[Huawei Developers] Martin Bieber:
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.

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:

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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