Firefox Relay records information about Relay users and how they use the service. This document describes the recorded information and what we do with the information we collect.

We collect information to provide the service and to answer questions about service usage.

For example, to provide the service we store information such as:

• The Relay email masks and phone masks created by the Relay user. This is needed to associate a mask with the Relay user.
• The Relay user's Mozilla account, including their account email and their subscription level. This is needed to forward emails from their Relay mask to their true email address, and to enable premium features.

One part of providing the service is to catch bugs. When something unexpected happens, we capture the data needed to understand what happened. We avoid capturing data that identifies the user. When necessary to fix the bug, we will include a user identifier, like a database row number, that is only significant to the Relay team.

Other information is used to answer questions about Relay usage:

• Demographic:
  • From which country does the majority of our traffic originate?
  • Which browsers are most commonly used to access the Firefox Relay website?
  • Which devices are most commonly used to access the Firefox Relay website?
  • Which browser is being used with the Relay extension?
• User Behavior:
  • Do users delete aliases?
  • Do users create aliases?
  • How do users create aliases? From the Relay website dashboard? The context menu? The input icon?
  • Do users change the forwarding settings for their aliases?
  • Do users choose to install the Relay Extension?
  • Do users interact with the Relay extension panel?
  • When do users decide to upgrade to Premium?
  • How many email masks are created? What is the distribution of daily mask creation across users? Are there outliers who create many masks?
  • How many emails are forwarded? What is the distribution of daily email forwarding by count and email size? Are there outliers who forward many emails or very large emails?

The Firefox Relay service is split into an API for interactive use, and a mask processing service to handle email and phone masks.

graph LR
API <--> DB[(Database)]
    DB <--> MP[Mask Processing]
    W[Relay Website] --> API
    RE[Relay Extension] --> API
    F[Firefox] --> API

For information about data collected by Firefox, see the Firefox Privacy Notice.

Relay uses several methods to collect and store information:

• Google Analytics (third-party) - In the Relay website and extension, to measure usage.
• Stripe (third-party) - In the Relay website, to detect fraud.
• Cookies - In the Relay website and the API, to measure usage and provide the service.
• The Relay Database - In the API and mask processing, to provide the service, to enable features for some users, and to measure usage.
• Statd-style statistics - In the API and mask processing, to measure usage.
• Server Logs - In the API and mask processing, to provide the service, capture bugs, and measure usage.
• Sentry - In the API and mask processing, to capture bugs.
• Glean metrics - In the API and mask processing, to measure usage.

There are a few ways to opt out of metrics and data storage.

A Relay user can turn off data collection on their Mozilla account settings. Under "Data Collection and Use", turn off "Help improve Mozilla accounts". When this setting is off:

• Google Analytics is not loaded on the Relay website
• Glean metrics are disabled on the Relay website, the Relay extension, and mask processing.
• The user's identifiers are omitted from server logs and enhanced bug captures.

A website visitor or extension user can turn on the DNT header (see How do I turn on the Do Not Track feature?). When a DNT header is enabled, Google Analytics is not loaded on the Relay website, and collects no data for that session. When the DNT header is enabled, the extension does not send events to Google Analytics.

An extension user can turn off data collection in the Settings menu. When "Allow Mozilla to collect interaction data" is deselected, the extension does not send events to Google Analytics.

A Relay user can disable account names for email masks on their Relay settings. This will clear labels and associated websites for email masks in the Relay database. This will disable features that suggest an email mask previously used on a website.

A Relay user with the phone subscription can disable caller and text logs on their Relay settings. This will disable the ability to respond to text messages.

Google Analytics is a web analytics service that tracks and reports website traffic and events. Relay uses it on the Relay website to track traffic and events, and in the Relay extension to track usage. Relay user identifiers are not included in Google Analytics traffic.

Website visitors and extension users can disable Google Analytics by turning on the DNT header in their browser. A Relay user can disable Google Analytics by turning off data collection in their Mozilla account. See Opt Out of Metrics Collection and Data Storage for more information. A Relay extension user can turn off data collection in the extension settings. Google Analytics can also be disabled by many popular privacy and security extensions.

Relay uses Universal Analytics, the third version of Google Analytics. Google has replaced Universal Analytics with Google Analytics 4 (GA4). Relay is in the process of switching to GA4.

The website uses the GA4 Measurement Protocol, but is still using the data structure of the Universal Measurement Protocol. This will change as we adapt to changes in the GA4 data model.

A Google Analytics metric is called a "hit". The two main hit types are a page view (view) and an event (event). Google Analytics takes care of the page view hits, while the Relay website sends events. Each event has a category and action, and may have a label, a value, and other data.

A common pair of events is an action "View" that is sent when a link or button is visible to the user, and an action "Engage" that is sent when that link or button is clicked. This allows measuring the percentage of users that click a link, and the effectiveness of different text and presentations.

Here is an index of the event categories and actions:

The landing page is shown to visitors who are not logged into Relay. It explains the service and lists the different subscription levels.

The first button in the landing page content is labeled "Get Started". This button takes the user to the Plan Matrix further down the page.

The Google Analytics event:

• The user sees the "Get started" button on the landing page
  • eventCategory: Sign In
  • eventAction: View
  • eventLabel: home-hero-cta
  • nonInteraction: true

A banner on the landing page promotes the Relay Premium and Mozilla VPN bundle. It appears if the bundle is available for the visitor's region.

