Duolingo · B2C · language learning app
Ask for tracking permission only after a few lessons are done
Unknownanalytics-attributiononboarding
What they did
Duolingo showed the ATT prompt after the user had completed a few lessons, so tracking focuses on users who stick past the first sessions (the audience worth modelling).
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“I actually recently downloaded Duolingo, I mentioned to you before, and I actually got my ATT pop-up after I'd completed like a few lessons.”
Related topics
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More from Duolingo
All 61 Duolingo tactics- Cut the free trial from 14 days to 7More conversions overall and experiment results twice as fast
- Sell a one-time ad-free month at $3, $5 or $10 to test demandUptake far above expectations; led to the subscription
- Tell users on the paywall you'll remind them on day 5 of a 7-day trialWon A/B tests by easing fear of subscription traps
- Change the buy button to say 'Try for $0.00'Beat 'Try for free' on both trial starts and trial-to-paid
- Send tomorrow's reminder 23.5 hours after today's lesson, not at a time users pickBeat every other scheduling strategy tested, including user-chosen times
- Let an algorithm pick from 250 reminder messages, and A/B test adding new onesNotifications called a top retention driver; no numbers shared
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- Advertise free apps on Android only, to skip iOS's minimum install volumes
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- Count a user as churning when they miss their own usual visit rhythm
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- Boost your Instagram and TikTok posts for $1-2 CPMs next to your conversion adsAwareness CPMs $1-2 vs $7-12 for direct response; overall costs come down
- Move ad money from Meta to Google when Meta costs jumpGoogle still 2x+ profitable while Meta costs rose; aim for balanced spend
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