HUAWEI Analytics Kit 5.2.0 offers a one-stop solution for enterprises that are digitalizing their operations, with scenario-specific applications, as well as comprehensive capabilities spanning access, data management, analysis, and usage. The Kit is dedicated to high-precision new user acquisition, refined operations, and unlocking the full of data for a wide range of enterprises.
Highlights in Analytics Kit 5.2.0 include:
The addition of channel analysis reports to comprehensively evaluate the number and quality of new users acquired via different app stores, for improved ROI.
An enhanced install attribution function for distinguishing between paid traffic and organic traffic on an intelligent basis, and tracking app installation sources, for high-precision new user acquisition.
The release of a wealth of user profile tags, supporting targeted operations and precision marketing.
The addition of an SDK for quick apps, for cohesive cross-platform user behavioral analysis.
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1 Channel analysis to identify the number and quality of new users acquired via different app stores, for improved ROI.Enterprises tend to release their apps across different app stores for more impressions, and to reach more users. Even as competition between mobile apps has intensified, we've learned to correctly evaluate the number and quality of new users acquired via different app stores, properly allocate budgets for each app store, and track the loyalty of users acquired via each app store, to boost ROI.
Channel analysis in Analytics Kit uses different data indicators and analysis models to precisely track data on key nodes for app usage from start to finish, as well as evaluate the number and quality of new users acquired via different app stores, helping you adjust your operations strategies accordingly.
To use channel analysis, all you have to do is add the meta-data parameter to the application block in the AndroidManifest.xml file. The sample code is as follows:
<application
……
<meta-data
android:name="install_channel"
android:value="install_channel_value">
</meta-data>
……
</application>
Replace install_channel_value with the app installation source. For example, if the app is installed from HUAWEI AppGallery, replace this parameter value with AppGallery. After completing the configuration and releasing your app to each app store, you'll be able to view the data of each app store in terms of new users, active users, total users, and day-2 retentions of new users in the channel analysis report, as well as comprehensively evaluate the number and quality of new users acquired via different app stores.
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 launch your app in a range of different app stores. Data from those app stores can also be obtained by Analytics Kit.
If through the report you find that the number of new users acquired via an app store is above average, but that the number of day-2 retentions of new users is far lower than on other app stores, you can then determine the cause for the low day-2 retention rate. To do this, compare the assets placed in this app store with those placed in other app stores, to exclude the possibility of misplaced materials and an incorrect placement time period. After doing this, you'll be able to prove that users acquired via this app store do not fall under the scope of target users, and that corresponding measures should be taken to reduce your investment in this app store.
In addition, the user behavioral characteristics in different app stores, for example, the preferred startup time, triggering frequency of a purchase event, and member level distribution of HUAWEI AppGallery users, can be analyzed in detail with the help of the user analysis, event analysis, and behavior analysis models.
2 Tracking app installation sources to target new usersAcquiring target users and determining the optimal channels for placement are high priorities for enterprises. Install attribution provided by Analytics Kit can distinguish between paid traffic and organic traffic, and track the marketing activities that cause new users to install your app. It enables you to view the number and proportion of users brought by each marketing channel, type of media, and task, and tailor marketing strategies to maximize value.
You'll need to design a promotional link based on the requirements outlined by HUAWEI AppGallery or HUAWEI Ads Kit, customize the UTM parameters (a set of 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 clicks on the link to download the app, and opens 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.
* Principles of install attribution
* Example of the installation source configuration
In addition, you can create a promotional link for your app through App Linking, and customize UTM parameters to track the efficacy of the ad campaign. If a user who has installed the app clicks on the promotional link, the user will be redirected to the deep link specified by App Linking; if the user has not installed the app, the user will be redirected to the corresponding app store (or customized website) to install the app. After the app is installed, the user will be taken directly to the deep link upon opening the app.
The Analytics SDK automatically collects data related to the App Linking click event. If you create a promotional link through App Linking and set related tracking parameters, go to HUAWEI Analytics > Event analysis to view the multi-dimensional details related to the App Linking client event, including the marketing channel, marketing media, and marketing task name, for a comprehensive evaluation of how effective your ad or promotional activity has been.