The banner:

The Google Analytics events:

• The visitor clicks the "Get Mozilla VPN + Relay" button on the Premium Bundle Banner.
  • eventCategory: Purchase Bundle button
  • eventAction: Engage
  • eventLabel: bundle-banner-upgrade-promo
• The visitor sees the "Get Mozilla VPN + Relay" button on the Premium Bundle Banner.
  • eventCategory: Bundle banner
  • eventAction: View
  • eventLabel: bundle-banner-upgrade-promo:w
  • nonInteraction: true

At the end of 2023, Relay had a sale on yearly subscriptions, promoted by a banner. This banner no longer appears after December 31, 2023. It was paired with a News item for logged-in users.

The banner:

Google Analytics events:

• The visitor sees the holiday promotion banner
  • eventCategory: Holiday Promotion Banner 2023
  • eventAction: View
  • eventLabel: holiday-promo-banner-view
  • nonInteraction: true
• The visitor clicks the "Get 1 year of Premium" button in the holiday promotion banner
  • eventCategory: Holiday Promotion Banner 2023
  • eventAction: Engage
  • eventLabel: holiday-promo-banner-get-one-year-btn

The Plan Matrix shows the differences between the different plans for Firefox Relay, and prompts the visitor to sign up for the service. If a plan is not available in the visitor's region, then the plan is not shown.

The Plan Matrix at desktop widths, for US visitors:

At mobile widths, the information is split to cards, such as the premium card:

The Google Analytics events:

• The visitor sees the "Get Relay" button for the Free plan on the desktop-sized matrix.
  • eventCategory: Sign In
  • eventAction: View
  • eventLabel: plan-matrix-free-cta-desktop
  • nonInteraction: true
• The visitor clicks the "Get Relay" button for the Free plan on the desktop-sized matrix.
  • eventCategory: Sign In
  • eventAction: Engage
  • eventLabel: plan-matrix-free-cta-desktop
• The visitor sees the "Get Relay" button for the Free plan on the mobile-sized card.
  • eventCategory: Sign In
  • eventAction: View
  • eventLabel: plan-matrix-free-cta-mobile
• The visitor clicks the "Get Relay" button for the Free plan on the mobile-sized card.
  • eventCategory: Sign In
  • eventAction: Engage
  • eventLabel: plan-matrix-free-cta-mobile
• The visitor sees the "Sign Up" button for the monthly Email protection (premium) plan on the desktop-sized matrix.
  • eventCategory: Purchase monthly Premium button
  • eventAction: View
  • eventLabel: plan-matrix-premium-monthly-cta-desktop
• The visitor clicks the "Sign Up" button for the monthly Email protection (premium) plan on the desktop-sized matrix.
  • eventCategory: Purchase monthly Premium button
  • eventAction: Engage
  • eventLabel: plan-matrix-premium-monthly-cta-desktop
• The visitor sees the "Sign Up" button for the monthly Email protection (premium) plan on the mobile-sized card.
  • eventCategory: Purchase monthly Premium button
  • eventAction: View
  • eventLabel: plan-matrix-premium-monthly-cta-mobile
• The visitor clicks the "Sign Up" button for the monthly Email protection (premium) plan on the mobile-sized card.
  • eventCategory: Purchase monthly Premium button
  • eventAction: Engage
  • eventLabel: plan-matrix-premium-monthly-cta-mobile
• The user returns to the Relay site after purchasing the monthly premium plan.
  • eventCategory: Purchase monthly Premium button
  • eventAction: Completed purchase
  • eventLabel: user_purchased_premium
• The visitor sees the "Sign Up" button for the yearly Email protection (premium) plan on the desktop-sized matrix.
  • eventCategory: Purchase yearly Premium button
  • eventAction: View
  • eventLabel: plan-matrix-premium-yearly-cta-desktop
• The visitor clicks the "Sign Up" button for the yearly Email protection (premium) plan on the desktop-sized matrix.
  • eventCategory: Purchase yearly Premium button
  • eventAction: Engage
  • eventLabel: plan-matrix-premium-yearly-cta-desktop
• The visitor sees the "Sign Up" button for the yearly Email protection (premium) plan on the mobile-sized card.
  • eventCategory: Purchase yearly Premium button
  • eventAction: View
  • eventLabel: plan-matrix-premium-yearly-cta-mobile
• The visitor clicks the "Sign Up" button for the yearly Email protection (premium) plan on the mobile-sized card.
  • eventCategory: Purchase yearly Premium button
  • eventAction: Engage
  • eventLabel: plan-matrix-premium-yearly-cta-mobile
• The user returns to the Relay site after purchasing the yearly premium plan.
  • eventCategory: Purchase yearly Premium button
  • eventAction: Completed purchase
  • eventLabel: user_purchased_premium
• The visitor sees the "Sign Up" button for the monthly Email & phone protection (phones) plan on the desktop-sized matrix.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: View
  • eventLabel: plan-matrix-phone-monthly-cta-desktop
• The visitor clicks the "Sign Up" button for the monthly Email & phone protection (phones) plan on the desktop-sized matrix.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: Engage
  • eventLabel: plan-matrix-phone-monthly-cta-desktop
• The visitor sees the "Sign Up" button for the monthly Email & phone protection (phones) plan on the mobile-sized card.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: View
  • eventLabel: plan-matrix-phone-monthly-cta-mobile
• The visitor clicks the "Sign Up" button for the monthly Email & phone protection (phone) plan on the mobile-sized card.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: Engage
  • eventLabel: plan-matrix-phone-monthly-cta-mobile
• The user returns to the Relay site after purchasing the monthly phone plan.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: Completed purchase
  • eventLabel: user_purchased_premium
• The visitor sees the "Sign Up" button for the yearly Email & phone protection (phone) plan on the desktop-sized matrix.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: View
  • eventLabel: plan-matrix-phone-yearly-cta-desktop
• The visitor clicks the "Sign Up" button for the yearly Email & phone protection (phone) plan on the desktop-sized matrix.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: Engage
  • eventLabel: plan-matrix-phone-yearly-cta-desktop
• The visitor sees the "Sign Up" button for the yearly Email & phone protection (phone) plan on the mobile-sized card.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: View
  • eventLabel: plan-matrix-phone-yearly-cta-mobile
• The visitor clicks the "Sign Up" button for the yearly Email & phone protection (phone) plan on the mobile-sized card.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: Engage
  • eventLabel: plan-matrix-phone-yearly-cta-mobile
• The user returns to the Relay site after purchasing the yearly phone plan.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: Completed purchase
  • eventLabel: user_purchased_premium
• The visitor sees the "Sign Up" button for the yearly Add VPN protection (bundle) plan on the desktop-size matrix.
  • eventCategory: Purchase Bundle button
  • eventAction: View
  • eventLabel: plan-matrix-bundle-cta-desktop
• The visitor clicks the "Sign Up" button for the yearly Add VPN protection (bundle) plan on the desktop-size matrix.
  • eventCategory: Purchase Bundle button
  • eventAction: Engage
  • eventLabel: plan-matrix-bundle-cta-desktop
• The visitor sees the "Sign Up" button for the yearly Add VPN protection (bundle) plan on the mobile-size matrix.
  • eventCategory: Purchase Bundle button
  • eventAction: View
  • eventLabel: plan-matrix-bundle-cta-mobile
• The visitor clicks the "Sign Up" button for the yearly Add VPN protection (bundle) plan on the mobile-sized card.
  • eventCategory: Purchase Bundle button
  • eventAction: Engage
  • eventLabel: plan-matrix-bundle-cta-mobile
• The user returns to the Relay site after purchasing the yearly bundle plan.
  • eventCategory: Purchase Bundle button
  • eventAction: Completed purchase
  • eventLabel: user_purchased_premium

