How to track information flow advertising conversion data? 3 methods + 2 tools, use them!

As we all know, data tracking and conversion is an indispensable part of information operations . So, today I would like to talk to you about how to effectively utilize the built-in data statistics functions of so many statistical tools and information flow platforms on the market.

First of all , you need to determine your advertising platform and advertising type!

1. 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 function! For example: Baidu, Toutiao .

2. 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 LoadingPage !

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 factors that affect you are the copywriting /advertising pictures/opening speed!

If you need to count events , such as: click / form submission / copy / scan code / jump and other events, 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):

1. Umeng + (formerly CNZZ )

2. Baidu Statistics

3. Third-party development functions

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

In addition, this article will also focus on how to use front-end technology to track data in addition to excluding third-party tools.

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 the length of this article, I will only introduce u-dplus and u-adplus. The rest of the tools are not related to information flow advertising .)

U-Dplus —— Internet data management expert

1. Unified management across platforms;

2. Real-time analysis of multi-dimensional data;

3. Connect with user portraits across the entire network;

4. 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

1. UniTrack for brand advertisers;

2. AppTrack for APP advertisers;

3. 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.

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!

Advanced Analytics:

1. Provide real-time analysis and be able to customize the data generated by the chart according to the tags;

2. Provide 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: Select and activate the E-commerce Analysis API, which can help you analyze purchase activities on PCs, wireless websites, and H5 pages in apps.

And based on the report, you can understand indicators such as product transaction information , number of orders, amount, conversion rate , return on investment , etc. Cross-analyze order metrics with other reports such as trends, sources, and more.

Ordinary promotion users: You 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!

http://www.yourdomain.site

If you use the third room for 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!

General 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 the form submission to be specific about which creative was generated, 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 idea was submitted?

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

Well, the above is an analysis of the main methods at the technical level of information flow advertising data tracking. We also hope that you can do a better job of information flow operation and no longer worry about the underlying technology!

The author of this article is @辉辉辉. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games