Fired from | `SubscriptionPromoExistingUserCoordinator.handleDismissAction()` |
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**Parameters** — same as impression: `appVersion`, `ru`, `free_trial`
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**Suffixes:** `_ios`, `_phone` / `_tablet`
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- **Trigger:** User dismisses the promo modal (taps X or swipes down) without tapping the CTA.
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- **Frequency:** Standard.
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- **Fired from:** `SubscriptionPromoExistingUserCoordinator.handleDismissAction()` and `UIAdaptivePresentationControllerDelegate` (swipe-to-dismiss)
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- **Parameters:** same as impression — `appVersion`, `ru`, `free_trial`
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- **Suffixes:** `_ios`, `_phone` / `_tablet`
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---
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## Funnel Origin
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## Behavior rules
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When the user taps the CTA, the subscription flow is opened with origin `funnel_modal_ios__subscriptionnudge`.
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This origin flows through to two downstream pixels automatically:
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- `m_privacy-pro_offer_screen_impression` (param: `origin`)
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- `m_subscribe` (param: `origin`) — the subscription purchase success pixel
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Origin defined in: `iOS/DuckDuckGo/Subscription/SubscriptionFunnelOrigin.swift`
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Origin request subtask: https://app.asana.com/1/137249556945/task/1214800683792174
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Android equivalent origin: `funnel_modal_android__subscriptionnudge`
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- Impression and tap/dismiss are mutually exclusive per install — the modal is shown at most once.
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- `ru` and `free_trial` are evaluated at time of display, same as in the skipped-onboarding promo.
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- The dismiss pixel fires on both explicit close (X button) and swipe-to-dismiss; neither path fires the tap pixel.
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- If the user taps CTA, tap fires but dismiss does not.
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---
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## Relation to Existing Promo Pixels
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## Notes and status
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All three subscription promo half-sheets use the same parameter shape (`ru`, `free_trial`) to allow cross-audience comparison:
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| Pixel prefix | Audience | Origin |
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| `m_privacy-pro_onboarding_promotion_*` | Users who see the promo during onboarding | `funnel_onboarding_ios` |
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| `m_privacy-pro_skipped_onboarding_promotion_*` | Reinstallers who skipped onboarding, 7+ days | `funnel_modal_ios__skippedonboardingupsell` |
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| `m_privacy-pro_existing_user_promotion_*` | Normal installers who never saw a subscription offer, 7+ days | `funnel_modal_ios__subscriptionnudge` |
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- Pixel definitions are committed to `iOS/PixelDefinitions/pixels/definitions/subscription.json5`.
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- These pixels are structurally identical to `m_privacy-pro_skipped_onboarding_promotion_*` (same parameters, same suffixes) — no new parameter types are introduced.
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- Android equivalent pixels: the Android implementation fires analogous `m_privacy-pro_skipped_onboarding_promotion_*` pixels (Android reused the existing reinstaller promo pixel names for the day-7 promo since it shipped first).
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- Origin `funnel_modal_ios__subscriptionnudge` needs formal approval via the [Origin Proposal form](https://form.asana.com/?k=Wy3aY17vglr2bihpUHoyBA&d=137249556945) — tracked in the origin request subtask above.
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- Privacy triage is required for the new pixels — see `ios-subscription-day7-promo-privacy-triage.md`.
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