使用新版GTM监测外链点击

外链监测是比较常用的一种网站监测需求,在新版本的GTM中,我们可以按以下5步来实现:

  1. 新建自动事件变量gtm-link click track-1
  2. 新建触发器gtm-link click track-2
  3. 新建事件跟踪代码gtm-link click track-3
  4. 预览调试
  5. 发布

所谓外链,就是点击非本站域名的链接,在这里我们监测所有网页的有外链点击行为,在符合外链的条件下,自动触发点击事件。事件类别和标签可以根据需要自定义为其他的。

这里发散性思维下,我们还能够监测某种特定文件格式的文件下载行为,只需要将自定义变量和触发器的规则稍微修改下即可,比如完整网址正则匹配特定文件格式 。这对于下载站是非常好用的一个功能。

App推广之如何测试新Offer

拿到一个新Offer,投放AdWords展示广告,我们通常建议按照以下步骤进行测试:

  1. 制作3-5套素材,测试不同素材的表现。建议按展示位置和图片尺寸分组,以便对比数据,亦可以投放到所有展示位置(此时仍然需要单独选择每一个以便查看对比数据)或者根据过往经验或研究数据得出的特定展示位置。在这个步骤,主要测试素材的优劣,不太建议做太多的细分组合。
  2. 前期放量,设置每日每个广告的频次为3,设置均匀轮显,加速模式,出价按正常2倍,测试3天左右,一般会亏50%左右。如果你素材感觉不好,或者其他原因导致前期亏损低于-50%,可能会比较危险,一定要调整思路和心态找到数据差的原因,或果断放弃。
  3. 停掉转化差的素材,此时ROI一般在-30%左右。
  4. 排除转化差的展示位置,此时ROI可能变成正数。
  5. 将转化成本低的展示位置进行单独分组并提高出价,将转化成本高的展示位置单独分组并设置较低出价,此时ROI可提升5%左右。
  6. 查看时段数据,出价调整逻辑参考第四点。此时ROI可进一步提升5%左右。
  7. 查看WiFi数据,出价调整逻辑参考第四点。此时ROI可进一步提升5%左右。
  8. 查看其它数据,出价调整逻辑参考第四点。此时ROI可进一步提升5%左右。
  9. 进行更多的细分组合与筛选排除,ROI稳定在20%左右。
  10. 2周内在原来数据基础上,测试新素材,ROI出现先略降低再逐步上升。
  11. 循环以上步骤,每日优化数据。

在AdWords平台,想将一个Offer迅速做大(每天起码五千安装以上),常人一般要一周左右才能开始盈利。如果你够胆量并且团队配合得当执行力强,在前期舍得烧更多的钱来产生更多数据,可能3天左右就可以开始赚钱。第一周会非常累,非常大压力,很多人没有过这关,死掉了或者半死不活。

如果谁说第一天就开始赚钱了,只要两种可能:只投了少量的钱并且运气好;Offer太容易或者眼光太犀利。

做App推广一定要有危机意识,快速高效,一般来说一个App的推广周期大概在3个月左右,再往后面会越来越艰难。

Google AdWords之App应用推广实战指南

很久没写博客,发现时间越来越不够用,废话不多说,本文记录下通过Google AdWords进行App推广的一些经验总结。

简而言之:

  1. 素材非常重要。
  2. 细分非常重要。
  3. 执行力很重要。
  4. 及时分析数据。
  5. 敢于善于测试。
  6. 高手都用LP。
  7. 时刻记住TA。
  8. 过滤、筛选。

几个细分条件:

  1. 46个App展示位置、用户已安装过的应用类别、新用户、付费用户、系统推荐。
  2. 是否WiFi。
  3. 操作系统版本。
  4. 语言。
  5. 时段。
  6. 地域。
  7. 出价方式。
  8. 素材尺寸。
  9. 素材角度、变体。
  10. 年龄、性别。

几个基准数据:

  1. 一般情况下,小图点击率不能低于1%,大图点击率不能低于2%。
  2. AdWords延迟一般2天半左右。

最后,不要花太多的时间看各种教程,迷信各种大神、大牛或者大师,实践是最好的方法!

