obsidian-vault/work/projects/ios-subscription-day7-promo-pixels.md

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

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Background

• Project: iOS: Show subscription half-sheet promo to new installers who don't see it during onboarding
• Android counterpart: Grow active subscriptions by increasing paywall impressions with a day 7 promo half-sheet — the iOS implementation follows the same approach and target audience as Android
• Origin request: Request origin for iOS subscription promo half-sheet entry point — origin value funnel_modal_ios__subscriptionnudge (Android equivalent: funnel_newusermodal_android)
• 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 a single shared pixel (AppPixelName.ONBOARDING_DAX_CTA_SHOWN, ctaId DAX_INTRO_PRIVACY_PRO) 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:

Android audience	Pixel name	origin in URL
Reinstaller / skipped onboarding	ONBOARDING_DAX_CTA_SHOWN	funnel_skippedonboarding_android
Day-7 existing users (new)	ONBOARDING_DAX_CTA_SHOWN	funnel_newusermodal_android

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, 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
• Privacy Triage: Android - Added new subscription_promo_shown pixel param

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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 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

• Feature is implemented in: iOS/DuckDuckGo/SubscriptionPromo/SubscriptionPromoExistingUserCoordinator.swift
• 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 origin 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).
• Fired from: SubscriptionPromoExistingUserCoordinator.markLaunchPromptPresented()
• 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).
• Fired from: SubscriptionPromoExistingUserCoordinator.handleCTAAction()
• 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.
• Fired from: SubscriptionPromoExistingUserCoordinator.handleDismissAction() and UIAdaptivePresentationControllerDelegate (swipe-to-dismiss)
• 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 committed to iOS/PixelDefinitions/pixels/definitions/subscription.json5 as m_privacy-pro_skipped_onboarding_promotion_*; 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.
• Origin funnel_modal_ios__subscriptionnudge needs formal approval via the Origin Proposal form — tracked in the origin request subtask above — regardless of which option is selected.
• Privacy triage draft (for Option B): see ios-subscription-day7-promo-privacy-triage.md.