How to carry out data tracking or promotion monitoring in information flow operations?

As we all know, data tracking and conversion is an essential part of information operation .
So, with so many statistical tools on the market and the data statistics functions built into DSP platforms, how can we effectively utilize them?

First, you need to determine your advertising platform and advertising type.

If the platform you are targeting has its own comprehensive data tracking and promotion monitoring functions, you definitely don’t need to choose a third party or develop your own tracking functions! For example: Baidu, Toutiao
If you choose CPA and your LoadPage is on a third-party server, then in order to better track your data conversion, the platform may require you to add some code to the page, or put the collection form code where they can monitor the data! For example: Toutiao

Second, transform your LoadPage!

The appearance of the landing page and the opening speed directly determine your conversion effect. Of course, if you just want exposure, then the only things that affect you are the copywriting /advertising pictures/opening speed!

If you need to count events, such as click/form submission/copy/ scan /jump, etc., then you need to use a third party/self-developed function!

The statistical tools that can monitor events include (only the commonly used ones are listed here, if there are any omissions, please add them yourself):

Umeng + (formerly CNZZ ), Baidu Statistics

In fact, I think these two can represent all the statistical software on the market!

Let’s talk about Umeng+ first
http://www.umeng.com

This product is a magical product. The original cnzz statistics was a product of Webmaster Home, and then it was merged with Umeng. I thought it was dominated by cnzz, but who knew it was dominated by Umeng? Finally, I found out that the backend of Umeng+ is Alibaba !

Due to space limitations, I will only introduce u-dplus and u-adplus. The other two have little to do with information flow advertising !

U-Dplus Internet Data Management Expert

Unified management across platforms;

Real-time analysis of multi-dimensional data;

Connect with user portraits across the entire network;

User grouping and precise push notifications.

Analysis:

The code is arranged on different ends and managed by the same background. It can produce user portraits, analyze data in real time (within 24 hours), and push reports to developers, basically meeting all the needs of WEB users (under internal testing, an activation code is required - charges will be made later)!

U-ADplus Marketing Data Management Expert

UniTrack for Brand Advertisers

AppTrack for APP advertisers

Guangxiaobao for Taobao / Tmall merchants

Analysis:

This product is a data tracking and statistical software developed for large brand customers and platforms or large Taobao/Tmall merchants. It can effectively count the arrival, clicks and conversion effects of advertisements, and provide data analysis . In general, there are some differences between KA large customers and ordinary information flow customers.

Let’s take a look at Baidu Statistics
http://tongji.baidu.com

Baidu Statistics is also an old statistical brand. Compared with CNZZ and 51la, Baidu Statistics has a huge advantage, that is, it is developed by Baidu itself (it is said that using Baidu Statistics can improve website inclusion and speed up snapshot updates). Baidu Search is one of the best in the country in the field of big data , so the statistical tool is quite competitive!

Baidu Statistics provides common website statistics functions, and adds advanced analysis and API expansion functions, providing a variety of customized statistical functions!

Provides real-time analysis and the ability to customize charts and data generated based on tags;
Provides advanced insight tools that can track user trajectories (paid)

Analysis:

Ordinary users have basically said goodbye to this function. Basic statistics may be enough for you. If you are operating information flow, then advanced analysis + API expansion is your best choice to play with Baidu Statistics.

API Extension

Provides various APIs, and with advanced analysis, can more accurately collect statistical monitoring data, such as:
E-commerce users can choose and activate the e-commerce analysis API to help you analyze purchase activities on PCs, wireless websites, and H5 pages in apps. Based on the report, you can understand indicators such as product transaction information , number of orders, amount, conversion rate , and return on investment . Cross-analyze order metrics with other reports such as trends, sources, and more.
Ordinary promotion users can select event analysis, virtual PV tracking, conversion analysis using events and PV tracking, custom visitor analysis and other API statements to analyze your advertising data as needed.

Analysis:

Like Umeng+ products, using them requires relevant skills, for example, adding APIs to the WEB platform requires knowledge of JS;
However, Baidu has split the functions into more detailed categories than Umeng+, making it easier for you to choose and use it!

Features developed by third parties

Home

If you use third-party development, you really need to understand a lot of technologies. Both the front-end and the server need to be able to obtain a lot of things!

Most websites are developed using asp/php/jsp. Currently, the vast majority of websites are developed using PHP. You can search Baidu for the reason!

For example

If you need to submit a form to a specific question or creative, then you need to judge based on the independent parameters of the creative. You can ask the operator to add a unique parameter after the creative URL.
For example: http://www.12hui.cn/?id=xxldt0829

Then you can get this parameter when the form is submitted or written to the database, and add it to the record. When doing data analysis, can't you compare it to see which creative idea was submitted?

Event statistics also means that you can use JS to monitor all elements in the entire page (usually links), and then when the user clicks or performs other operations, you can obtain the record, generate a record, and then let the program save it.

Having said so much,
I also hope that you can do a better job of information flow operation,
No more worries about underlying technology!