宝鸡谷歌竞价推广渠道分析：从入门到精通全攻略
想知道如何让每一分营销费用都物尽其用吗？ 本文将揭示渠道分析的核心秘诀，帮助读懂数据背后的真相，优化每个环节，让获客效果翻倍。
Want to maximize every penny of your marketing budget? This article reveals the core secrets of channel analysis to help you understand the truth behind data, optimize each step, and double your customer acquisition results.
01 获客渠道效果分析与优化
01 Customer Acquisition Channel Analysis & Optimization
1. 计算渠道 ROI，合理分配预算
1. Calculate Channel ROI for Budget Allocation
（1）CAC 与 LTV 的关系
(1) The Relationship Between CAC and LTV
当我们计算出获客成本后，就可以根据数据来优化渠道的获客效果。首先要明确的是，获客最重要的原则是保证获客成本（CAC）小于用户生命周期价值（LTV）。
After calculating customer acquisition cost, we can optimize channel performance based on data. The most important principle is ensuring Customer Acquisition Cost (CAC) is lower than Lifetime Value (LTV).
（2）唯品会案例：百度 SEM vs 抖音广告
(2) Vipshop Case: Baidu SEM vs Douyin Ads
让我们用唯品会的数据来举个例子。假设我们根据一段时间内从两个渠道获取的用户数据，预估出百度的 LTV 可能是 300 元，抖音广告用户的 LTV 平均是 250 元。
Let's use Vipshop data as an example. Suppose based on user data from two channels, we estimate Baidu's LTV at ¥300 and Douyin ads' average LTV at ¥250.
2. 拆分获客漏斗，寻找优化机会
2. Break Down Acquisition Funnel for Optimization
（1）关键指标分析
(1) Key Metrics Analysis
第二个应用是拆分整个获客漏斗的全流程来寻找优化机会。首先要把各个步骤拆分出来，计算所有主要指标，然后针对流失率较大的步骤进行实验和优化。
The second approach is breaking down the entire acquisition funnel to identify optimization opportunities. First separate each step, calculate all key metrics, then experiment and optimize steps with high drop-off rates.
03 获客渠道分析四类指标
03 Four Types of Channel Analysis Metrics
1. 渠道指标
1. Channel Metrics
包括广告展现量、点击率等，反映渠道本身的表现。
Includes ad impressions, CTR, reflecting channel performance.
2. 落地承接指标
2. Landing Page Metrics
如落地页和应用商店的转化能力，衡量用户从点击到下载的过程。
Measures conversion from click to download through landing pages and app stores.
精准计算 ROI，优化每个环节；拆解获客漏斗，降低用户流失；比较广告效果，调整投放策略；监测异常行为，提升渠道质量。
Accurately calculate ROI to optimize each step; Break down acquisition funnels to reduce drop-offs; Compare ad performance to adjust strategies; Monitor anomalies to improve channel quality.
