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WeChat Audience Growth

This article shows you how to use the Audience growth dashboard for a WeChat Official Account.

 

1 Audience growth

The Audience growth dashboard provides information about follower growth, acquisition and retention for the selected WeChat Official Account.

Measure > Communication > Audience growth

 

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2 Filtering the dashboard

Use the filters at the top of the dashboard to select the data you want to review.

Date range

Select the period you want to analyse.

Campaign

Filters the dashboard by available campaign or QR attribution data.

Select All to include all available campaign data.

 

3 Comparing performance

Turn on Compare to compare the selected date range with:

  • Previous period 
  • Previous year 

When comparison is enabled, changes are displayed alongside applicable metrics and the comparison period is shown on applicable charts.

 

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4 Reading the audience overview

The summary metrics at the top of the dashboard provide an overview of follower growth and retention for the selected WeChat Official Account.

Total followers

Shows the total number of users currently following the WeChat Official Account.

Followers gained

Shows the number of new followers acquired during the selected period.

Followers lost

Shows the number of users who unfollowed the WeChat Official Account during the selected period.

Net growth

Shows the net change in audience size during the selected period.

Net growth = Followers gained – Followers lost

Growth rate

Shows the percentage change in audience size during the selected period, based on net growth relative to the number of followers at the start of the period.

Growth rate = Net growth ÷ Total followers at start of period

Stickiness

Shows the proportion of the audience retained relative to the number of followers at the end of the period and the followers lost during the period.

Stickiness = Followers at end of period ÷ (Followers at end of period + Followers lost during the period)

A higher stickiness percentage represents stronger audience retention.

 

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5 Follower growth overtime

The Follower growth overtime chart shows follower gains and losses throughout the selected date range.

The chart displays:

  • Followers gained – followers added during the selected period. 
  • Followers lost – followers who unfollowed during the selected period. 

The totals above the chart show the number of followers gained and lost.

When Compare is enabled, the current period and comparison period are both displayed.

 

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6 Acquisition sources

The Acquisition sources section shows how new followers discovered and followed the WeChat Official Account.

Source type identifies the WeChat entry point associated with the new follower.

Source types can include:

  • OA search – following the Official Account through WeChat search. 
  • Business card sharing – following from an Official Account card shared within WeChat. 
  • QR code – following by scanning a QR code. 
  • Account name in article – following by selecting the Official Account name displayed within an article. 
  • WeChat advertising – following through WeChat advertising. 
  • Reposting by others – following after content was shared or reposted by another user. 
  • Mini Program – following through a WeChat Mini Program. 
  • WeChat Video Channel – following through a WeChat Video Channel. 
  • Live streaming – following through a WeChat live-streaming experience. 
  • OA migration – followers associated with a migration of the Official Account. 
  • Top-right article menu – following using the follow option available from an article menu. 
  • Following after payment – following after completing a WeChat payment interaction. 
  • Other – acquisition that does not fall within one of the listed source types. 

The available source types depend on the acquisition information recorded for each follower.

The table displays:

  • Source type – how the new follower was acquired. 
  • % Share – the percentage of all new followers represented by the source. 
  • New subs – the number of new followers associated with the source. 

 

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7 Audience churn / Retention

The Audience churn / Retention section provides additional information about follower loss and retention.

The summary boxes display:

  • Unfollows this period – the number of followers who unfollowed during the selected period. 
  • Unfollow rate – the rate of follower loss during the selected period. 
  • Net growth (gained – lost) – the difference between followers gained and followers lost. 
  • Stickiness – the follower-retention measure described in the audience overview above. 

For follower-loss and churn metrics, a decrease represents improved audience retention.

 

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8 Unsubscribes over time

The Unsubscribes over time chart shows when follower losses occurred during the selected date range.

This provides a view of how unfollow activity changes over time.

When Compare is enabled, the current period and comparison period can both be displayed.

 

08_wechat_unsubscribes_over_time.png

 

9 Campaign-driven growth

The Campaign-driven growth section shows new followers associated with tracked QR codes.

The table displays:

  • QR ID – the identifier associated with the tracked QR code. 
  • New followers – the number of new followers attributed to that QR code. 

This section reports follower attribution to tracked QR codes.

If no campaign-driven follower data is available, No data available is displayed.

 

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10 Exporting dashboard data

Select Export in the top-right corner.

The available export options are displayed in the Export menu.

 

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