The navigation bar is at the top of all pages, and changes based on the screen size and context.

At desktop screen widths, it looks like this:

On the landing page, for anonymous visitors:

On the email masks dashboard, for free users:

At mobile screen widths, it looks like this:

On the landing page, for anonymous visitors:

On the email masks dashboard, for free users:

The "Sign Up" button is shown on desktop-width screens for anonymous visitors.

The Google Analytics events:

• The visitor sees the "Sign Up" button in the navigation bar.
  • eventCategory: Sign In
  • eventAction: View
  • eventLabel: nav-profile-sign-up
  • nonInteraction: true
• The visitor clicks the "Sign Up" button in the navigation bar.
  • eventCategory: Sign In
  • eventAction: Engage
  • eventLabel: nav-profile-sign-up

The "Sign In" button, with a border, is shown for anonymous visitors on all screen sizes.

The Google Analytics events:

• The visitor views the "Sign In" button in the navigation bar.
  • eventCategory: Sign In
  • eventAction: View
  • eventLabel: nav-profile-sign-in
  • nonInteraction: true
• The visitor clicks the "Sign In" button in the navigation bar.
  • eventCategory: Sign In
  • eventAction: Engage
  • eventLabel: nav-profile-sign-in

The News menu appears for logged-in users. The news items highlight new features, subscriptions, and promotions. It appears as a drop-down menu that covers the rest of the content.

At the end of 2023, Relay offered a discount for yearly Relay subscriptions. This was paired with a Holiday Sale Banner on the landing page. This no longer appears after December 31, 2023. This news item emits the Google Analytics events for other news items, as well as some additional events.

The news menu, with no current news items:

The news menu, History tab:

The news menu, with a news entry expanded:

The news menu, with the holiday promotion news item expanded:

Google Analytics events:

• The user clicks on "News" in the navigation bar to open the news menu
  • eventCategory: News
  • eventAction: Open
  • eventLabel: header-nav
• The user clicks on "News" to close the news menu
  • eventCategory: News
  • eventAction: Close
  • eventLabel: header-nav
• The user clicks the News tab in the news menu
  • eventCategory: News
  • eventAction: Switch to 'News' tab
  • eventLabel: News
• The user clicks the History tab in the news menu
  • eventCategory: News
  • eventAction: Switch to 'History' tab
  • eventLabel: History
• The user clicks the "Clear all" button in the news tab to clear all news
  • eventCategory: News
  • eventAction: Clear all
  • eventLabel: news-dashboard
  • eventValue: number of news entries cleared
• The user sees a news entry summary
  • eventCategory: News
  • eventAction: View
  • eventLabel: The Entry Title
  • nonInteraction: true
• The user clicks a news entry summary to view the full entry
  • eventCategory: News
  • eventAction: Open entry
  • eventLabel: The Entry Title
• The user clicks the "Back" button in a full news entry
  • eventCategory: News
  • eventAction: Close entry
  • eventLabel: The Entry Title
• The user views the expanded Holiday promotion news item
  • eventCategory: Holiday Promo News CTA
  • eventAction: View
  • eventLabel: holiday-promo-2023-news-cta
  • nonInteraction: true
• The user clicks the link "Get 1 year of Relay Premium" in the Holiday promotion news item entry.
  • eventCategory: Holiday Promo News CTA
  • eventAction: Engage
  • eventLabel: holiday-promo-2023-news-cta

The "Upgrade" button appears for users on the free plan. It is styled like a link in mobile widths. It takes users to the Premium Page.

