WeChat
FlowBeijing
WeChat Mini Programs
Are You Measuring What Matters?
You built a Mini Program and you’re now checking daily page views, thinking it shows how well it’s doing.
But is tracking page views enough?
Not at all!
Vanity metrics are not a measure of performance.
Why?
They don’t reflect engagement, retention, or real business outcomes.
So what?
If you’re not tracking the right KPIs, you’re not managing performance.
The 4 KPI categories you should monitor
- Traffic & Acquisition
- Engagement & Retention
- Conversion
- Operational Performance
Traffic & Acquisition
How are users discovering your Mini Program?
KPIs to track:
- Number of Visitors: Daily Active Users (DAU), Monthly Active Users (MAU), Number and percentage of new users over time.
- Source of Entry: QR code, Moments, Official Account, etc.
- Share Rate
Engagement & Retention
Are users using it? Are they engaging with the right features?
KPIs to track:
- Usage frequency
- Retention rate
- User journeys
- Conversion funnels
Conversion
Is your Mini Program driving real outcomes: sales, leads, or long-term loyalty?
KPIs to track:
- Conversion rate: Percentage of users completing key actions (e.g., registration, purchase)
- Macro conversions: Completed journeys (e.g., order completion, registration)
- Micro conversions: Intermediate steps (e.g., page visits, interactions with specific elements)
Operational Performance
UX affects conversion: is your Mini Program technically sound?
- Load Speed
- Error Rate
- Crash Logs
- Update Frequency
Most of these KPIs are provided by WeChat Analytics (also known as “We分析” WeFenxi), Tencent’s native tool for tracking the performance of Mini Programs.
It provides a solid foundation, but here’s the catch:
If you want deeper insights, like Button Click Heatmaps or User Churn, you’ll need to go beyond native tools.
Pair it with 3rd-party platforms like:
- Sensors Data (神策数据)
- GrowingIO
- Youmeng+ (友盟+)
