[Huawei Developers] Mike-mei:
Which marketing task or channel attracts the most users?

How active are the users acquired from paid traffic? How about their retention rate?

Which marketing task attracts users who add the most products to the shopping cart and place the most orders?

If you're unable to answer any of these questions, use HMS Core Analytics Kit to find out. As an ad conversion tracking tool, Analytics Kit helps you monitor all events involved with an ad marketing activity, including impression, clicking, downloading, app launch, registration, retention, adding to favorites, adding products to the shopping cart, placing orders, starting check-out, completing a payment, and re-purchasing. In this way, Analytics Kit saves you from the hassle of data collection and sorting, helping you monitor marketing effects. Then, you can quickly identify high-quality users and focus on optimizing your ad placement strategies.

Specifically speaking, Analytics Kit comes with the following advantages:

Efficient attribution by sending back data conveniently: seamlessly working with HUAWEI Ads to send back in-app conversion events conveniently for more efficient attribution, thus optimizing both placement costs and user acquisition efficiency.

Industry-customized analysis with multi-dimensional indicators: exploring industry pain points to provide systematic event tracking solutions for the e-commerce industry, as well as deep interpretation of various core indicators, for a one-stop growth solution that serves e-commerce apps.

Rich tags for precise user grouping: offering events and tags that can be flexibly used together, for accurate user grouping. Meanwhile, AI algorithms are used to predict users with a high probability to pay or churn, improving your operations efficiency and gross merchandise volume (GMV).

Paid traffic identification and clear display of channel conversion performance with data: offering the marketing attribution analysis function. It can distinguish between paid traffic and organic traffic. The paid traffic analysis report of the kit helps you analyze and gain insight into different groups' conversion differences. On top of these, the report provides comprehensive data to help you measure different channels' retention and payment conversion differences, find high-quality channels, allocate marketing resources properly, and optimize placement strategies.

In-depth insight for refined operations: covering the entire user lifecycle and multiple service scenarios, and providing various analysis models covering retention, path, and funnel to help implement data-driven refined operations.

Cross-platform and multi-device analysis: detecting user behavior on Android, iOS, and web, for specialized and comprehensive evaluation.

Scenario 1: Analyzing the Conversion Contribution Rates of Different Marketing Channels and Marketing Tasks to Optimize Resource Allocation and Improve ROI​

All these can be done easily with the help of Analytics Kit. After necessary configurations on the cloud platform of Analytics Kit, the conversion events can be sent back to HUAWEI Ads in real time, requiring no complicated coding work. Then, you can view the number of conversions brought by each ad task in HUAWEI Ads, and turn to Analytics Kit for further analysis on the conversion contribution of each marketing channel and marketing task. For example, you can view which channel has the highest order placement rate. Analytics Kit tells the business value contributed by users brought by a task, which enables you to estimate the future conversion quality of the task and then determine whether to adjust your placement strategies.

Recommended Function: Marketing Attribution Analysis

Marketing attribution analysis displays the accurate contribution distribution of to-be-attributed events in each conversion. You can use this function to learn about the contribution rates of marketing channels or marketing tasks to measure their conversion effects and optimize resource allocation. For example, after analyzing the contribution proportion of order placement events caused by different tasks of the same channel, you can continuously perform tasks with high conversion contribution rates, and reduce tasks with low conversion contribution rates.

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Scenario 2: Building Paid Traffic Profiles to Gain In-depth Insight into High-Quality Users​

If you are wondering how many new users your marketing activities bring in every day and how much users acquired from paid traffic pay in your app, Analytics Kit can be a good tool. You can view the number of new users, active users, and paying users acquired from paid traffic to measure the quality of users brought by marketing activities effectively.

Recommended Functions: the New User and Paid Traffic Analysis Reports

Go to HUAWEI Analytics > User analysis > New users to view the analysis report of new users, including the trend and details of those acquired from paid traffic. You can also gain holistic insight into users acquired from paid traffic by performing drill-down analysis with filters and the comparison analysis function of Analytics Kit.

Furthermore, the paid traffic analysis report displays indicators concerning paid traffic, including the numbers of new users, active users, and paying users, payment amount, new user retention, and active user retention. These indicators help you analyze the subsequent behavior of users acquired from paid traffic.

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Scenario 3: Tracking Users' In-app Behavior to Adjust Marketing Plans and Strategies in Time​

To verify operations strategies and guide iterations for your e-commerce app, you need to clearly understand behavior paths of users in your app. By monitoring and analyzing their behavior in your app, you can learn about their characteristics from multiple dimensions and accurately customize strategies to attract, activate, retain and recall users.

Recommended Functions: Event Analysis, Page Analysis, Session Path Analysis, Uninstalls Analysis, and Payment Analysis

The process from app sign-in to successful payment usually goes through multiple steps, including homepage browsing, product search, details page browsing, adding to shopping cart, submitting an order, and making a payment. Users, however, may not follow a set procedure when making an actual purchase. For example, after submitting an order, user may return to the homepage to continue their search or cancel the order.

In this case, you can combine the session path analysis model with other models for drill-down analysis, guiding users to a better path or the one expected by the app designer.

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How to Select the Conversion Tracking Mode to Promote Your Product

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If your product is in form of both app and web page, you can combine Analytics Kit and DTM from HMS Core to implement conversion tracking easily. Meanwhile, you can use Analytics Kit to view the subsequent behavior analysis of users acquired from paid traffic and the attribution analysis of different marketing channels and tasks.

Click here to integrate Analytics Kit for a better ad placement experience now. For information about other refined operation scenarios, visit our official website.​