115 lines
7.6 KiB
Markdown
115 lines
7.6 KiB
Markdown
# Pixel Definition: iOS Day-7 Subscription Promo Half-Sheet
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---
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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_newusermodal_android`)
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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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- Instrument the day-7 existing-user promo half-sheet with impression, tap, and dismiss pixels.
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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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## Android reference
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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:
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| Android audience | Pixel name | `origin` in URL |
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|---|---|---|
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| Reinstaller / skipped onboarding | `ONBOARDING_DAX_CTA_SHOWN` | `funnel_skippedonboarding_android` |
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| Day-7 existing users (new) | `ONBOARDING_DAX_CTA_SHOWN` | `funnel_newusermodal_android` |
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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`.
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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:
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- [Define pixels to track users who haven't seen the subscription paywall](https://app.asana.com/1/137249556945/task/1213904100962479)
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- [Privacy Triage: Android - Added new subscription_promo_shown pixel param](https://app.asana.com/1/137249556945/task/1214025242626360)
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---
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## Option A — Recommended: Reuse existing pixels (mirrors Android approach)
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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.
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**No new pixels required. No privacy triage required for new pixels.**
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| Pixel | Trigger |
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|---|---|
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| `m_privacy-pro_skipped_onboarding_promotion_impression` | Day-7 half-sheet shown |
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| `m_privacy-pro_skipped_onboarding_promotion_tap` | User taps CTA |
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| `m_privacy-pro_skipped_onboarding_promotion_dismiss` | User dismisses without tapping CTA |
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**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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---
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## Option B — Alternative: Separate pixels per audience
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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.
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### Testing
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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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### Pixel definitions
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#### `m_privacy-pro_existing_user_promotion_impression`
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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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- **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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- **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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### Behavior rules
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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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**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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---
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## Notes and status
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- 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.
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- If Option B is chosen, new definitions must be added to `subscription.json5` and a privacy triage opened.
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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 — regardless of which option is selected.
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- Privacy triage draft (for Option B): see `ios-subscription-day7-promo-privacy-triage.md`.
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