The Google Analytics events:

• The user sees the "Upgrade" button in the navigation bar (mobile?)
  • eventCategory: Purchase Button
  • eventAction: View
  • eventLabel: navbar-upgrade-button
  • nonInteraction: true
• The user clicks the "Upgrade" button in the navigation bar
  • eventCategory: Purchase Button
  • eventAction: Engage
  • eventLabel: navbar-upgrade-button

The button that looks like a grid of squares opens a menu of other Mozilla products. Internally, we call this a "Bento Box", to refer to the Japanese bento meal box.

The Google Analytics events:

• The user clicks on the bento button in the navigation bar to open the bento menu.
  • eventCategory: bento
  • eventAction: bento-opened
  • eventLabel: empty
• The user clicks on the bento button in the navigation bar to close the bento menu.
  • eventCategory: bento
  • eventAction: bento-closed
  • eventLabel: empty
• The user clicks an application image or link in the bento menu.
  • eventCategory: bento
  • eventAction: bento-app-link-click
  • eventLabel: One of:
    • vpn (Mozilla VPN)
    • moz-monitor (Mozilla Monitor)
    • pocket (Pocket)
    • fx-desktop (Firefox for Desktop)
    • fx-mobile (Firefox for Mobile)
• The user clicks the "Made by Mozilla" link in the bento menu.
  • eventCategory: bento
  • eventAction: bento-app-link-click
  • eventLabel: Mozilla

When the user is logged in, the left-most navigation bar button contains the user menu. On desktop-sized screens, the button is the user's Mozilla account profile picture. This defaults to a circular image of the first letter of their email address. In mobile-sized screens, the button is a hamburger menu button (similar to ☰) and includes links to other Relay pages. In both cases, this menu has the "Sign Out" link for users.

The Google Analytics event:

• The user clicks the "Sign Out" link in the user menu dropdown
• eventCategory: Sign Out
  • eventAction: Click
  • eventLabel: Website Sign Out

Onboarding is the process for introducing a user to Relay and getting their account setup. The user should have a sense of where they are in the process, how much remains, and be able to skip the process.

When a user signs up for the free Relay account, they go through the Free Onboarding process. They see where they are in the process through a progress indicator at the bottom of the screen.

On step 1, we explain email masks and prompt the user to generate their first mask:

On step 2, we show the new mask and show how forwarding works:

We ask the user to paste their first email mask address and send a test email:

We send an email and ask the user to check their inbox:

On step 3, we introduce the Relay extension and prompt the user to install it:

The Google Analytics events:

• The user can see the "Skip" link on the first step of free onboarding
  • eventCategory: Free Onboarding
  • eventAction: View
  • eventLabel: free-onboarding-step-1-skip
  • nonInteraction: true
• The user clicks the "Skip" link on the first step of free onboarding
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-1-skip
  • eventValue: 1
• The user clicks the "Generate new mask" button on the first step of free onboarding
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-1-create-random-mask
  • eventValue: 1
• The user sees the "Skip" link on the second step of free onboarding.
  • eventCategory: Free Onboarding
  • eventAction: View
  • eventLabel: free-onboarding-step-2-skip
  • nonInteraction: true
• The user clicks the "Skip" link on the second step of free onboarding.
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-2-skip
  • eventValue: 1
• The user sees the "Next >" link on the second step of free onboarding.
  • eventCategory: Free Onboarding
  • eventAction: View
  • eventLabel: free-onboarding-step-2-next
  • nonInteraction: true
• The user clicks the "Next >" link on the second step of free onboarding.
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-2-next
  • eventValue: 1
• The user clicks the "Send Email" button in the forwarding test modal on the second step of free onboarding.
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-2-forwarding-test
  • eventValue: 1
• The user clicks the "Continue" button in the forwarding test modal, after sending a test email, in the second step of free onboarding.
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-2-continue
  • eventValue: 1
• The user sees the "Skip" link in the third step of free onboarding
  • eventCategory: Free Onboarding
  • eventAction: View
  • eventLabel: free-onboarding-step-2-skip
  • nonInteraction: true
• The user clicks the "Skip" link on the third step of free onboarding
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-3-skip
  • eventValue: 1
• The user clicks the "Finish >" link on third step of free onboarding
  • eventCategory: Free Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-3-complete
  • eventValue: 1

When a user signs up for or upgrades to the Relay Premium service, they go through the Premium Onboarding process. They see where they are in the process through a progress indicator at the bottom of the screen.

On step 1, we list the benefits of Relay Premium:

On step 2, we prompt the user to setup a custom subdomain:

If the subdomain is available, the user can register it.

We then confirm the user has reserved their custom subdomain.

On step 3, we introduce the Relay extension and prompt the user to install it:

When the extension is installed, the user can exit onboarding and go to the dashboard.

