4 indicators to effectively identify channel cheating using data analysis!

As we all know, the user growth of any Internet product is inseparable from effective promotion. At present, there are a lot of mixed mobile application or network promotion companies in China. Many products have invested a lot of manpower and financial resources in promotion but have achieved little results. Not only do they waste money, but they also often lose the opportunity to quickly occupy the market.

Therefore, evaluating the quality of promotion channels and identifying channel fraud are essential skills for every Internet team.

Next, let’s take a look at how the channel manager of “XXX Mall” effectively evaluates channel quality through data analysis :

Background: A promotion test of "XXX Mall"

At the beginning of the new year, "XXX Mall" is preparing to invest heavily in its cooperative promotion channels to achieve rapid user growth.

However, the two long-term channel partners (their real names are hidden and they are temporarily referred to as "Cooperation Channel 1" and "Cooperation Channel 2") both swore that they were the best in the industry. How to choose? This really puzzled the channel manager of "XXX Mall".

In order to reduce risks and obtain a higher return on investment, the smart channel manager of the "mall" decided to conduct a promotion experiment : at the same time, he invested 10,000 yuan in promotion funds in each of the two channels, asking them to work hard to acquire new users for the mall within a week, and the final choice will be made based on the results of the experiment.

A week passed quickly. . . . . .

Compare the number of new users by channel

The channel manager of the "mall" analyzed and found that with the same investment:

• The number of new users gained through both channels has increased significantly compared to the past;
• However, the number of "new users" obtained by "Cooperation Channel 1" is larger (at least 1.5 times that of "Cooperation Channel 2", see the figure below for details).

Does this mean that "Cooperation Channel 1" is better than "Cooperation Channel 2"? The smart "Mall" channel manager did not draw a conclusion quickly, but continued with the following analysis.

Compare the average usage time of channel users

The smart channel manager then compared the average usage time of users of the two channels and found that during the trial:

• The average usage time of new users of "Cooperation Channel 1" has dropped significantly compared to usual times;
• The average usage time of new users of "Cooperation Channel 2" did not decrease compared to usual, but increased slightly (see figure below).

After seeing this result, the person in charge began to have some doubts about "Cooperation Channel 2", but being smart and rigorous, he did not draw conclusions and quickly made further analysis.

Comparing the “core behaviors” of users from the two channels

By comparing the purchase behavior of users from the two channels (payment successful), the person in charge found that:

• The number and frequency of users who made purchases from "Cooperation Channel 2" during the trial and in the days after the trial were much higher than those from "Cooperation Channel 1"

At this point, the channel manager has basically come to the conclusion that "cooperative channel 2" has a better promotion effect!

Compare channel conversion rates

Then, he verified this by comparing the conversion rate of the "purchase process" (view product details → add to shopping cart → successful payment): the conversion rate of "cooperation channel 2" is more than 1 times higher than that of "cooperation channel 2"!

Comparing channel retention rates

In order to draw a more comprehensive conclusion, the channel manager of "XXX Mall" also continued to track the "new user retention" of the two channels during the trial period for a period of time after the end of the trial. The results showed that:

• The next-day and 7-day retention rates of "Cooperation Channel 2" are also much higher than those of "Cooperation Channel 1"
• The retention rate of new users added by "cooperative channel 1" during the trial period is much lower than before and after the trial (see the figure below, which is also one of the obvious characteristics of channel cheating)

At this point, it is very clear which of the two channels is better.

Later, the operations manager invested more promotional funds into "Cooperation Channel 2", which achieved very good growth results and saved the company a lot of unnecessary expenses. . .

Summarize

Don’t just look at the “number of new users”; multi-faceted “comparison” is the key to evaluating channel quality!

Don’t just look at the “number of new users”; multi-faceted “comparison” is the key to evaluating channel quality!

Don’t just look at the “number of new users”; multi-faceted “comparison” is the key to evaluating channel quality!

Important things should be said three times!!!

Comprehensive comparison:

1. Number of new users

2. Average visit duration

3. The number and ratio of core behaviors and the conversion rate of core processes

4. Retention rate

It is a comprehensive and effective means to evaluate channel quality and identify channel cheating!

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This article was compiled and published by (APP Top Promotion) by @于晓松. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!