For each activity, attention should be paid to various data indicators in the early stage, during the launch period and after the end of the activity.
Source | activity box _APP operating tool (huodonghezi.com)
Event planning is a common method for APP operation, as well as one of the methods to quickly attract new and active users. A good activity through the right channels, the spread of the effect is very powerful! But now pay attention to fine operation, anything is the need to use data to speak; Therefore, for each activity, various data indicators should be paid attention to in the early stage of the activity, during the activity launch and after the activity is finished.
Event planning (preparation stage) needs to think about what data indicators
Planning an activity, must be clear about their own activities do a purpose is what? More emphasis on brand communication, pull new? Or is it more about active users and retention? What specific effects do you want to achieve through the activity? Therefore, before the activity planning, it is necessary to make clear the various data indicators after the activity goes online;
Generally speaking, APP activities in all walks of life are inseparable from the following basic data indicators
(1) User indicators: including user credit rating, activity, retention rate, conversion rate, customer unit price (average investment amount), user distribution (proportion of each level), interaction indicators, etc.
(2) Marketing channel indicators: channel source, channel conversion rate, channel success rate, channel cost, etc.;
(3) Marketing activity indicators: activity cost, activity channel source, activity conversion rate, number of communication, number of new fans/users, etc.;
(4) Activity budget estimation;
Of course, apps of different industries and businesses have different emphasis on data indicators that activities want to achieve; It is said in “With Xiaoxian Learning Operation” that, from the current form of Internet products, activity operation planning can be divided into interactive activities of non-product trading and promotional activities of transactional products. The data indicators concerned by these two types of products are quite different.
For “transactional products”, e-commerce APP promotion activities and financial planning apps are common. Such as:
The goals of e-commerce APP are as follows:
(1) UV and PV of active page;
(2) Marketing transformation: total trading volume, total trading volume, number of commodity purchasing users, per capita consumption amount;
③ User behavior data: which products browse, the number of items put into the cart, the conversion rate from cart to order;
(4) if it is a coupon and other types of activities, but also need to pay attention to the amount of coupons issued, received and sales;
Financial planning APP: it focuses on user growth, user acquisition cost, number of card users and active number, etc.
For “non-transaction interactive activities”, social apps, tool apps and life apps are more common.
Social APP: In addition to the basic activity data indicators, the data should be formulated according to the scene function requirements of the APP products; For example, for a face brush APP, the activity is to increase the number of selfies posted by users, so the target of this part should be done well.
Tool type APP: Focuses on user metrics, including user volume, activity, retention, conversion rate, etc.
When the activity operators have made clear the specific goals they want to achieve, they will plan the activity content and implement the activity after it goes online towards completing a series of goals.
What data indicators should you focus on during the campaign launch
The most important thing is to monitor if the campaign is up and running! For the event operators, we need to pay attention to: timely activity UV, PV, flow of different channel entrance, user increase/activity/participation, activity winning rate and so on!
If problems are found in the activity, the cause should be analyzed immediately and the corresponding solutions should be put forward in time to ensure the normal operation of the activity!
For example, in the test of in-app check-in activities created in the background of the activity box, we need to pay attention to the winning rate of the activity, the distribution of prizes and so on, and we can pay attention to whether the activity is in normal operation through the timely funnel data conversion chart!
What data indicators are concerned about after the activity goes offline
It is the most important to conduct activity review after the activity. Through the activity data review, problems can be found and rules and experience can be summarized. A good data copy helps the operation to avoid many detours when doing activities next time.
Activity data review also needs to be collated and compared with the target estimation we made before the activity, so as to reflect whether the target is too high or too low in the activity estimation, which is helpful for the data index estimation of each activity later.
Active data recovery usually depends on the following indicators
(1) UV, PV and conversion rate of the activity: understand the total number of users participating in the activity, the opening rate of the activity page, and the opening rate of each major location in the application;
(2) In which time period is the activity open rate higher: through the comparison of UV and PV of each time period, see which time period is the user participation is higher and more active; Then compare it with the daily active period of APP to see if there is any difference;
(3) The comparison of old and new users participating in the activity: the distribution of old and new users can be monitored through various channels, and the preferences of old and new users can be further understood, which is of great value for the future operation of users;
(4) Activity conversion rate: Conversion rate is one of the important indicators for operation personnel to do activities, and different industries also pay different attention to conversion rate; For example, if I am an e-commerce APP, I should pay attention to sales transformation and see how many users who participate in the activity bought APP products after the activity. If necessary, I can also analyze the number of times and amount of purchase per capita according to the data. For example, if I focus on the number of registrations, I will focus on the registration conversion rate to see how many new users this activity has brought to the APP.
(5) Transformation of activity channel delivery: if a good activity has fewer links of channel delivery, the effect brought by the activity will be correspondingly reduced; (1) If you are targeting users in the APP to carry out activities, you can put them in the position of message push, launch page, banner and so on; Then at the end of the activity, the corresponding opening rate and conversion rate should be calculated according to the location of each major activity; (2) If you are outside the APP to do activities channel, more for users to pull new! Then you have to calculate the cost of UV/PV/ registration conversion/a new user for a single channel, etc.;
(6) Final budget of the activity: how much money was invested in the activity, such as how many coupons or prizes were put in, how many new users were brought in, and the cost of each new user;
(7) Pay attention to the number of activities shared: Through the analysis of the number of activities shared, we can see the effect of the dissemination of activities!
Every activity planning, from preliminary planning, activity online and data review after the activity, all need to use data to support; With data targets, activities are planned around them; After the launch of the activity, pay attention to the timely data of the activity to ensure the normal operation of the activity; Data review after activity offline, summarize data, summarize experience; Of course, different industries and different businesses of the APP pay attention to different data indicators, should be targeted for data analysis!
Author: Activity Box (Huodonghezi.com), APP activity operation tool, provides a full range of APP operation solutions;
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