Operations personnel often face a daunting task: how to distinguish high-value users who can bring value to your business from those who do not and never will. The channel analysis function can help you do that by determining user value at an earlier phase of the user lifecycle, thus helping you improve your return on investment (ROI).
What Is Channel Analysis?Channel analysis analyzes the sources of users and evaluates the effectiveness of different user acquisition channels through basic indicators such as the numbers of new users, active users, and total users, as well as day-2 retention of new users. Moreover, channel analysis can be used in conjunction with other analysis models such as user, event, and behavior analysis, to help solve problems that you may encounter in your daily work.
Channel analysis can help you perform the following:
l Analyze the channels that have attracted new users to your app.
l Evaluate the performance of each channel during the paid promotion period and adjust the channel strategies accordingly.
l Assess the conversion effect and collect statistics on revenue generated by each channel.
Why Is Channel Analysis Crucial for Precise Operations?In operations, there is a concept called user journey. It refers to the experiences a user has when interacting with a company, from using a product for the first time, to placing an order, to finally enjoying the purchased product or service. Users may churn at any point in the journey. However, no matter whether a user eventually churns or stays and becomes a loyal user, user acquisition channels are an indispensable bridge that introduces potential users to your product or service.
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The user journey varies according to the user acquisition channel. Companies obviously want to retain as many users as possible and reduce user churn in each phase of the journey. However, this is easier said than done.
To achieve this goal, you must have good knowledge of the effectiveness of each user acquisition channel, leverage other analysis models to summarize the characteristics of users from various channels, and adjust operations strategies accordingly. In this context, the prerequisite is a clear understanding of the differences between channels, so that we can acquire more high-quality users at lower costs.
Taking advantage of the indicators supported by channel analysis and other analysis models, you can gain access to data of key phases throughout the user journey, and analyze the channel performance and user behavior. With such data at hand, you can design operations strategies accordingly. That is why we say channel analysis is a key tool for realizing precise operations.
How Do We Apply Channel Analysis?We've established how useful channel analysis can be, but how do we apply it to our daily operations? I will explain by guiding you through the process of configuring different channels, analyzing channel data, and adjusting your operations strategies accordingly.
1. Configure Different ChannelsAfter determining the main app installation channels for your product, open the AndroidManifest.xml file in your project and add the meta-data configuration to application.
XML:
<application
...
<meta-data
android:name="install_channel"
android:value="install_channel_value">
</meta-data>
...
</application>
Replace install_channel_value with the app installation channel. For example, if the channel is HUAWEI AppGallery, replace install_channel_value with AppGallery.
Channel analysis can be used to analyze the data from channels such as HUAWEI AppGallery, as well as from Huawei devices. You can choose to configure other installation sources in the SDK and release your app on a range of different app stores. Data from those app stores can also be obtained by Analytics Kit.
2. Analyze Data of Different Channelsa. View basic channel data.After the channel configuration is complete and related data is reported, go to HUAWEI Analytics > User analysis > Channel analysis to view the channel analysis report.
This page displays the data trends of your app in different channels, including new users, active users, total users, and day-2 retention. You can select a channel from the drop-down list box in the upper right corner. On this page, you can also view the channel details in the selected time segment, for example, over the last month, and click Download report to download the data for further analysis.
b. Compare the behavior of users from different channels.To see which channel features the largest percentage of new, active, or revisit users, you can perform the following:
Go to the New users, Active users, and Revisit users pages respectively and click Add filter to filter users from different channels. Then you can observe the percentages of new, active, and revisit users for each channel, and compare the behavior of users from each channel.
c. Track the conversion of users from each channel.Besides the aforementioned functions, channel analysis lets you analyze the conversion and payment status for users from each app installation channel.
To use this function, go to Session path analysis, click Add filter, and select the target channels to view the conversion effect of users in each phase.
