The rise of WeChat MiniProgram analytics in China, no more app analytics?

WeChat mini-program is taking the mobile world by storm in China. Its sheer number in the market is estimated to be over 3 million by the end of 2018. WeChat ecosystem made mini-program so easy to use which radically simplifies the consumer journey. Take bike sharing Mobike as an example: by comparison, WeChat mini-program reduced the original process into 2 steps and is said to help Mobike increase new user growth by 50% within 2 months launch of its mini-program.

Many believe mini-program should have a more profound impact on retail. According to some sources, retail-related mini-program is the most popular destination for consumer users, account for 24% of the traffics, followed by transportation mini program. That is why local AI unicorn Face++ is now providing facial recognition solution for retailer’s mini-program, hoping to deepen their technological side of customer service.

More intriguingly, interests in data analytics of mini-program have soared. Startup like Aldwx founded in June 2016, is often hailed as a pioneer and just raised RMB60 million in February 2018 in Series A with a staggering valuation of RMB 1 billion. Aldwx basic dashboard usually offers statistical insights such as:

-New users

-Visitors

-Active users

-Geographic distribution

-Traffic channel

-Session duration

-Bounce rate

In May 2017, Tencent also rolled out its own mini program analytics for account operators to monitor their daily progress and traffics.

In the meantime, major internet research or traditional app analytics companies are eager to follow the trend. For instance: 

 

More and more players might soon pop up in this lucrative area. And with the dominance of Wechat mini-program taking hold in 2018, it could only mean one possible outcome: the obsolescence or irrelevance of app analytics in China.

Author: Cecilia Wu