APPNATION IV - Google Analytics Presentation - Adam Singer
Metrics for Success in theMobile / Apps Ecosystem@AdamSinger+GoogleAnalytics Google Confidential and Proprietary 1
Google makes the web work for you Win moments Enable better Constantly that matter decisions innovate by engaging billions of people, by accessing unique by tapping into technologyin the right context, with personalized customer, industry and performance that works together across experiences they love. insights. your business needs. Google Confidential and Proprietary 2
Agenda1 State of mobile2 Mobile app measurement methodology3 GA Mobile App Analytics.1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising. Google Confidential and Proprietary 3Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.
Mobile apps are changing the consumer world 667 Minutes the avg. smartphone user spends per month using apps 675K # of mobile apps on Google Play 700K # of mobile apps on Apple iTunes 25B+ # of apps downloaded from Google Play $46B Mobile app revenue1 expected by 2016 (cross-platforms).1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising. Google Confidential and Proprietary 4Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.
From Apps In-store Cross device www On mobile web Click-to-CallMobile isSpurringNew Types ofConversions Google Confidential and Proprietary 5 The Full Value of Mobile
Fluency in measuring apps is an emerging skill Extremely we measure our mobile apps 6% Sophisticated integrated with other initiatives we measure apps in a comprehensive 12% Advanced manner but the data is in a silo we measure our apps but feel like were 23% Intermediate not seeing the whole picture we’re starting to measure 36% Novice apps and are just learning we’re not really sure where to start with 23% No understanding mobile app measurementResearch question: Rate your sophistication of using mobile analytics to measure a mobile app. Google Confidential and Proprietary 6Data based on 2318 respondents.
Mobile app revenues worldwide:2011 and 2016Billions 50.0 $46.0 40.0 30.0 20.0 10.0 $8.5 0.0 2011 2016Note: Includes per-per-download, in-app purchase, subscriptions, and in-app advertising. Google Confidential and Proprietary 7Sources: ABI Research, “Mobile Application Business Models” as cited in press release, Feb. 16, 2012. eMarketer.com
In-app purchase revenues worldwide:2011 and 2015Millions and % of total smartphone app rev 100% 90% 80% $5,600 70% (64%) 60% 50% $970 (39%) 40% 30% 20% 10% 0% 2011 2015Sources: HIS Screen Digest, “Mobile Media Intelligence Services” as cited in press release, Jan. 17, 2012. eMarketer.com Google Confidential and Proprietary 8
Lifecycle of a mobile app The focus Develop Market Measure an app an app and iterate Measuring the End-to-End Value of Your App, improve based on data Google Confidential and Proprietary 9
Understand the end-to-end value of mobile app App marketplace App sales download Ad monetization Acquisition Outcome New users In-app purchases Active users Goal conversions Demographics Acquisition channels Engagement Engagement flow Top app screens User loyalty and App crashes retention Events Google Confidential and Proprietary 10
Marketers want to measure full app lifecycle Metrics that matter to marketers: 71% Engagement / 56% Revenue 51% Advertising metrics usage of apps generated revenue generated from in-app or spent on from apps acquisition 55% Insights into app 38% Cross-device 32% Crash reporting / marketplaces tracking troubleshoot information & downloads of appsResearch question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply) Google Confidential and Proprietary 11Data based on 2318 respondents.