As for the purchase status, go to Event analysis, click Add filter, select the desired channels, and select the In-App Purchases event. By doing this, you can compare different channels in terms of user payment conversion.
3. Adjust Resource AllocationIf the analysis shows that a specific channel outperforms others in terms of user acquisition quantity and user value, then more resources can be invested into that channel.
In conclusion, channel analysis, which can be used together with other analysis models, offers you clear insights into the performance of different app installation channels and helps you gain deep insights into user behavior, laying a foundation for precise operations.
Our official website
Demo for Analytics Kit
Our Development Documentation page, to find the documents you need:
Android SDK
iOS SDK
Web SDK
Quick APP SDK
If you have any questions about HMS Core, you can post them in the community on the HUAWEI Developers website or submit a ticket online.
We’re looking forward to seeing what you can achieve with HUAWEI Analytics!
For more details, you can go to:
l Our official website
l Our Development Documentation page, to find the documents you need
l Reddit to join our developer discussion
l GitHub to download demos and sample codes
l Stack Overflow to solve any integration problems
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Related
When it comes to app operations, wouldn't it be great if we could find out where new users come from, check the day-2, day-7, and day-30 retention rates of new users acquired from each channel, find out whether the payment conversion rates of new users vary according to the channel, and what can be done to improve the payment rate, repurchase rate, and other key conversion rates?
Analytics Kit 5.2.0 provides answers to all of the aforementioned questions and more, as well as offering solutions to enhance the conversion rates of new users, thanks to functions such as channel tracking and evaluation of channel resource delivery effects.
Status of channel resource delivery
With the fast-paced development of the mobile Internet and increasingly fierce industry competition, app promotion methods are becoming more diversified, and the cost of obtaining traffic keeps soaring. How to select the best channel and precisely acquire target users has become one of the top challenges.
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The app promotion process consists of six steps, of which the last two are of great significance, as they can tell us which marketing channels and media are most effective in acquiring new users every day, which marketing tasks attract the largest number of users, which types of ads attract the most users, and the top channels in terms of user retention.
Install attribution, which is a new feature in Analytics Kit 5.2.0, can analyze user sources, help operations personnel evaluate ad delivery effects, and enhance ROI, allowing you to perform precise user acquisition.
How to use install attribution
In order to use install attribution, you'll need to design a promotional link based on the requirements outlined by HUAWEI AppGallery or HUAWEI Ads Kit, customize the UTM parameters (for tracking channel traffic), and configure the UTM parameters in AppGallery Connect, before ultimately placing the link on the desired platforms. When a user taps the link to download the app, and launches it for the first time, the Analytics SDK will automatically call the API of HUAWEI AppGallery or Ads Kit to query the UTM parameters, and obtain the marketing channel, type of media, and task used to acquire this user. An install attribution report is then generated.
The detailed process is described as follows:
1. Create an app promotional link according to the requirements of HUAWEI AppGallery or Ads Kit and add UTM parameters.
The following link uses HUAWEI AppGallery as an example:
https://appgallery.cloud.huawei.com/appDetail?pkgName=pkgName&channelId=facebook&referrer=utm_source%3Dsocial%26utm_medium%3Dlink3%26utm_campaign%3DPR%0A&detailType=0&calltype=AGDLINK
2. Go to HUAWEI Analytics > Management > Install referrer in AppGallery Connect and configure your custom UTM parameters.
* Configuration example
3. When a user taps the link, the app download page is displayed. In this case, HUAWEI AppGallery or Ads Kit will record the user's UTM parameters.
4. When a user downloads the app through this link and launches it for the first time, the Analytics SDK will call the API of HUAWEI AppGallery or Ads Kit to obtain the user's UTM parameters and send them to the server for matching.
5. If the matching is successful, an install attribution report will be generated.
* Example of the install attribution report
Install attribution can distinguish between paid traffic and organic traffic, and precisely track sources of new users who install your app. It enables you to view the number and proportion of users acquired by each marketing channel, type of media, and marketing task, providing a foundation for tailoring marketing strategies and enhancing user retention.
