It is an effective way for App to gain customers. Compared with online promotion, it is more difficult to monitor the data of online promotion. How to monitor the flow of App promotion channels, discover high-quality channels, high-quality regions and high-quality promoters is a problem that all App marketing and operation need to solve.

Taking a certain operator as an example, this paper introduces the channel monitoring problems, the schemes adopted and the value ultimately generated during App promotion, so as to help more App marketing and operation to improve work efficiency.

A, problem,

A provincial operator plans to promote an App through offline promotion, hoping to seize online traffic. At present, there are three main offline promotion channels, which are sales hall service staff promotion, campus promotion and local promotion agent promotion. Regardless of which channel, the promotion scenario is similar: The site promoter asks the target user to scan the QR code, and the user enters the landing page to download the App, and then registers for activation.



Figure 1: Offline push goals, channels, and scenarios

In this process, how to conduct channel monitoring and performance management, that is, to count the promotion effect of each city, each business hall and each staff member, is a huge test. On the iPhone, for example, we have only one App download page in the App Store; In the face of the ground from all directions to push the flow, how should we identify one by one?

Prior to this, the operator used manual recording to monitor channels and then recorded them into the system and reported them step by step. This is a very traditional approach with many problems:

  • Manual recording is prone to errors and incomplete data.

  • The phenomenon of false performance data appears from time to time, to get promotion funds.

  • It is impossible to measure the quality of customer acquisition (ARPU, retention rate) through various channels.

  • Step by step statistical summary process is complex, long cycle, low efficiency.

So do we have a good way to solve this problem?

Second, the plan

Earlier we shared a SET of UTM traffic monitoring mechanisms that can be used well in advertising scenarios. So how do we apply it flexibly in the process of ground pushing?

(a) What is UTM?

By adding UTM parameters after the corresponding URL of the QR code, the user can monitor the corresponding channel flow effect. The parameter is also called “query” and starts with “?” At the beginning, different parameters do not affect the content of the page the user arrives at.



Figure 2: UTM parameter interpretation

The table above details the five common UTM parameters and their meanings. Since UTM was originally used for advertising monitoring, many of its names are related to advertising, but we can now use it for content, campaigns, and promotions to monitor channel traffic.

How to use UTM?

Assuming that the landingpage URL of the promotion of the operator is “www.xxx.com/landingpage”, we can add UTM parameters with the information of city, business hall number, promotion staff number and so on after the URL to monitor how much user traffic the promotion staff brings by this method. And whether registration activation is complete.



Figure 3: UTM example

For example, if this is a URL with UTM parameters added, what does it mean to have a long list of parameters? Let’s use the following table to parse it out.



Figure 4: Parameter interpretation

In the link with the striped parameters, we can find that the traffic was brought by the offline campus push, specifically by the staff numbered 00001 during the spring semester of campus A in 2017. In practical work, we can put the link with parameters into two-dimensional code, very convenient on-site code promotion.

Three, value

With this information, the problem of measuring the performance of each region, channel and staff is solved.



Figure 5: Push performance statistics offline

With the App loaded with GrowingIO SDK, we can see the offline push effect in GrowingIO product in time, as shown in the picture above. In the figure above, the workload (the number of users visiting the landing page) and the actual effect (the number of successful registered users) of each ground push staff are clear at a glance. The performance of 00003 staff promoted in campus A is significantly better than others.

Further, we can evaluate the effects of different promotion channels and different promotion methods by combining indicators such as download, registration activation and payment transformation, so as to continuously improve operation efficiency. Instead of manual recording, this UTM mechanism connects online and online data, recording the quantity and quality of every channel and every worker’s work in real time.

Such an efficient way to push data monitoring, you have to try it!

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About GrowingIO


GrowingIO is based on user behavior of a new generation of data analysis product, absorb domestic and foreign data analysis of best practice, the traditional data acquisition process is long, the disadvantages of time-consuming innovation a second level solutions, data collection and analysis for the user to obtain the whole quantity, real-time user behavior data, and provide consulting service industry leading growth, Provide decision support for product and user growth and drive enterprise growth with data.