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# Send Metrics # Send V2 Metrics Definitions
The metrics collection and analysis plan for Send, a forthcoming Test Pilot experiment.
## Analysis ## Key Value Prop
Data collected by Send will be used to answer the following high-level questions:
- Do users send files? Quickly and privately transfer large files from any device to any device.
- How often? How many?
- What is the retention?
- What is the distribution of senders?
- How do recipients interact with promotional UI elements?
- Are file recipients converted to file senders?
- Are non-Firefox users converted to Firefox users?
- Where does it go wrong?
- How often are there errors in uploading or downloading files?
- What types of errors to users commonly see?
- At what point do errors affect retention?
## Collection ## Key Business Question to Answer
Data will be collected with Google Analytics and follow [Test Pilot standards](https://github.com/mozilla/testpilot/blob/master/docs/experiments/ga.md) for reporting.
### Custom Metrics Is the value proposition of a large encrypted file transfer service enough to drive Firefox Account relationships for non-Firefox users.
- `cm1` - the size of the file, in bytes.
- `cm2` - the amount of time it took to complete the file transfer, in milliseconds. Only include if the file completed transferring (ref: `cd2`).
- `cm3` - the rate of the file transfer, in bytes per second. This is computed by dividing `cm1` by `cm2`, not by monitoring transfer speeds. Only include if the file completed transferring (ref: `cd2`).
- `cm4` - the amount of time until the file will expire, in milliseconds.
- `cm5` - the number of files the user has ever uploaded.
- `cm6` - the number of unexpired files the user has uploaded.
- `cm7` - the number of files the user has ever downloaded.
- `cm8` - the number of downloads permitted by the uploader.
### Custom Dimensions ## Hypotheses to Test
- `cd1` - the method by which the user initiated an upload. One of `drag`, `click`.
- `cd2` - the reason that the file transfer stopped. One of `completed`, `errored`, `cancelled`.
- `cd3` - the destination of a link click. One of `experiment-page`, `download-firefox`, `twitter`, `github`, `cookies`, `terms`, `privacy`, `about`, `legal`, `mozilla`.
- `cd4` - the location from which the user copied the URL to an upload file. One of `success-screen`, `upload-list`.
- `cd5` - the referring location. One of `completed-download`, `errored-download`, `cancelled-download`, `completed-upload`, `errored-upload`, `cancelled-upload`, `testpilot`, `external`.
- `cd6` - identifying information about an error. Exclude if there is no error involved. **TODO:** enumerate a list of possibilities.
### Events ### Primary - In support of Relationships KPI
_NB:_ due to how files are being tracked, there are no events indicating file expiry. This carries some risk: most notably, we can only derive expiration rates by looking at download rates, which is prone to skew if there are problems in data collection. We believe that a privacy-respecting file transfer service can drive Firefox Accounts beyond the Firefox Browser.
#### `upload-started` We will know this to be true when we see 250k Firefox Account creations from non-Firefox contexts w/in six months of launch.
Triggered whenever a user begins uploading a file. Includes:
- `ec` - `sender` ### Secondary - In support of Revenue KPI
- `ea` - `upload-started`
- `cm1`
- `cm5`
- `cm6`
- `cm7`
- `cd1`
- `cd5`
#### `upload-stopped` We believe that a privacy respecting service accessible beyond the reach of Firefox will provide a valuable platform to research, communicate with, and market to conscious choosers we have traditionally found hard to reach.
Triggered whenever a user stops uploading a file. Includes:
- `ec` - `sender` We will know this to be true when we can conduct six research tasks (surveys, A/B tests, fake doors, etc) in support of premium services KPIs in the first six months after launch.