Evaluating channel quality
In addition to the number of users acquired, the quality of traffic that a channel attracts is also highly important.
Traffic quality is evaluated in two aspects: retention and conversion. Analytics Kit is equipped with retention analysis for you to compare the retention rates of each channel, for example, day-2 or day-30 retention, so that you can clearly check whether the users acquired by each channel are your target users. As for conversion, if a channel stands out with a payment conversion rate higher than the average in spite of a small amount of traffic, you can decide to invest more resources in this channel. On the contrary, for channels with a large amount of traffic but a payment conversion rate lower than the average, you are advised to reduce the resource investment if the situation does not improve after a period of time, since these channels deliver a poor performance in terms of traffic quality.
* Data for reference only
Install attribution can be used in conjunction with other functions for you to achieve user growth and at the same time ensure high conversion rates.
1. Design a conversion funnel to locate the root cause of churn.
To enhance user loyalty and engagement, it is necessary to design reasonable marketing activities that cater to them. Clear knowledge of users' behavioral characteristics is indispensable in this process.
Analytics Kit supports both session path analysis and a filter function, allowing you to compare the path differences among users from various locations, using different phone brands, and acquired from different channels. This provides a way for you to check whether the actual user behavior path is consistent with the app design.
* Example of the session path analysis report
In the session path analysis report, select a key conversion event and observe the flow direction in previous and subsequent steps of the event to gain an insight into user conversion. If the conversion rate is lower than expected, save the corresponding event path as a funnel and conduct drill-down analysis using the filter in dimensions such as version number, location, device model, channel, and audience. By doing this, you can discover the factors that affect user conversion and design an optimization solution.
* Funnel analysis process
* Example of the funnel analysis report
2. Utilize the attribution model to analyze conversion contributions.
Apart from using the session path analysis and funnel analysis models to locate factors that affect the conversion rate, you can also analyze the contribution rate of each ad slot, marketing activity, and push notification to the target conversion event, summarize the most effective operations strategy for improving the conversion rate, and continuously adjust the operations strategy to promote user conversion.
Let's take an e-commerce app as an example. Its operations personnel adopt multiple methods (such as sending SMS messages, push notifications, and in-app messages) and a wide range of ad slots (including banners, splash screens, pop-up windows, and message bars) to enhance impressions. Users, however, may access the activity page through different entrances. Therefore, what method can be used to find out the most effective measures in promoting transactions?
Analytics Kit's event attribution analysis model can help you find out. Set the Purchase product event as the target conversion event, set events including Tap banner, Tap push notification, Tap pop-up window, and Tap splash screen as the to-be-attributed events, and set Attribution model to either First event attribution or Last event attribution. Once you have done this, the system will intelligently generate a visualized attribution analysis report.
The report paints a picture of the contribution of each to-be-attributed event to the target conversion event. With such data at hand, you'll be able to properly plan ad slot configuration and optimize your operations strategies accordingly, therefore continuously improving the user conversion rate.
About Analytics Kit:
Analytics Kit is a one-stop user behavior analysis platform for products such as mobile apps, web apps, and quick apps. It offers scenario-specific data collection, management, analysis, and usage, helping enterprises achieve effective user acquisition, product optimization, precise operations, and business growth.
For more details, you can go to:
Our official website
Demo of Analytics Kit
Android SDK integration documentation
iOS SDK integration documentation
Web SDK integration documentation
Quick app SDK integration documentation
Original Source
When it comes to app operations, wouldn't it be great if we could find out where new users come from, check the day-2, day-3, day-7, and day-30 retention rates of new users acquired from each channel, find out whether the payment conversion rates of new users vary according to the channel, and what can be done to improve the payment rate, repurchase rate, and other key conversion rates?
