Your official account is setup and you have gone through the basics of content creation, broadcasting and campaigning via your official account and other third-party platforms, now it is time to track your campaign’s performance. Admin platform reveals all the statistics you will need to compile an accurate measurement report on how your campaign performed before, during and after communications.
On the Admin Platform, the sidebar on the left has a subheading statistics. Here you will find all the statistics needed to track your campaign from new followers to the readership to the share ability of content.
Based on external communication leading to official account discovery, you can track how many followers you have gained during a particular period. The best way to track how your third party communications are affecting your following on WeChat is to compare statistics collected before communication launches and after.
On admin platform, you can view statistics of new followers, new unfollowers and the total number of followers all within a given period of your choice. By keeping track of the official account’s following over certain periods, you can build an image of how well third-party communication is performing.
Rich media statistics on admin platform analyses how well your content on WeChat has performed after a broadcast and how well all rich media has performed daily and monthly. The value in rich media statistics is that you can compare broadcast messages to each other and gain insight on user patterns regarding content consumption based on readership statistics and share ability stats.
Statistics can be viewed per rich media card or overall. Per rich media card, you can analyse how many users the broadcast had reached, how many users read the rich media card and how many users shared the content. Based on these stats, you can compare it with another rich media card and see which content was more valuable to your audience and produce content based on that knowledge.
With admin platform, you can actively manage messages in real-time and you can monitor messaging activity. admin platform tells you how many messages the official account receives daily and monthly. You can also monitor peak times of user engagement (when users send messages). This may be after a broadcast message has been sent out or during a competition period.
It is also possible to monitor which keywords are being sent to the official account the most. This gives you insight to what your audience is mostly interested in and with what they are engaging with the most.
Your API statistics is the window to the server’s performance. You can track how many times users have called to the server and engaged with the official account and track the failure rate of response from call-to-action.
For example, if a user taps on a menu in the official account, admin platform will record this action and the response time from when the user tapped on the menu to when the user received content after tapping on the menu.