3 Releasing user profile tags, for flexible and precise audience creationAnalytics Kit uses machine learning algorithms that are based on 30+ automatically collected events, 20+ automatically collected user attributes, and 10+ visualized data analysis reports, to release a wide range of user profile tags, such as app uninstalled, days since app uninstallation, average uses in last 7 days, first payment, with app account, consumption times in last 7 days, and consecutive active days.
You can flexibly select a tag to create an audience, and perform precise marketing with the help of other HMS services as well, including Push Kit, A/B Testing, Remote Configuration, and SMS marketing, or gain insight into behaviors and attributes of users within an audience based on other reports.
For example, if you want to improve the consumption frequency of paying users, you can select tags for paying users and consumption times tier in last 7 days, to create an audience consisting of paying users who have made relatively few purchases and who have not made any purchases over the previous seven days. Then, you can make use of functions like Push Kit and App Messaging to send out messages about coupons and the release of new products to the audience.
4 Supporting for quick appsQuick apps are a new form of installation-free apps that have been well received by users due to their unique attributes, leading to reduced costs, a native experience, and high user retention rate. Many enterprises have launched quick apps of their owns, and to meet the requirements for comprehensive user behavioral analysis, Analytics Kit 5.2.0 offers an SDK for quick apps, in addition to the support for the Android, iOS, and Web platforms.
Analytics Kit 5.2.0 offers the following features, to ensure partners enjoy optimized data analysis products:
Channel analysis and install attribution reports based on user requirements, resolving the challenge of user source tracking for new user acquisition.
Wide-range of user profile tags for flexible audience creation and refined operations.
Comprehensive user behavioral analysis on Android, iOS, Web, and quick apps.
With its user-centric approach, Analytics Kit will continue to explore new methods for extracting more value from data, and empowering enterprises with new capabilities.
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.
Does it shows data in real time?
Basavaraj.navi said:
Does it shows data in real time?
Click to expand...
Click to collapse
Hi, HMS Core Analytics Kit supports to show the data of past 30 min in real time. You can check more details of HMS Core Analytics Kit via this link: https://developer.huawei.com/consum...ntroduction-0000001050745149?ha_source=hmsxds
Thank you.
Related
HUAWEI Analytics Kit 5.2.0 offers a one-stop solution for enterprises that are digitalizing their operations, with scenario-specific applications, as well as comprehensive capabilities spanning data collection, management, analysis, and usage. The Kit is dedicated to high-precision new user acquisition, refined operations, and unlocking the full of data for a wide range of enterprises.
Highlights in Analytics Kit 5.2.0 include:
l The addition of channel analysis reports to comprehensively evaluate the number and quality of new users acquired via different app stores, for improved ROI.
l An enhanced install attribution function for distinguishing between paid traffic and organic traffic on an intelligent basis, and tracking app installation sources, for high-precision new user acquisition.
l The release of a wealth of user profile tags, supporting targeted operations and precision marketing.
l The addition of an SDK for quick apps, for cohesive cross-platform user behavioral analysis.
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1 Channel analysis to identify the number and quality of new users acquired via different app stores, for improved ROI.
Enterprises tend to release their apps across different app stores for more impressions, and to reach more users. Even as competition between mobile apps has intensified, we've learned to correctly evaluate the number and quality of new users acquired via different app stores, properly allocate budgets for each app store, and track the loyalty of users acquired via each app store, to boost ROI.
Channel analysis in Analytics Kit uses different data indicators and analysis models to precisely track data on key nodes for app usage from start to finish, as well as evaluate the number and quality of new users acquired via different app stores, helping you adjust your operations strategies accordingly.
To use channel analysis, all you have to do is add the meta-data parameter to the application block in the AndroidManifest.xml file. The sample code is as follows:
1
2
3
4
5
6
7
8<application
……
<meta-data
android:name="install_channel"
android:value="install_channel_value">
</meta-data>
……
</application>
Replace install_channel_value with the app installation source. For example, if the app is installed from HUAWEI AppGallery, replace this parameter value with AppGallery. After completing the configuration and releasing your app to each app store, you'll be able to view the data of each app store in terms of new users, active users, total users, and day-2 retentions of new users in the channel analysis report, as well as comprehensively evaluate the number and quality of new users acquired via different app stores.