Analytics Kit 5.2.0 provides answers to all of the aforementioned questions and more, as well as offering solutions to enhance the conversion rates of new users, thanks to functions such as channel tracking and evaluation of channel resource delivery effects.
Status of channel resource delivery
With the fast-paced development of the mobile Internet and increasingly fierce industry competition, app promotion methods are becoming more diversified, and the cost of obtaining traffic keeps soaring. How to select the best channel and precisely acquire target users has become one of the top challenges.
The app promotion process consists of six steps, of which the last two are of great significance, as they can tell us which marketing channels and media are most effective in acquiring new users every day, which marketing tasks attract the largest number of users, which types of ads attract the most users, and the top channels in terms of user retention.
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Install attribution, which is a new feature in Analytics Kit 5.2.0, can analyze user sources, help operations personnel evaluate ad delivery effects, and enhance ROI, allowing you to perform precise user acquisition.
How to use install attribution
In order to use install attribution, you'll need to design a promotional link based on the requirements outlined by HUAWEI AppGallery or HUAWEI Ads Kit, customize the UTM parameters (for tracking channel traffic), and configure the UTM parameters in AppGallery Connect, before ultimately placing the link on the desired platforms. When a user taps the link to download the app, and launches it for the first time, the Analytics SDK will automatically call the API of HUAWEI AppGallery or Ads Kit to query the UTM parameters, and obtain the marketing channel, type of media, and task used to acquire this user. An install attribution report is then generated.
The detailed process is described as follows:
1. Create an app promotional link according to the requirements of HUAWEI AppGallery or Ads Kit and add UTM parameters. The following link uses HUAWEI AppGallery as an example:
https://appgallery.cloud.huawei.com/appDetail?pkgName=pkgName&channelId=facebook&referrer=utm_source%3Dsocial%26utm_medium%3Dlink3%26utm_campaign%3DPR%0A&detailType=0&calltype=AGDLINK
2. Go to HUAWEI Analytics > Management > Install referrer in AppGallery Connect and configure your custom UTM parameters.
* Configuration example
3. When a user taps the link, the app download page is displayed. In this case, HUAWEI AppGallery or Ads Kit will record the user's UTM parameters.
4. When a user downloads the app through this link and launches it for the first time, the Analytics SDK will call the API of HUAWEI AppGallery or Ads Kit to obtain the user's UTM parameters and send them to the server for matching.
5. If the matching is successful, an install attribution report will be generated.
* Example of the install attribution report
Install attribution can distinguish between paid traffic and organic traffic, and precisely track sources of new users who install your app. It enables you to view the number and proportion of users acquired by each marketing channel, type of media, and marketing task, providing a foundation for tailoring marketing strategies and enhancing user retention.
Evaluating channel quality
In addition to the number of users acquired, the quality of traffic that a channel attracts is also highly important.
Traffic quality is evaluated in two aspects: retention and conversion. Analytics Kit is equipped with retention analysis for you to compare the retention rates of each channel, for example, day-2 or day-30 retention, so that you can clearly check whether the users acquired by each channel are your target users. As for conversion, if a channel stands out with a payment conversion rate higher than the average in spite of a small amount of traffic, you can decide to invest more resources in this channel. On the contrary, for channels with a large amount of traffic but a payment conversion rate lower than the average, you are advised to reduce the resource investment if the situation does not improve after a period of time, since these channels deliver a poor performance in terms of traffic quality.
* Data for reference only
Install attribution can be used in conjunction with other functions for you to achieve user growth and at the same time ensure high conversion rates.
1. Design a conversion funnel to locate the root cause of churn.
To enhance user loyalty and engagement, it is necessary to design reasonable marketing activities that cater to them. Clear knowledge of users' behavioral characteristics is indispensable in this process.
Analytics Kit supports both session path analysis and a filter function, allowing you to compare the path differences among users from various locations, using different phone brands, and acquired from different channels. This provides a way for you to check whether the actual user behavior path is consistent with the app design.
