For the TY Banner campaign, we have the following OKRs:

1. 0.01% of unique devices who see the banner create accounts.
2. 10% of accounts make a first unreverted edit (i.e. “constructive activation”).
3. Revert rate of edits is less than 30%.

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 banner impressions.

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) and the overall revert rate. Growth's standard definition of "activation" means the activating edit is made within 24 hours of registration. For the revert rate, we'll need to define whether we're measuring edits within 24 hours of registration or some other time frame.