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 launch your app in a range of different app stores. Data from those app stores can also be obtained by Analytics Kit.
If through the report you find that the number of new users acquired via an app store is above average, but that the number of day-2 retentions of new users is far lower than on other app stores, you can then determine the cause for the low day-2 retention rate. To do this, compare the assets placed in this app store with those placed in other app stores, to exclude the possibility of misplaced materials and an incorrect placement time period. After doing this, you'll be able to prove that users acquired via this app store do not fall under the scope of target users, and that corresponding measures should be taken to reduce your investment in this app store.
In addition, the user behavioral characteristics in different app stores, for example, the preferred startup time, triggering frequency of a purchase event, and member level distribution of HUAWEI AppGallery users, can be analyzed in detail with the help of the user analysis, event analysis, and behavior analysis models.
2 Tracking app installation sources to target new users
Acquiring target users and determining the optimal channels for placement are high priorities for enterprises. Install attribution provided by Analytics Kit can distinguish between paid traffic and organic traffic, and track the marketing activities that cause new users to install your app. It enables you to view the number and proportion of users brought by each marketing channel, type of media, and task, and tailor marketing strategies to maximize value.
You'll need to design a promotional link based on the requirements outlined by HUAWEI AppGallery or HUAWEI Ads Kit, customize the UTM parameters (a set of parameters for tracking channel traffic), and configure the promotional link on Analytics Kit, before ultimately placing the link on the desired platforms. When a user clicks on the link to download the app, and opens it for the first time, the Analytics SDK will automatically call the API for HUAWEI AppGallery or Ads Kit to query the UTM parameters, and match the user with the suitable marketing channel, type of media, and task. An install attribution report is then generated.
* Principles of install attribution
* Example of the installation source configuration
In addition, you can create a promotional link for your app through App Linking, and customize UTM parameters to track the efficacy of the ad campaign. If a user who has installed the app clicks on the promotional link, the user will be redirected to the deep link specified by App Linking; if the user has not installed the app, the user will be redirected to the corresponding app store (or customized website) to install the app. After the app is installed, the user will be taken directly to the deep link upon opening the app.
The Analytics SDK automatically collects data related to the App Linking click event. If you create a promotional link through App Linking and set related tracking parameters, go to HUAWEI Analytics > Event analysis to view the multi-dimensional details related to the App Linking client event, including the marketing channel, marketing media, and marketing task name, for a comprehensive evaluation of how effective your ad or promotional activity has been.
3 Releasing user profile tags, for flexible and precise audience creation
Analytics Kit uses machine learning algorithms that are based on 30+ automatically collected events, 20+ automatically collected user attributes, and 10+ visualized data analysis reports, to release a wide range of user profile tags, such as app uninstalled, days since app uninstallation, average uses in last 7 days, first payment, with app account, consumption times in last 7 days, and consecutive active days.
You can flexibly select a tag to create an audience, and perform precise marketing with the help of other HMS services as well, including Push Kit, A/B Testing, Remote Configuration, and SMS marketing, or gain insight into behaviors and attributes of users within an audience based on other reports.
For example, if you want to improve the consumption frequency of paying users, you can select tags for paying users and consumption times tier in last 7 days, to create an audience consisting of paying users who have made relatively few purchases and who have not made any purchases over the previous seven days. Then, you can make use of functions like Push Kit and App Messaging to send out messages about coupons and the release of new products to the audience.
4 Supporting for quick apps
Quick apps are a new form of installation-free apps that have been well received by users due to their unique attributes, leading to reduced costs, a native experience, and high user retention rate. Many enterprises have launched quick apps of their owns, and to meet the requirements for comprehensive user behavioral analysis, Analytics Kit 5.2.0 offers an SDK for quick apps, in addition to the support for the Android, iOS, and Web platforms.
Analytics Kit 5.2.0 offers the following features, to ensure partners enjoy optimized data analysis products:
l Channel analysis and install attribution reports based on user requirements, resolving the challenge of user source tracking for new user acquisition.
l Wide-range of user profile tags for flexible audience creation and refined operations.
l Comprehensive user behavioral analysis on Android, iOS, Web, and quick apps.
