Send V2 Metrics Definitions

Key Value Prop

Quickly and privately transfer large files from any device to any device.

Key Business Question to Answer

Is the value proposition of a large encrypted file transfer service enough to drive Firefox Account relationships for non-Firefox users.

Hypotheses to Test

Primary - In support of Relationships KPI

We believe that a privacy-respecting file transfer service can drive Firefox Accounts beyond the Firefox Browser.

We will know this to be true when we see 250k Firefox Account creations from non-Firefox contexts w/in six months of launch.

Secondary - In support of Revenue KPI

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.

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.

Overview of Key Measures

Number of people using the service to send and receive files
- Why: measure of service size. Important for understanding addressable market size
Percent of users who have or create an FxAccount via Send
- Why: representation of % of any service users who might be amenable to an upsell
% of downloaders who convert into uploaders
- Why: represents a measure of our key growth-loop potential
Count of uploads and size
- Why: Represents cost of service on a running basis

Key Funnels

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

Complete Schema

Please see, See Amplitude HTTP API(https://amplitude.zendesk.com/hc/en-us/articles/204771828) for HTTP API reference.

Event Structure

app_version string ∙ app version Android 1.5 or Web 1.2.5
country string ∙ Can be captured using FxA Geo Library
device_id string ∙ required, should be a unique hash
event_properties dictionary ∙ see list below
event_type string ∙ see list below
insert_id string ∙ unique event id used by amplitude to dedupe events
language string ∙ App language
os_name string ∙ Mac OS X, iOS, Windows, etc.
os_version string ∙ 10.01, 400, etc
region string ∙ Can be captured using FxA Geo Library
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. All user properties can be passed with all events. Amplitude will automatically drop user properties that do not change

User Properties

Has account boolean ∙ whether the user is account active
First action string ∙ did this user upload or download first
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

Event Properties

Bundle id string ∙ Guid for bundle
Bundle creation timestamp long ∙ The timestamp of bundle creation in milliseconds since epoch
Number of files int ∙ Number of files in bundle
Size of files float ∙ Size of files in MB
Transfer rate float ∙ rate of transfter in bytes per second
Total downloads int ∙ number of downloads set
Total duration string ∙ Time for bundle expiry, one of 5 minutes one hour etc
Password added boolean ∙ Did the user add a password to the bundle
Remaining downloads int ∙ number of remaining downloads for a file
Remaining time long ∙ time until a bundle expires
Reason transfer stopped string ∙ One of completed, errored or canceled
FxA prompt trigger string ∙ One of time options, count options, bundle size, shoulder button
Location of URL copy string ∙ Where did the user copy the share url success-screen or upload-list
Site exit path string ∙ Name of external link followed ... download-firefox, twitter, github, cookies, terms, privacy, about, legal, mozilla
Expiry reason string ∙ one of time limit hit, download limit hit, user deleted
Error code String ∙ Error code if added

Event Types

The following list is of required event_type definitions. If adding new event types please use the syntax Group - verb subject modifier

Event	Event Properties	Description
`{ 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
`{ Uploader, Downloader, Unsupported } - exit`	`none`	When a user exits the site via click event on a link that directs to another domain
`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
`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
`Uploader - copy bundle url`	`1, 13`	When a user copies the url of a bundle they create
`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.
`{ 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
`Downloader - click try send cta`	`1`	When a downloader clicks the prompt to try Firefox Send
`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

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