Du Battery Saver测试角度20条

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  8. IT experts agree: DU Battery Saver is the best battery optimization app for Android devices! Download here!
  9. Benchmarks have proven that DU Battery Saver is a must-have app for every Android user! Download for free!
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摘自:http://iamattila.com/services-i-recommend/199-dollar-giveaway-angles-you-can-use-right-now-to-make-some-moola-with-cpis-du-battery-saver.php

CPI移动广告操作流程图

CPI移动广告涉及面比较广,从前期的准备到广告上线,再到广告优化,主要有6个步骤:

  1. 分析目标受众
  2. 找到测试要点
  3. 制作广告素材
  4. 设置广告系列
  5. 收集大量数据
  6. 优化细分放量
    iam-v8

图片引用自:http://iamattila.com/uncategorized/download-the-framework-for-a-mobile-campaign.php

banner进行split test的19个测试点

我们知道,移动广告的核心之一便是素材。

大多数新人在接触移动广告时候面临的最大问题往往是不会做素材,或者准确来说不知道怎么去做(我们假设PS的水平没问题),从什么角度去做,以下这张图可以给我们很大的启示。

bannerslandersHighLatest图片转载自:http://iamattila.com/media-buying-101/101-guides/19-things-to-split-test-on-your-banners-infographic.php

 

杀毒类App高转化率测试角度31条

杀毒类App应用高转化率测试角度31条,从国外知名博客看到的,记录下仅供参考。从实际经历来看,大多数是一些牛人也在用或曾经用过的,不过由于政策基本都在变严格,很多可能会导致账户被封杀。

1) You may be infected with a virus – Scan Now
2) One virus may be slowing you down! Scan now!
3) Protect your phone from viruses – Immunize Now!
4) Scan for viruses now! Start Scan
5) Worried about viruses? Scan now!
6) Worried about privacy? Remove malware
7) Worried about trojans? Protect your phone
8) Hackers use outdated software to get in your phone! Run a scan now
9) Don’t get hacked! Protect your phone now
10) Hackers are evil! Is your phone protected? Get app
11) Free up more space – Clean Trash & Junk
12) Want more storage? This app can help!
13) Speed Up Your Phone! Get rid of junk – Get app
14) Block unwanted calls! Get this smart app
15) Browse the net with true privacy – Get 360 Security
16) Block unwanted SMS Senders – Get 360 Security
17) Uninstall apps with easy – Install app
18) Protect your data from theft! Get app now
19) Protect your pictures! Scan for viruses
20) Did you know? 3982 Android phones are infected daily! Are you safe?
21) Is your phone safe? Protect it from hackers NOW!
22) Keep your contact list backed up! 360 Security can help
23) Don’t lose your contacts, photos, music collection every again! Get app
24) Are you backing up? Get app
25) Is your phone backed up? This app can do it!
26) Easy Backups – Get app
27) Run Diagnostics Scan now! Speed Up Phone
28) Phone freezing? You might have a virus!
29) Phone lagging? You need to scan your phone
30) Games lagging? This app can help
31) Websites loading slowly? You need to clean out junk!

转载自:http://iamattila.com/services-i-recommend/31-angles-with-high-cr-rates-for-your-mobile-media-buys.php

GA新功能“队列分析”简介

Google Analytics目前已经出来一个新功能:Cohort Analysis(队列分析,位于受众分析>活跃用户的菜单下方),如果你用过腾讯分析的话,会感到非常熟悉。是的,这就是一个留存率报告。

cohort analysis

功能概览:

免费版受限于抽样报告,如果你的网站访问量很大,你看到的只是一个抽样报告。如果只是稍微大点,可以尝试拖动右上角的抽样比例到最右边。

支持高级细分。这是一个非常好用的功能,我们可以对比不同流量来源的留存情况,不同设备的留存、不同地区的留存,等等。不过,它一次性最多只能选择4个高级细分项进行对比。

时间范围:按天分可查看过去7、14、21、30天;按周分可查看过去1、3、6、9周,按月分可查看过去1、2、3个月。

数据列表:选择相应时间范围后,可以将时间倒退所选的时间单元+1(今天的数据不参与)。如:选择过去3个月(我们现在是在2015年1月22日),则可以看到10月份的用户在10月份及后3个月的表现(即10、11、12、1);11月份的用户在11月份及后2个月的表现(即11、12、1)、12份用户在12月份及后1个月的表现(即12、1)。

指标(单选):目标转化次数、页面浏览次数、收益、会话停留时间、会话次数和交易次数,并且可以按用户或者按时段内的总数来查看。

图表:支持最多4行数据的对比,类似于其他标准报告中的绘制选定行,显示所选时间范围内的所选指标数据变化趋势。

整个报告给我们呈现的是用户留存,如果你想实现更为复杂的留存率报告,可以通过自定义维度(老版本的GA是自定义变量)去手工生成类似报表。

个人认为它目前的主要不足有:

  1. 对单个目标的支持,我们通常还想知道用户的注册转化率、支付转化率等。
  2. 用户它其实还只是访客,要是能够将自定义维度定义的真实用户作为分析对象就更好了。
  3. 时间范围最长只能看过去90天的数据。
  4. 最基本的导出功能也木有啊,这让人还怎么做报表呀~