* Example of the session path analysis report
In the session path analysis report, select a key conversion event and observe the flow direction in previous and subsequent steps of the event to gain an insight into user conversion. If the conversion rate is lower than expected, save the corresponding event path as a funnel and conduct drill-down analysis using the filter in dimensions such as version number, location, device model, channel, and audience. By doing this, you can discover the factors that affect user conversion and design an optimization solution.
* Funnel analysis process
* Example of the funnel analysis report
2. Utilize the attribution model to analyze conversion contributions.
Apart from using session path analysis and funnel analysis to locate factors that affect the conversion rate, you can also analyze the contribution rate of each ad slot, marketing activity, and push notification to the target conversion event, summarize the most effective operations strategy for improving the conversion rate, and continuously adjust the operations strategy to promote user conversion.
Let's take an e-commerce app as an example. Its operations personnel adopt multiple methods (such as sending SMS messages, push notifications, and in-app messages) and a wide range of ad slots (including banners, splash screens, pop-up windows, and message bars) to enhance impressions. Users can access the activity page multiple times through different entrances. Therefore, what method can be used to find out the most effective measures in promoting transactions?
Analytics Kit's event attribution analysis model can help you find out. Set the Purchase product event as the target conversion event, set events including Tap banner, Tap push notification, Tap pop-up window, and Tap splash screen as the to-be-attributed events, and set Attribution model to either First event attribution or Last event attribution. Once you have done this, the system will intelligently generate a visualized attribution analysis report.
The report paints a picture of the contribution of each to-be-attributed event to the target conversion event. With such data at hand, you'll be able to properly plan ad slot configuration and optimize your operations strategies accordingly, therefore continuously improving the user conversion rate.
About Analytics Kit:
Analytics Kit is a one-stop user behavior analysis platform for products such as mobile apps, web apps, and quick apps. It offers scenario-specific data management, analysis, and usage, helping enterprises achieve effective user acquisition, product optimization, precise operations, and business growth.
For more details, you can go to:
Our official website
Demo of Analytics Kit
Android SDK integration documentation
iOS SDK integration documentation
Web SDK integration documentation
Quick app SDK integration documentation
As mobile Internet continues to grow while user attention spans continue to shrink, it is becoming increasingly important for app developers and operations personnel to find effective ways to direct users to specific in-app content or pages with a single tap.
A real-life example of this would be delivering app install ads to various channels, and then redirecting users to an in-app activity page when users open the app for the first time after downloading it so as to improve the activity participation rate.
Another example would be sending SMS messages containing links that direct users to a specific page in the app if they have installed the app. However, if a user has not installed the app, the download page will be displayed instead, and once the user downloads and installs the app, they will be taken to the specified activity page when they open the app for the first time. This function helps increase user acquisition and activation, enhance conversion, and reduce user churn.
Analytics Kit, together with App Linking, not only makes the preceding examples a reality, but also collects and analyzes a wide range of ad performance data for all channels, thereby helping you maximize user acquisition, activity, and retention.
What are Analytics Kit and App Linking?
Analytics Kit is a one-stop industry-based solution for products such as Android apps, iOS apps, web apps, and quick apps. Applicable to a wide range of devices, it offers scenario-specific data collection, management, analysis, and usage, helping enterprises achieve effective user acquisition, product optimization, precise operations, and business growth.
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App Linking is a cross-platform service provided by HMS Core, and allows you to create deep links which take users to specific pages in your app. It is applicable to scenarios such as ad delivery, targeted user activation, and content sharing.
The following gives you some examples about how Analytics Kit can be used synergistically with App Linking.
l Analyzing app installation sources and measuring user acquisition performance of each channel
You can take advantage of Analytics Kit to track app installation sources, and use App Linking to enable one-tap access to specific pages in your app. In this way, you'll be able to know which channels outperform others in terms of user acquisition, which helps enhance your acquisition and conversion rates.