GA Mobile App Analytics New set of reports More powerful tailored for mobile app measurement 1 2 mobile SDK (easy to implement) New Users: Speaking the revamped sign-up flow 3 4 language of the mobile app world Google Confidential and Proprietary 12
From app download to in-app purchase App Acquisition Funnel App Analytics App Promo Outcomes Impressions Goals Clicks E-commerce Lifetime values Monetization App Store Acquisition Number of views Engagement Outcomes Number of installs Events / screens Rating / reviews Loyalty Crashes Installs Users Number of installs Demographic Number of opens Mobile device Interaction rate Behavioral Google Confidential and Proprietary 13
Slacker Radio: Beating ROI goals with analytics70% Improvement in Cost per Download With the new SDKtools, robust and reliable attribution was possible in new ways. Marc Drucker, iCrossing senior Media Analyst Google Confidential and Proprietary 14
Magma Mobile: Driving ad revenue with analytics Google Analytics helps us analyze data and draw clear actions from 130m which we can Android app build a better user experience and encourage greater usage. downloads Using Google Analytics we were able to see that some marketing 14m channels drove installs but very little monthly traffic after the download. We now active focus promotion efforts where we see the highest growth in loyal users users that consume more pageviews and spend more time using the app. Google Confidential and Proprietary 15
Best practices for mobile app analytics Track different apps Track different Track app editions in separate platforms and app based on feature properties versions in the similarities same property Google Confidential and Proprietary 16
Two-step app Analytics setup process Set up a new app Download the property in your Google Analytics account Analytics SDK2 Analytics Your app account developer manager Google Confidential and Proprietary 17
A more powerful mobile SDK v2.0 Easy Open platform Opt-out Secure to implement wire-format ready and leanEasy Tracker library auto API for app-specific Hits to GA backend tracks Android / iOS Wire-format will user opt-out can be sent through views and activities be open platform secure HTTP to support App developer can customized solution Less data will be sent implement initial on other mobile –better battery life tracking in < 5 min. platform Google Confidential and Proprietary 18
The new GA Mobile AppAnalytics Reports Google Confidential and Proprietary 19
BenefitsDevelopers: • Iterate your application based on data • Identify and fix problems • Know when to deprecate old versions • Understand what features are usedMarketers: • Optimize high-conversion referral sources & ads • Report success to stakeholders • Improve in-app purchases and revenue • See holistic view of performance Google Confidential and Proprietary 20
Creating a new account in Google Analytics Google Confidential and Proprietary 21
Creating an app account Google Confidential and Proprietary 22
How to use the Google Analytics SDK Google Confidential and Proprietary 23
Receiving your tracking ID Google Confidential and Proprietary 24
Adding the code snippet to your app Google Confidential and Proprietary 25
Finding acquisition and user data Google Confidential and Proprietary 26
Understanding your app users Google Confidential and Proprietary 27
Knowing how & where your users are engaging Start Screen 2nd Interaction 3rd Interaction 4th Interaction 2.81k interactions 2.03k interactions 1.87k interactions 698 interactions 776 left 162 left 1.16k left 74 left Profile Category: P ...filePicker AnalyticsMainActivity Category: P Picker Action: pickProfile Label: 731 ...filePicker Action: 2.81k success pickProfile Label: 994 success 547 + Step Category: P… accounts Category: P ...filePicker 58 Action: pickProfile Label: AnalyticsMainActivity Category: P ...filePicker profiles 35 Action: pickProfile Label: 521 accounts Category: P…profilesStart Screen 2nd Interaction 548 342.81k interactions 2.03k interactions Category: P ...accounts AnalyticsMa…/DASHBOARD 322 10776 left 162 left Category: P ...filePicker ProfilePick…unt/prompt 341 4 Profile Picker Category: P ...filePickerAnalyticsMa…/REAL-TIME 121 (+4 more screens) 2.81k Action: pickProfile AnalyticsMainActivity 10 109 Label: success AnalyticsMa…/DASHBOARD 117 994 Google Confidential and Proprietary 28
Measuring your success Google Confidential and Proprietary 29
Use autotagging to test and iterate on ad strategy Google Confidential and Proprietary 30
Use Google’s URL builder to test other strategies Google Confidential and Proprietary 31
Measuring ad effectiveness & lifetime user value Google Confidential and Proprietary 32
See highest value users with loyalty reports Google Confidential and Proprietary 33
Avoid user attrition with crash and exception Google Confidential and Proprietary 34
Coming soon: full integration with Google Play Google Confidential and Proprietary 35
Coming soon: full integration with Google Play Coming Soon Google Confidential and Proprietary 36
Another thing to mention... Google Confidential and Proprietary 37
We have launched theAnalytics Mobile App on AndroidSee what’s going on and get alerted on important KPIs Google Confidential and Proprietary 38
In Summary1. See the entire picture of your application in GA Mobile App Analytics.1. View your web or mobile analytics from anywhere with Google Analytics Android App. Google Confidential and Proprietary 39
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.