With its user-centric approach, Analytics Kit will continue to explore new methods for extracting more value from data, and empowering enterprises with new capabilities.
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
HUAWEI Analytics Kit 5.2.0 offers a one-stop solution for enterprises that are digitalizing their operations, with scenario-specific applications, as well as comprehensive capabilities spanning data collection, management, analysis, and usage. The Kit is dedicated to high-precision new user acquisition, refined operations, and unlocking the full of data for a wide range of enterprises.
Highlights in Analytics Kit 5.2.0 include:
l The addition of channel analysis reports to comprehensively evaluate the number and quality of new users acquired via different app stores, for improved ROI.
l An enhanced install attribution function for distinguishing between paid traffic and organic traffic on an intelligent basis, and tracking app installation sources, for high-precision new user acquisition.
l The release of a wealth of user profile tags, supporting targeted operations and precision marketing.
l The addition of an SDK for quick apps, for cohesive cross-platform user behavioral analysis.
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"lightbox_full_screen": "Full screen",
"lightbox_thumbnails": "Thumbnails",
"lightbox_download": "Download",
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"lightbox_new_window": "New window",
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}
1 Channel analysis to identify the number and quality of new users acquired via different app stores, for improved ROI.
Enterprises tend to release their apps across different app stores for more impressions, and to reach more users. Even as competition between mobile apps has intensified, we've learned to correctly evaluate the number and quality of new users acquired via different app stores, properly allocate budgets for each app store, and track the loyalty of users acquired via each app store, to boost ROI.
Channel analysis in Analytics Kit uses different data indicators and analysis models to precisely track data on key nodes for app usage from start to finish, as well as evaluate the number and quality of new users acquired via different app stores, helping you adjust your operations strategies accordingly.
To use channel analysis, all you have to do is add the meta-data parameter to the application block in the AndroidManifest.xml file. The sample code is as follows:
Code:
<application
……
<meta-data
android:name="install_channel"
android:value="install_channel_value">
</meta-data>
……
</application>
Replace install_channel_value with the app installation source. For example, if the app is installed from HUAWEI AppGallery, replace this parameter value with AppGallery. After completing the configuration and releasing your app to each app store, you'll be able to view the data of each app store in terms of new users, active users, total users, and day-2 retentions of new users in the channel analysis report, as well as comprehensively evaluate the number and quality of new users acquired via different app stores.
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 launch your app in a range of different app stores. Data from those app stores can also be obtained by Analytics Kit.
If through the report you find that the number of new users acquired via an app store is above average, but that the number of day-2 retentions of new users is far lower than on other app stores, you can then determine the cause for the low day-2 retention rate. To do this, compare the assets placed in this app store with those placed in other app stores, to exclude the possibility of misplaced materials and an incorrect placement time period. After doing this, you'll be able to prove that users acquired via this app store do not fall under the scope of target users, and that corresponding measures should be taken to reduce your investment in this app store.
In addition, the user behavioral characteristics in different app stores, for example, the preferred startup time, triggering frequency of a purchase event, and member level distribution of HUAWEI AppGallery users, can be analyzed in detail with the help of the user analysis, event analysis, and behavior analysis models.
2 Tracking app installation sources to target new usersAcquiring target users and determining the optimal channels for placement are high priorities for enterprises. Install attribution provided by Analytics Kit can distinguish between paid traffic and organic traffic, and track the marketing activities that cause new users to install your app. It enables you to view the number and proportion of users brought by each marketing channel, type of media, and task, and tailor marketing strategies to maximize value.
You'll need to design a promotional link based on the requirements outlined by HUAWEI AppGallery or HUAWEI Ads Kit, customize the UTM parameters (a set of parameters for tracking channel traffic), and configure the promotional link on Analytics Kit, before ultimately placing the link on the desired platforms. When a user clicks on the link to download the app, and opens it for the first time, the Analytics SDK will automatically call the API for HUAWEI AppGallery or Ads Kit to query the UTM parameters, and match the user with the suitable marketing channel, type of media, and task. An install attribution report is then generated.
