Universal Ads（全域广告归因）分析

概述

The Branch Universal Ads Analytics Dashboard is made up of two main sections, the high-level graph at the top of the page, and the more granular table breakdown below. Each view lets you filter and compare various different in-app and web events by a set of analytics parameters associated with your Branch ad links. Whenever you create a Branch Ad Link, you'll include a campaign, channel, and a set of tags (and Branch will automatically include a feature and ad partner). These can then be used to filter resulting events in either view.

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数据限制

基数保护

Branch 将每个发布者每天的所有维度限制为40,000个值。这意味着您最多只能在操作后台 (Dashboard)上看到40,000个独特的广告活动，广告名称等。

如果某个应用尝试为单个维度发送超过40,000个值（例如，~活动）一天之内，那么 Branch 停止追踪这些独特的值。Branch 将其他值组合在一起，并将它们存储在“其他”值之下。

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Compare By Limitation

Adding ad partner, country, secondary publisher, and os in the Compare by field will cause an error in loading data into the Events/Performance Table.

Filter Bar

At the top of the page, you'll see a menu of options that applies to both the graph and table views. With the Filter Bar, you can apply attributes that will apply to both the graph and table views on this page.

You can apply the following attributes:

Saving

The Branch Dashboard allows you to save the state of your report after you've applied changes to your satisfaction. You can name and save your report for future use. This is helpful if you have several report types you use to analyze ads-related performance.

Sharing

Clicking the Share Button next to the name of your report will generate a shareable link to your report. Anyone with read access to your Branch Dashboard will be able to click the link and be directed to the report you created.

Trends Graph

在这里，您可以看到各种应用内事件和 Web Events 起源的直观明细。有关每个事件和筛选器类型的细分，请参见附录。这些事件可以通过其原始广告 campaign 中的各种分析标签进一步筛选。

要查看哪些广告平台在为您引流（默认视图）：

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iOS 14.5 发布后的自然复选框

For Graph View and Table View:
选中自然复选框后，以下两项将被添加至此视图的流量
“真正的直接自然量+误归因的首次安装”。

这会造成重复计算问题，会加上该页面默认显示的付费归因、选择加入的安装。

For additional information on changes post iOS 14.5, visit our FAQ Pages

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SAN 的可用维度比较

自归因广告平台 (SANs)并不总是支持 Branch 分析中所有可用的维度。使用按尺寸比较时，请参考下表。

Events Table

The Table View lets you see a more granular view of your event data. Here you can filter and compare fields by the same parameters as in the graph view, and see a side-by-side view of your events.

Columns

You can use the three-column button on the top right of the table to customize the columns viewable in the table. You can customize your columns even further through the Column Selector. With it you'll be able to have new sections:

• Events: An ordered list of events.
• Metrics: All Branch pre-calculated metrics.
• Ordering: The ordering space for all selected columns including compare-by as well as selected events and metrics with easy drag-and-drop functionality.

Events within each bucket are ordered by the volume received in the past 15 days. The most relevant events for each app will always appear at top of the list. You can also pin your favorite events and metrics to always appear on top.

Note: Any event with zero volume will appear at the bottom irrespective of the event type.

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Click to Install & Click to Open

Click to Install %: The percentage of attributed installs divided by clicks. Installs with "last attributed touch type" of value "IMPRESSION" are filtered out. Installs with "platform" of value "DESKTOP_WEB" and "DESKTOP_APP" are also filtered out

Click to Open %: The percentage of attributed opens divided by clicks. Opens with "last attributed touch type" of value "IMPRESSION" are filtered out. Opens with "platform" of value "DESKTOP_WEB" and "DESKTOP_APP" are also filtered out

Custom Metrics

In the column selector, you can also make your own custom metrics for more insights from your aggregated data. Formulaic calculations between event counts and aggregations are supported. Additionally, you will have access to templated calculations like Average Order Value and Customer Acquisition Cost.

Revenue and Cost

Unique to Branch Universal Ads, the Branch Dashboard will enhance your analytics by adding cost-related parameters to your data. Through Branch's integration with specific ad partners, reports will be populated with the following analytics:

Local Currency

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Local Currency

By default, the Branch Dashboard will generate reports in USD. In order to view revenue and cost in your local currency, please enable the Local Currency setting in your Branch Dashboard's Configuration. Additional details can be found here.

Local currency support in the Branch Dashboard will allow you to analyze marketing spend and revenue in your local currency. Additionally, it will allow for direct cost data comparison with ad partners who report their spending in a currency other than the USD.

With Local Currency enabled, you will gain new analytics tags as dimensions:

技巧和窍门

• You can export your current table view as a CSV file using the download button on the top right of the table.

• 图形和表格视图上的 Unique 复选框可让您将报告限制为每位用户每种类型的一个事件。例如，假设某个用户点击了广告链接，然后在该链接的归因窗口中打开了该应用七次。选中 Unique 复选框后，我们会报告其中一个打开，未选中该框，我们会报告所有七个。

• When an event is attributed to an ad in a CSV export, last_attributed_touch_data_tilde_feature=paid advertising and last_attributed_touch_data_tilde_advertising_partner_name=ad_partner_name