# Pixel Definition: iOS Day-7 Subscription Promo Half-Sheet

---

## Background

- **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)
- **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
- **Origin request:** [Request origin for iOS subscription promo half-sheet entry point](https://app.asana.com/1/137249556945/task/1214800683792174) — **origin not yet formally approved**; placeholder in code is `funnel_modal_ios__subscriptionnudge`. Android equivalent (formally approved, post-unification): `funnel_browsermodal_android` ([origin definition](https://app.asana.com/1/137249556945/task/1214454966691411), [unify origins task](https://app.asana.com/1/137249556945/task/1214440762354001))
- 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.
- Existing subscription promo pixels already cover related audiences:
  - `m_privacy-pro_onboarding_promotion_[impression|tap|dismiss]` — users who see the promo during onboarding
  - `m_privacy-pro_skipped_onboarding_promotion_[impression|tap|dismiss]` — reinstallers who skipped onboarding (7+ days)

## Objective

- Instrument the day-7 existing-user promo half-sheet with impression, tap, and dismiss pixels.
- These are permanent pixels (no expiry) — the feature is not an experiment.
- The origin value `funnel_modal_ios__subscriptionnudge` flows downstream automatically to `m_privacy-pro_offer_screen_impression` and `m_subscribe` without additional work.

## Android reference

Android uses **shared pixels** for both the reinstaller promo and the day-7 promo, with **no `origin` pixel parameter** — origin is only embedded in the subscription purchase URL (`https://duckduckgo.com/pro?origin=…`) for downstream funnel attribution:

| Event | Android pixel string | `origin` in URL |
|---|---|---|
| Shown (both audiences) | `m_odc_s` | `funnel_browsermodal_android` (unified; was `funnel_skippedonboarding_android` / `funnel_newusermodal_android` before unification) |
| CTA tapped (both audiences) | `m_odc_ok` | same as above |
| Dismissed (both audiences) | `m_onboarding_dax_cta_dismiss` | same as above |

The two audiences are **indistinguishable at the pixel level** on Android — analysis relies on the origin flowing to downstream purchase pixels. Source: [Android PR #8369](https://github.com/duckduckgo/Android/pull/8369), `BrowserTabViewModel.kt` + `CtaViewModel.kt`.

Android pixel definition / privacy triage tasks cover Phase 1 paywall instrumentation only (`m_subscription_paywall_not_seen_*`) — the promo modal itself got no separate pixel definition or privacy triage:
- [Define pixels to track users who haven't seen the subscription paywall](https://app.asana.com/1/137249556945/task/1213904100962479)
- [Privacy Triage: Android - Added new subscription_promo_shown pixel param](https://app.asana.com/1/137249556945/task/1214025242626360)

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## Option A — Recommended: Reuse existing pixels (mirrors Android approach)

Reuse `m_privacy-pro_skipped_onboarding_promotion_[impression|tap|dismiss]` for the day-7 audience. Audience attribution relies on the origin URL parameter (`funnel_modal_ios__subscriptionnudge`) flowing to downstream purchase pixels — identical to Android's approach.

**No new pixels required. No privacy triage required for new pixels.**

| Pixel | Trigger |
|---|---|
| `m_privacy-pro_skipped_onboarding_promotion_impression` | Day-7 half-sheet shown |
| `m_privacy-pro_skipped_onboarding_promotion_tap` | User taps CTA |
| `m_privacy-pro_skipped_onboarding_promotion_dismiss` | User dismisses without tapping CTA |

**Trade-off:** Cross-audience analysis (reinstallers vs day-7 existing users) is not directly available from pixels alone; it requires joining on origin via downstream `m_privacy-pro_offer_screen_impression` / `m_subscribe` pixels.

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## Option B — Alternative: Separate pixels per audience

Define three new pixels exclusively for the day-7 audience. Provides direct per-audience split in pixel dashboards without filtering by origin. Requires a new privacy triage.

### Testing

- Test paths:
  - Install app, complete or skip onboarding
  - Wait 1 minute (1-min override active — revert to 7 days before shipping)
  - Background and re-foreground app → promo half-sheet should appear
  - Verify `m_privacy-pro_existing_user_promotion_impression` fires on display
  - Tap CTA → verify `m_privacy-pro_existing_user_promotion_tap` fires and subscription flow opens with the approved origin (placeholder: `funnel_modal_ios__subscriptionnudge`)
  - Re-install and dismiss instead → verify `m_privacy-pro_existing_user_promotion_dismiss` fires

### Pixel definitions

#### `m_privacy-pro_existing_user_promotion_impression`

- **Trigger:** The day-7 promo half-sheet is shown to an existing user (7+ days since install) who has never seen any subscription offer.
- **Frequency:** Once per install (guarded by `daxDialogsSettings.subscriptionPromotionDialogShown`).
- **Parameters:**
  - `appVersion` — app version (added by default)
  - `ru` — `true` / `false` — whether the user is a returning user (reinstall)
  - `free_trial` — `true` / `false` — whether the user is eligible for a free trial at time of display
- **Suffixes:** `_ios`, `_phone` / `_tablet`

#### `m_privacy-pro_existing_user_promotion_tap`

- **Trigger:** User taps the CTA button ("Try It Free" or "Learn More") on the promo modal.
- **Frequency:** Standard (can fire once per impression, since the modal is shown at most once).
- **Parameters:** same as impression — `appVersion`, `ru`, `free_trial`
- **Suffixes:** `_ios`, `_phone` / `_tablet`

#### `m_privacy-pro_existing_user_promotion_dismiss`

- **Trigger:** User dismisses the promo modal (taps X or swipes down) without tapping the CTA.
- **Frequency:** Standard.
- **Parameters:** same as impression — `appVersion`, `ru`, `free_trial`
- **Suffixes:** `_ios`, `_phone` / `_tablet`

### Behavior rules

- Impression and tap/dismiss are mutually exclusive per install — the modal is shown at most once.
- `ru` and `free_trial` are evaluated at time of display, same as in the skipped-onboarding promo.
- The dismiss pixel fires on both explicit close (X button) and swipe-to-dismiss; neither path fires the tap pixel.
- If the user taps CTA, tap fires but dismiss does not.

**Trade-off:** Three new pixels to triage. Structurally identical to `m_privacy-pro_skipped_onboarding_promotion_*` — no new parameter types are introduced.

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## Notes and status

- Option A pixels are already defined in `subscription.json5` as `m_privacy-pro_skipped_onboarding_promotion_[impression|tap|dismiss]`; reusing them for this audience requires no code changes to pixel definitions.
- If Option B is chosen, new definitions must be added to `subscription.json5` and a privacy triage opened.
	- Privacy triage (for Option B): [Insert Privacy Triage link]
- The iOS origin value needs to be formally submitted and approved via the [Origin Proposal form](https://form.asana.com/?k=Wy3aY17vglr2bihpUHoyBA&d=137249556945).
	- Suggested name: `funnel_modal_ios__subscriptionnudge`. 
	- Android equivalent (post-unification): `funnel_browsermodal_android`.