Mobile App Analytics Fundamentals

Mobile App Analytics Fundamentals是Google Analytics推出的第四个系列课程,主要讲述App Tracking相关的基础知识,由Google Mobile App Analytics产品经理Fontaine Foxworth主讲,每个章节后均有配套测试题,完成后可以获得一个结业证书,如下:

mobile-app-analytics-fundamental-cert

 

课程大纲/Course Schedule

Pre-Course Survey
Unit 1 – Introduction to Mobile App Analytics
Welcome to the course
Marketing and analysis tools
App revenue models
Starting with a measurement plan
Tools to set up tracking
Assessment 1

Unit 2 – Attracting New Users
Acquisition channels
Acquisition reports
High-value users
Segmentation and user attributes
Assessment 2

Unit 3 – Measuring behavior
Behavior reports overview
Screen tracking
Event tracking
Custom dimensions and metrics tracking
Enhanced Ecommerce tracking
Assessment 3

Unit 4 – Increasing revenue
Identifying roadblocks to revenue
Re-engaging existing users
Remarketing to new and existing users
Course Summary
Assessment 4
Course Glossary

下面是其中4个测试题的标准答案,仅供参考,强烈建议感兴趣的童鞋FQ去到官方网站详细学习下,移动已是大势所趋,掌握一门新技能将会受益匪浅。

  • Question 1: Correct! AdWords allows you to advertise on both the Google Search results page and GDN.
  • Question 2: Correct! AdMob can let you run ads for your app inside other apps.
  • Question 3: Correct! In addition to running ads in other apps, AdMob also lets you host advertising within your own app.
  • Question 4: Correct! Google Analytics is the only one of these tools that lets you measure user behavior in your app.
  • Question 5: Correct! A session is that period of time when a user is actively engaging with an app.
  • Question 6: Correct! Freemium is the term for the monetization model where users download a free app and then pay for additional features.
  • Question 7: Correct! Conversions are the actions you want users to perform in your app to achieve your business goals.
  • Question 8: Correct! A Goal lets you define and measure conversions in Google Analytics.
  • Question 9: Correct! The Google Play Services SDK provides access to the entire suite of Google Services for apps.
  • Question 10: Correct! Google Tag Manager lets you push collection tag updates without having to publish a new version of your app to a marketplace every time.
  • Question 1: Correct! Search ads appear on Google search engine result pages based on users’ search terms.
  • Question 2: Correct! Display ads appear as banners on websites, videos, and within other apps.
  • Question 3: Correct! “Remarketing” targets ads to users who have previously visited your website or app.
  • Question 4: Correct! In order to view AdWords reports in Analytics, you must first link your AdWords and Google Analytics accounts, and enable auto-tagging.
  • Question 5: Correct! If apps marketplace data appears as “not set,” this could mean the marketplace doesn’t support the App Installer ID. The SDK could also not be retrieving the data correctly.
  • Question 6: Correct! The Sources report shows the traffic sources that brought users to your app marketplace, how long they stayed, and how much money they spent.
  • Question 7: Correct! The Google Play Referral Flow report shows how users moved through the acquisition process.
  • Question 8: Correct! The New Users report shows an overview of the users who launched your app for the first time.
  • Question 9: Correct! “Segmentation” lets you compare distinct groups of users in Google Analytics.
  • Question 10: Correct! Audience report data can help you understand common audience characteristics, design better demographic targeting for ad campaigns, and improve users’ app experience based on their language or location.
  • Question 1: Correct! Behavior reports include data about app screens, interactions within a screen, and crashes and exceptions.
  • Question 2: Correct! Google Analytics screen tracking collects the name of each screen that users view and how many times they view that screen.
  • Question 3: Correct! You can use event tracking to track specific interactions within an app screen.
  • Question 4: Correct! When tracking an event, we recommend at least setting up the parameters Category, Action, and Label.
  • Question 5: Correct! A user clicking a button 4 times in one session and 4 times in another session will be counted as 2 unique events.
  • Question 6: Correct! You should be selective about choosing what events to track so you don’t exceed Google Analytics data collection limits and avoid incomplete session data.
  • Question 7: Correct! Custom Dimensions and metrics let you collect data that’s not automatically captured through Google Analytics.
  • Question 8: Correct! Mobile Device and Screen Resolution are examples of dimensions.
  • Question 9: Correct! Exits, Time on Page, and Session Duration are all examples of metrics.
  • Question 10: Correct! Enhanced Ecommerce reports can show the names of top selling products, the revenue they generate, and the percentage of shopping cart drop-offs.
  • Question 1: Correct! All of these issues represent potential roadblocks for maximizing revenue in your app.
  • Question 2: Correct! Based on this report, you should check Level 2 first to fix potential roadblocks, since it has the highest exit rate and lowest time on screen.
  • Question 3: Correct! Based on this report, app version 3.0.13 appears to have introduced a new technical issue.
  • Question 4: Correct! The Loyalty report shows how frequently users returned to an app.
  • Question 5: Correct! The Recency report shows how much time passed since a user’s last app session.
  • Question 6: Correct! You can use email marketing, push notifications, and remarketing campaigns to re-engage your existing app users.
  • Question 7: Correct! You must update your Google Analytics tracking code in order to enable Remarketing.
  • Question 8: Correct! Audience Lists can target ads to users based on common attributes or their previous actions in your app, as well as allow you to create your own Audience Lists from Analytics segments.
  • Question 9: Correct! Audience Lists can use all of these pre-defined audiences.

