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?
Click to expand...
Click to collapse
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.
Thanks for this Important discussion.
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Article Introduction
AppGallery Connect is dedicated to providing one-stop services for app creation, development, distribution, operations, and engagement, and building a smart app ecosystem for all scenarios.
HUAWEI Analytics Kit provides advanced analytics capabilities for AppGallery Connect, helping developers implement closed-loop management driven by data analytics, ranging from business insights to product improvements and operations execution. The Analytics Kit collects user behavior events and user attributes to help developers clearly understand user behavior models, thereby enabling user insights, product optimization, and data analysis-driven operations.
Features
Dashboard
The app overview centrally displays core metrics (such as new users and user activity) of the current app, and provides the entrances for event analysis and activity analysis, helping you quickly understand recent overall performance of your app.
Event Analysis
HUAWEI Analytics Kit provides various event analysis functions and supports preset events (including auto-collected events and predefined events) and custom events.
Reported event data is aggregated by event ID. You can view the event overview and event analysis details, such as the event trend and the distribution of models and operating system versions that are sources of events.
User Analysis
User analysis includes new user analysis, active user analysis, and startup times analysis. By analyzing users, you can understand the user royalty of a product and set activeness promotion strategies accordingly
User Lifecycle
User lifecycle refers to the entire process from the time when a user starts the app for the first time to that when the user leaves the app. The lifecycle of a user can be divided into the following phases: Beginner, Growing, Mature, Inactive, and Lost.
Operations personnel can perform user steering and refined operations on users based on user lifecycle analysis to improve user activeness and retention and reduce user churn.
User Behavior
Behavior analysis includes activity analysis, revisit analysis, and page analysis.
User activity is a key metric for product stickiness and health status. Through activity analysis, you can understand the dependency of users on your products.
In addition, you can analyze revisit users to understand the ability for operation campaigns or new product features to win back users.
By analyzing the access trend, access depth, and stay duration of different pages in an app, you can determine the importance of each page and provide data support for page optimization strategies.
Attribution Analysis
Attribution analysis of in-app events measures the conversion contribution of to-be-attributed events (such as tapping a push message) to target conversion events (such as placing a purchase order). You can define target conversion events and to-be-attributed events, and select an attribution model to generate an attribution analysis report. The report helps evaluate the marketing channel conversion effect so that you can adjust your strategy in time.
An attribution model is a rule or a set of rules that determine how to assign sales and conversion contributions to contact points in the conversion path. For example, the Last event attribution model assigns 100% of contributions to the final contact point (that is, a tap) before sales or conversion, and the First event attribution model assigns 100% of contributions to the contact point that triggers the conversion path.
Audience Analysis
An audience is a group of users who have common attributes and behavior. You can perform insight analysis on audiences to understand which users are more likely to be attracted by your products. You can also customize operations strategies for different audiences to improve user experience and operations efficiency.
Path Analysis
Path analysis displays the behavior paths of users in apps and provides product managers and operations personnel with key data about user actions in apps and the process of leaving apps. For example, after a new version is released, users' recognition of new functions can be obtained through behavior path analysis. Alternatively, e-commerce operations personnel can use the path analysis function to obtain the churn rate of users in a certain step.
Funnel Analysis
The funnel analysis supports comparison based on a specific indicator. Currently, user attribute comparison, audience comparison, and industry comparison are supported. For example, you can compare the funnel conversion rates of different device brands or perform drill-down analysis for industry categories.
Retention Analysis
Retention is critical to app growth and operations. The retention rate represents users' continuous interest in products and is one of the main metrics for measuring the core value of products. Retention analysis helps you understand the continuous attractiveness of your product to users.
Real-time Analysis
HUAWEI Analytics Kit displays the counts and proportions of the hottest events, event parameters, and parameter values in real time. Real-time analysis helps product managers and operations managers understand the effect of marketing and product improvement.
The real-time analysis report page provides the automatic refresh function. After this function is enabled, the page is automatically refreshed every minute. If the function is disabled, you need to click the refresh button to refresh the page.
App Debugging
During app development, the product manager and technical team can cooperate with each other to perform the final debugging on data reporting, preventing tracing point omission and event attribute setting errors.
App Version Analysis
The app version analysis report gives you a knowledge of the app adoption rate, interaction, and stability, helping you optimize the version policy.
Meta Manage
You can manage events, user attributes, and pages in metadata management.
Analysis Settings
Setup
Available on NuGet: [[https://www.nuget.org/packages/Xamarin.Android.HMSAnalytics/)] this not the offical one this somthing i make it to make the integration
if you want to add them as DLL files You can refer to the prevese document to understand how to Add biding native lib and get the dll that you need to call this service
Install into your .NETStandard project and Client projects.
Please make sure you have Xamarin.Android.HMSAdditional and Xamarin.Android.HMSBase as a refernance
github Sample code https://github.com/omernaser/Huawei-Analytics
Platform Support Xamarin.Android
How To Use
You should add these lines to your MainActivity.cs
Code:
var config = AGConnectServicesConfig.FromContext(this);
config.OverlayWith(new HmsLazyInputStream(this));
Com.Huawei.Agconnect.AGConnectInstance.Initialize(this);
You should add agconnect-services.json to the assets Folder refer to the following link to get it https://developer.huawei.com/consumer/en/codelab/HMSAnalyticsKit/index.html#2
You can manage settings for advanced analytics on this page.
Eample Event:
Conclusion:
Huawei HMS Analytics is very helpful for developer while implementing HMS capabilities in android projects.
few line of code and you will get all the information that you need to understand your user behavior
Reference
https://developer.huawei.com/consumer/en/doc/development/HMS-Guides/3021001
https://developer.huawei.com/consumer/en/doc/development/HMS-Guides/3021002
https://developer.huawei.com/consumer/en/hms/huawei-analyticskit
Nice article. How much time it will take AGC console to reflect analytics data?
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
Read In Forum
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
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