The Google Analytics events:

• The user sees the "Set up Relay Premium" button on the first step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: View
  • eventLabel: onboarding-step-1-continue
  • eventValue: 1
  • nonInteraction: true
• The user clicks the "Set up Relay Premium" button on the first step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-1-continue
• The user sees the link "Skip, I'll set this up later" on the second step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: View
  • eventLabel: onboarding-step-2-skip
  • eventValue: 2
  • nonInteraction: true
• The user clicks the "Skip, I'll set this up later" link on the second step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-2-skip
• The user sees the "Continue" button after selecting a custom domain on the second step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: View
  • eventLabel: onboarding-step-2-continue
  • eventValue: 2
• The user clicks the "Continue" button on the second step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-2-continue
• The user sees the "Skip, I’ll download the extension later" link on the third step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: View
  • eventLabel: onboarding-step-3-skip
  • eventValue: 3
• The user clicks the "Skip, I’ll download the extension later" link on the third step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-3-skip
• The user sees the "Go to Dashboard" button after installing the extension on the third step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: View
  • eventLabel: onboarding-step-3-continue
  • eventValue: 3
  • nonInteraction: true
• The user clicks the "Go to Dashboard" button after installing the extension on the third step of premium onboarding.
  • eventCategory: Premium Onboarding
  • eventAction: Engage
  • eventLabel: onboarding-step-3-continue

The Email Masks Dashboard is the default page for logged-in users. It is internally called the profile page.

A user on the free plan at their mask limit will see a large banner at the top of the email masks dashboard. The title is "Maximize your email and phone protection". The button is labeled "Upgrade to Premium" and takes the user to the Premium Page, Plan Matrix.

The Google Analytics events:

• The user sees the "Maximize your email and phone protection" banner and "Upgrade to Premium" button.
  • eventCategory: Purchase Button
  • eventAction: View
  • eventLabel: upgrade-premium-header-mask-limit
  • nonInteraction: true
• The user clicks the "Upgrade to Premium" button on the "Maximize your email and phone protection" banner.
  • eventCategory: Purchase Button
  • eventAction: Engage
  • eventLabel: upgrade-premium-header-mask-limit

A user on the free plan will be prompted to get their own email domain by upgrading to a premium plan. This link appears under their real email address.

The Google Analytics events:

• The user sees the "Get your own email domain with Premium" link.
  • eventCategory: Purchase Button
  • eventAction: View
  • eventLabel: profile-set-custom-domain
  • nonInteraction: true
• The user clicks the "Get your own email domain with Premium" link
  • eventCategory: Purchase Button
  • eventAction: Engage
  • eventLabel: profile-set-custom-domain

A user in an eligible region without VPN will be prompted to sign up for the Relay and VPN bundle. The link goes to the Plan Matrix on the Premium Page.

The Google Analytics events:

• The user sees the "Upgrade Now" button in the "Introducing: Relay + VPN subscription plan" banner on the email masks page.
  • eventCategory: Purchase Bundle button
  • eventAction: View
  • eventLabel: profile-banner-bundle-promo
  • nonInteraction: true
• The user clicks the "Upgrade now" button in the "Introducing: Relay + VPN subscription plan" banner.
  • eventCategory: Purchase Bundle button
  • eventAction: Engage
  • eventLabel: profile-banner-bundle-promo

A user on a non-Firefox browser will be prompted to download Firefox:

• The user clicks "Get Firefox" in the "Relay is even better in Firefox" banner
  • eventCategory: Download Firefox
  • eventAction: Engage
  • eventLabel: profile-banner-download-firefox

A Firefox user that does not have the Firefox Relay Extension will be prompted to install it:

A Chrome user that does not have the Chrome Relay Extension will be prompted to install it:

Google Analytics events:

• The user clicks "Add Relay to Firefox" in the "Get the Relay extension for Firefox" banner.
  • eventCategory: Download Firefox
  • eventAction: Engage
  • eventLabel: profile-banner-download-firefox-extension
• The user clicks "Get the Relay extension" in the "Try Relay for Google Chrome" banner.
  • eventCategory: Download Firefox
  • eventAction: Engage
  • eventLabel: profile-banner-download-chrome-extension

When a user is allowed to create a new email mask, the button is labeled "+ Generate new mask", and creates a new mask:. When a free user has 5 email masks, the button label changes to "Get unlimited email masks", and takes the user to the Premium Page.

The button when a user can create a new mask:

The button when a free user has 5 email masks:

The Google Analytics events:

• The user sees the "Get unlimited email masks" button
  • eventCategory: Purchase Button
  • eventAction: View
  • eventLabel: profile-create-alias-upgrade-promo
  • nonInteraction: true
• The user clicks "Get unlimited email masks" button
  • eventCategory: Purchase Button
  • eventAction: Engage
  • eventLabel: profile-create-alias-upgrade-promo

Clicking the downward arrowhead on the right side of an email mask opens the details for that mask.

The Google Analytics events:

• The user changes the blocking settings ("What emails do you want to block?") for a mask.
  • eventCategory: Dashboard Alias Settings
  • eventAction: Toggle Forwarding
  • eventLabel: One of:
    • User disabled forwarding (None)
    • User enabled promotional emails blocking (Promotions, disabled for free users)
    • User enabled forwarding (All)

When a user on the free plan has 4 email masks, a notification appears in the lower right corner that prompts the user to upgrade to the premium plan.

The Google Analytics events:

• The user sees the upgrade corner notification.
  • eventCategory: Purchase Button
  • eventAction: View
  • eventLabel: 4-mask-limit-upsell
  • nonInteraction: true
• The user clicks the "Upgrade to Relay Premium" button in the upgrade corner notification.
  • eventCategory: Purchase Button
  • eventAction: Engage
  • eventLabel: 4-mask-limit-upsell

For users in an eligible region without the phone mask plan, the Phone Masks dashboard promotes the features and benefits. For users with a new phone subscription, it provides Phone Onboarding, then management of the phone mask.

When a user in an eligible region does not have the phone mask plan, the page shows an introduction to phone masking, including the plan pricing details. The default shows the monthly price when paid yearly, and the user can switch to the per-month price. The user can start the subscription process by clicking the 'Upgrade Now' button.

