App promotion are doing, why you customer price high?
The same 100 dollars, why someone took out 500 dollars effects?
App will pull the number of new upgrade 200%, you have what method?
......
This article starts with three major problems App channel tracking, detailing the five methods of tracking channels and two channels of data analysis ideas, I believe there is always a way you'll need them.
A common method of tracking channels App
Because the App Store does not provide a source of data channels, so the App promotion of monitoring the effect has been a persistent problem. In order to track the source of App channel, people come up with various methods, here we introduce the system for everyone.
(A) Android-channel tracking method
As we all know Google Play is not available in China, so the domestic market are dozens of Android application store (pea pods, Baidu assistant, cool the market, 360 mobile assistant, etc.) occupation, Android expanded mainly around the track channels above channel.
Method 1: Each channel playing channel package
Specifically, the developer is generated for each channel a channel installation package, different channels coated with a different Channel ID (channel identifier) to identify; when the user downloads the App, operating personnel can view the individual channels through the channel identification data .
Android channel packaging mechanism
Although this statistical source data to different channels, but when the number of channels increases, or do the same channel promotion across multiple platforms, then hit the approach channel package on the hard-pressed.
Method 2: using the data provided by the platform
Some third-party marketing platform provides channel data, however, depends only on the platform of the party "side of the story" is hard to find a real high-quality channels.
(B) iOS channel tracking method
And open ecosystem of Android is not the same, iOS is a completely closed system; in addition to a small number of machines jailbreak, most App is downloaded from the App Store. In Apple's dominance and strict audit system, Android packaged approach simply does not work here.
In order to track iOS channel data, developers have come up with a lot of black science and technology, here I introduce three common practice.
Method 1: IDFA tracking channels
IDFA stands for Identifier for Advertisers, advertising identifier that is the meaning, which is dedicated to Apple advertising provider used to track each user's identity and set.
By IDFA tracking channels
Today's headlines as an advertising provider can obtain the user's IDFA, when you put in App above activated by the user to download, you can also get the App user's IDFA. The ad provider to obtain the IDFA IDFA and their own match, you can track the source channels.
IDFA can be used only drawback is that App types of channels, if you run ads on the page are not supported; the same time, users can choose to turn off the IDFA obtain permission in iPhone settings.
Method 2: Cookie tracking channels
iOS 9 which introduces Sfsafariviewcontroller class, one is a better user experience, while cross-App and Safari share Cookie.
By Cookie tracking channels
When a user clicks on an ad link, monitoring server can receive access to information contained in the Cookie; users download activation App in the App Store, this time to monitor the server receives a Cookie information again. System before and after the match twice Cookie, you can track channels.
The disadvantage is SFsafariviewcontroller tracking must be effective in iOS 9 and above, and micro-channel public number advertising, advertising circle of friends still can not be achieved based on the track.
The above method may achieve part of the platform, the tracking of part of the channel, but the three major shortcomings are obvious:
Separates the two channels of data iOS and Android platforms, it is difficult to integrate analysis;
Repeat Android package delivery, low efficiency;
iOS multi-channel range limit, not large-scale promotion.
Second, the user equipment based on the marker solution
Here we introduce a fast and flexible solution. shareinstall
Shareinstall APP is actually a promotional aids. APP developers can promote their products in a more accurate by Shareinstall. In addition, Shareinstall channel or a statistical tool that can analyze the full range of channels for promotion.
It substituted channel link packet channel, each mounting channel accurate positioning of APP.
Benefit Description: higher accuracy channel statistics, allowing policy makers to promote a more accurate understanding of the effects of different channels, provide the basis for a more accurate grasp of extension workers to promote data for decision-makers determine the different channels of promotion efforts.
Comparison with shareinstall
Apple's own statistical tools:
Pros: Apple's own statistical tools, easy, do not need to integrate third-party SDK, you deserve
Disadvantages: 1, the data must be more than 5 to display data;
2, data latency, which required two days.
shareinstall statistical tools:
Advantages: 1, high precision, close to 100%, can be used for billing;
2, cross-platform, at the same time statistics and iOS two platforms Android, one-stop solution statistical problems;
3, channel sharing, allow extension workers to view real-time statistics responsible for their own channels;
4, custom installation, integration, personalized installation services, enabling users to install applicable personalized installation using parameters.
Cons: third-party application integration needs SDK.
Different channels for the new user value
The analysis revealed that the new user acquisition channels 3 of the first month payment rate (42%) the highest average income users (30 million) is the highest. While channel-acquisition costs slightly more than 2 channels 1, but from the perspective of income, investment channels 2 is clearly a more sensible choice.
Taking these indicators, the O2O class App will put resources into the channel 2 in the market next month, while the main "take-away" subject matter. And still the same marketing budget last month, but new users has increased by 150%, a new improved user retention rate of 240%, which is a huge increase.
Mobile Internet traffic bonus faded, millions of App is a stock market to seize the user; who can improve the efficiency of acquisition (CPA), who is likely to win in the fierce competition.
App channels to build a complete tracking system for each channel, each put in the quantity and quality of lean analysis, so a multiplier method, do not you want to try it?