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Today, the editor will share with you the relevant knowledge points of SDK burying program case analysis, the content is detailed and the logic is clear. I believe most people still know too much about this knowledge, so share this article for your reference. I hope you can get something after reading this article. Let's take a look at it.

1 Summary

This scheme includes two parts: the implementation scheme of burying point technology and the design scheme of burying point business. The aim is to complete the technical construction and business design of data collection through this scheme, complete the user behavior data collection burial site with the cooperation of App and Mini Program system suppliers, and construct online user behavior tags and portraits based on the data of the burial point.

1.1 Design idea of data burying point architecture

The so-called "burying point" is a term in the field of data collection (especially in the field of user behavior data collection), which refers to the related technology and implementation process of capturing, processing and sending specific user behavior or events. For example, the number of clicks on an icon, the length of time to watch a video, and so on.

The technical essence of the embedding point is to first monitor the events in the running process of the software application, and judge and capture the events that need to be paid attention to when they occur.

Full burying point: the access terminal only needs to introduce SDK for global configuration to complete the full buried point operation. SDK can automatically collect some user behaviors, such as App startup, exit, browsing pages, control clicks. And all reported, there is no need for developers to add additional code.

Code hiding point: the custom event reporting code is embedded in each event function that needs to collect information, and this scheme is used for key business events (such as purchase, payment, course playback, etc.). Business and behavior data can be collected according to business requirements.

1.2 Design idea of burying point business

To bury the business design, first of all, we need to make clear the target behavior collected according to the business analysis, and further figure out where and what kind of points should be buried. In the process, it is recommended to use "event model (Event model)" to describe all kinds of user behavior. The event model includes two core entities: event (Event) and user (User).

Describing user behavior based on 4W1H model can clearly describe the whole behavior, including who, when, where, in what way, and what has been done. Through the combination of these two entities, the user behavior can be clearly described.

Take the browsing of an App page as an example of behavior analysis that defines burial points and dimensions:

1.3 description of professional vocabulary in the programme

Dimension

Dimensions describe the characteristics or attributes of a thing. For example, what gender a person belongs to, which city he lives in, what color he likes, these are the attributes and characteristics of this person.

In the field of website analysis, dimensions are often used to describe and analyze indicators, such as a single visit index can not tell you much information, once added the source dimension, it immediately becomes meaningful.

Index

Indicators, that is, specific values. For example, visitors, page views and length of stay are all common indicators.

Generally speaking, indicators can be divided into counting indicators and compound indicators. Counting indicators such as visitors, visits, page views, length of stay, etc.; compound indicators such as bounce rate, interaction depth, conversion rate and so on. Generally speaking, it is more meaningful to analyze the index with the dimension.

Show and click

Display, refers to the number of exposures of elements on the page. Click refers to the number of times the page element has been clicked by the user.

These two indicators are mainly applicable to online advertising, such as evaluating how many times the brand ads placed on Sina's home page have been displayed and clicked.

Visitors

The English name is Visitor, which is popularly interpreted as a person who visits a website or App. After the addition of Unique, which is what we usually call UV, the only visitor.

For data statistics tools, anonymous ID is generally used to mark visitors, the web-side product is Cookie (a small piece of text put on the user's browser by the website server), and the App-side product is the device ID.

Visit

Visit, a common concept of web-end products, refers to a series of continuous page browsing behaviors of users, which is synonymous with conversational Session. With the rise of the mobile Internet, considering the use of App, Session has gradually replaced Visit as the main word.

The industry has set a valid time limit for the interval between Session users, which is 30 minutes for web products and 1 minute for App products.

Number of page views

PageView, that is, PV, refers to the number of times a page has been viewed by the user. Strictly defined, it refers to a request to download a page sent and completed by the user to the website.

The concept of page browsing is mainly applicable to web-end products. For the analysis of App, screen browsing is mainly used, that is, ScreenView.

Length of stay

Corresponding to the user Session, there is a length of stay index, which is mainly used to measure the depth of interaction between the user and the website and App. The deeper the interaction, the longer the corresponding stay.

There are generally the concepts of page length, session length and average stay time, and the core principle of its calculation is to record the time stamp when the user behavior occurs, and then apply the corresponding formula to calculate it later.

Bounce rate

BounceRate, an important indicator to measure the quality of landing pages. The concept of jumping out means that the user chooses to leave after only one interaction in a visit, and there is the concept of bounce rate on a single page and the whole site.

The page bounce rate is the percentage of visits to the page as a percentage of the total number of visits to the page. The bounce rate of the whole station is the number of visits that have jumped out divided by the total number of visits.

Interaction depth

Interaction depth refers to how many pages a user visits during a visit to a website or App. The more pages a user visits in a single browse, the deeper the interaction. The depth of interaction can reflect the attractiveness of the website or App to users.

The average user interaction depth can be calculated through Session.

Conversion rate

The core indicators that any product needs to pay attention to are mainly used to measure the user's ability to transform from traffic to actual goals.

Generally, the number or number of target conversions is divided by the number of people entering the target conversion funnel. Depending on the target behavior, the conversion rate is a very flexible indicator. For example, you can customize the registration conversion rate, login conversion rate, purchase conversion rate, search success conversion rate, and so on.

2. Technical design of burying point

SDK burial point collection behavior data source terminals include iOS, Android, Web, H5, WeChat Mini Programs and so on. The SDK of different terminals adopts the SDK of the corresponding platform and mainstream language, and the data collected by the buried point is submitted to the server API by HTTP POST through the JSON data.

The server API consists of a data access system, which uses Nginx to receive the data sent through API and write it to the log file. Use Nginx to achieve high reliability and high scalability.

For the log printed by Nginx to the file, the Source module of Flume will read the Nginx log in real time, and the Channel module will process the data, and finally publish the processing result to Kafka through the Sink module.

Kafka is a widely used distributed message queue with high availability, which serves as a buffer between data access and data processing, as well as a backup of recent data. By providing external access to the API, the data center can directly lead the data away from the Kafka and enter the warehouse to build indicators.

These are all the contents of the article "case Analysis of SDK burying Scheme". Thank you for your reading! I believe you will gain a lot after reading this article. The editor will update different knowledge for you every day. If you want to learn more knowledge, please pay attention to the industry information channel.

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