# US 11,443,389 B2 · Determination of paywall metrics

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- Number: US 11,443,389 B2
- Document ID: US11443389B2
- Status: Granted
- Kind: B2
- Application number: 17/001,984
- Filed: 2020-08-25
- Published: 2020-12-10
- Granted: 2022-09-13
- Earliest claimed: 2016-09-27
- Assignees: Adobe Inc.
- Applicants: Adobe Inc.
- Inventors: Gaurush Hiranandani; Tanya Goyal; Sumit Shekhar; Payal Bajaj
- Web page: https://patentgrep.com/patent/US11443389B2

## CPC

- G06Q 40/12: Accounting
- G06Q 20/027: {involving a payment switch or gateway}
- G06Q 20/123: {Shopping for digital content}
- G06Q 20/405: {Establishing or using transaction specific rules}
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR

## Abstract

Techniques and systems for determining paywall metrics are described. In an implementation, a candidate paywall metric is created that corresponds to an increased propensity of users to engage in a paid transaction when exposed to a paywall. In this way, providers of digital content may increase the proportion of users that perform a transaction when exposed to the paywall.

## Claims

### Claim 1

In a digital medium environment, a method implemented by a computing device, the method comprising:
testing, by the computing device, metric values of metrics by using the metric values of the metrics to present a user interface associated with a service of a service provider system, the metrics describing types of user interactions with the service via a network;
determining, by the computing device, difference values between first probability distributions of the metric values of the metrics for a first type of user response to a presentation of the user interface and second probability distributions of the metric values of the metrics for a second type of user response to the presentation of the user interface;
determining, by the computing device, a subset of the difference values that exceed a threshold value of a difference between a probability of the first type of user response to the presentation of the user interface and a probability of the second type of user response to the presentation of the user interface;
generating, by the computing device, a candidate value of a candidate metric based on the subset of the difference values, the candidate value of the candidate metric corresponding to an increased propensity of the first type of user response; and
controlling, by the computing device, subsequent exposure of the user interface based at least in part on the candidate value of the candidate metric.

### Claim 2 (depends on 1)

The method as described in claim 1, wherein the user interface is a paywall.

### Claim 3 (depends on 1)

The method as described in claim 1, wherein the first type of user response to the presentation of the user interface includes a transaction and the second type of user response to the presentation of the user interface does not include a transaction.

### Claim 4 (depends on 1)

The method as described in claim 1, wherein the user interface restricts access to the service unless a transaction is performed.

### Claim 5 (depends on 1)

The method as described in claim 1, wherein the difference values are determined by applying a statistical algorithm utilizing a predefined significance level.

### Claim 6 (depends on 5)

The method as described in claim 5, wherein the statistical algorithm is a univariate test.

### Claim 7 (depends on 5)

The method as described in claim 5, wherein the statistical algorithm determines a Kolmogorov-Smirnov Statistic.

### Claim 8 (depends on 1)

The method as described in claim 1, further comprising replacing a user interface metric with the candidate metric.

### Claim 9

A system comprising:
a processing system; and
a computer-readable storage medium having instructions stored thereon that, responsive to execution by the processing system, causes the processing system to perform operations including:
testing metric values of metrics by using the metric values of the metrics to present a user interface associated with a service of a service provider system, the metrics describing types of user interactions with the service via a network;
determining first probability distributions of the metric values of the metrics for a first type of user response to a presentation of the user interface and second probability distributions of the metric values of the metrics for a second type of user response to the presentation of the user interface;
determining difference values between the first and second probability distributions of the metric values of the metrics that exceed a threshold value of a difference between a probability of the first type of user response and a probability of the second type of user response;
generating a candidate value of a candidate metric based on the difference values, the candidate value of the candidate metric corresponding to an increased propensity of the first type of user response; and
controlling subsequent exposure of the user interface based at least in part on the candidate value of the candidate metric.

### Claim 10 (depends on 9)

The system as described in claim 9, wherein the user interface is a paywall.

### Claim 11 (depends on 9)

The system as described in claim 9, wherein the first type of user response to the presentation of the user interface includes a transaction and the second type of user response to the presentation of the user interface does not include a transaction.

### Claim 12 (depends on 9)

The system as described in claim 9, wherein the user interface restricts access to the service unless a transaction is performed.

### Claim 13 (depends on 9)

The system as described in claim 9, the operations further comprising replacing a user interface metric with the candidate metric.

### Claim 14 (depends on 9)

The system as described in claim 9, wherein the difference values are determined by applying a statistical algorithm utilizing a predefined significance level.

### Claim 15 (depends on 14)

The system as described in claim 14, wherein the statistical algorithm is a univariate test.

### Claim 16 (depends on 14)

The system as described in claim 14, wherein the statistical algorithm determines a Kolmogorov-Smirnov Statistic.

### Claim 17

One or more computer-readable storage media comprising instructions stored thereon that, responsive to execution by a computing device in a digital medium environment, cause operations of the computing device including:
testing metric values of metrics by using the metric values of the metrics to present a user interface associated with a service of a service provider system, the metrics describing types of user interactions with the service via a network;
determining difference values between first probability distributions of the metric values of the metrics for a first type of user response to a presentation of the user interface and second probability distributions of the metric values of the metrics for a second type of user response to the presentation of the user interface;
determining a subset of the difference values that exceed a threshold value of a difference between a probability of the first type of user response to the presentation in the user interface and a probability of the second type of user response to the presentation in the user interface;
generating a candidate value of a candidate metric based on a largest difference value of the subset of the difference values, the candidate value of the candidate metric corresponding to an increased propensity of the first type of user response; and
controlling subsequent exposure of the user interface based at least in part on the candidate value of the candidate metric.

### Claim 18 (depends on 17)

The one or more computer-readable storage media as described in claim 17, wherein the user interface is a paywall.

### Claim 19 (depends on 17)

The one or more computer-readable storage media as described in claim 17, wherein the first type of user response to the presentation of the user interface includes a transaction and the second type of user response to the presentation of the user interface does not include a transaction.

### Claim 20 (depends on 17)

The one or more computer-readable storage media as described in claim 17, wherein the user interface restricts access to the service unless a transaction is performed.