Ad analytics
This topic shows you a summary of the metrics of ads and how metrics are calculated.
Overview
The ad analytics makes all of your traffic data available in the Mini Program Console such as total impressions, click rate, total orders, and so on. These data visualize the performance of ads, which helps merchants learn users' needs, make predictions, and develop business plans.
Benefits
You can benefit from ad analytics in the following aspects:
- Unique to you—Get the information you need that best reflects your marketing activities.
- Download data—Download data in Excel format to further analyze the marketing goals.
- Automate—Fetch the data you need by selecting your mini program, task, and specific date or date range.
Key features
To analyze ads traffic performance, navigate to the left panel in the Mini Program Console and click Operation > Advertising > Ad Analytics. You can see that data displayed by Performance Metrics, Data Tracking, and Best Tasks by Click Rate.
Performance Metrics
Performance Metrics are a collection of data that you evaluate against ads. It's a way to help you find out what kind of mini programs or ads attract the most users. You can track users' behaviors and measure the achievement of overall goals using the following filter conditions:
- Mini Program: Select a mini program to measure the data of a task or multiple tasks under the mini program.
- Task: Select a specific task to measure the corresponding data.
- Date or Date Range: Measure data over time by selecting a date or a date range. For example:
- Select Daily and 2021-08-30 to check data on August 29th, 2021.
- Select Last 7 Days and 2021-8-30 to check the last 7 days' data from August 29th, 2021.
- Select Last 30 Days and 2021-8-30 to check the last 30 days' data from August 29th, 2021.
There are 10 metric cards, where you can see the corresponding data and percentage changes on a daily, weekly, and monthly basis. Under Performance Metrics, the following metrics are available:
Metric | Description |
Total Impressions | The number of times your tasks are displayed, whether they were clicked or not |
Users Who Viewed | The number of users who viewed your tasks |
Total Clicks | Total number of clicks on your tasks |
Users Who Clicked | The number of users who clicked on your tasks |
Click Rate | The percentage tells you how many tasks successfully achieved one click. This metric is calculated by Total Clicks/Total Impressions. |
Total Orders | The number of orders created by users via tasks |
Paid Orders | The number of paid orders created by users via tasks |
Users Who Created Orders | The number of users who created orders via tasks |
Users Who Paid Orders | The number of users who paid for orders made via tasks |
Order Conversion Rate | The percentage tells you how many users successfully paid orders via tasks. This metric is calculated by Paid Orders/Total Clicks. |
Take Total Impressions as an example and select Last 7 Days and 2021-8-30, you can fetch the following data:
- Total Impressions: The total impressions from August 23rd, 2021 to August 29th, 2021 is 770,000.
- Daily: The total impressions from August 23rd, 2021 to August 29th, 2021 increase 10% compared to data from August 22nd, 2021 to August 28th, 2021.
- Weekly: The total impressions from August 23rd, 2021 to August 29th, 2021 increase 30% compared to data from August 16th, 2021 to August 22nd, 2021.
- Monthly: The total impressions from August 23rd, 2021 to August 29th, 2021 increase 10% compared to data from July 23rd, 2021 to July 29th, 2021.
Data Tracking
Data Tracking presents the same metrics as Performance Metrics via a line graph. You can see how data change continuously over the selected date range.
Best Tasks by Click Rate
Best Tasks by Click Rate displays the top 5 tasks according to click rate from high to low. This helps you identify tasks that attract the most users. You can see data of a task or multiple tasks under a mini program within a date or a specific date range. In addition, you can see the data of Users Who Clicked and Users Who Viewed for each task.
