Aggregated Event Tracking for Ads

Aggregated Event Tracking for Ads

Definition: Aggregated event tracking combines multiple user behaviors into a single, comprehensive metric for advertising strategies. Compared to single-event tracking, this approach provides a more holistic evaluation of user quality and reduces advertising costs.


Game Advertising:

  • Traditional Tracking: Uses milestones such as user levels (e.g., Level 10, Level 20) to gauge user quality, where higher levels indicate better user engagement.
  • Aggregated Tracking: Considers multiple behaviors, such as task completions, friend interactions, and daily logins. These behaviors are combined into a comprehensive metric like “active users,” where completing any one behavior (e.g., finishing a task or interacting with friends) counts towards the goal.

Payment Products Advertising:

  • Traditional Tracking: Targets single behaviors such as bill payment, resulting in limited user engagement metrics.
  • Aggregated Tracking: Combines various payment behaviors (e.g., bill payments, utility payments, transfers, shopping) into a “transaction” metric. Users completing any of these actions meet the goal, providing broader coverage of user payment behaviors.

Social Products Advertising:

  • Traditional Tracking: Based solely on individual behaviors such as initiating conversations.
  • Aggregated Tracking: Integrates diverse actions such as messaging, posting status updates, and adding friends into an “active social” metric. Achieving any one of these behaviors counts towards the goal.

Benefits of Aggregated Tracking:

More Comprehensive Representation of User Value:

  • Description: Aggregated tracking encompasses multiple key user behaviors, identifying users as valuable when they achieve any one of these behaviors.
  • Example: For payment products, targeting only “bill payment” attracts users who need to pay bills urgently. By aggregating behaviors like “bill payment, utility payment, transfers, shopping,” a wider range of user payment needs is addressed.

Optimized Advertising Costs:

  • Description: Aggregated event tracking increases the completion rate of key behaviors, enhancing conversion rates from ads and helping to control advertising costs.
  • Example: For products with lower conversion rates, aggregated event tracking can significantly increase completion rates, thereby lowering CPI (Cost Per Install) and other key metrics, especially in campaigns optimized for UAC2.5 or AEO (App Event Optimization).

Summary: While single-event tracking may suffice for narrowly defined products, aggregated event tracking proves essential for products with diverse functionalities. It offers a more comprehensive view of user value, effectively reduces advertising costs, and improves conversion rates.

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