Information provided by Channel Comparison Component
Channel Comparison Component can help you generate the following metrics:
Web Channel Metrics
- Daily visit count and number of users for different channels
- Daily new user visit count and number for different channels
- Daily next day retention for new users of different channels
App Channel Metrics
- Daily activation count for different channel apps
- Average daily usage count and duration per user for different channel apps
- Daily next day retention for new users of different channel apps
General Metrics
- Custom metrics for the occurrence count, triggering user count, revenue amount, etc. of custom events in different channels
The role of Channel Comparison Component
Channel Comparison Component can quickly provide the following information:
- Based on metrics such as number of visitors and new user ratio, it can identify which channels have high traffic and high new user ratios
- By using revenue-related events, it can quickly calculate the return on investment (ROI) for each channel
- By comparing metrics such as retention and daily usage duration, it can identify which channels have better user stickiness and product fit
By comparing the above metrics, it can provide a clear understanding of the accessed channels and help determine which channels are the star channels that need to increase investment, and which channels need to reduce investment.
Example: Channel Comparison Component Example (All data is simulated)
Information 1:
The data in the figure shows that the daily visits for this product mainly come from Facebook, Google, Instragram.
Information 2:
Among them, Google has the largest traffic, with 73 people. The new user ratio for Facebook channels is the highest, at 100%. If you care about traffic size, then Google is your best channel; if you care about new user acquisition ability, then Facebook is your best choice.
Information 3:
We can learn about users' overall perception of the product from the next-day retention rate of new users, and indirectly reflect the fit of promoted users to the product's positioning. If the retention rate is high, it proves that the users promoted by this channel are more in line with the positioning of your product and have higher quality.
Information 4:
For the target conversion event, in the example, selecting payment orders as the target event can observe the number of new users from each channel who make payment orders and the amount generated by payment. If your company focuses more on user stickiness, you can set it to some events related to stickiness (such as posting, collection, etc.); if your company focuses on revenue, you can set it to some revenue-related events (such as payment, order completion, etc.).
Configure channel components
Add channel components
Step 1: Select New Component in the Dashboards
Step 2: Select channel comparison component in the pop-up window
Step 3: The system will automatically generate a channel comparison component for you based on your buried point situation
Set channel components
Set entry point
Click the More button in the upper right corner of the channel comparison component to set up and delete the component
Basic settings
- Support channel statistics for switching between App and Web
- Support custom channel identification attributes
Advanced settings
- Target conversion event switch. You can control whether the target event module is displayed in the entire component.
- Select target conversion events. It's recommended to choose events related to revenue.
- Support adding attributes of target conversion events. It’s recommended to select revenue amount, which can intuitively observe the profitability of each channel.
Channel component indicator interpretation and calculation rules
The data of the channel component is generated based on the collected data of the fully-buried point, which requires the product to be connected to the fully-buried point (reference note:Full burial point (Web), Android Full burial point, iOS Full burial point).
- The Web data is based on the Web pageview ($pageview) to calculate the number of daily visitors and visits.
- The data of the App is calculated based on the number of daily visitors and the number of visits to the APP Viewscreen ($AppViewScreen).
- Whether the user is a new user is determined based on the first day access ($is_first_day) in the event attribute.
- The user's registration channel is marked by default as the campaign source ($utm_source) in the user's properties.
Web class indicator
- Number of visits/number of all users:
the number of times/number of people browsing the Web page, group by campaign sources（$utm_source) of user attributes. - Number of visits/number of new users:
the number of times/number of people browsing the Web page, and is first Day visit（$is_first_day）is true，group by campaign sources（$utm_source) of user attributes. - Next day retention for new users:
the perception of users view web pages the next day of primary event Web pageview.
App indicator
- Number of visits/number of all users:
the number of times/number of people view the App page, group by campaign sources（$utm_source) of user attributes. - Number of visits/number of new users:
the number of times/number of people view the App page, and is first Day visit（$is_first_day）is true，group by campaign sources（$utm_source) of user attributes. - Active users:
the number of occurrences of App activate/number of people, and is first Day visit（$is_first_day）is true，group by campaign sources（$utm_source）of user attributes. - User duration:
start-up duration（$event_duration）of Exit App（$AppEnd）per capita，group by campaign sources（$utm_source）of user attributes. - Next day retention for new users:
Percentage of users with an initial event App page view who perform an App page view the next day.
Query the configuration of conditions in event analysis
Channel comparison unit
user scale
New user target conversion event
Universal index
- Number of times/number of new users completing custom events:
Customize the number/number of events that occur, with is first day of visit ($is_first_day) true, group by campaign sources（$utm_source) of user attributes. - New User Target Event Custom Metric:
Custom metric value, with is first day of visit($is_first_day) true, group by campaign sources（$utm_source) of user attributes.
Data Deviation
Due to the use of user property (default as registration source) as channel source, if a user registers through channel A and then visits through any other channel without manual channel update, the user will still be marked as an A channel user, which may result in certain data deviation in channel grouping. However, as the main function of channel comparison component is to help filter out high-quality channels, such deviation in channel distribution is acceptable. If you want to obtain the daily visit volume of each channel accurately, you can manually configure the analysis in the event analysis.