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在这个流量为王的时代，推广渠道是获取客户的重要途径，也是影响企业收入的重要因素，这种情况下，推广渠道分析在企业经营中的地位也就处于高位了，今天我们就来详细讲讲，推广渠道分析应该怎么去做。
在做推广渠道分析前，我们一定要知道，企业经营中都有哪些推广渠道。这里有个概念我们要清楚，凡是能打广告、并且能来用户的地方，都是可以做推广的渠道。一般分为线上推广渠道和线下推广渠道两大类，线上推广渠道主要有如下这些：
1、广告：比如在抖音、天猫、百度、知乎等自身拥有流量的平台投放广告
2、直播：比如在抖音、快手等短视频平台开直播吸引用户
3、私域：比如在公众号、社群等进行产品推广宣传
4、裂变：比如通过设计一些活动，组织老用户转发好友推荐新用户等等。
而常见的线下推广渠道就比较传统了，比如：
1、推广员在线下摆摊地推
2、超市的商品堆头、活动海报
3、短信、电话、邮件信息等。
每一个推广渠道都有自己的特点，企业在相应渠道做推广时，每条渠道多多少少都会有点差异性，那么，在知道有哪些推广渠道的情况下，怎么做出有价值的推广渠道分析呢？
确定关键指标是第一步，推广渠道做为开拓新用户的重要手段，其关注的重点一定是投入与产出这两个指标，所以，一定要清晰哪个是衡量投入的，哪个是衡量产出的，之后先看整体渠道的投入产出情况，再看转化细节。
如下图中就是一个简单的推广渠道数据，付费总金额与总成本就是这些渠道上最为重要的两列数据。
在渠道分析中，投入指标是比较容易衡量的，只要看在宣传投放中购买流量、配置商品、开发落地页等各项的成本即可，这些都是投入指标的组成部分。
收入核算就比较麻烦一些，比如上图中，是直接推广的商品，这种情况下可以很简单地计算出商品的销售收入，但很多时候，投放并不是也不会直接产生销售。
比如投放是为了获取新用户注册，对于这种投放的收入核算，就要对本次注册的用户进行一定时间的跟踪，关注用户的活跃度及付费数据，比如，计算本次推广中注册用户在7天/30天/90天内的留存率、付费率、人均付费金额等，以这些作为本次推广产出的判断标准，这种情况下，这个收入核算就非常复杂了。
做完上述ROI的计算后，我们就能对各个渠道的投入配比进行优化，减少或者砍掉劣质渠道资源投放，增加优质渠道的资源投放。
我们说所有的分析都是要结合业务情况的，单纯地通过ROI计算确实能得到上述结论，但是实际工作中，我们很可能还要对单一渠道进行深度分析并优化，这个时候就需要做更多的分析。
具体的推广渠道分析根据业务情况不同，会有复杂程度上的区别，但是做推广渠道分析的底层逻辑都是一样的，对单一推广渠道而言，可优化的内容主要有以下这些方面：
1、优化推广方式，比如修改推广时间，人群特征等推广参数
2、优化推广内容，比如修改文案、配图、落地页、转化路径等
3、优化推广产品，比如更换推广的产品，配合促销活动等
这里需要注意的一点是，做渠道优化的时候，一定是这个渠道已经至少做过2次推广了，如果只做了1次，是没有参照物可以评价的，因为做渠道分析的核心是：对比和测试。
所谓对比，就是在同一个渠道的多个推广类型之间的对比，观察哪一种效果好。比如在抖音上分别就时事类、情感类、专业类三个领域进行不同商品的广告投放，这就是三个不同推广类型，这个情况下就要先看整体效果，再看细节区别。
所谓测试，就是同一个推广类型，通过更换文案、产品、落地页等测试出不同的效果进行优化。
在做对比和测试的时候，有以下3点是需要非常注意的：
1、打标签
因为文案、产品、价格、落地页等大部分是无法用数据指标来衡量的，因此，需要在投放前就对这些东西打好标签，将这些要素量化起来，方便后期分析优化。
2、小更改，多测试
同一渠道上的推广内容，一次不能修改太多点，每次修改1-2个点，这样才容易做对比，一次性修改太多，无法拆分细节进行更细颗粒度上的对比。
3、实时记录
每个版本的推广过程都要进行记录，这样在后期需要将若干版本对齐比较时才能有迹可循。
（如下图）
经过多次对比和测试后，就能总结出一套ROI比较高的推广方法，这也就达到了推广渠道分析的目的。
推广渠道分析的难点在数据采集上。如果数据充足，那么在推广渠道的分析上，就是一个漏斗模型就能解决的问题，通过追踪用户从接触推广内容到最后消费的全路径，就能明显分辨出各个渠道的效果情况。
当然，数据充足这是一个理性状态，数据采集是个非常麻烦的事情。比如：众多平台是不会对外提供用户数据的，这就需要通过别的方式将用户引流到自己的私域做沉淀，从而判断效果；再比如推广的各个版本没有做好记录，就无法对比分析；还会遇到推广渠道造假的问题等等，所以做推广渠道分析，一定要和负责推广的部门紧密合作，有业务流程配合，才能做好相关分析达到预期效果。
好啦，今天的分享就到这里，你还想听老王讲数据分析哪方面的信息，记得评论区或者私信告诉我哦~
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如今的电商行业确实可以说得上是炙手可热，尤其是在中国，市场十分庞大，但与之相对的是，竞争十分激烈。在这种大环境下，有许多卖家表示卷不动了，选择做起了跨境电商，而很多刚接触跨境电商的…
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开启副业之路，让主业工资变成零花钱。互联网上副业种类越来越丰富，每个副业都有各自的优缺点。有的副业适合长期操作，短期内看不到收益。有的副业短期内收益可观，但不具备长期复利思维。我们…
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湖南易斫教育咨询有限公司告诉你实体店这样引流才能赚钱。在如今这个流量为王的时代里，无论是线上电商还是线下实体店都会把流量放在首要位置，如何引流成为众多商家日思夜想的问题。今天湖南易…
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一个行者问老和尚：“您得道前，做什么?”老和尚：“砍柴担水做饭。”行者问：“那得道后呢?”老和尚：“砍柴担水做饭。”行者又问：“那何谓得道?”老和尚：“得道前，砍柴时惦记着挑水，挑…
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你的朋友圈，反映的是你的眼界和格局！ 对于实体店而言，微信朋友圈是一个相对较好的闭环引流成交工具，通过微信做客户引流，朋友圈是一个相对有效的途径。 今天分享微信朋友圈免费推广引流模…