The Google Analytics events:

• The user without a phone plan sees the 'Upgrade to get phone number masking' box with monthly pricing on the phone masks dashboard.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: View
  • eventLabel: phone-onboarding-purchase-monthly-cta
  • nonInteraction: true
• The user clicks 'Upgrade Now' with monthly pricing on the phone masks dashboard.
  • eventCategory: Purchase monthly Premium+phones button
  • eventAction: Engage
  • eventLabel: phone-onboarding-purchase-monthly-cta
• The user without a phone plan sees the 'Upgrade to get phone number masking' box with yearly pricing (the default) on the phone masks dashboard.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: View
  • eventLabel: phone-onboarding-purchase-yearly-cta
  • nonInteraction: true
• The user clicks 'Upgrade Now' with yearly pricing on the phone masks dashboard.
  • eventCategory: Purchase yearly Premium+phones button
  • eventAction: Engage
  • eventLabel: phone-onboarding-purchase-yearly-cta

The "Help & Tips" box appears in the lower right corner of the Email Masks Dashboard and the Phone Masks Dashboard when the conditions for the tip are met. It is first displayed with some teaser text. When it is opened, a video plays along with further instructions. When the tip is minimized (the downward arrowhead '⌄'), the box remains without teaser text.

There is a tip for using the custom subdomain to create email masks outside of the Relay website. There is a second tip for using shorter codes to reply to messages sent to your phone mask.

The Help & Tips box with a teaser for a new tip:

The Help & Tips box showing the tip:

The Help & Tips box with all relevant tips viewed:

The Google Analytics events:

• The user clicks the "Learn more" link to expand a teaser tips box
  • eventCategory: Tips
  • eventAction: Expand (from teaser)
  • eventlabel: one of:
    • multi-replies (phone masks tip)
    • custom-subdomain (email masks tip)
• The user sees the expanded tips box
  • eventCategory: Tips
  • eventAction: View
  • eventlabel: one of:
    • multi-replies (phone masks tip)
    • custom-subdomain (email masks tip)
  • nonInteraction: true
• The user clicks the down arrowhead '⌄' to minimize the tips box
  • eventCategory: Tips
  • eventAction: Collapse
  • eventLabel: tips-header
• The user clicks "Help & Tips" to expand a minimized tips box
  • eventCategory: Tips
  • eventAction: Expand (from minimised)
  • eventlabel: one of:
    • multi-replies (phone masks tip)
    • custom-subdomain (email masks tip)

The Firefox Relay Premium Page is similar to the Landing Page. The audience is users on the free plan, such as those at the 5 mask limit. Users can view the features and benefits of the paid plans.

The top "call to action" button, labeled 'Upgrade Now', takes the user to the plan matrix:

The Google Analytics events:

• The user sees the 'Upgrade Now' button on the Premium page.
  • eventCategory: Purchase Button
  • eventAction: View
  • eventLabel: premium-promo-cta
  • nonInteraction: true
• The user clicks the 'Upgrade Now' button
  • eventCategory: Purchase Button
  • eventAction: Engage
  • eventLabel: home-hero-cta

The Plan Matrix on the Premium Page is the same as the Plan Matrix on the Landing Page. It has the same Google Analytics events.

Occasionally we run surveys on the Relay website. These surveys often appear above the Navigation Bar. We use Google Analytics events to track some aspects of the surveys.

The Customer Satisfaction survey is shown for free users after they have used the site for 7, 30, and 90 days, and for subscribers after they have been subscribed for 7, 30, and 90 days. It is shown above the navigation bar. When a user picks a satisfaction level, they are asked to take a two-minute survey on a third-party website. The information collected in this survey is not covered by this document, but is processed in accordance with Mozilla's Privacy Policy.

The Google Analytics events:

• A user clicks their satisfaction level in the CSAT banner.
  • eventCategory: CSAT Survey
  • eventAction: submitted
  • eventLabel: One of Very Dissatisfied, Dissatisfied, Neutral, Satisfied, or Very Satisfied
  • eventValue: 1 (for Very Dissatisfied) to 5 (for Very Satisfied)
  • dimension3: One of Dissatisfied, Neutral, Satisfied
  • dimension4: One of Very Dissatisfied, Dissatisfied, Neutral, Satisfied, or Very Satisfied
  • metric10: 1 (for answer count)
  • metric11: 1 (for Very Dissatisfied) to 5 (for Very Satisfied)
  • metric12: -1 (Dissatisfied), 0 (Neutral), or 1 (Satisfied)

The interview recruitment survey for a research study is shown on the Emails dashboard, when we are actively recruiting for user research. The information collected in this survey is not covered by this document, but is processed in accordance with Mozilla's Privacy Policy.

The Google Analytics events:

• The user sees the interview recruitment survey.
  • eventCategory: Recruitment
  • eventAction: View
  • eventLabel: Want to help improve Firefox Relay? We'd love to hear what you think. Research participants receive a $50 gift card.
  • nonInteraction: true
• The user clicks the link to start the interview recruitment survey.
  • eventCategory: Recruitment
  • eventAction: Engage
  • eventLabel: Want to help improve Firefox Relay? We'd love to hear what you think. Research participants receive a $50 gift card.

Users with the phone service can be prompted to review the service. This survey was enabled around the launch of the Phone service in 2022. The information collected in this survey is not covered by this document, but is processed in accordance with Mozilla's Privacy Policy.

