Traffic grouping refers to the grouping of user groups by developers according to certain rules, including user attributes, user behaviors, geographic locations, etc., and supports developers to customize attributes and rules. Developers can configure different waterfalls for different groups to achieve refined operations.
Traffic grouping is usually used in 2 situations:
① Before the stable operation of the APP, use the traffic grouping function to conduct group tests on different users to find an advertising monetization strategy that is more suitable for their own user groups.
②After the stable operation of the APP, according to the adjustment of user portraits or product changes (such as new versions, new channels, etc.), fine-tuning and fine-tuning the use of advertisements.
Common traffic grouping dimensions
(1) Divided by user attributes
Based on the basic attributes of the user, such as age, gender, in-game level and channel source, etc. Users of different channels have different ROIs, and key strategies can be made for channels with better ROIs. Different user behaviors, such as user activation times, user ad exposure frequency, paying users, non-paying users, active users, inactive users, etc., are also of great significance to traffic segmentation and sales.
(2) Device properties
It is mainly based on the dimensions of device traffic segmentation, such as device brand, device type (mobile phone/tablet), device ID (IDFA, IDFV, IMEI, MAC, OAID, UID...), device version, etc. According to the device attributes to distinguish the traffic, the advertising platform can accurately target the required traffic, and the user traffic carrying the specific device ID can be tracked by the advertising platform and attributed to analyze and optimize the conversion rate, while version information such as App version, SDK version, iOS version, etc. , some advertisements can only be supported by a specific version. Applying such a dimension to distinguish users is conducive to obtaining a higher advertising budget. Therefore, splitting traffic according to device attributes is a very important dimension in monetization strategies.
(3) User value
It can come from the developer's own data or third-party data. According to the high, medium and low consumption ability, users are divided into big R, medium R and small R, and different advertising monetization strategies are implemented correspondingly.
How to set up traffic grouping more reasonably, developers can start to pay attention to analyzing user tags and behavior data in the stage of buying volume, so as to improve the monetization efficiency in the refined operation stage of ad monetization.
The above content is compiled and released by the AdSet aggregated advertising platform for developers' reference. Developers are welcome to communicate with AdSet for win-win cooperation!