Name: Google Analytics 教程 - 用於留住用戶的隊列分析 (Google Analytics Tutorial - Cohort analysis for user retention)
Uploaded: 2025-07-28T18:56:36.000Z
Duration: 3 min 13 s

情態助動詞 B1

Depending on your business strategy, the concept of user retention might be all important.

根據您的業務戰略，用戶留存的概念可能非常重要。

Many businesses will lose money to gain a user, but then hope to make it up over time.

許多企業會為獲得用戶而虧損，但希望通過時間來彌補。

情態副詞

We often talk about cohort analysis and retention, and it can be particularly interesting if you have large events that drive people in batches.

我們經常談論隊列分析和保留率，如果您有大型活動，可以成批地吸引人們，那麼這一點就會特別有趣。

I tend to think of cohorts kind of like a generation.

我傾向於把同代人看成是一代人。

You have your Millennials, your Boomers, Gen X, etc., or even a graduating class.

你們有千禧一代、潮一代、X 一代等，甚至是一個畢業班。

You all entered your freshman year at one time, you move up, and then you all leave at the same time, and it can be an interesting way to measure things.

你們都是在同一時間進入大一，然後升入大一，然後又同時離開大一，這可能是一種有趣的衡量方式。

In a business context, seasonality is a common cohort creator.

在商業環境中，季節性是一個常見的群體創造者。

You might think of an airline, they might have very different behavior and lifetime value associated with a cohort of heavy business travel time versus a cohort who bought tickets for the holiday time frame.

你可能會想到一家航空公司，他們可能會有非常不同的行為和終生價值，這些行為和終生價值與大量商務旅行時間的人群和購買假期機票的人群相關聯。

I would guess that business travelers are going to be more frequent repeat visitors and probably stick to weekday flights, while Christmas visitors might not travel again until that time next year and probably prefer weekends.

我猜想，商務旅客會是更頻繁的常客，可能會堅持乘坐平日班機，而聖誕旅客可能要到明年那個時候才會再次出行，可能更喜歡週末。

If this analysis turns out to be correct, you could plan campaigns and promotions and content around that as well as the segments.

如果分析結果是正確的，您就可以圍繞這一點以及細分市場來策劃活動、促銷和內容。

So we also see if we scroll down here, we've got user retention and lifetime value.

如果我們向下滾動，還可以看到用戶留存率和終身價值。

And although we mentioned above we have more returning users in total, this is a pretty long tail here in terms of many people who do not return for a second visit.

雖然我們在上文提到過，我們的回頭用戶總數較多，但就許多人不會再次訪問而言，這是一個相當長的尾巴。

That tells me that the ones who do return tend to keep returning.

這告訴我，回來的人往往會繼續回來。

So you either love this game or you've never played a second time, I guess.

我想，你要麼喜歡這款遊戲，要麼就沒玩過第二次。

For this cohort reporting, I actually want to skip over here to one of their pre-built reports.

對於這個群組報告，我其實想跳到他們預建的報告中。

I'm going to go down here to analysis, the template gallery, and they've got an entire one here on cohort analysis that lets us dive in a little bit deeper.

我將進入分析、模板圖庫，這裡有一整篇關於隊列分析的文章，可以讓我們更深入地瞭解。

So here we can see the week that people started.

在這裡，我們可以看到人們開始的那一週。

So four weeks ago, and then we can see each week after that, how many of them remained.

是以，四周前，然後我們可以看到之後的每個星期，有多少人還在。

So four weeks ago, we would have four weeks of data and one week ago, we'd have one week of data, hence the waterfall here.

是以，四周前，我們有四周的數據，一週前，我們有一週的數據，是以這裡出現了瀑布圖。

We can change the segments, which is always useful.

我們可以改變分段，這總是很有用的。

We can change the return criteria, the granularity here from weekly to daily or monthly, and even what value we're looking to measure.

我們可以更改返回標準、粒度（從每週到每天或每月），甚至是我們要衡量的值。

We're looking right now at active users, but we could look at something like user engagement instead.

我們現在關注的是活躍用戶，但我們也可以關注用戶參與度之類的東西。

So for example, we would come over here and scroll through here, find user engagement, apply that one, and it now becomes an option and I can change my metric from active users to user engagement.

舉例來說，我們來到這裡，滾動瀏覽，找到用戶參與度，應用該選項，現在它就變成了一個選項，我就可以將我的指標從活躍用戶改為用戶參與度。

The other thing I want to look at, this is a total sum.

You may want to look at this in terms of per user, and we can see what happens on a per user basis as time goes on.

您可能想從每個用戶的角度來看這個問題，我們可以看到隨著時間的推移，每個用戶的情況會發生什麼變化。

We see a big drop right away, and then things even out a bit.

我們看到立即出現大幅下降，然後情況稍有緩和。

One thing that might be interesting to look at would be ad revenue or in-app purchases as well.

廣告收入或應用內購買也是一個值得關注的問題。

And perhaps you lose users, but as the levels get harder, the people who are still there might choose to buy the power-ups to keep advancing in the game.

也許你會失去用戶，但隨著關卡難度的增加，還在遊戲中的用戶可能會選擇購買強力道具，以繼續在遊戲中前進。

There's all kinds of interesting analysis, and it's all here for the slicing and dicing.

這裡有各種有趣的分析，都可以在這裡進行切分。