[Huawei Developers] Jack Wu Shenzhen:
User growth is the top concern for us. In order to realize this goal, we often promote our app through paid channels. This, however, is not a straightforward decision as we need to consider a number of things, such as:

Which channel offers the best traffic?

Which channel offers more traffic even with less resources?

And, how do we maximize the return on investment (ROI) by optimizing resource allocation among channels?

The release of the paid traffic analysis function in Analytics Kit helps tackle these questions. It provides basic information about paid traffic and how it is converted, as well as comprehensively and accurately evaluating paid traffic. This helps facilitate paid traffic, thereby boosting user growth.

1. Gaining Insights into Paid Traffic

Compared with organic traffic, paid traffic takes more to gain — it's logical to expect the latter to bring more value, but the question is how can traffic be accurately measured and its value increase?

This information is available in the paid traffic analysis function of Analytics Kit. The paid traffic report displays paid traffic-related indicators in a specified period, including the numbers of new and active users from paid traffic. Furthermore, the report also includes indicators such as the number/proportion of paying users from paid traffic and average revenue generated by each active user from paid traffic (ARPU), helping you evaluate the quality and value of paid traffic.

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From this figure, it can be seen that the number of users acquired from paid traffic increased while their payment amount decreased. This consequently led to a drop in ARPU, causing the value of paid traffic to fall.

2. Analyzing the Value of Paid Traffic Channels

The quality of paid traffic varies according to the channel, which is why it is necessary to design differentiated strategies for each channel for controlling operations costs. Now, with paid traffic analysis, you will be able to evaluate the value of each channel for precise strategy optimization.

With the filter, you can view paid traffic data by channel, including the number of users and payment amount. The comparison analysis function is also available for you to compare the performance of different channels in different dimensions.

3. Enhancing Paid Traffic Conversion

Insights gained from the paid traffic analysis report can pave the way for user conversion increase.

On the Paid traffic page, click New user retention, and click the highest 7-day retention rate to save its users as an audience. After that, utilize audience analysis to explore the characteristics of this audience, select audiences with the same characteristics, and then push notifications about activities to enhance user retention and conversion. In addition to new users, this process can also be applied to active users.

Analytics Kit simplifies analyzing user attributes and behavior characteristics in multiple dimensions, helping you identify the most appropriate channel for the best paid traffic, and thereby helping you enhance ROI and achieve sustainable development.

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.