* Data for reference only
To be more specific, you can use App Linking to create an app promotional link containing UTM parameters, and deliver the link to various marketing channels. When users download your app through the link and open the app for the first time, the Analytics SDK will automatically collect the link tap events and generate an analysis report. You can then adjust your ad delivery strategy according to data contained in the report, such as the real-time number of link taps, number of users who tap the link, and number of new users acquired by each marketing channel and task.
l Efficiently winning back users
Acquiring new users is often a challenge, and you may find that shifting to a strategy of winning back inactive users provides much better results.
Analytics Kit, in conjunction with App Linking, can help you do this in three easy steps:
1. First, use the user revisit report to identify the turning point when users change from inactive users to lost users, and reasonably define inactive and lost users.
2. Second, use session path analysis, audience analysis, channel analysis, and user lifecycle analysis to create a profile for inactive and lost users. This reveals the behavioral characteristics of users before they became inactive or churned, and whether they tend to come from specific channels.
3. Lastly, use this information to determine which group of users should be won back first, select appropriate winback strategies and activities, and use other services such as Push Kit and SMS to target these users by sending them deep links created using App Linking.
l Adopting viral marketing to facilitate user activation and retention
Viral marketing can be used to improve both user activation and new user acquisition by leveraging the power of social media.
For example, you can design a coupon activity which encourages existing app users to forward the activity to social media in order to obtain coupons. Non-users who tap the activity link will then be redirected via deep linking to the app activity page or download page. From here, they can perform operations such as downloading the app, helping existing users obtain the coupon, forwarding the link to others, or making in-app purchases. This can facilitate user activation and at the same time attract new users.
After that, you can utilize Analytics Kit's retention analysis, page analysis, and session path analysis features to compare the changes in retention before and after the activity was conducted, and analyze the characteristics of users' behavior paths in your app, laying a foundation for subsequent review and optimization.
For more details, you can go to:
l Our official website
l Our Development Documentation page, to find the documents you need
l Reddit to join our developer discussion
l GitHub to download demos and sample codes
l Stack Overflow to solve any integration problems
lDemo of Analytics Kit
lAndroid SDK integration documentation
liOS SDK integration documentation
lWeb SDK integration documentation
lQuick app SDK integration document
Original Source
Operations personnel often face a daunting task: how to identify high-value users. The channel analysis function can help you do that by determining user value at an earlier phase of the user lifecycle, thus helping you improve your return on investment (ROI).
What Is Channel Analysis?Channel analysis analyzes the sources of users and evaluates the effectiveness of different user acquisition channels through basic indicators such as the numbers of new users, active users, and total users, as well as day-2 retention of new users. Moreover, channel analysis can be used in conjunction with other analysis models such as user, event, and behavior analysis, to help solve problems that you may encounter in your daily work.
Channel analysis can help you perform the following:
Analyze the channels that have attracted new users to your app.
Evaluate the performance of each channel during the paid promotion period and adjust the channel strategies accordingly.
Assess the conversion effect and collect statistics on revenue generated by each channel.
Why Is Channel Analysis Crucial for Precise Operations?In operations, there is a concept called user journey. It refers to the experiences a user has when interacting with a company, from using a product for the first time, to placing an order, to finally enjoying the purchased product or service. Users may churn at any point in the journey. However, no matter whether a user eventually churns or stays and becomes a loyal user, user acquisition channels are an indispensable bridge that introduces potential users to your product or service.
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* Channel analysis throughout the user journey
The user journey varies according to the user acquisition channel. Companies obviously want to retain as many users as possible and reduce user churn in each phase of the journey. However, this is easier said than done.
To achieve this goal, you must have good knowledge of the effectiveness of each user acquisition channel, leverage other analysis models to summarize the characteristics of users from various channels, and adjust operations strategies accordingly. In this context, the prerequisite is a clear understanding of the differences between channels through data analysis, so that we can acquire more high-quality users at lower costs.
