Traffic source insights
Mantle connects your app’s traffic data to real customer value, giving you a peek behind the curtain to see not just where visitors are coming from, but which sources are bringing your most valuable, long-term customers.
Understanding traffic sources
When it comes to app traffic, raw numbers only tell half the story. Traffic Source Insights helps you understand the quality of your different traffic sources by connecting discovery patterns with customer lifetime value (CLV). You’ll see which search terms, countries, and App Store sections bring your highest-value traffic, allowing you to focus your efforts where they’ll have the biggest impact.
Filtering your traffic data
At the top of the report, you’ve got all the tools you need to slice and dice your traffic data:
- Time period: Adjust the dates to spot seasonal patterns or measure the impact of specific campaigns
- Event type: Toggle between page views and install clicks to understand both discovery and conversion
- Metric selector: Go beyond basic volume counts to analyze value metrics like total and average CLV
- Segment filter: Layer any customer segment you’ve built in Mantle to see how different user groups interact with your traffic sources
These flexible controls give you deep visibility into your traffic quality, helping you understand how various visitors find and engage with your app.
Metrics that matter
Your choice of metrics shapes the story you see in the data:
- Volume: Raw number of visitors from each source - helpful for understanding reach and scale
- Total CLV: Combined lifetime value of all customers from a source - shows overall revenue impact
- Average CLV: Mean lifetime value per customer from each source - reveals typical customer quality
- Median CLV: Middle point of customer values from each source - less affected by outliers than average
- Average spend: Mean amount customers spend from each source - focuses on direct revenue patterns
- Median spend: Middle point of customer spending from each source - shows typical spending behavior
These metrics help you move beyond simply counting visitors to understanding which sources bring the customers most likely to grow with your app over time.
Analyzing traffic patterns
Dig into the details to see how merchants discover your app:
- Search term performance, including exact keywords
- Category and collection placement impact
- Which App Store sections drive the most valuable traffic
Understand your audience reach:
- Traffic channel ROI
- Language preferences by region
- Geographic growth opportunities
Layer customer segments over your traffic data to uncover even more insights:
- How different user types find your app
- Which regions produce the fastest-growing customers
- Conversion patterns for your best-value users
Turning insights into action
Segment stacking
Compare different customer segments to understand the unique discovery patterns of your highest-value users versus more casual visitors. Spot opportunities to better align your marketing with the behaviors of your most engaged and long-term customers.
Tracking quality signals
Layer key metrics like install rates, subscriber conversions, and CLV to identify your most valuable traffic sources. This helps you focus your limited resources on the channels that consistently bring your best customers.
Geographic performance
Find your next big growth market by tracking conversion rates, customer longevity, and language preferences across different regions. Identify untapped potential and invest in localization where it matters most.
Search term insights
Understand what search terms and keywords drive the most valuable traffic to your app. Monitor seasonal patterns and competitor-related searches to inform your App Store Optimization strategy. Then, follow your performance on those keywords in the SASI report.
Real-world insights
Here’s where the data gets interesting:
Search term quality matters: Brand-specific searches (like “your-app-name”) typically bring higher-value customers than generic terms (like “subscription app”). The difference can be significant - sometimes 3x higher lifetime value.
Geographic patterns: You might discover that customers from certain countries consistently spend more, helping you prioritize localization efforts.
Discovery context drives value: Customers finding you through App Store search often behave differently than those coming from social media or direct links.
For example, you might find that organic search brings steady, long-term customers while paid social drives quick trials. These patterns help you optimize your marketing spend and focus on channels that bring lasting value.
Frequently Asked Questions
Setup and Data
Why do I need BigQuery integration for this report?
This report connects your Google Analytics 4 traffic data with customer value data from Mantle. BigQuery acts as the bridge that allows us to match traffic sources with actual customer behavior and revenue. Without it, we can't connect the dots between where visitors come from and how much value they bring.
How far back does the data go?
Data availability depends on when you connected your BigQuery integration. We can only access traffic data from the date your GA4 to BigQuery connection was established. Historical data from before the connection won't be available.
Why are some of my traffic sources missing?
The report only shows traffic sources that have led to actual customer conversions. If a traffic source shows no data, it might mean:
• Visitors from that source haven't converted to customers yet
• The traffic source data isn't being properly tracked in GA4
• There's a delay in data processing (can take a few hours)
Understanding Metrics
What's the difference between 'Volume' and 'Total CLV'?
Volume: Raw number of visitors or clicks from each source
Total CLV: Combined lifetime value of all customers from that source
Volume tells you reach, while Total CLV tells you revenue impact. A source with high volume but low Total CLV might bring lots of visitors who don't convert to paying customers.
When should I use Average vs Median CLV?
Average CLV: Mean customer value - can be skewed by very high-value customers
Median CLV: Middle value - better represents typical customer quality
Use median when you want to understand typical customer value, average when you want to see total revenue potential including outliers.
What do the different page types mean?
Page types show where on the Shopify App Store visitors found your app:
• Search results: Found through App Store search
• Category pages: Browsing specific app categories
• Featured sections: App Store featuring or promotions
• Direct: Direct links or bookmarks
Using the Report
Can I filter by specific customer segments?
Yes! Use the customer segment filter to see how different types of customers discover your app. This helps you understand which traffic sources bring your highest-value customers versus more casual users.
What's the difference between 'Page views' and 'Add app clicked'?
Page views: How many people visited your app listing
Add app clicked: How many people actually clicked to install
Comparing these helps you understand your conversion rate from listing views to installs.
How often does the data update?
You can control how often the data updates by going to Settings → Integrations → BigQuery and setting the polling frequency. The more frequently you poll BigQuery, the more up-to-date your data will be, but this may increase your BigQuery costs. That said, BigQuery offers a generous free plan that covers most typical usage.
Traffic Source Insights transforms raw traffic data into actionable growth opportunities. By understanding not just where your visitors come from, but which sources bring your most valuable long-term customers, you can focus your efforts where they’ll have the biggest impact on your app’s continued success.