Analysis and calculation of product metrics of users. Raw data taken from AppMetrica. Data's time interval is from 1st of January 2020 to 31st of March 2020. In this project I analysed users' behavior and efficiency of acquisition channels. Data's description is inside the file.
What I found out:
- According to cohort analysis the biggest conversion to purchase belongs to cohort with the first app installation on the 1st of January (39.3%). I consider a user to be a converted one if he purchased something within 7 days after app installation.
- Most of the people came from Yandex marketing channels.
- However, the worst conversion to the first purchase belongs to Yandex marketing channels as well.
- Funnel. Most of the customers leave our app after they tap a basket, that is they have something in the basket but do not purchase anything.
- As for the median bill. An average customer from our referral program spent the most.
- VK owns the best ROMI metric.