- `ea` - `upload-stopped`
- `cm1`
- `cm2`
- `cm3`
- `cm5`
- `cm6`
- `cm7`
- `cd1`
- `cd2`
- `cd6`
#### `download-limit-changed` ## Overview of Key Measures
Triggered whenever the sender changes the download limit. Includes:
- `ec` - `sender` * Number of people using the service to send and receive files
- `ea` - `download-limit-changed` * Why: measure of service size. Important for understanding addressable market size
- `cm1` * Percent of users who have or create an FxAccount via Send
- `cm5` * Why: representation of % of any service users who might be amenable to an upsell
- `cm6` * % of downloaders who convert into uploaders
- `cm7` * Why: represents a measure of our key growth-loop potential
- `cm8` * Count of uploads and size
* Why: Represents cost of service on a running basis
#### `password-added` ## Key Funnels
Triggered whenever a password is added to a file. Includes: * App Open or Visit `--- DESIRED OUTCOME --->` Successful Upload
* Download UI Visit `--- DESIRED OUTCOME --->` Successful Download
* FxA UI Engagement `--- DESIRED OUTCOME --->` Authenticate
* **STRETCH** App Open or Visit `--- DESIRED OUTCOME --->` Successful Download
- `cm1` ## Complete Schema
- `cm5`
- `cm6`
- `cm7`
#### `download-started`
Triggered whenever a user begins downloading a file. Includes:
- `ec` - `recipient` Please see, **See Amplitude HTTP API**(https://amplitude.zendesk.com/hc/en-us/articles/204771828) for HTTP API reference.
- `ea` - `download-started`
- `cm1`
- `cm4`
- `cm5`
- `cm6`
- `cm7`
#### `download-stopped` ### Event Structure
Triggered whenever a user stops downloading a file.
- `ec` - `recipient` * `app_version` **string** ∙ app version `Android 1.5` or `Web 1.2.5`
- `ea` - `download-stopped` * `country` **string** ∙ Can be captured using [FxA Geo Library](https://github.com/mozilla/fxa-geodb)
- `cm1` * `device_id` **string** ∙ required, should be a unique hash
- `cm2` (if possible and applicable) * `event_properties` **dictionary** ∙ [see list below](#event-properties)
- `cm3` (if possible and applicable) * `event_type` **string** ∙ [see list below](#events)
- `cm5` * `insert_id` **string** ∙ unique event id used by amplitude to dedupe events
- `cm6` * `language` **string** ∙ App language
- `cm7` * `os_name` **string** ∙ `Mac OS X`, `iOS`, `Windows`, etc.
- `cd2` * `os_version` **string** ∙ `10.01`, `400`, etc
- `cd6` * `region` **string** ∙ Can be captured using [FxA Geo Library](https://github.com/mozilla/fxa-geodb)
* `session_id` **long** ∙ start time in ms since epoch (this should only be changed at the start of a session, but sent with each ping), set to -1 if event is out of session, such as expiration
* `time` **long** ∙ The timestamp of the event in milliseconds since epoch
* `user_id` **string** ∙ required unless device ID is present, should be a double hash of FxA email
* `user_properties` **dictionary** ∙ [see list below](#user-properties). All user properties can be passed with all events. Amplitude will automatically drop user properties that do not change
#### `exited` ### User Properties
Fired whenever a user follows a link external to Send.
- `ec` - `recipient`, `sender`, or `other`, as applicable. * `Has account` **boolean** ∙ whether the user is account active
- `ea` - `exited` * `First action` **string** ∙ did this user `upload` or `download` first
- `cd3` * `Total uploads` **num** ∙ running sum of bundles uploaded
* `Total upload size` **float** ∙ running sum of total MB uploaded
* `Total downloads` **num** ∙ running count of bundles downloaded
* `Total download size` **float** ∙ running sum of total MB downloaded
* `Total clients` **num** ∙ running tally of total clients sharing a UID
* `Current uploads` **int** ∙ count of current unexpired files
* `User agent Browser` **string** ∙ browser or if app `App` derived from UA string
* `User Agent version` **string** ∙ browser version or if app `App Version` derived from UA string
* `UTM campaign` **string** ∙ referrer
* `UTM content` **string** ∙ referrer
* `UTM medium` **string** ∙ referrer
* `UTM source` **string** ∙ referrer
* `UTM term` **string** ∙ referrer
* `Experiments` **array of strings** ∙ set of experiments the user is in
#### `upload-deleted` ### Event Properties
Fired whenever a user deletes a file they’ve uploaded.
