Analyzing Paid Traffic and Channel Data for High-Performing Marketing
Tags: java, programming, hmscore, tutorial
Published: 2022-06-29 03:41:13


![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/j7epc4jxxbiwkmq8q72o.png)
**Are you always wondering how to perform attribution tracking and evaluate the user acquisition performance of different channels** in a more cost-effective way? A major obstacle to evaluating and improving ad performance is that users' interactions with ads and their in-app behavior are not closely related.

- **Using HUAWEI Ads and Analytics Kit to evaluate E2E marketing effect**

[Analytics Kit](https://developer.huawei.com/consumer/en/hms/huawei-analyticskit?ha_source=hms1) lets you configure conversion events (including **app activation, registration, adding to cart, payment, retention, repurchase, rating, sharing, and search**), which can then be quickly sent back to [HUAWEI Ads](https://developer.huawei.com/consumer/en/huawei-ads?ha_source=hms1) for E2E tracking. This can provide analysis all the way from exposure to payment, so that you can measure the conversion effect of each marketing task, and adjust the resource delivery strategy in time. Moreover, HUAWEI Ads can learn the conversion data through models, helping dynamically optimize delivery algorithms for precise targeting, acquire users with higher retention and payment rates, and **enhance ROI**.

![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/9av1g734h9bvu2rcpsb7.png)

- **Identifying paid traffic to analyze the user acquisition performance of channels**

As the cost of acquiring traffic is soaring, what is critical to the ad delivery effect is no longer just the investment amount, but whether you can maximize its performance by precisely purchasing traffic to enhance traffic scale and quality.

You can use [UTM parameters](https://developer.huawei.com/consumer/en/doc/development/HMSCore-Guides/attribution-analysis-0000001078751108?ha_source=hms1) to mark users, and therefore **easily distinguish between [paid traffic](https://developer.huawei.com/consumer/en/doc/development/HMSCore-Guides/purchase-volume-users-0000001113301716?ha_source=hms1) and organic traffic** in Analytics Kit. You can compare users and their behavior, such as **which marketing channels, media, and tasks** attract which users, to identify the most effective marketing strategy for boosting user conversion.

![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/tlp55s8ut6k01e6p0ujf.png)
_* The above data is derived from testing and is for reference only._

You can also utilize the [marketing attribution](https://developer.huawei.com/consumer/en/doc/development/HMSCore-Guides/attribution-analysis-push-0000001123198421?ha_source=hms1) function to analyze the contribution rate of each marketing channel or task to the target conversion event, to further evaluate the conversion effect.

![Image description](https://dev-to-uploads.s3.amazonaws.com/uploads/articles/u7oo2gy5hcqun8vsjg81.png)
_* The above data is derived from testing and is for reference only._

Moreover, Analytics Kit offers over 10 types of analytical models, which you can use to analyze the users of different **marketing channels, media, and tasks from different dimensions**. Such information is great for optimizing strategies that aim to boost paid traffic acquisition and for reaping maximum benefits with minimal cost.

For more information about how Analytics Kit can contribute to precision marketing, please visit our [official website](https://developer.huawei.com/consumer/en/hms/huawei-analyticskit?ha_source=hms1), and don't hesitate to [integrate it](https://developer.huawei.com/consumer/en/doc/development/HMSCore-Guides/android-dev-process-0000001050163813?ha_source=hms1) for a better ad delivery experience.