Send App `app_install_id` value to FR Tech data to improve app donation tracking
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Description

User story

As a product manager running a donation experiment on the Apps, I want to be able to know total amount given / unique, or "average donor value" so that I can begin to understand the lifetime value of an App donor, and use this metric to evaluate experiments.

Context

Adding @AKanji-WMF and @Pcoombe -

Following up on a discussion from a previous meeting with Apps team and FR Tech (2024-10-31 - Notes)

Apps team wants to re-explore the possibility to send app_install_id value with donation success events so we can better join our in-app campaign engagement data with FR Tech's donation data. Notes have some suggested methods but I believe this was put on hold until after Q3 Big EN. Ok if this is not doable right away, wanted to get it into Phab since I couldn't find it elsewhere.

Details

Related Changes in Gerrit:

	Subject	Repo	Branch	Lines +/-
	Send app_install_id in utm_key	mediawiki/extensions/DonationInterface	master	+4 -0

Customize query in gerrit

Related Objects
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Status	Assigned	Task
Open	None	T405536 Send App `app_install_id` value to FR Tech data to improve app donation tracking
Resolved	cooltey	T410703 Android include `app_install_id` value to event data sent to FR Tech
Open	Tsevener	T410704 iOS include `app_install_id` value to event data sent to FR Tech
Open	Dbrant	T411535 [XS] Send app_install_id from Android for Web payments
Open	Cstone	T411416 Pass through app_install_id from donate wiki to civi

Event Timeline

SNowick_WMF created this task.Sep 24 2025, 11:16 PM

Restricted Application added a subscriber: Aklapper. · View Herald TranscriptSep 24 2025, 11:16 PM

AKanji-WMF added a project: Fundraising-Backlog.Sep 25 2025, 2:23 PM

AKanji-WMF added a project: Fundraising-Analysis.

HNordeenWMF renamed this task from Send App `app_install_id` value to FR Tech data to improve app donation tracking to Send App `app_install_id` value to FR Tech data to improve app donation tracking.Sep 26 2025, 10:17 PM

HNordeenWMF updated the task description. (Show Details)

@HNordeenWMF can we discuss timing please in relation to current in-progress/Q2.Q3 OKRs?

JTannerWMF moved this task from Needs Triage to Up Next on the Wikipedia-Android-App-Backlog board.Sep 30 2025, 4:14 PM

HNordeenWMF moved this task from Needs Triage to Up next on the Wikipedia-iOS-App-Backlog board.Sep 30 2025, 5:41 PM

HNordeenWMF updated the task description. (Show Details)Sep 30 2025, 6:13 PM

Hi @AKanji-WMF, we're planning to run a follow-up experiment of the Customizable Donation reminder in Q2/early Q3. I'd like to get this implemented before we run another experiment with that feature. This would allow us to understand average donor value, and if the donation reminder results in people giving more overall, over time. I wasn't in the early conversations about this - was it estimated at all in terms of effort required from fr-tech?

Cross linking the respective legal request: https://app.asana.com/1/3758245663860/project/1199647101533877/task/1211663512710449?focus=true

Adding @Lars and @SBurnett-WMF - how might we store this data in Civi

AKanji-WMF moved this task from Triage to Sprint +1 on the Fundraising-Backlog board.Nov 4 2025, 8:36 PM

@HNordeenWMF @SNowick_WMF: We would be able to get this set up in Q3 or potentially earlier if there is a specific date you would need this for.

We think this should be stored per contribution rather than per contact to avoid issues where someone uninstalls and re-installs or has two devices with the app installed on both. Would you want to have data only on completed donations or on all donation attempts?

Where would you plan to analyze this data? Would it be in Metabase or would you be looking to pull into systems on your side?

Hi @Lars! I'll let @SNowick_WMF answer all of the questions, but I just want to highlight our specific date: we're hoping to start an experiment that relies on this Data on December 1st during the Big English campaign on the Apps. If we could get this set up by then, or even the first week of December that would be ideal.

the app isn't using anything for utm_key, we could put that data in there. It also aligns with something unique going into utm_key for other donations

With @Cstone's suggestion, we'd have data for both completed and attempted donations — and this is significantly easier for us to get done before Dec 1. So I think that's the way to go, unless there are any objections from your end @SNowick_WMF?

Also just to add an implementation detail: @Ejegg suggested we make it accept "appId" as the API param and then send it to the queue as utm_key with "appId=" prepended.

Hi @Lars and @Cstone - I created a doc for my reply that we can use to hammer out details - great news that this will not be too difficult to accomplish. Everyone in this ticket has access.