The Google Analytics events:

• The user sees the survey
  • eventCategory: Phone launch survey
  • eventAction: View
  • eventLabel: Answer 4 questions about phone masking to help improve your experience.
  • nonInteraction: true
• The user clicks the link "Answer 4 questions about phone masking to help improve your experience."
  • eventCategory: Phone launch survey
  • eventAction: Engage
  • eventLabel: Answer 4 questions about phone masking to help improve your experience.

A Relay user requires a Mozilla account to use the service. This can be an existing account or a new account created for using Relay. The Relay API server handles the details of signing up and logging in with a Mozilla account. It sets a cookie, server_ga_event, to communicate if the logged-in user has a newly created Relay profile, or logged into an existing Profile.

The Google Analytics events:

• The user returns to the Relay website after creating a Relay profile.
  • eventCategory: server event
  • eventAction: fired
  • eventLabel: user_signed_up
• The user returns to the Relay website after logging into an existing Relay profile.
  • eventCategory: server event
  • eventAction: fired
  • eventLabel: user_logged_in

There are components in the Relay Website code base that are not currently used on the site. They are documented here for completeness.

When there was a single paid subscription plan, purchase tracking assumed a single plan. This was first tracked in the API backend, but later moved to the Relay Website. In September 2022, Relay added phone mask plans, and we expanded subscription tracking to include the plan. See Plan Matrix for purchase tracking after September 2022.

The Google Analytics events:

• The user purchases a premium Relay plan
  • eventCategory: server event
  • eventAction: fired
  • eventLabel: user_purchased_premium

Starting February 2021, Relay ran a Net Promoter Score survey at the top of the site. This was replaced in June 2022 by the Customer Satisfaction Survey

The Google Analytics events:

• The user answers the question "On a scale from 1-10, how likely are you to recommend Relay Premium to a friend or colleague?"
  • eventCategory: NPS Survey
  • eventAction: submitted
  • eventLabel: one of:
    • detractor (6 or less)
    • passive (7 or 8)
    • promoter (9 or 10)
  • eventValue: one of:
    • -1 (detractor)
    • 0 (passive)
    • 1 (promoter)
  • metric1: 1
  • metric2: -1, 0, or 1
  • metric3: 1 to 10 (Not likely to Very likely)

The Relay Extension makes it easier to use Relay email masks on websites. It is available as a Firefox Extension and a Chrome Extension.

The Relay Extension uses a background listener to send interaction events to the Relay API server. These events are then recorded as statsd-style statistics and in server logs.

The Relay Extension generates a random UUID for the extension identifier that is stored locally in the browser. A different ID will be generated for each browser and machine. A truncated hash of this identifier is included in the system logs to estimate the count of unique extension installations.

Before October 2024, the API server forwarded the events to Google Analytics, using the Universal Measurement Protocol. Google replaced Universal Analytics with Google Analytics 4 (GA4) on July 1, 2024, and these events stopped being recorded.

Here is an index of the event categories and actions:

When a user first installs the Relay extension, the First Run page is shown:

The Google Analytics events:

• The user clicks the "Sign Up / In" on the first-run page
  • eventCategory: Extension: First Run
  • eventAction: click
  • eventLabel: first-run-sign-in
  • dimension5: Firefox or Chrome
  • dimension7: add-on

The extension panel appears when clicking the Relay icon in the browser toolbar. In this image, the Relay icon is the second-to-last icon, and the only icon in color:

When a user opens the extension panel and is not signed in, they are prompted to sign in.

The Google Analytics events:

• The user clicks the "Sign in" button on the extension panel
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: panel-continue-btn
  • dimension5: Firefox or Chrome
  • dimension7: add-on

After signing in, the default page is the email masks page.

When a free user reaches their 5-mask limit, the page shows a warning and changes the button to "Get unlimited masks".

A premium user will see an additional button "Generate custom mask". There are no related events.

The Google Analytics events:

• The user clicks the "Generate new mask" button
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: popup-generate-random-mask
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Get unlimited masks" button
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: panel-upgrade-mask-limit-cta
  • dimension5: Firefox or Chrome
  • dimension7: add-on

When running a survey, select users are prompted to take the survey.

The survey asks "How satisfied are you with your Firefox Relay experience?"

When completed, the user can opt-in to a longer survey.

The Google Analytics events:

• The user clicks "Help us improve Relay" to start the survey
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: opened-CSAT
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks a button to indicate how satisfied they are.
  • eventCategory: Extension: CSAT Survey
  • eventAction: submitted
  • eventLabel: one of:
    • very dissatisfied
    • dissatisfied
    • neutral
    • satisfied
    • very satisfied
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Dismiss" link
  • eventCategory: Extension: CSAT Survey
  • eventAction: click
  • eventLabel: dismissed-CSAT
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Take the survey" link for the two-minute survey
  • eventCategory: Extension: CSAT Survey
  • eventAction: click
  • eventLabel: panel-survey-external-link
  • dimension5: Firefox or Chrome
  • dimension7: add-on

Clicking the "Launch Relay" icon goes to the Email masks dashboard. The icon is a box with an arrow pointing to the upper right.

The Google Analytics event:

• The user clicks on the "Launch Relay" icon
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: panel-manage-btn
  • dimension5: Firefox or Chrome
  • dimension7: add-on

Clicking the gear icon opens the Settings page.

