How does Kuaishou Store analyze material data? Where to analyze?

Let me introduce to you the part about material data of Kuaishou Magnetic Evolution . First of all, why do we need to check the data of material delivery? In the stage of e-commerce marketing advertising, suitable materials are an important part of the delivery and are closely related to the effect of the delivery.

In actual delivery, we often encounter problems such as low volume and low volume. We need to pay attention to and examine whether there are problems with the performance of our materials, optimize material output according to actual conditions, and optimize the delivery effect of the materials.

The "Material Analysis" page of Kuaishou Magnetic Tianyan is designed to conduct multi-dimensional analysis of the materials uploaded by users and provide effective solutions to material problems.

The data modules of the "Material Analysis" page currently provided include: material overview and material list.

1. "Material Overview"

The material overview section provides an overview of the "status data", "performance data" and "interaction data" of the overall delivery materials.

In the time selection box in the upper right corner, select a specified time (if not selected, the default is the past 7 days) to view the overall material data for that time period and the daily change trend.

Here are provided:

1) Current video status

The number of videos, number of active videos, number of deduplicated active videos, number of videos under review, and number of videos that have passed review in "Status Data" can be used to view the different status of the overall videos and newly created videos, as well as the changes compared to the previous cycle.

In the "Performance Data", the different effects of the overall video and the newly created video are compared in terms of cost, average cost per video, and number of exposures.

2) Comparison of industry averages

The cover click rate, behavior rate, conversion rate, etc. in "Performance Data" can all view the industry average, identify the advantages and disadvantages, and optimize accordingly;

In "Interactive Data", check the 3S play rate, 5S play rate, play completion rate and negative feedback rate of the works, check the industry average and optimize the material production;

2. Detailed Analysis of "Material List"

The material list section provides more detailed data on a single material granularity, helping advertisers drill down to analyze and view a single material based on the overall material performance.

It supports filtering materials according to "time range" and "dimension", and customizing the data indicators you are interested in for viewing.

Taking the interaction indicator as an example, by viewing the "Material Overview" section, we already have a rough idea of ​​the reasonable range of the material's interaction indicator. After locating the problem time period based on the overall situation, we can view the corresponding data at the granularity of a single material.

The structure of a material video is generally composed of "cover + opening + middle + ending".

The structure of high-quality materials and the data that need attention:

The relevant data that need to be paid attention to in these four parts: cover click rate, 3s play rate/5s play rate, behavior rate, completion rate, etc. can all be seen on the "Material Analysis" page of Magnet Tianyan, which plays an important data support role in optimizing our material content.

Take the indicators that need to be paid attention to in the opening of the film: 3s playback rate and playback completion rate as an example:

The first 3 seconds usually catch people's attention and arouse their interest. Therefore, when producing materials, special attention should be paid to the first 3 seconds of content. You can optimize a single material by looking at this type of relevant "interaction indicators" for the single material and combining it with the overall market data.

It is very important for Kuaishou to check the data of material delivery, and merchants should pay attention to it. If you want to view the data, you can follow the path of "Tools-Data Tools-Magnetic Tianyan" in Kuaishou Magnetic Taurus, and you can find Magnetic Tianyan for viewing.