[Huawei Developers] Jack Wu Shenzhen:
As enterprises have placed higher requirements on data monitoring and analysis, marketing campaigns have changed at a breakneck speed. This phenomenon has posed a challenge for operations personnel, who find it difficult to make informed decisions based on data that's being updated on an hourly or T+1 basis.

This is especially true when a new marketing campaign is launched, a new version is released, or when ads are delivered in different periods and through multiple channels. Under these scenarios, product management and operations personnel need the access to minute-by-minute fluctuations in the number of new users and number of users who have updated the app, as well as the real-time data on how users are engaging with the promotional campaign. Armed with this timely data and real-time decision-making capabilities, the personnel are able to ensure that the results from a promotion, update, or launch meet expectations.

Analytics Kit leverages Huawei's formidable data processing and computing capabilities, offering a reconstructed real-time overview function that's based on ClickHouse. It makes operations more seamless than ever, by showing data such as the number of new users and active users in the last 30 minutes and current day, channels that acquire users, app version distribution, and app usage metrics.

Data Provided by Real-Time Overview​

1. Data Fluctuations from the Last 30 Minutes and 48 Hours​

This section provides the access to the numbers of new users, active users, and events over the last 30 minutes, as well as comparisons between the numbers of new users, active users, and events by minute or hour from the current day or day before. You can also filter the data to meet your needs, by specifying an acquisition channel, app version, country/region, or app to perform more thorough analysis.

View attachment 5391681

* Example of a real-time overview report

2. Real-Time Information about Events and User Attributes​

This part provides user- and event-related data, including their parameters and attributes. When using it in conjunction with data from the previous section, you can get a highly detailed picture of app usage, getting crucial insights into key indicators for your app.

View attachment 5391683

* Example of a real-time overview report

View attachment 5391685

* Example of a real-time overview report

3. User Distribution​

Here you'll get in-depth insights into how your app is being used, thanks to a broad range of real-time data related to the distribution of users by channel, country/region, device model, and app.

View attachment 5391687

* Example of a real-time overview report

When Should I Use Real-Time Overview​

1. To Identify Unexpected Traffic​

Once you have delivered ads through various channels, you'll be able to view how many users have been acquired through each of these channels via the real-time overview report, and then allocate a larger share of the ad budget to channels that have performed well.

If you find that the number of new users acquired through a channel is significantly higher than average, or that there is a sudden surge from a specific channel, the report can tell you the device models and location distributions of these new users, as well as how active they are after installing the app, helping you determine whether there are any fake users. If there are, you can take necessary actions, such as reducing the ad budget for the channel in question.

View attachment 5391689

You can also check the change in the number of users acquired by each channel during different time segments from the last 48 hours. Doing so allows you to compare the performance of different promotional assets and channels. Those that fail to bring about expected results can simply be replaced.

Take an MMO game as an example, whose operations personnel use the real-time overview function to determine changes in new user growth following the release of different promotional assets. They found that the number of new users increased significantly when an asset is delivered at 10 o'clock. During the lunch break, however, the new user growth rate was far lower than expectations. The team then changed the asset, and was happy to find that the number of new users exploded during the evening, meeting their initial target.

2. For Real-Time Insights on User Engagement with a Promotional Campaign​

Once you've launched a marketing campaign, you'll be able to monitor it in real time by tracking such metrics as changes in the number of participants, geographic distribution of participants, and the numbers of participants who have completed or shared the campaign. Such data makes it easy to determine how effective a campaign has been at attracting and converting users, as well as to detect and handle exceptions in a timely manner.

View attachment 5391691

For example, an e-commerce app rewards users for participating in a sales event. It used the real-time overview report to determine that the number of participants from a certain place as well as the app sharing rate of participants from this place were both lower than expected. The team pushed a coupon and sent an SMS message to users who had not yet participated in the campaign, and saw the participation rate skyrocket.

3. To Avoid Poor Reviews During Version Updates​

When you release a new app version for crowdtesting or canary deployment, the real-time overview report will show you the percentage of users who have updated their app to the new version, the crash rate of the new version, as well as the distribution of users who have performed the update by location, device model, and acquisition channel. If an exception is identified, you can make changes to your update strategy in a timely manner to ensure that the new version will be better appreciated by users.

View attachment 5391693

Furthermore, if the update includes new features, the report will show you the real-time performance of the new features, in addition to any relevant user feedback, helping you identify, analyze, and solve problems and optimize operations strategies before it's too late.

Timely response to user feedback and adjustments to operations strategies can help boost your edge in a ruthlessly competitive market.

That's it for our introduction and guide to the real-time overview report. To learn more, click here to get the free trial for the demo, or visit our official website to access the development documents for Android, iOS, Web, and Quick App.