Background

We are adding native GPay into the Android App so that donors can give without leaving the App. We plan to measure its impact on overall donation completion rate, and verify if it is providing a more streamlined donation experience in
the App.

Dates

• Release to production, feature flagged to Japan: May 22
• Release to production, all countries: June 5
• 30-day analysis after conclusion of Spain campaign on June 30

Campaign dates:

• Japan campaign (May 28-June 25), GPay was live for entire campaign
• Spain campaign (June 3 -June 30) * Note, Spain campaign did not have GPay for June 3-5.

Task

• Add GPay-specific analysis into slide deck (similar to IT & NL App Donor Experience Campaign Indicators T346086)
  • Indicator: 4.0% average CTR per unique user
  • Indicator: 30% higher donation completion rate (percent change in success rate %) for donations made through Native GPay as compared to web view donations (all payment types)
  • Indicator: 25% increase in donation completion rate (percent change in Success rate) for all donations made in Android app during campaign as compared to previous year
    • This metric should be Japan-specific comparing this year's Japan campaign to last year's
  • Curiosity: What percentage of users use native payment GPay compared to GPay on Web?
  • Curiosity: How did the share of GPay donations as a portion of all Android donations change? (compare to last campaign, or before and after of Apps Menu donations)
  • Guardrail: Abandonment rate for Native GPay users is no more than 25%