The Google Analytics events:

• The user clicks on the gear icon to view the Settings page, or clicks the back button on the Report Issue page.
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: opened-settings
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the toggle off for "Show Relay icon in email fields on websites"
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: hide-input-icons
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the toggle on for "Show Relay icon in email fields on websites"
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: show-input-icons
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Leave Feedback" link to visit the Firefox extension page or the Chrome extension page
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: panel-leave-feedback-link
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Privacy" link to visit the Firefox Relay privacy page
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: panel-privacy-link
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Terms of Service" link to visit the Mozilla Subscription Services Terms of Service
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: panel-terms-of-service
  • dimension5: Firefox or Chrome
  • dimension7: add-on

The last link on the Settings page opens the Report Issue page.

After the report is submitted, the user sees a confirmation page.

The Google Analytics events:

• The user clicks the link to open the Report Issue page
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: opened-report-issue
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the back arrow or the "Continue" link to close the Report Issue page
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: closed-report-issue
  • dimension5: Firefox or Chrome
  • dimension7: add-on

Clicking the bar graph icon opens the Stats page.

The Google Analytics event:

• The user clicks on the stats icon
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: opened-stats
  • dimension5: Firefox or Chrome
  • dimension7: add-on

Clicking the present icon opens the What's new in Relay (news) page:

Clicking a news summary opens the full news item:

The Google Analytics events:

• The user clicks on the present icon, or clicks the back arrow from a news item
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: opened-stats
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks on a news item
  • eventCategory: Extension: Panel
  • eventAction: click
  • eventLabel: One of:
    • panel-news-eu-country-expansion-cta
    • panel-news-phone-masking-cta
    • panel-news-bundle-cta
    • panel-news-holiday-promo-2023-cta
  • dimension5: Firefox or Chrome
  • dimension7: add-on

The Relay extension scans the loaded webpage. When it finds an email input, it adds the Relay icon.

The Google Analytics event:

• The extension adds the icon to an input field
  • eventCategory: Extension: In-page
  • eventAction: input-icon-injected
  • eventLabel: input-icon
  • dimension5: Firefox or Chrome
  • dimension7: add-on

When a user clicks the Relay icon in an email input, the in-page Relay menu opens. If the user is not logged in, they are prompted to go to the webpage.

If the user is signed in, they see their masks. A button at the top right takes them to the Email masks dashboard.

If a free user is at their mask limit, and in a permitted region, they are prompted to upgrade:

The Google Analytics events:

• The user clicks the Relay icon to open the in-page menu
  • eventCategory: Extension: In-page
  • eventAction: input-icon-clicked
  • eventLabel: input-icon
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The logged-out user views the in-page menu
  • eventCategory: Extension: In-page
  • eventAction: unauthenticated-user-input-menu
  • eventLabel: authenticated-user-input-menu
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The logged-out user clicks the 'Go to Firefox Relay' button in the in-page menu, to go to the Relay website.
  • eventCategory: Extension: In-page
  • eventAction: click
  • eventLabel: input-menu-sign-up-btn
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The logged-in user views the in-page menu
  • eventCategory: Extension: In-page
  • eventAction: viewed-menu
  • eventLabel: authenticated-user-input-menu
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user at the free plan limit sees the "You have no more free masks" version of the in-page menu
  • eventCategory: Extension: In-page
  • eventAction: viewed-menu
  • eventLabel: input-menu-max-aliases-message
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the upper-right icon to go to the Email masks dashboard.
  • eventCategory: Extension: In-page
  • eventAction: click
  • eventLabel: input-menu-manage-all-aliases-btn
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user clicks the "Get unlimited masks" link (has more masks) or button (at mask limit)
  • eventCategory: Extension: In-page
  • eventAction: click
  • eventLabel: input-menu-get-premium-btn
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user in a non-eligible region clicks "Join Premium waiting list" link or button
  • eventCategory: Extension: In-page
  • eventAction: click
  • eventLabel: input-menu-join-waitlist-btn
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user selects an email mask previously used on the website
  • eventCategory: Extension: In-page
  • eventAction: click
  • eventLabel: input-menu-reuse-alias
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user selects the "Generate new mask" button
  • eventCategory: Extension: In-page
  • eventAction: click
  • eventLabel: input-menu-reuse-previous-alias
  • dimension5: Firefox or Chrome
  • dimension7: add-on

A user can open the context menu by right-clicking on the browser window. The Relay extension adds items to the context menu.

The context menu for an input field:

A user on the phone plan will also see an entry "Use phone number mask".

The context menu for other parts of a webpage:

The context menu for the Relay extension in the toolbar:

The Google Analytics events:

• The user selects "Manage all masks" from the context menu
  • eventCategory: Extension: Context Menu
  • eventAction: click
  • eventLabel: context-menu-relay-manage-aliases
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The free user selects "Get unlimited masks" from the context menu
  • eventCategory: Extension: Context Menu
  • eventAction: click
  • eventLabel: context-menu-get-unlimited-aliases
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user selects "Generate new mask" from the context menu
  • eventCategory: Extension: Context Menu
  • eventAction: click
  • eventLabel: context-menu-generate-alias
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user selects a mask associated with this site
  • eventCategory: Extension: Context Menu
  • eventAction: click
  • eventLabel: context-menu-use-existing-aliases-from-this-site
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user selects a mask not associated with this site
  • eventCategory: Extension: Context Menu
  • eventAction: click
  • eventLabel: context-menu-use-existing-aliases
  • dimension5: Firefox or Chrome
  • dimension7: add-on
• The user with the phone plan selects "Use phone number mask" from the context menu
  • eventCategory: Extension: Context Menu
  • eventAction: click
  • eventLabel: context-menu-insert-phone-mask
  • dimension5: Firefox or Chrome
  • dimension7: add-on