- `ec` - `sender` 1. `Bundle id` **string** ∙ Guid for bundle
- `ea` - `upload-deleted` 2. `Bundle creation timestamp` **long** ∙ The timestamp of bundle creation in milliseconds since epoch
- `cm1` 3. `Number of files` **int** ∙ Number of files in bundle
- `cm2` 4. `Size of files` **float** ∙ Size of files in MB
- `cm3` 5. `Transfer rate` **float** ∙ rate of transfter in bytes per second
- `cm4` 6. `Total downloads` **int** ∙ number of downloads set
- `cm5` 7. `Total duration` **string** ∙ Time for bundle expiry, one of `5 minutes` `one hour` etc
- `cm6` 8. `Password added` **boolean** ∙ Did the user add a password to the bundle
- `cm7` 9. `Remaining downloads` **int** ∙ number of remaining downloads for a file
- `cd1` 10. `Remaining time` **long** ∙ time until a bundle expires
- `cd4` 11. `Reason transfer stopped` **string** ∙ One of `completed`, `errored` or `canceled`
12. `FxA prompt trigger` **string** ∙ One of `time options`, `count options`, `bundle size`, `shoulder button`
13. `Location of URL copy` **string** ∙ Where did the user copy the share url `success-screen` or `upload-list`
14. `Site exit path` **string** ∙ Name of external link followed ... `download-firefox`, `twitter`, `github`, `cookies`, `terms`, `privacy`, `about`, `legal`, `mozilla`
15. `Expiry reason` **string** ∙ one of `time limit hit`, `download limit hit`, `user deleted`
16. `Error code` **String** ∙ Error code if added
#### `copied` ### Event Types
Fired whenever a user copies the URL of an upload file.
- `ec` - `sender` The following list is of required `event_type` definitions. If adding new event types please use the syntax `Group - verb subject modifier`
- `ea` - `copied`
- `cd4`
#### `restarted` | Event | Event Properties | Description |
Fired whenever the user interrupts any part of funnel to return to the start of it (e.g. with a “send another file” or “send your own files” link). |-------|------------------|-------------|
| `{ Uploader, Downloader, Unsupported } - visit` | `none` | When a user visits the site, or opens the app, grouped by interface at open. Note, a number of API properties and User Properties should be set with this event |
- `ec` - `recipient`, `sender`, or `other`, as applicable. |`{ Uploader, Downloader, Unsupported } - exit` | `none` | When a user exits the site via click event on a link that directs to another domain |
- `ea` - `restarted` | `Uploader - start bundle upload` | `1, 2, 3, 4, 6, 7, 8, 16 (if applicable)` | When a user begins to upload a bundle for the site |
- `cd2` | `Uploader - stop bundle upload` | `1, 2, 3, 4, 5, 6, 7, 8, 11, 16 (if applicable)` | When a user stops an upload or an upload stops for any reason |
| `Uploader - delete bundle` | `1, 2, 3, 4, 6, 7, 8, 9, 10` | When a user deletes their bundle |
#### `unsupported` | `Uploader - copy bundle url` | `1, 13` | When a user copies the url of a bundle they create |
Fired whenever a user is presented a message saying that their browser is unsupported due to missing crypto APIs. | `Uploader - dismiss copy bundle dialog` | `1` | When a user dismisses the bundle copy dialog |
| `{ Uploader, Downloader } - start bundle download` | `1, 2, 3, 4, 6, 7, 8, 9, 10, 16 (if applicable)` | When a user begins to download a bundle. Remaining downloads should be decremented after event. |
- `ec` - `recipient` or `sender`, as applicable. | `{ Uploader, Downloader } - stop bundle download` | `1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 16 (if applicable)` | When a a download ends for any reason |
- `ea` - `unsupported` | `Downloader - click try send cta` | `1` | When a downloader clicks the prompt to try Firefox Send |
- `cd6` | `Downloader - unlock bundle success` | `1` | When a downloader successfully unlocks a file |
| `Downloader - unlock bundle failure` | `1` | When a downloader fails to unlock a file (only send once per session) |
| `Uploader - trigger signup cta` | `12` | When an uploader triggers the CTA via change to expiry options |
| `Signup - interact with email` | `12` | when a user inputs anything into the email submission form |
| `Signup - cancel signup` | `12` | When a user opts out of signing up |
| `Signup - submit signup` | `12` | When a user submits a sign up to fxa and we begin OAuth dance |
| `Server - expire bundle` | `1, 2, 3, 4, 6, 7, 8, 9, 10, 15` | when the server expires a bundle for any reason |
| `Error` | `16` | Fallback event for any errors that occur. Use the error code event property to specify an error type |