* Principles of install attribution
* Example of the installation source configuration
In addition, you can create a promotional link for your app through App Linking, and customize UTM parameters to track the efficacy of the ad campaign. If a user who has installed the app clicks on the promotional link, the user will be redirected to the deep link specified by App Linking; if the user has not installed the app, the user will be redirected to the corresponding app store (or customized website) to install the app. After the app is installed, the user will be taken directly to the deep link upon opening the app.
The Analytics SDK automatically collects data related to the App Linking click event. If you create a promotional link through App Linking and set related tracking parameters, go to HUAWEI Analytics > Event analysis to view the multi-dimensional details related to the App Linking client event, including the marketing channel, marketing media, and marketing task name, for a comprehensive evaluation of how effective your ad or promotional activity has been.
3 Releasing user profile tags, for flexible and precise audience creationAnalytics Kit uses machine learning algorithms that are based on 30+ automatically collected events, 20+ automatically collected user attributes, and 10+ visualized data analysis reports, to release a wide range of user profile tags, such as app uninstalled, days since app uninstallation, average uses in last 7 days, first payment, with app account, consumption times in last 7 days, and consecutive active days.
You can flexibly select a tag to create an audience, and perform precise marketing with the help of other HMS services as well, including Push Kit, A/B Testing, Remote Configuration, and SMS marketing, or gain insight into behaviors and attributes of users within an audience based on other reports.
For example, if you want to improve the consumption frequency of paying users, you can select tags for paying users and consumption times tier in last 7 days, to create an audience consisting of paying users who have made relatively few purchases and who have not made any purchases over the previous seven days. Then, you can make use of functions like Push Kit and App Messaging to send out messages about coupons and the release of new products to the audience.
4 Supporting for quick appsQuick apps are a new form of installation-free apps that have been well received by users due to their unique attributes, leading to reduced costs, a native experience, and high user retention rate. Many enterprises have launched quick apps of their owns, and to meet the requirements for comprehensive user behavioral analysis, Analytics Kit 5.2.0 offers an SDK for quick apps, in addition to the support for the Android, iOS, and Web platforms.
Analytics Kit 5.2.0 offers the following features, to ensure partners enjoy optimized data analysis products:
l Channel analysis and install attribution reports based on user requirements, resolving the challenge of user source tracking for new user acquisition.
l Wide-range of user profile tags for flexible audience creation and refined operations.
l Comprehensive user behavioral analysis on Android, iOS, Web, and quick apps.
With its user-centric approach, Analytics Kit will continue to explore new methods for extracting more value from data, and empowering enterprises with new capabilities.
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
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!
More Information
To join in on developer discussion forums
To download the demo app and sample code
For solutions to integration-related issues
Checkout 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
Products must fulfill wide-ranging user preferences and requirements. To enhance user retention, it is important to design targeted strategies to achieve precise operations and satisfy varying demands for different users. User segmentation is the most common method of achieving this and does so by placing users with the same or similar characteristics in terms of user attributes or behavior into a user segment. In this way, operations personnel can formulate differentiated operations strategies targeted at users in each segment to improve user retention and conversion.
Application ScenariosIn app operations, we often encounter the following problems:
1. The overall user retention rate is decreasing. How do I find out which users I'm losing?
2. Some users claim coupons or bonus points every day but do not use them. How can I identify these users and prompt them to use the bonuses as soon as possible?
3. How do I segment users by location, device model, age, or consumption level?
4. How do I trigger scenario-specific messages based on user behavior and interests?
5. Can I prompt users using older versions of my app to update the app without having to release a new version?
...
The audience creation function of Analytics Kit together with other services like Push Kit, A/B Testing, Remote Configuration, and App Messaging helps address these issues.
Flexibly Create an AudienceWith Analytics Kit, you can flexibly create an audience in three ways:
1. Define audiences based on behavior events and user labels.
User events refer to user behavior when users use a product, including how they interact with the product.
Examples include signing in with an account, leveling up in a game, tapping an in-app message, adding a product to the shopping cart, and performing in-app purchases.
User labels describe user attributes and preferences, such as consumption behavior, device attributes, user locations, activity, and payment.
User events and labels allow you to know which users are doing what at a specific point in time.
Examples of audiences you can create include Huawei phone users who have made more than three in-app purchases in the last 14 days, new users who have not signed in to your app in the last three days, and users who have not renewed their membership.
