Daily active users (UV) on the web platform
Definition: The number of unique users who visit the website within 1 day (00:00-24:00). Multiple visits by the same visitor within 1 day are counted only once.
1. Select the "Event Analysis" function.
2. Select Event: Web browsing page.
3. Select metric: Number of users.
Daily active users (UV) on the app
Definition: The number of unique users who access the App within 1 day (00:00-24:00). Multiple visits by the same visitor to the App within 1 day will only be counted once.
1. Select the "Event Analysis" function.
2. Select event: Launch App.
3. Select metric: Number of users.
Page views (PV)
Definition: Web page browsing refers to an instance where a browser loads (or reloads) a web page. Page views can be defined as an indicator of the total number of times a web page is viewed.
1. Select the "Event Analysis" function.
2. Select Event: Browse Page.
3. Select indicator: Total number of times.
New registered users
Definition: Number of users registered on the same day
1. Select the "Event Analysis" function.
2. Select Event: Register.
3. Select metric: Number of users.
New users on the web platform
Definition: Among the unique visitors on a given day, those who visited the website for the first time in history are defined as new users.
1. Select the "Event Analysis" function.
2. Select Event: Web browsing page.
3. Select metric: Number of users.
4. Add filter criteria: whether the first day of visits is true.
New users on the app
Definition: Among users who launch the App on the current day, those who launched the App on their first day of operation in history are considered new users.
1. Select the "Event Analysis" function.
2. Select event: App launch.
3. Select metric: Number of users.
4. Add filter criteria: whether the first day of visits is true.
New user ratio on the web platform
Definition: The proportion of new users among all visitors on a given day.
First, create a virtual event: [Web] New User Access
1. Click "Metadata" on the page to find the virtual event.
2. Create virtual events.
1. Set the virtual event name and display name, as shown in the figure above.
2. Components of a virtual event, select event: Web browsing page.
3. Add a restriction: whether the first day of access is true.
Next, we will calculate the new user ratio metric.
Switch to custom metrics
1. Click the event analysis function on the left.
2. Click "Add Custom Metric" and enter the formula: "[Web] New User Visits. Number of Users / Web Page Views. Number of Users".
3. Name it "New User Ratio".
4. Finally, click "Save".
New user ratio on the app
The percentage of new users among all users who launched the app on that day.
First, create a virtual event: [App] New User Access
1. Click "Metadata" on the page to find the virtual event.
2. Create virtual events.
1. Set the virtual event name and display name, as shown in the figure above.
2. Components of a virtual event, select event: App launch.
3. Add a restriction: whether the first day of access is true.
Next, we will calculate the new user ratio metric.
Switch to custom metrics
1. Click the event analysis function on the left.
2. Click "Add Custom Metric" and enter the formula: [App] New User Visits. Total Users / App Launches. Total Users
3. Name it "New User Ratio".
4. Finally, click "Save".
Startup count
Definition: Number of times the app is launched
1. Click the event analysis function on the left.
2. Select event: Launch App.
3. Select indicator: Total number of times.
Web-based new user retention rate
Definition: In the internet industry, users who start using an application within a certain period and continue to use it after a period of time are considered retained users. The percentage of these users out of the new users at that time is the retention rate, which is calculated every unit of time (e.g., day, week, month). As the name suggests, retention refers to "how many users have stayed".
1. Select the retention analysis function.
2. Initial action: Select the web browsing page.
3. Add filter criteria: whether the first day of visits is true.
4. Subsequent action: Select any event.
5. Select daily retention, weekly retention, or monthly retention.
App new user retention rate
Definition: In the internet industry, users who start using an application within a certain period and continue to use it after a period of time are considered retained users. The percentage of these users out of the new users at that time is the retention rate, which is calculated every unit of time (e.g., day, week, month). As the name suggests, retention refers to "how many users have stayed".
1. Select the retention analysis function.
2. Initial action: Select App to launch.
3. Add filter criteria: whether the first day of visits is true.
4. Subsequent action: Select any event.
5. Select daily retention, weekly retention, or monthly retention.
Purchase conversion rate
Definition: What percentage of visitors make a purchase on a given day.
1. Click the event analysis function on the left.
2. Click "Add Custom Metric" and enter the formula: Payment Orders.Number of Users / Web Page Views.Number of Users.
3. Name it "Payment Rate".
4. Finally, click "Save".
The following metrics, namely “number of visits, average interaction depth, average usage time, average page dwell time, bounce rate, and page exit rate”, require the introduction of Session for analysis.
A session is a series of interactions that occur on your website within a specified period of time. For example, a session can include multiple webpage or screen views, events, social interactions, and e-commerce transactions.
