Mobile apps analytics by Futurice

Mobile application analytics How are people really using my apps? Monetizing Android Apps 5.5.2012 – Janne Toivola

Futurice in brief »  Demanding software TAMPERE projects HELSINKI »  Customers, end-‐users and developers extremely happy. BERLIN LONDON 1 15 Founded in 150 2000

Mobile solutions Digital business Enterprise IT solutions solutions

Setting Why? Optimize Summary up Why should I How do I start What should I What was the care about collecting the do about the point in this? tracking my data? numbers? application?

Why mobile application analytics?

Users are expecting excellent UX for native applications. http://www.ﬂickr.com/photos/seanhobson/3256445524/

Web/social App store Application Crash analytics analytics logging sw Application discovery ✓ ✓ Purchase metrics ✓ Installation metrics and ✓ (✓) performance Application usage analytics ✓ Advertisement metrics ✓ In-‐app sales metrics (✓) ✓ Crash logging ✓ ✓

›  Demographics: Language, Geographical location ›  Behavior: App usage frequency, engagement What can you ›  Technology: Devices measure? ›  Navigation: Pageviews, referrer, events, user ﬂow ›  Conversions: Conversion funnels, e-‐commerce (in-‐app payments), ad-‐consumption

Case: Jamie Oliver 20 minute meals

If I was Jamie Oliver, I’d love to know… http://www.ﬂickr.com/photos/lord-‐jim/5449757155/

Which recipes are most popular? http://www.ﬂickr.com/photos/25609635@N03/7130405135/

How long does it take for users to prepare “Chilli corn chowder” in reality? http://www.ﬂickr.com/photos/andrewmalone/7111416061/

Are the video tutorials used at all? http://www.ﬂickr.com/photos/littledebbie11/4306302744/

How often is the app used? http://www.ﬂickr.com/photos/ollesvensson/4432405444/

In which ways is the shopping cart feature used? http://www.ﬂickr.com/photos/rdvortex/621757607/

Is the app used more in landscape or portrait mode? http://www.ﬂickr.com/photos/matte4president/6993047866/

›  Goal: maximize article reads (ad displays) ›  Company released a new version with widget and Case: notifications News app for ›  10% of users use the widget Android ›  3-‐4 % of article reads through widget or notifications ›  # of weekly sessions doubled on users that use widget/ notifications (!)

Setting up How can I start collecting data?

…and many more.

›  SDKs for Android and iOS Start with ›  Easy to setup and use Google ›  Full feature set for free Analytics ›  Widely used, especially in web analytics

1.  Setup a Google Analytics account 2.  Download the Google Analytics SDK for Android Setting up 3.  Add the SDK library to your project 4.  Setup project permissions 5.  Add and setup tracking code

Start tracking import com.google.android.apps.analytics.GoogleAnalyticsTracker; tracker = GoogleAnalyticsTracker.getInstance(); tracker.startNewSession("UA-‐12345678-‐9", 30, this); tracker.trackPageView(“/recipes"); Option A: Track PageViews tracker.trackEvent(”ShoppingCart", ”Add”, ”Chilli corn chowder”); tracker.stopSession(); Option B: Track Events

Taking it further: custom variables and ecommerce tracking Futurice 5.5.2012 27

Optimize What the numbers mean? How should the app be changed?

First: Pick 3-‐5 KPIs based on your (business) goals.

Ideas on how to enhance the design, Ideas ideas for new features Customer information, week points in the design Design and Learn Build development of changes. Actionable Data Product insights! Minimum viable product. Measure How’s the new version doing against KPIs? Eric Ries: The Lean Startup

Summary

›  People expect top UX for native mobile apps ›  Analytics is at least as important for mobile as it is for web Key takeaways ›  Focus on 3-‐5 KPIs, use them to validate your actions ›  You’re looking for actionable insights ›  Iterate! Fail fast! Have fun!

Get started: https://developers.google.com/analytics/devguides/collection/android/ Questions? Comments? Janne Toivola Senior Service Designer janne.toivola@futurice.com twitter.com/jannetoivola

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Mobile apps analytics by Futurice

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