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2. Create audiences through the intersection, union, or difference of existing audiences.
Let's look at an example. If you set Create audience by to Audience, and exclude churned users from all users, then a new audience containing only non-churned users will be generated.
Here is another example. On the basis of three existing audiences – HUAWEI Mate 40 users, male users, and users whose ages are greater than 30 – you can create an audience containing only male users who use HUAWEI Mate 40 and are younger than 30.
3. Create audiences intelligently by using analysis models.
In addition to the preceding two methods, you can also generate an audience with just a click using the funnel analysis, retention analysis, and user lifecycle models of Analytics Kit.
For example, in a funnel analysis report under the Explore menu, you can save users who flow in and out of the funnel in a certain process as an audience with one click.
In a retention analysis report, you can click the number of users on a specific day to save, for example, day-1 or day-7 retained users, as an audience.
A user lifecycle report allows you to save all users, high-risk users, or high-potential users at each phase, such as the beginner, growing, mature, or inactive phase, as an audience.
How to Apply Audiences1. Analyze audience behavior and attribute characteristics to facilitate precise operations.
More specifically, you can compare the distributions of events, system versions, device models, and locations of different audiences. For example, you can analyze whether users who paid more than US$1000 in the last 14 days differ significantly from those who paid less than US$1000 in the last 14 days in terms of their behavior events and device models.
Also, you can use other analysis reports to dive deeper into audience behavior characteristics.
For example, a filter is available in the path analysis report that can be used to search for an audience consisting of new users in the last 30 days and view the characteristics of their behavior paths. Similarly, you can check the launch analysis report to track the time segments when users from this audience launch an app, as well as view their favorite pages, through the page analysis report.
With user segmentation, you can classify users into core, active, inactive, and churned users based on their frequency of using core functions, or classify them by location into users who live in first-, second-, and third-tier cities to provide a basis for targeted and differentiated operations.
For example, to increase the number of paying users, you are advised to focus your operations on core users because it is relatively difficult to convert inactive and low-potential users. By contrast, to stimulate user activity, you are advised to provide incentives for inactive users, and offer guidance and gift packs to new users.
2. User segmentation also makes targeted advertising and precise operations easier.
User segmentation is an excellent tool for precisely attracting new users. For example, you can save loyal users as an audience and, using a wide range of analysis reports provided by Analytics Kit, you can analyze the behavior and attributes of these users from multiple dimensions, such as how the users were acquired, their ages, frequency of using core functions, and behavior path characteristics, helping you determine how to attract more users.
In addition, other services such as Push Kit, A/B Testing, Remote Configuration, and App Messaging can be used in conjunction with audiences created via Analytics Kit, facilitating precise operations. Let's take a look at some examples.
Push Kit allows you to reach target users precisely. For instance, you can send push notifications about coupons to users who are more likely to churn according to predictions made by the user lifecycle model, and send push notifications to users who have churned in the payment phase.
Applicable to the audiences created via Analytics Kit, A/B Testing helps you discover which changes to the app UI, text, functions, or marketing activities best satisfy the requirements of different audiences. You can then apply the best solution for each audience.
As for App Messaging, it contributes to improving active users' payment conversion rate. You can create an audience of active users through Analytics Kit, and then send in-app messages to these users. For example, you can send notifications to users who have added products to the shopping cart but have not paid.
What about Remote Configuration? With this service, you can tailor app content, appearances, and styles for users depending on their attributes, such as genders and interests, or prompt users using an earlier app version to update to the latest version.
That concludes our look at the audience analysis model of Analytics Kit, as well as the role it plays in promoting precise operations.
Once you have integrated the Analytics SDK, you can gain access to user attributes and behavior data after obtaining user consent, to figure out what users do in different time segments. Analytics Kit also provides a wide selection of analysis models, helping paint a picture of user growth, behavior characteristics, and how product functions are used. What's more, the filters enable you to perform targeted operations with the support of drill-down analysis. It is worth mentioning that the Analytics SDK supports various platforms, including Android, iOS, and web, and you can complete integration and release your app in just half a day.
Sounds tempting, right? To learn more, check out:
Official website of Analytics Kit
Development documents for Android, iOS, web, quick apps, HarmonyOS, WeChat mini-programs, and quick games