Taking advantage of the indicators supported by channel analysis and other analysis models, you can gain access to data of key phases throughout the user journey, and analyze the channel performance and user behavior. With such data at hand, you can design operations strategies accordingly. That is why we say channel analysis is a key tool for realizing precise operations.
* Channel analysis used in conjunction with other analysis models to facilitate precise operations
How Do We Apply Channel Analysis Provided by Analytics Kit?We've established how useful channel analysis can be, but how do we apply it to our daily operations? I will explain by guiding you through the process of configuring different channels, analyzing channel data, and adjusting your operations strategies accordingly.
1. Configure Different ChannelsAfter determining the main app installation channels for your product, open the AndroidManifest.xml file in your project and add the meta-data configuration to application.
<application
...
<meta-data
android:name="install_channel"
android:value="install_channel_value">
</meta-data>
...
</application>
Replace install_channel_value with the app installation channel. For example, if the channel is HUAWEI AppGallery, replace install_channel_value with AppGallery.
Channel analysis can be used to directly analyze the data from HUAWEI AppGallery and Huawei devices. You can choose to configure other installation sources in the SDK and release your app on a range of different app stores. Data from those app stores can also be obtained by Analytics Kit.
* Channel analysis function diagram
2. Analyze Data of Different Channelsa. View basic channel data.After the channel configuration is complete and related data is reported, go to HUAWEI Analytics > User analysis > Channel analysis to view the channel analysis report.
* Data for reference only
This page displays the data trends of your app in different channels, including new users, active users, total users, and day-2 retention. You can select a channel from the drop-down list box in the upper right corner. On this page, you can also view the channel details in the selected time segment, for example, over the last month, and click Download report to download the data for further analysis.
* Data for reference only
b. Compare the behavior of users from different channels.To see which channel features the largest percentage of new, active, or revisit users, you can perform the following:
Go to the New users, Active users, and Revisit users pages respectively and click Add filter to filter users from different channels. Then you can observe the percentages of new, active, and revisit users for each channel, and compare the behavior of users from each channel.
c. Track the conversion of users from each channel.Besides the aforementioned functions, channel analysis lets you analyze the conversion and payment status for users from each app installation channel.
To use this function, go to Session path analysis, click Add filter, and select the target channels to view the conversion effect of users in each phase.
* Data for reference only
As for the purchase status, go to Event analysis, click Add filter, select the desired channels, and select the In-App Purchases event. By doing this, you can compare different channels in terms of user payment conversion.
* Data for reference only
3. Adjust Resource AllocationIf the analysis shows that a specific channel outperforms others in terms of user acquisition quantity and user value, then more resources can be invested into that channel.
In conclusion, channel analysis, which can be used together with other analysis models, offers you clear insights into the performance of different app installation channels and helps you gain deep insights into user behavior, laying a foundation for precise operations.
To learn more, click here to get the free trial for the demo, or visit our official website to access the development documents for Android, iOS, Web, and Quick App.
How does this channel Analysis different from Analytics Kit?
shikkerimath said:
How does this channel Analysis different from Analytics Kit?
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Channel analysis is a capability provided by Analytics Kit. To use this function, please access AppGallery Connect and go to HUAWEI Analytics > User analysis > Channel analysis.
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As enterprises have placed higher requirements on data monitoring and analysis, marketing campaigns have changed at a breakneck speed. This phenomenon has posed a challenge for operations personnel, who find it difficult to make informed decisions based on data that's being updated on an hourly or T+1 basis.
This is especially true when a new marketing campaign is launched, a new version is released, or when ads are delivered in different periods and through multiple channels. Under these scenarios, product management and operations personnel need the access to minute-by-minute fluctuations in the number of new users and number of users who have updated the app, as well as the real-time data on how users are engaging with the promotional campaign. Armed with this timely data and real-time decision-making capabilities, the personnel are able to ensure that the results from a promotion, update, or launch meet expectations.
