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Account creation: Fundraising TY Page campaign OKR analysis
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For the TY page campaign, we have the following OKRs:

  1. 5% of unique people who see the TY Page with a primary CTA create accounts
  2. 22% of the accounts created make a first unreverted edit (i.e. “constructive activation”)

For the first OKR, Growth will calculate the number of accounts created for a given language/market pair while Fundraising will provide the number of unique donations for said pair.

For the second OKR, Growth will gather a dataset of accounts created for each language/market pair and use either MediaWiki history or another authoritative source of edit data to calculate the proportion of accounts that were activated through constructive edits (not reverted within 48 hours). Growth's standard definition of "activation" means the activating edit is made within 24 hours of registration.

Event Timeline

mpopov triaged this task as Medium priority.May 24 2022, 5:08 PM
mpopov moved this task from Triage to Upcoming Quarter on the Product-Analytics board.

A first pass of this analysis is completed and shared with the pilot group.

I confirmed with @HNordeenWMF that she's received the analysis and we can consider this task complete and accepted.

Reopening this as we'd like to rerun the activation analysis with longer windows to understand if the 24-hour window that Growth uses is not a good fit for this user group.

That additional work has now also been done, closing as resolved again.