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Team blog GEM4ME №112


Good afternoon friends.

Today we want to talk to you about Gem4me traffic and analytics. What is traffic from a marketing point of view, how can it be analyzed and what tasks can be solved with the help of this analysis?

Traffic is the total amount of new users we receive daily. Some of them come from ads, some come from word of mouth, friends' invitations, or searches in the app stores. The first part of the traffic, of course, is paid, the second is free (it is also called “organic”). Practice shows that it is impossible to “grow” an application only on free traffic: even if the developers invite all their friends to the application, including those with whom they talked once in a lifetime, there will be no significant boost of it. But organic traffic depends on paid traffic: the more money is invested in advertising, the greater the flow of free traffic.

But mindlessly pouring money into advertising campaigns is also not the best way out. They constantly need to be monitored: is the conversion from download to registration high enough? Is it getting better or worse? What is the final price for each attracted user? Mostly, over time, any advertisement “burns out” and you need to prepare a replacement for it. On the average, “burnout” occurs in about a month. But it's also impossible to simply sit and wait for the indicators to become unacceptable. In order for traffic to flow in a constant stream, you need to work constantly - test new creatives and slogans, analyze territories, choose the right audience and see how it behaves in the application.

The latter is especially important. In fact, nothing prevents a traffic manager from buying a million extremely cheap installations and winding up the counter. You just need to understand that all these settings for the development of the messenger will be completely useless - there will be no real people behind these numbers. If you follow the story of Musk, who is still trying to buy Twitter, you know that this problem is now becoming a major obstacle to the deal: there are too many "empty" accounts on Twitter.

To prevent that situation, we at Gem4me not only make sure that new people constantly come to us, but also check how these people behave after they have installed the application. What do they do most often? How much time is spent in the messenger on the first, seventh, thirtieth day, in six months? This analytics helps us to see the growth points in which we should invest. In order not to be unfounded, a few numbers: now we know that 70% of users immediately after installing the messenger go to the channel list. This means that they are interested in the ability to read and create channels, and it is not in vain that we have focused so much effort on this direction.

There are quite a few analytics systems that allow you to analyze user behavior, the most common of them is Google Analytics, but it does not work correctly with third-party app stores. In general, any analytics system is imperfect and the data from it should always be double-checked. Therefore, several analytical systems are connected to Gem4me, just a month ago we started using another new product - Amplitude. Data in analytical systems is collected slowly, but we are already seeing the first results. For example, we found that less than 40% of our users open a chat immediately after installation. We are currently considering what can be done to increase this parameter, and new releases will definitely include updates designed to improve this.

Stay with us!

Always yours,

Gem4me Team

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