Analytics for WeChat, What to Track and Why

1. Business KPIs before dashboards

Start with outcomes, not charts. Define one to three business KPIs that WeChat should influence, for example qualified leads per week, add-to-cart to paid rate, or customer service resolution time. Everything else should ladder up to those.

2. Funnel metrics that matter

• Discovery, QR scans, ad clicks, search exposure to profile views.
• Engagement, follows, article opens, menu clicks, session depth.
• Conversion, lead forms, bookings, purchases, first payment.
• Retention, repeat sessions, repeat purchases, subscription renewal.

3. Official Account content metrics

• Article opens, read completion, and shares/forwards.
• CTA clicks from articles to menus, mini programs, or forms.
• Follower growth and unfollow rate around publishing peaks.
• Menu CTR and top paths to conversion.

4. Mini Program event tracking

• Page views by template (home, category, PDP, cart, checkout, order).
• Key actions, add_to_cart, start_checkout, select_coupon, pay_success.
• Operational events, refund_request, return_approved, ticket_created.
• Performance signals, page_load_time, API_error, payment_retry.

5. Ad reporting and cost metrics

• Spend, impressions, CTR, CPC, CPM.
• Downstream cost per lead/order and return on ad spend.
• Creative breakdown, article vs mini program landers, which converts better.
• Frequency caps and fatigue, watch rising CPC and falling CTR.

6. Cohorts, retention, and LTV

Group users by first touch week, ad set, or QR entry point. Track seven, fourteen, and thirty day return rate, and for commerce, calculate contribution margin per cohort. This shows whether you are buying one-off orders or building a habit.

7. Attribution, UTMs, and QR codes

In WeChat, QR codes and scene parameters are your friend. Issue unique QR codes per campaign and placement. When linking to web, use compact UTMs and mirror them as tags server-side so you can still attribute after redirects or shares.

8. Your analytics stack

9. A simple event schema

Keep events flat and human-readable. A good minimum:

event_name, user_id, session_id, source, campaign, page, value, currency, ts
pay_success,  a1b2c3,  s-001,   wechat_ad,  23Q4-Sale,  checkout,  199.00, CNY, 2025-11-01T10:15:23Z
add_to_cart,  a1b2c3,  s-001,   menu,       -,          PDP,       -,      -,   2025-11-01T10:14:01Z
          

10. Reporting cadence and rituals

• Daily, health check, spend, CTR, orders, pay_success events.
• Weekly, funnel rates and top content, fix one friction point.
• Monthly, cohort and LTV view, decide what to scale or stop.

11. Implementation checklist