User Journey Analysis
Last updated
Last updated
The user journey is formed by linking Custom Tracking(Action)within the materials, recording key interactive behaviors of users during gameplay.
User Journey Analysis is mainly used to analyze user session, drop, and conversion metrics across different scenes. For example, it examines how many users continue to the next stage of play after playing the initial segment of the playable material, how many redirect to the store, and how many loss. It also tracks the quantity of these interactions.
By using Playturbo's User Journey Analysis feature, insights can be gained from real interaction data regarding user behavior patterns, content preferences, and points of drop off. This enables more precise identification of material optimization directions.
Note: For custom projects and Template Feature Creation projects, the custom tracking and user journey have already been set up by Mindworks, so you don't need to configure them manually. If it's a free-editing project, please add custom tracking according to the tracking instructions within the project. Tracking Explanation
Before using the User Journey Analysis feature, it is necessary to set up custom tracking for the materials and link them in a logical sequence (as shown in the diagram) to obtain accurate user journey data.
"User Journey Analysis" is divided into three parts: "Material Selection," "Journey Configuration," "Data Filtering&Display."
Material selection: Select the material you want to analyze.
Journey Configuration: Connect the points in the material according to the actual logic of the material to configure the journey.
Data Filtering&Display: You can filter by Ad Type, Distribution Area. Then display the data according to the journey you have configured.
Before conducting user journey analysis, select the playable material. There are two ways to select playable materials:
1）Enter the project keywords (product name, version name, etc.) in the search box on the page to find the corresponding project.
*You can further filter the data by different dimensions such as "Ad Platform" and "Operating Systems" within this project.
NOTE: The creative version ID is used to identify the uniqueness of the creative. playable materials with the same creative presentation share the same creative version ID.
For example, in a freely editable project, if a single operation downloads playable materials from Applovin, Facebook, and Google, even though these playable materials may have slight differences in code, they present the same creative, and therefore share a single creative version ID, A. If the project replaces/adds video/image components or modifies the creative and exports again, the creative version ID changes to B.
After selecting the project, choose a date range with available campaign data on the right side. The journey chart will automatically be displayed below.
Click on the preview option in the top right corner to view the tracking log for the project and confirm the position and effect of actions (Hover the mouse over the corresponding Custom Tracking to view the full name.)
The user journey is initially connected based on the order of all custom tracking events, which may not align with the actual sequence. You will need to manually configure journeys by clicking the "Edit" button to enter editing mode.
Click on the [Edit] button to enter the editing mode, where you can make adjustments to the user journey.
Editing Method: Drag a line from one node and connect it to another node.
For example, if the playable material has 4 tracking points: tracking point 1: select weapon, tracking point 2: start attacking, tracking point 3: defeat enemy, tracking point 4: get defeated by enemy. Possible journey branches in actual gameplay could be 1-2-3 or 1-2-4. In journey editing mode, you need to connect lines between 1-2, 2-3, and 3-4.
After editing, click on [Display Journey] to refresh and save the adjusted user journey configuration.
You can filter by Ad Type and Distribution Area.
For each custom tracking(action), there are 4 data indicators:
Session: The total number of users who triggered this action.
Exit to Next : The number of users who triggered this action and subsequently triggered other actions.
Drop Off: The number of users who triggered this action but did not trigger any other actions or redirections.
Redirect: The number of users who triggered this action and then redirected to the store before reaching the next action. (*Events triggered after the redirection will not be included in the journey statistics.)
For each event line, you can select and display two data indicators:
Exit: The number of users who triggered the next event after the previous event. For example, the quantity of line 2-3 represents the number of users who triggered event 3 after event 2.
Duration: The time it took for users to move from the previous event to the next event. For example, if the time consumption from event 2 to event 3 is 2.4 seconds, it means users spent 2.4 seconds between events 2 and 3.
① Analyze the maximum flow branch of user journeys (A branch represents a sequence of interactions within the material. For instance, if a material contains four branches: 1-2-3-4, 1-3-4, 1-4-5, and 1-6-7, each representing a unique sequence of events within the material, users can only follow one branch during a single play session. The maximum flow branch is highlighted in green on the graph.)
Analyze which stage in this flow branch has the highest loss rate and optimize it based on the possible reasons for loss in the playable material.
Analyze which stage in this flow branch has the highest redirect rate.
② Analyze loss rate combined with time consumption
If the loss rate of a stage is too high, consider whether the time consumption for that stage is longer than expected. If so, there may be issues such as unclear gameplay or guidance, which need to be optimized.
③ Comparison between different branches
Compare the redirect rates of different branches. If a certain branch has a high redirect rate, guide the playable material production towards that branch.
✨For specific analysis approaches and case studies, please refer to the User Journey - Usage Recommendations
2）On the page, click the 'Analysis' button in the table to jump to this page and analyze the selected material.
