How to analyze Baidu mobile statistics? Optimize operational decision-making skills

in the mobile Internet operation scenario, data is the core basis for guiding decision-making, and professional statistical tools are the key carriers for mining data value. Baidu Mobile Statistics, as the mainstream mobile application data analytics tool in China, can provide operators with comprehensive user behavior, traffic sources, conversion effects and other multi-dimensional data. However, many practitioners often fall into the dilemma of being unable to start with massive data, unable to convert data into effective operation strategies. This paper will combine the core functions of Baidu Mobile Statistics, disassemble the analysis logic of data and optimize operational decision-making skills to help practitioners accurately mine the value of data.

, Baidu mobile statistics core indicators how to interpret?

to mine the value of data through Baidu mobile statistics, we must first master the interpretation logic of core indicators, which is the basic link of data analytics.

1, basic flow indicator analysis

basic traffic indicators in Baidu mobile statistics include new users, active users, user retention rate, etc. These indicators directly reflect the user scale and stickiness of the application. New users represent the ability of the application to pull new users, and it is necessary to analyze the customer acquisition quality of different channels in combination with channel sources; active users are divided into DAU, weekly active users, and MAU, which reflect the user retention and activity of the application; user retention rate is the core indicator to measure user loyalty. The day 7 day retention rate can intuitively reflect the attractiveness of the application to new users. If the retention rate is low, the problem needs to be investigated from the product experience or initial guidance link.

2, user behavior indicators interpretation

Baidu Mobile statistics user behavior indicators cover page visit time, page bounce rate, operation path, etc., which can help operators understand the real behavior of users in the application. Page visit time reflects the user's interest in the content. If a core page visit time is far below the average, it is necessary to optimize the page content or interaction design; page bounce rate reflects the page's drainage effect and content matching. High bounce rate may mean that the entrance content does not match the user's expectations, and the drainage speech or page layout needs to be adjusted.

2, Baidu mobile statistics how to disassemble the user behavior path?

master the core indicators, it is necessary to further disassemble the user behavior path through Baidu Mobile statistics to accurately locate the user churn node.

1, user conversion path tracking

the conversion path analysis function of Baidu Mobile Statistics, you can customize the key conversion nodes, such as registration, order placement, payment, etc., and track the whole process of users from entering the application to completing the conversion. By looking at the user churn rate of each node, you can quickly locate the conversion bottleneck. If the attrition rate of the registration link is too high, it may be that the registration process is too cumbersome or the information filling requirements are too much, which can simplify the registration steps or provide a third-party shortcut login method.

2, group user behavior comparison

Baidu Mobile Statistics supports group analysis by user attributes and behavioral characteristics, such as dividing users into new users and old users, paid users and non-paid users, and comparing the behavioral path differences of different groups. For example, analyzing the behavioral path of paid users can find the functional modules and operating habits that they pay more attention to, and then optimize the guidance strategy for non-paid users to improve the conversion rate of paid users; comparing the page access path of new and old users can design a guidance process that better suits their needs for new users.

How to optimize the traffic channel strategy?

traffic is the basis of application operation, and traffic channel data can be analyzed through Baidu Mobile statistics to optimize channel delivery strategies and improve customer acquisition efficiency.

1, channel traffic quality analysis

the channel source analysis function of Baidu Mobile Statistics, the number of new users, user retention rate, conversion effect and other data of each channel can be counted in detail. Operators need to compare the customer acquisition cost and user quality of different channels. If a channel has a large number of new users but a very low day 7 day retention rate, it means that the user of the channel does not match the application positioning, and it is necessary to adjust the delivery strategy or reduce the budget of the channel; if the user retention rate of a channel is high and the conversion effect is good, it can increase the investment intensity and expand the introduction scale of high-quality traffic.

2, channel drainage content optimization

combined with the user behavior data of Baidu Mobile statistics, it can also optimize the channel drainage content. For example, if the user of a channel drainage enters the application and jumps out directly, it may be that the drainage content does not match the actual experience of the application. It is necessary to adjust the drainage speech or material to make it more suitable for the core function of the application and user request; if a channel user is very interested in a specific function module, the drainage content that focuses on the function can be produced for the channel to improve the user's click willingness and retention rate.

four, Baidu mobile statistics how to assist the operation strategy iteration?

data analytics is to guide the iteration of operational strategies, and the data of Baidu Mobile statistics can directly provide direction for operational optimization.

1, product function optimization direction

access data through the function module of Baidu Mobile Statistics, you can understand the frequency and preferences of users for different functions. If the number of visits to a core function is much lower than expected, it may be that the function entrance is not obvious or the operation process is cumbersome, and it is necessary to optimize the position of the function entrance or simplify the operation steps; if the user retention rate of a niche function is extremely high, it means that the function can meet the needs of specific users, and can further optimize the experience of the function, and even make it a differentiated highlight of the application.

2, operational activity effect evaluation

Baidu Mobile Statistics can conduct a comprehensive evaluation of the effect of the operation activities, and judge the actual effect of the activity by comparing the user engagement rate, conversion rate, retention rate and other indicators before and after the activity. If the user engagement rate is significantly improved during the activity but the retention rate is not improved, it means that the activity can only attract users in the short term, and the follow-up guidance of the activity needs to be optimized to improve the long-term stickiness of the user; if the activity conversion rate is lower than expected, the problem needs to be investigated from the activity rules, reward settings, etc., and the activity plan needs to be adjusted.

To sum up, Baidu Mobile Statistics is the core data analytics tool for mobile application operation. From the interpretation of core indicators, the dismantling of user behavior paths, to the optimization of traffic channels and the iteration of operation strategies, each link needs to rely on the data support of Baidu Mobile Statistics. Operators need to master its functional logic and combine data with actual operation scenarios to accurately grasp user requests, optimize operation decisions, and ultimately realize the double improvement of application user scale and operation effect.