Analytics Kit leverages Huawei's formidable data processing and computing capabilities, offering a reconstructed real-time overview function that's based on ClickHouse. It makes operations more seamless than ever, by showing data such as the number of new users and active users in the last 30 minutes and current day, channels that acquire users, app version distribution, and app usage metrics.
Data Provided by Real-Time Overview1. Data Fluctuations from the Last 30 Minutes and 48 HoursThis section provides the access to the numbers of new users, active users, and events over the last 30 minutes, as well as comparisons between the numbers of new users, active users, and events by minute or hour from the current day or day before. You can also filter the data to meet your needs, by specifying an acquisition channel, app version, country/region, or app to perform more thorough analysis.
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* Example of a real-time overview report
2. Real-Time Information about Events and User AttributesThis part provides user- and event-related data, including their parameters and attributes. When using it in conjunction with data from the previous section, you can get a highly detailed picture of app usage, getting crucial insights into key indicators for your app.
* Example of a real-time overview report
* Example of a real-time overview report
3. User DistributionHere you'll get in-depth insights into how your app is being used, thanks to a broad range of real-time data related to the distribution of users by channel, country/region, device model, and app.
* Example of a real-time overview report
When Should I Use Real-Time Overview1. To Identify Unexpected TrafficOnce you have delivered ads through various channels, you'll be able to view how many users have been acquired through each of these channels via the real-time overview report, and then allocate a larger share of the ad budget to channels that have performed well.
If you find that the number of new users acquired through a channel is significantly higher than average, or that there is a sudden surge from a specific channel, the report can tell you the device models and location distributions of these new users, as well as how active they are after installing the app, helping you determine whether there are any fake users. If there are, you can take necessary actions, such as reducing the ad budget for the channel in question.
You can also check the change in the number of users acquired by each channel during different time segments from the last 48 hours. Doing so allows you to compare the performance of different promotional assets and channels. Those that fail to bring about expected results can simply be replaced.
Take an MMO game as an example, whose operations personnel use the real-time overview function to determine changes in new user growth following the release of different promotional assets. They found that the number of new users increased significantly when an asset is delivered at 10 o'clock. During the lunch break, however, the new user growth rate was far lower than expectations. The team then changed the asset, and was happy to find that the number of new users exploded during the evening, meeting their initial target.
2. For Real-Time Insights on User Engagement with a Promotional CampaignOnce you've launched a marketing campaign, you'll be able to monitor it in real time by tracking such metrics as changes in the number of participants, geographic distribution of participants, and the numbers of participants who have completed or shared the campaign. Such data makes it easy to determine how effective a campaign has been at attracting and converting users, as well as to detect and handle exceptions in a timely manner.
For example, an e-commerce app rewards users for participating in a sales event. It used the real-time overview report to determine that the number of participants from a certain place as well as the app sharing rate of participants from this place were both lower than expected. The team pushed a coupon and sent an SMS message to users who had not yet participated in the campaign, and saw the participation rate skyrocket.
3. To Avoid Poor Reviews During Version UpdatesWhen you release a new app version for crowdtesting or canary deployment, the real-time overview report will show you the percentage of users who have updated their app to the new version, the crash rate of the new version, as well as the distribution of users who have performed the update by location, device model, and acquisition channel. If an exception is identified, you can make changes to your update strategy in a timely manner to ensure that the new version will be better appreciated by users.
Furthermore, if the update includes new features, the report will show you the real-time performance of the new features, in addition to any relevant user feedback, helping you identify, analyze, and solve problems and optimize operations strategies before it's too late.
Timely response to user feedback and adjustments to operations strategies can help boost your edge in a ruthlessly competitive market.
That's it for our introduction and guide to the real-time overview report. To learn more, click here to get the free trial for the demo, or visit our official website to access the development documents for Android, iOS, Web, and Quick App.
Thanks for sharing.
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