We need to create a Session first.
1. Click “Metadata” on the page.
2. Click Session Management.
3. Click Create Session.
1. Enter the Session name: session.
2. Enter Session Display Name: Site-wide Session.
3. Select Events: Select the events included in the Session, such as selecting all.
4. Set the cutting rules: 30 minutes.
5. Click Save to create successfully.
For general web-based products, a cutoff time of 30 minutes is recommended, while for app-based products, a cutoff time of 1 minute is recommended.
1. Return to the event analysis function page.
2. Switch the analysis rule to Session.
At this point, session analysis can be performed to calculate the aforementioned metrics.
Number of visits
Definition: A visit is defined as a series of activities by a visitor from entering a website/app to leaving the website/app. It is also called a session.
1. Select Event Analysis and switch the analysis rule to Session.
2. Select Session: Site-wide Session.
3. Select the Session category.
4. Select metric: Total number of sessions.
Average interaction depth
Definition: Equals the sum of the number of events within all sessions divided by the total number of sessions.
1. Select Event Analysis and switch the analysis rule to Session.
2. Select Session: Site-wide Session.
3. Select the Session category.
4. Select metric: mean Session depth.
Average usage time
Definition: Equals the sum of the session durations of all users divided by the number of sessions.
1. Select Event Analysis and switch the analysis rule to Session.
2. Select Session: Site-wide Session.
3. Select the Session category.
4. Select metric: mean session duration.
Average time spent on the page
Definition: Equals the total duration of page dwell time divided by the number of times the page is viewed.
1. Select Event Analysis and switch the analysis rule to Session.
2. Select Session: Site-wide Session.
3. Select the event within the session: Web browsing page.
4. Select metric: the average duration of events within a session.
bounce rate
Definition: A session is considered to have only one bounce event, which is usually related to page browsing. The overall session bounce rate equals the number of bounced sessions divided by the total number of sessions. The page bounce rate, which can be viewed by the session attribute, equals the total number of sessions that bounced starting with page browsing divided by the total number of sessions that bounced starting with page browsing.
1. Select Event Analysis and switch the analysis rule to Session.
2. Select Session: Site-wide Session.
3. Select the Session category.
4. Select metric: Bounce rate.
5. Clicking "Overall View" shows the overall website bounce rate, while clicking "Page URL" (Session attribute) shows the bounce rate of individual pages.
Page exit rate
Definition: When a user ends a session on a certain page, it is considered to have exited. Therefore, the page exit rate is equal to the number of pages exited divided by the total number of views of that page.
1. Select Event Analysis and switch the analysis rule to Session.
2. Select Session: Site-wide Session.
3. Select the specific event within the Session: Web browsing page.
4. Select metric: Exit rate.
5. Select attribute group: Web URL.
How to create a purchase conversion funnel
Let's imagine a scenario where a user goes through the following process from seeing a promotional activity to making a purchase: "Browse the activity page — Browse the product list page — Browse the product details page — Add to cart — Submit order — Pay for order". We can create a purchase conversion funnel for this process to help you analyze the conversion and churn at each step of this multi-step process.
Create a funnel
1. Click the funnel analysis function on the left.
2. Click the "Create Funnel" button on the page.
1. Enter the funnel name. Give your funnel a representative and friendly name. Funnels within the same project cannot have the same name.
2. Select the funnel window period. This refers to the time required for the entire funnel process to complete.
3. Add funnel steps. A funnel should contain at least two steps, each corresponding to an event, and can include one or more filtering conditions, such as filtering the page title and page address in steps 1, 2, and 3, in order to find pages that meet our needs.
4. If needed, additional steps can be added to the funnel.
5. Finally, save the funnel.
Analytical funnel
1. Choose how to view the funnel. First, view the overall conversion rate by selecting "Overall".
2. The conversion rate at each step can be seen from the funnel chart.
3. To see the number of churned users at a specific step, locate the Churned Users list to see how many users have churned. Click on the number of churned users to view detailed information about that batch of churned users.
Clicking on the Device ID column in the user list will show the user's detailed behavior path before churn.
Once the funnel is optimized, we can periodically observe the overall conversion rate trends and those of each step within the funnel. So how do the funnels perform across different sub-dimensions?
1. View the campaign sources in step one.
2. Switch to comparison mode, select the two channels you want to compare, and you will see the difference in the total conversion rate and the conversion rate at each step between the two channels.
3. If you want to see comparative data between these two channels under a specific advertising campaign, you can add filter criteria: for example, the advertising campaign name is equal to Double Eleven promotion.