Google Tag Manager代码部署:外贸B2C电商

前些天给一个朋友的外贸B2C网站做了一个简单的代码部署,觉得比较实用和有价值,这里分享给大家。

数据分析需求:

  1. 希望使用Google Analytics分析网站流量,看数据的人并不太懂,但是关注点也不多,一般就想看看基本的流量和KPI数据。由于是B2C电商网站,因此特别关注电商订单数据;由于主要推广方式是Google AdWords和SEO,因此也非常关注流量来源和对应的转化数据。
  2. 希望做再营销和转化跟踪,因此需要部署再营销跟踪代码和转化跟踪代码。主要主要有三大类:注册、下单、支付。由于未启用Google Merchant,因此并不需要做动态再营销,主要做些基础性的用户细分,比如浏览过商品页的用户、进入过购物车的用户、已购买的用户等。
  3. 希望跟踪详细的电子商务订单数据。如:订单数据、订购的商品数据(含SKU、品牌、类别等)。
  4. 希望跟踪每个会员的访问来源和访问频率,主要用来分析每个会员的来源,从而对广告关键词和创意优化提供数据参考。

代码部署步骤:

  1. 使用Google Tag Manager对代码进行管理。记下GTM的代码。
  2. 使用Google Analytics跟踪流量数据,关联AdWords账户,开启autotag,设置目标、站内搜索及其他相关设置。记下配置文件ID。
  3. 开启电商跟踪(由于需求简单并未启用增强型电商跟踪)。根据帮助中心的说明文档,撰写代码部署需求。
  4. 在Google AdWords后台新建3个类型的转化跟踪,在共享库中开启再营销。记下其中的转化ID和转化标签。
  5. 在GA中以user(用户)的层级,新增自定义维度“会员ID”,当用户登陆后记录用户的会员ID;新增额外的两个自定义维度:访客ID、首次访问时间。记下分别对应的序列号。
  6. 在GTM中新增宏:配置文件ID、会员ID、访客ID、首次访问时间、转化跟踪ID(再营销跟踪ID其实与转化跟踪ID是相同的)、转化跟踪标签。其中,访客ID通过先提取_ga的cookie再提取其中的访客id来实现、首次访问时间使用自定义javascript的方式实现(对_ga的cookie进行提取和时间戳转换来实现),会员ID通过在页面添加dataLayer.push的代码,再调用的方式实现。
  7. 在GTM中新增标签:UA(Track Type选择Page View,开启展示广告功能)、电商跟踪(Track Type选择Page View,启用增强型电商功能)、再营销(调用上面建立的转化跟踪ID的宏)、3个不同类型的转化跟踪(调用上面建立的转化跟踪ID的宏,并对3个不同的转化设置不同梯度的价值,如注册成功10,订单生成50,支付成功100)。
  8. 在GTM中设置规则:UA和再营销为所有页面,电商跟踪为event=gtm.js,3个不同类型的转化跟踪分别对应设置的具体页面。

测试方法:

  1. 开启GTM的debug模式,测试没问题之后再发布。
  2. 实时报告查看流量数据,打开关键性的页面看是否有数据产生,通过不同来源进入看来源是否记录正确。
  3. 打开chrome的network,查看是否有相关的数据请求。
  4. 第二天核验数据是否记录正常。

以上,就是一个简单的代码部署实施方案了,没有任何包装。其实还挺费事的,因此朋友给了点小费,2000元,除去沟通和准备工作,零零散散地大概2个小时搞定了。

当然,这个的价值远不止于2000元的,如果你广告投放很多,可能一天、一个星期或者一个月也就省回来了。清晰的数据对于电商运营和广告投放至关重要,毋庸置疑。

如果你也有这方面的需要,并且对上面这些并不了解或了解不透彻或不想深入研究,也可以联系我,预算低于2000元的就算了,不提供免费咨询。

联系QQ:1024549887